Marketing Manager, Institutional (B2B)

About the Role

Marketing Manager, Institutional (B2B)

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 50–100% 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