Senior Vice President, Marketing (Foundation Partners Group)

Company Detail:

Company: Foundation Partners Group

Industry: Death Care Services

Location: Remote

Founded in 2010, Foundation Partners Group is a leading provider of end-of-life transition services created through strong partnerships generational and family-owned business in markets throughout the United States.  In their first 5 years, Foundation Partners partnered with 38 funeral homes and 6 cemeteries covering 13 states.  In 2015, Foundation Partners Group was acquired by Access Holdings setting out to reinvent the funeral industry through Partnership, Innovation, Compassion, and Commitment.  Since the acquisition, Foundation Partners group has scaled their platform to nearly 250 locations in over 20 states and counting.  In 2021, Access Holdings completed a highly successful recapitalization of the company helping create an even brighter future for the company and the industry. 

Foundation Partners is transforming the funeral industry by offering the latest technology and compassionate care that their families want.  They are driven by their five truths that keep them true to their principles and committed to their partners’ traditions and legacy.  Their desire to preserve these legacies combined their innovative approach sets them apart from the competition. 

Responsibilities:

The Senior Vice President of Marketing will drive top of funnel strategy, demand generation and growth marketing to increase the awareness, consideration and selection of Foundation Partners Group’s brands among families seeking end-of-life services. This role requires a strategic, analytical leader with a deep understanding of customer journey mapping and performance marketing strategies that can be activated across diverse markets, consumer segments and channels. This role will lead the development and execution of comprehensive marketing strategies to drive brand awareness, increase market share, and engage with families in meaningful ways. This role requires a proven track record of success in digital performance or growth marketing, excellent leadership skills, and a passion for service and will lead a dynamic marketing team, collaborating closely with cross-functional leaders to ensure alignment with overall business objectives.

The successful candidate will perform a host of duties, including but not limited to:

• Strategic Leadership: Develop and implement a long-term marketing strategy aligned with the company’s vision and goals. Identify market trends and customer insights to inform strategic decisions.
• Brand Management: Ensure consistent messaging across all platforms. Develop and manage customer segmentation, brand positioning and messaging strategies across multi-brand platform. 
• Top of Funnel Focus: Develop and execute the Top of the Funnel strategic projects to maintain the growth of the business’s audience and growth of the audience engagement with our content and features, resulting in revenue generation. Deliver step-change impact through analysis of data, generation of insights and testing of  new Top of the Funnel initiatives.
• Market Research: Analyze market trends, customer insights, and competitive landscape to identify growth opportunities.
• Digital Marketing: Lead digital marketing efforts, including SEO, SEM, content marketing, social media, and email campaigns to reach target audiences effectively. Utilize data analytics to measure effectiveness and optimize campaigns.
• Community Engagement: Build national capabilities to foster relationships with local communities, organizations, and stakeholders to enhance brand visibility and trust.
• Stakeholder Collaboration: Work closely with sales, customer service, and other areas to ensure cohesive messaging and customer experience.  Present marketing strategies and results to executive leadership and stakeholders.
• Team Development: Build, mentor, and lead a high-performing marketing team, promoting a culture of experimentation, creativity, collaboration, and accountability.
• Budget Management: Develop and manage the marketing budget, ensuring strong ROI and optimal resource allocation to achieve business objectives.
• Performance Metrics: Establish KPIs to measure the effectiveness of marketing initiatives and adjust strategies accordingly. Support and accelerate our growth ambition in key markets.
• Crisis Communication: Prepare and implement communication strategies for sensitive situations, ensuring the company’s values are represented.

Qualifications and Characteristics

Successful candidates will have the following qualifications and characteristics:

• Proven track record of developing and executing successful digital performance or growth marketing strategies and driving revenue growth.
• Strong understanding of digital marketing tools and platforms.
• Strong analytical skills and experience with data-driven marketing.
• Exceptional communication and interpersonal skills.
• Ability to think creatively and strategically in a complex, sensitive environment.
• Ability to thrive in a fast-paced, dynamic environment.

Requirements

• Bachelor’s degree in Marketing, Business, or a related field; MBA preferred.
• 10+ years of progressive marketing experience, with at least 5 years in a leadership role, preferably in service-related industries.