Senior Associate, Partnership Channel Marketing

Who Are We Looking For?

Vestwell is seeking a proactive and strategic Senior Partnership Channel Marketing Associate to lead go-to-market strategy and execution for our key channel partner channels, such as State Savings programs and Workplace Savings solutions. You will work directly with state partners to plan launches, drive engagement, and sustain ongoing growth across employer and saver audiences. You will develop the GTM strategy, orchestrate cross-functional execution, and, when appropriate, manage external agencies to deliver scalable, compliant, and measurable marketing programs in a regulated environment.

You thrive in fast-paced settings, balance creativity with analytical rigor, and excel at relationship management with public-sector partners and internal stakeholders. You’re a hands-on doer and a strategic thinker with exceptional project management skills.

What Will You Be Doing?

• Build and own the end-to-end GTM plan for new and existing state programs, from pre-launch readiness through ongoing growth, including positioning, messaging, channel mix, timelines, and success metrics.
• Partner closely with state agencies to develop compliant, co-branded campaigns and assets; manage review/approval workflows, accessibility requirements, and brand standards.
• Drive demand and engagement across the full funnel: awareness, consideration, registration/enrollment, funding, and retention; design and execute lifecycle programs for employers and savers.
• Lead integrated campaigns across paid, owned, and earned channels; coordinate with PR/Comms, events, content, and digital teams to maximize reach and consistency.
• Oversee external agencies as needed (creative, media, research); define scopes, timelines, deliverables, budgets, and performance targets; ensure on-time, on-budget execution.
• Enable partner and internal teams with toolkits and playbooks (GTM briefs, messaging frameworks, FAQs, decks, landing pages, email journeys, webinars, field collateral).
• Establish KPIs and dashboards; track funnel health and program ROI; run performance reviews and QBRs with partners; implement test-and-learn optimizations.
• Collaborate cross-functionally with Sales, Growth, Client Success, Product, Analytics, Compliance, Legal, and Operations to ensure operational readiness and coordinated execution.
• Manage program calendars, workbacks, and risks; communicate status and results to executives and partners with clarity and consistency.
• Support forecasting and budget management for state program marketing; monitor invoices, pacing, and efficiency metrics.

Requirements:

The Necessities:

• Minimum 2-3 years of experience in partner, product, or demand marketing, ideally in financial services/fintech or a regulated category; experience with public-sector or state programs is a strong plus.
• Demonstrated success building and executing GTM plans with external partners, including managing agency workstreams and complex approvals.
• Strong relationship-management skills with public-sector partners and senior internal stakeholders; confident presenter and trusted advisor.
• Proven project management excellence; skilled at prioritizing multiple concurrent programs and driving alignment across cross-functional teams.
• Data-driven mindset with hands-on experience setting KPIs, building dashboards, and optimizing campaigns; proficiency with analytics and A/B testing.
• Working knowledge of CRM and marketing automation (e.g., Salesforce, HubSpot) and collaboration/PM tools (e.g., Asana, Jira, Google Workspace).
• Comfort operating in a highly regulated environment; familiarity with accessibility standards and government brand/compliance reviews.
• Exceptional written, verbal, and presentation skills; crisp brief-writing and stakeholder updates.
• Bachelor’s degree or equivalent experience; advanced degree a plus.

The Extras:

• Experience marketing retirement, 529, HSA, or adjacent financial products.
• Prior work with state agencies or public-sector communications.
• Experience building lifecycle programs for both B2B (employer) and B2C (saver) audiences.
• Multilingual abilities; Spanish a plus.

This role will be based in Vestwell’s New York, Austin, King of Prussia, or Phoenix office, and will be expected to report to the office in a hybrid schedule.

The expected base salary range for this position is $80K - $95K. This position is eligible to participate in the Company Bonus Pool and is eligible to receive new hire equity in the Company. Please note that salary bands are based on NY and other similar metro areas and may differ based on where the role is ultimately hired.