ETF Product Marketer

Digital Marketing Alexandria, Virginia Denver, Colorado California Maryland Virginia District of Columbia New York Pennsylvania North Carolina Texas



Who are we?

We are The Motley Fool, a purpose-driven financial information and services firm with nearly 30 years of experience focused on making the world smarter, happier, and richer. But what does that even mean?! It means we’re helping Fools (always with a capital “F”) demystify the world of finance, beat the stock market, and achieve personal wealth and happiness through our products and services.


The Motley Fool is firmly committed to diversity, inclusion, and equity. We are a motley group of overachievers that have built a culture of trust founded on Foolishness, fun, and a commitment to making the world smarter, happier and richer.  However you identify or whatever winding road has led you to us, please don't hesitate to apply if the description above leaves you thinking, "Hey! I could do that!"


What does this team do?

Motley Fool Money Management is looking for an ETF Product Marketer who has experience marketing financial products or services, and is interested in being part of a small, dynamic team pursuing aggressive growth goals.


Our ETF business – Motley Fool Asset Management, LLC (“MFAM”) – is a research-driven boutique asset management firm headquartered in greater Washington, D.C. MFAM serves as the investment Adviser of 6 equity ETFs. Within our product suite we have three active ETFs – one global and two domestic (2 of which recently underwent a $1B conversion from mutual funds) – and three passive proprietary index based ETFs.


What would you do in this role?

Positioned for major growth in the advisor/RIA and retail investor markets, we’re looking for an ETF Product Marketer to help create, manage, and implement a comprehensive marketing program that will produce brand and product sales materials for our wholesaler/sales team in the RIA field, direct response marketing materials for our retail investor market, and editorial content to support both markets. The sits on the Money Management Marketing team and will be dedicated to our ETF business, working in close partnership with our President of Motley Fool Asset Management, who sets the strategic goals for the ETF business line.


In this role, you are responsible for creating a marketing program that leverages marketing pieces across a host of partners – listing exchanges, wholesaler/distributor partners, internal sister companies, etc. – to promote our suite of ETFs with the goal of driving new assets under management. You will be expected to coordinate a plan for multi-channel and multi-format marketing efforts, to include email marketing, digital advertising, print, pitchbooks, videos/webinars, virtual events, and content marketing. You will be responsible for managing an advertising budget to build a lead gen program for the retail investor market, relying on the External Channels Manager and our external PPC marketing agency. As part of a small but mighty Marketing team, you will work in partnership with fellow Marketing Managers dedicated to the other business lines in the firm to coordinate projects and priorities of the Creative and Editorial teams. You will report to the Head of Marketing for the firm, and be accountable to the President of our ETF business.


To be successful in this role, you must be a self-starter who is highly innovative and comfortable driving campaigns from conception through execution. You need to be highly organized to keep track of all the various partner materials and how they can be leveraged across your target audiences. You will need experience working inside of a highly regulated industry, comfortable with the marketing rules and review process. And you have to love the idea of helping people on their financial journey as we pursue our company’s mission to help the world be smarter, happier, and richer.



But what does this role actually do?

       Understand the needs of our 3rd party wholesaler, PR/media firm, and listing exchanges to create effective marketing materials that promote our brand and our ETF products to the RIA, retail investor, and institutional markets.

       Create a smart marketing plan that leverages the myriad marketing pieces being produced by our listing exchange partners (YouTube videos, Expert Q&A pieces, blog posts, news segments, etc.) as well as our internal sister companies (free reports/white papers, blog articles, webinars, videos, etc.).

       Collaborate with the Marketing team’s fellow Marketing Managers, Designers, Copywriters, and Managing Editor to identify points of synergy across the various marketing efforts and to coordinate the work plan across a shared team.

       Create campaigns, offers, and calls to action that are compelling to the RIA space and can be promoted by our wholesaler in their sales process, as well as internally through our own grassroots lead gen to retail investors.

       Explore creating a lead gen program in the retail investor space by partnering with our External Channels Marketing Manager to test pay per click advertising in the major platforms.

       Own the website marketing strategy, with a plan to build content and optimize the calls to action across our target audiences. Proficient in Google Analytics and an understanding of data visualization software (Tableau is a plus!).

       Own our presence across our social media pages, in concert with the marketing and editorial plans.

       Maintain a "test and learn" approach - continuously analyzing campaign performance data, sharing meaningful sales and marketing insights, and incorporating findings into future campaign iterations

       Track, analyze and provide ongoing reporting on campaign efforts, KPIs, and progress towards growth goals

       Responsible for all compliance and records-retention processes across all marketing efforts and channels.


What do you need to apply?

       2-5 years marketing experience in the financial space (ETF marketing experience preferred). 

       Demonstrated knowledge of the RIA space.

       Experience with marketing management systems (Hubspot experience moves you to the front of the line!), content management systems, etc.

       Proven track record of successful online marketing campaigns and experiments – owning campaign performance and adjusting tactics to meet objectives and budgets.

       Excellent analytical and quantitative skills, a passion for metrics and quantitative analysis, ability to turn analysis into actionable programs, and ability to use data to optimize day-to-day performance.

       Outstanding project management and prioritization skills.

       Builds positive relationships and collaborates across internal and external partners and teams.

       Must be a strong communicator able to effectively communicate results, test ideas, and ROI to all stakeholders.



The Motley Fool has been twice named Glassdoor’s #1 Best Small Business to work for in the U.S., named to Inc.’s Best Workplaces of 2020, named one of BuiltIn’s Best Places to Work in Colorado, and we’re a perennial favorite on Washingtonian’s list of Best Places to Work year after year. Our targeted cash compensation for this role is between $80,000 and $100,000, which does not include any potential equity offerings. Below you’ll see a few of our perks, but check out this site for the complete list:

        No “vacation policy” (not to be confused with a “No vacation” policy)

        Paid maternity, paternity, and pet-ernity leave

        $1,000 to invest when you start

        Super low premiums for medical, dental and vision coverage

        Comprehensive compensation package, including company equity