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 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
