▷ (04/11/2025) Marketing Manager, Institutional (B2B)

Job Description About the Role Orokyn is seeking a Marketing Manager, Institutional (B2B) to lead our institutional marketing strategy and execution. This role blends strategic storytelling, data-driven campaign management, and HubSpot-powered automation to drive awareness, engagement, and qualified lead generation across wealth platforms, RIAs, and institutional partners. As Marketing Manager, you'll be part content strategist, part campaign operator, and part sales-enablement architect responsible for building a consistent inbound lead flow and aligning institutional messaging with Orokyn's trusted brand voice. Key Responsibilities Content Creation & Thought Leadership - Develop a monthly content calendar across blog posts, newsletters, webinars, and videos to engage advisors and grow the sales pipeline. - Write and edit market insights, commentaries, and thought leadership pieces that position Orokyn as a professional authority in precious metals and portfolio diversification. - Produce advisor-specific resources such as: - How to Offer Metals Without Disrupting Your AUM Model: RIA Guide to Metals - Friendly Ways to Introduce Gold to Clients - Already on Your Platform Here's How to Activate Orokyn - Create multi-format content (blogs, newsletters, case studies, educational videos) that highlights why Orokyn is the smarter, institutional-grade partner for advisors. - Partner with the DTC media team to develop educational videos, animations, and other multimedia content. - Build and distribute a monthly branded newsletter featuring market updates, Orokyn news, educational insights, and calls-to-action that drive demo requests and consultations. - Collaborate with internal experts to publish timely insights tied to market movements, ensuring Orokyn remains visible and relevant during major news cycles. - Develop a future digital PR strategy (AEO/Gen AI) to make Orokyn's original research more discoverable. Distribution & Campaign Execution - Define and manage multi-channel distribution across LinkedIn, direct email, the Orokyn website, and paid campaigns. - Develop segmentation frameworks for advisors, investors, and prospects tailoring content and CTAs for each audience. - Plan and execute targeted B2B campaigns to support advisor onboarding and institutional sales initiatives. - Collaborate with Sales to ensure every campaign supports lead generation and pipeline velocity goals. - Create sales enablement materials such as one-pagers, pitch decks, ROI guides, and case studies. - Lead paid and organic campaigns that grow reach, optimize targeting, and increase advisor engagement. - Uphold brand consistency and enforce quality standards across all Orokyn marketing and sales materials. HubSpot Integration & Marketing Automation - Optimize HubSpot for managing end-to-end campaigns including emails, landing pages, ads, and automation workflows. - Serve as a hands-on HubSpot operator with support from integration and technology teams. - Develop and maintain HubSpot dashboards providing real-time visibility into: - Campaign performance (open, click, and conversion rates). - Lead quality and pipeline impact. - ROI by channel and segment. - Establish a structured lead-routing process to ensure seamless flow of qualified leads to sales. - Maintain CRM hygiene and integrate with AdvizorPro and other enrichment systems (including HubSpot AI). - Create a continuous feedback loop with Sales to assess lead quality and optimize nurture campaigns. Performance & Measurement - Track and report key KPIs monthly, including: - Newsletter open and click rates. - LinkedIn engagement and reach. - Qualified lead generation. - MQL SQL conversion and pipeline velocity. - Use data to optimize campaigns and increase inbound leads by 50100% over six months. - Produce a HubSpot performance dashboard for executive review. Cross-Functional Collaboration - Partner closely with Institutional Sales to align campaigns with business development goals. - Collaborate with Web & Design to evolve Orokyn.com into a conversion-focused marketing hub. - Work with Leadership and Compliance to ensure all content meets regulatory and brand standards. - Coordinate with DTC marketing for dual campaigns that enhance brand visibility across both Orokyn and Orokyn Direct. Success Criteria - Consistent monthly cadence of newsletters, videos, and timely market content. - Growth in digital engagement (LinkedIn, email, and website traffic). - Increase in qualified lead generation and efficient lead routing into sales. - Actionable and transparent HubSpot performance dashboards. Ideal Candidate - You are a creative yet analytical B2B marketer who thrives on translating complex ideas into engaging, measurable campaigns. You have experience in financial services or institutional marketing, strong HubSpot skills, and a proven record of improving pipeline quality through smart automation and content strategy. www.orokyn.com