Director, Targeted Acquisition

Job Summary:

The Director, Targeted Acquisition will build, own and scale Mercer Advisors' Pinpoint program, an AI-powered, personalized outreach engine, shaping its end-to-end acquisition experience from first touch through conversion.

This is a product centric, player-coach role. You'll own the product/program roadmap and personally build high-impact campaigns (especially key launches and early iterations) while coaching local teams to design, execute, and optimize their own. You'll manage a small contractor team handling day-to-day campaign builds and QA, but you retain ownership of strategy, quality, and complex execution.

Critically, this role does not stop at marketing execution. You are accountable for defining the full‑funnel operating model, ensuring that once a prospect engages, the handoff to Client Development is clear, consistent, and designed to convert.

A core thread throughout the role is driving adoption of AI‑powered tools and workflows to improve speed, personalization, and scale, while applying sound judgment about where human oversight is required. The ideal candidate is already using AI in campaign design, messaging, segmentation, and QA, and defines best practices through hands-on experimentation.

Essential Job Functions for this role include:

Pinpoint Program/ Product Ownership & Scale

• Own the end-to-end Pinpoint program: strategy, operating model, campaign architecture, testing agenda, and performance optimization.
• Partner deeply with vendors and internal technology teams to shape the product roadmap and unlock new capabilities.
• Lead flagship launches, pilots, and high-visibility campaigns that set the quality bar.
• Scale Pinpoint from pilot to a repeatable program across markets and specialties, including a self-serve model for field teams alongside national campaigns.
• Drive adoption of AI-powered capabilities (automation, agents, assisted workflows) to scale 1:1 outreach while maintaining human judgment where it matters.

Audience Identification & Segmentation

• Own identification and prioritization of high-value target audiences using data, market insights, sales input, and AI-assisted signals.
• Translate growth priorities into audience segments (profession, life stage, geography, intent signals, affinity) and architect testable campaigns with clear objectives and success metrics.
• Make segmentation decisions with imperfect data, balancing rigor, speed, and test-and-learn principles. Refine continuously based on performance and field feedback.

Messaging Strategy & Localization

• Partner with Specialty Marketing on campaign concepts and positioning.
• Personally draft and version 1:1 outreach messaging for flagship campaigns.
• Leverage AI to accelerate personalization and testing while maintaining brand, quality, and compliance standards.
• Create templates, examples, and best practices that scale across markets and specialties.

Full‑Funnel Execution & Sales Playbook Management

• Own the marketing‑to‑sales handoff experience for targeted acquisition programs, ensuring that engagement converts into confident, timely client development action.
  
  
• Partner with Client Development, RevOps, and Operations to define and document post‑engagement playbooks, including ownership, follow-up expectations, conversion standards.
• Ensure sales teams receive clear context on campaign intent, audience rationale, messaging themes, and recommended next actions.
• Identify conversion breakdowns and partner with Client Development to proactively evolve the operating model to improve consistency and outcomes.

Player-Coach Enablement

• Act as hands-on coach to local market teams and sales leaders on targeted acquisition and AI-enabled marketing.
• Lead working sessions and live enablement (not just training decks) to raise execution quality across the org.

Contractor Team Management

• Manage contractors responsible for campaign builds and execution. Define workflows incorporating AI-assisted execution with clear accountability and quality control.
• Review and QA output for accuracy, consistency, and adherence to standards. Balance hands-on work with delegation as the program scales.

Measurement & Optimization

• Define and track metrics from outreach through meeting conversion and downstream client impact.
• Synthesize results into actionable insights for leadership and field teams, and use performance data to inform audience strategy, messaging evolution, and program investment.

Knowledge, Skills, and Abilities:

• 8-12+ years in growth marketing, digital acquisition, consulting, or program/product leadership. Background as someone who has personally built and shipped programs, not just advised on them.
• Deep experience with 1:1 or account-based digital marketing; outbound or sales-adjacent marketing strongly preferred.
• Demonstrated comfort experimenting with and adopting AI-powered marketing tools, automation, or agent-based workflows, with strong judgment on where AI adds value vs. where human oversight is required.
• Excellent communicator: Comfortable drafting messaging, shaping narratives, and giving direct, constructive feedback.
• Highly organized, proactive, and able to own complex, ambiguous initiatives. A trusted partner to senior leaders and field teams alike.

Work Schedule:

This professional role requires availability during standard business hours of Monday through Friday from 8AM to 5PM.  At times, the role may have early or late hours to meet business tasks and deadlines for external and internal client needs.    

All roles classified as a non-exempt are required to record working time into the timekeeping system daily at the start and end of each workday plus a 30-minute unpaid lunch period.

Working Conditions:

This position may be in a professional office environment or a dedicated home office workspace which is free of interruptions.  Whether position is in a dedicated office space or home office workspace, basic technology needs will be provided to satisfy position requirements.  Routinely sitting and standing for periods of time. No heavy lifting over 10 lbs.