Lead Demand Generation Director

Retirement Planners of America (RPOA) is a Dallas-based wealth management and investment firm with over $3.58 billion in assets under management and serving over 6,600 households in 48 states (as of 12/31/23). RPOA has 14 offices in Texas, Arizona, California, and Oklahoma. The firm's financial advisors work with pre-retirees and retirees, offering financial planning, investment management, Social Security planning, and income tax planning services. As a fiduciary-bound firm, we make decisions based on our core values, prioritizing our clients' retirement security.

RPOA provides financial planning, investment management, family estate planning and income tax planning services nationwide. We help our clients build a plan to reach their retirement goals while protecting their investment.

The RPOA team includes over 30 retirement planners all of them ready to help its clients build a plan to reach their retirement goals while protecting their investments. At RPOA, we believe that retirement should be one of the best times of your life. RPOA’s primary goal is to help our clients to experience the best retirement possible.

Job Description

Retirement Planners of America (RPOA) is seeking a Lead Demand Generation Director to manage and evaluate its lead generation sources, sustain a pipeline of qualified prospective clients, and improve conversion throughout the sales process.

This hands-on role combines analytical skills with a deep understanding of the sales funnel. You will evaluate the full lifecycle of leads purchased from various vendors, maintain accurate performance metrics, and determine which sources produce meaningful business results. Beyond reporting the numbers, you will investigate why prospects progress or drop off and recommend improvements to lead acquisition, nurturing, and follow-up.

Working closely with Marketing Leadership, Sales, The Salesforce Team, and External Vendors, you will help RPOA make informed decisions about where to invest, which partnerships to expand, and when to pivot.

Job Responsibilities

Lead Acquisition and Sales Funnel Analysis

• Evaluate lead generation vendors and sources based on lead quality, conversion, acquisition costs, and resulting client relationships.
• Analyze the full lead lifecycle, from initial acquisition through contact, appointments, signed agreements, and funded accounts.
• Identify which sources generate the strongest results and recommend where to increase, reduce, or redirect investment.
• Investigate conversion patterns and bottlenecks to understand how lead quality, response time, follow-up, and prospect readiness affect outcomes.
• Partner with sales leadership to translate findings into practical improvements to the prospect experience and sales process.

CRM and Lead Tracking

• Work with the Salesforce team to ensure leads are accurately sourced, tagged, and tracked throughout the sales pipeline.
• Define business requirements for lead routing, source attribution, and follow-up workflows, coordinating implementation with technical partners.
• Maintain visibility into conversion at each stage of the prospect journey.
• Identify and help resolve tracking gaps, routing issues, and data quality problems.
• Establish consistent metric definitions so teams can reliably compare performance across sources and time periods.

Lead Nurturing and Reactivation

• Develop and optimize segmented nurture journeys based on prospect interests, needs, and readiness to engage.
• Lead database reactivation initiatives to reconnect with existing prospects and generate appointments.
• Partner with content and sales teams to develop relevant messaging and effective follow-up sequences.
• Evaluate nurture programs based on appointment generation, client conversion, and funded relationships.

Performance Reporting and Recommendations

• Build and maintain dashboards covering lead volume, lead quality, funnel conversion, cost per lead, and cost per acquired client.
• Keep performance metrics current, accurate, and accessible to decision-makers.
• Deliver weekly performance updates and monthly leadership reporting that explain what is happening, why it matters, and what action to take.
• Establish benchmarks and monitor trends by vendor, source, and lead cohort, accounting for the time required for leads to convert.
• Recommend changes to vendor investment and acquisition strategy based on performance evidence.

Vendor and Cross-Functional Leadership

• Manage day-to-day relationships with lead generation vendors and hold partners accountable for quality, deliverables, and reporting accuracy.
• Evaluate vendor performance and support renewal, expansion, or termination recommendations.
• Partner with sales leadership to align lead volume and routing with advisor capacity and follow-up expectations.
• Coordinate with marketing, Salesforce, and sales teams to address performance issues and implement improvements.
• Collaborate with compliance on applicable lead generation and prospect communication requirements.

Job Qualifications

Experience & Skills

• Five or more years of relevant experience in demand generation, lead acquisition, marketing analytics, or sales operations.
• Demonstrated experience evaluating lead sources and improving conversion throughout a sales funnel.
• Strong analytical skills, including the ability to interpret data, investigate underlying causes, and recommend action.
• Experience with Salesforce or a comparable CRM, including lead lifecycle tracking, attribution, reporting, and data quality.
• Proficiency in Excel and experience building dashboards using CRM reporting or business intelligence tools.
• Understanding of lead qualification, routing, nurturing, and sales follow-up processes.
• Experience managing lead generation vendors and evaluating return on investment.
• Strong communication skills, with the ability to explain findings clearly to technical and nontechnical stakeholders.
• Strong organization, attention to detail, and follow-through.
• Ability to work independently while coordinating across teams.

Preferred Experience

• Financial services, wealth management, or another regulated or professional services environment.
• Consumer lead generation involving trust-based decisions and longer sales cycles.
• Marketing to individuals approaching or entering retirement.
• Experience with marketing automation, database segmentation, and prospect reactivation.
• Building reporting and lead management processes within an evolving organization.
• Applicants must be authorized to work in the United States without sponsorship.

What Success Looks Like

• Leadership has a reliable view of lead performance from acquisition through funded client relationships.
• Metrics are current, consistent, and used to guide vendor and investment decisions.
• RPOA understands which sources produce qualified prospects and cost-effective client growth.
• Sales funnel bottlenecks are identified, explained, and addressed with the appropriate teams.
• Lead nurturing and follow-up improvements produce measurable gains in conversion.
• Recommendations clearly guide where RPOA should invest, expand, or pivot.