VP, Marketing & Growth

Equi

New York, NY, USA

Full time

Nov 10

About Equi

We help investors unlock generational wealth by providing access to investments normally reserved for the institutions and the ultra wealthy. We evaluate thousands of investments to provide our customers one diversified, and managed portfolio of alternative asset investments (things that are not stocks and bonds). Best of all, we are powered by an intuitive and easy to use software platform that our customers can use anywhere. Learn more at www.equi.com.

Our culture is driven by the values we collectively share and live together:

  • Tikkun Olam (#TO, 🌎 ): Intent matters; and we’re committed to making our world a better place.
  • Be a fiduciary (#BF, 🏦 ): We always act in our customers’ best interests.
  • Renaissance ambition (#RA, 🎨 ): We pursue constant learning and self-development outside of work.
  • Cheetah Craftsmanship (#ChC, 🐆 ): We sprint, innovate through obstacles, and produce excellent work; then recharge and reflect just as intensely, constantly honing and improving our craft.
  • Lift each other up (#LEOU, 🙌🏼 ): We act for the greater good of the team, not our own self-interest.
  • Conscious candor (#CC, 👂🏼 ): We listen and communicate honestly and provide feedback directly while being self-aware and compassionate.
  • No lone wolves; Equi’s hunt & build systems together (#NLW, 🐺 ): We hunt as a pack, collaborate to avoid information silos, and build systems to make good things easy for the future.

Mission: what does this is person need to accomplish over the next 12-18 months?

  • Massively grow our top of funnel (leads) with potential Qualified Purchaser customers (for the next 6-9 months) and then Accredited Investor customers beyond that.
  • Build Equi into an elite and recognizable brand, that’s recognized as a leader in its space.
  • Clarify Equi’s positioning in the marketplace so customers can easily find us and identify our value to them.
  • This team member will lead our growth strategy by reinforcing our branding, increase customer acquisition (on both the Qualified Purchaser and Accredited Investor fronts), create our email campaign strategy, and social marketing campaigns, monitor KPI’s, and focus to accelerate paid, organic, and referral acquisition. They will create, execute, and guide our marketing strategy, controlling the marketing budget, and executing against revenue-related goals. The position will also have significant influence on PR, SEO/SEM, Paid Search, and LTV/CAC optimization, while simultaneously creating the copy, content, and marketing materials that engage various stakeholders.

Outcomes:  how will we measure progress towards the mission? What are the specific, measurable outcomes will this person achieve in their first 12-18 months as they pursue the mission?

  • Growth strategy plan is defined within the first 30 days including budget, hires needed, tools needed, etc.
  • Acquisition: number of new top of funnel leads and customer applications, conversion rate from visit to our website / webinar attendee / other marketing source / lead, cost of acquisition of a customer (CAC)
  • Conversion rate: From ad spend to acquired customer, are we scalably acquiring new customers and tracking the cost from top to bottom?
  • Defining Equi’s “North Star” brand: What is the unique value we offer to our current and future investors? Is it clearly articulated throughout every touchpoint?

Competencies: how do we expect this person to operate in achieving the above goals?  

  • Understand our customers and how they make purchase decisions.
  • Identify the channels and touchpoints that are critical throughout the customer journey.
  • Show a keen grasp of ROI based marketing and the ability to test hypotheses around acquisition and conversion.
  • Set forth a detailed game plan with proven data and success behind it.
  • Hire the right people to compliment and fill the gaps in skill set areas / AOE you are lacking.
  • Finding the right mentors and asking our internal team the right questions.
  • Deeply understanding our product, space we operate in, how we function, etc.

What set of accomplishments do they have that give them a unique advantage in achieving our outcomes listed above?  

  • Has developed and implemented a successful growth strategy with little to no process in place prior to stepping in.
  • Has successfully led a marketing organization, repeatedly exceeding their quotas or objectives while selling a high ticket product, ideally in the financial services industry or with a 5-6 figure price tag.
  • Has been successful in guiding the executive team on what decisions / implementations / plans need to be put in place.
  • Is comfortable with the “player coach” mentality, where they scrub in and function as an IC first before building a team around them.
  • Has increased top of the funnel in a space where there are not infinite players (i.e. we operate in the accredited investor / qualified purchaser space and that is not every retail investor in this world).
  • Has worked with a moderate marketing budget, proven success, and increased the budget over time proving the ROI on the spend.
  • Has a keen appreciation for the impact and importance of regulatory constraints on marketing materials in this highly scrutinized space.
  • Has specific B2C marketing experience, and / or has established a category defining brand for a relatively new company / product.

What “success attributes” are needed to achieve the outcomes and be part of the team?

  • Thrives in high octane startups, can take the lead themselves, and has the desire and ability to drive strategy from start to finish.
  • Data-driven and analytical thinker with the ability to hire, retain and develop high-performing teams through periods of growth.
  • Self-starter who wants to lay the foundation by building processes and strategy to make a huge impact on our business.
  • Proven track record of driving customer conversion and retention in a niche, complex space.
  • High aptitude and the desire / ability to understand industry / market trends and use them to improve our marketing deliverables.
  • Typically one of the strongest work ethics on their team.
  • Strong communicator or storyteller.

Equi offers competitive salaries, benefits, health insurance, 401(k), and a learning and development budget.

To create a platform where all feel welcome, we want our workforce to reflect the diversity of the customers we seek to serve. We encourage everyone interested in our purpose to apply. We do not discriminate on the basis of race, gender, religion, sexual orientation, age, or any other trait that unfairly targets a group of people. In accordance with the San Francisco Fair Chance Ordinance, we always consider qualified applicants with arrest and conviction records.

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