Acrisure · 1 month ago
Senior Director, Go-to-Market Marketing
GRAND RAPIDS, MI
Full-time
Onsite
Senior Level, Lead/Staff
$225K/yr - $411K/yr
10+ years expAcrisure is a global fintech leader that empowers businesses and individuals with innovative solutions. The Senior Director, Go-to-Market (GTM) Strategy will establish and lead a world-class GTM function, defining the vision and building a team to drive new client acquisition and multi-product adoption.
Financial ServicesInsuranceInsurTech
Responsibilities
Build and Lead Acrisure’s GTM Function: Establish the GTM operating model, vision, team structure, and cross-functional rhythm of business. Build and scale the GTM organization, bringing structure, discipline, and execution excellence to a newly formed function
Lead Content Strategy and Commercial Activation: Translate segmentation, messaging, and value propositions into actionable, prescriptive GTM strategies. Define multi-product narratives and cross-sell/upsell motions across insurance, payroll, and fintech. Set and govern the content strategy, ensuring alignment across campaigns, collateral, and sales plays. Own customer stories as strategic assets and ensure they are sourced, developed, and deployed consistently across launches, plays, and events
Own Customer Journey Architecture: Define and operationalize end-to-end customer journeys for priority audiences, mapping how messaging, content, and channels work together across lifecycle stages. Partner with PMM, Field Marketing, and Sales Enablement to activate journeys across touchpoints. Use journey insights to refine content needs, campaign sequencing, and GTM strategy
Launch Planning & Orchestration: Build and maintain the launch playbook for new products, expansions, and solution bundles. Lead cross-functional launch readiness, ensuring alignment across PMM, SE, Creative, Field, Product, and Divisions. Own timelines, decision gates, resourcing, and post-launch performance reviews
Build Sales Plays, Campaign Frameworks & Activation Kits: Create prescriptive sales plays that define who to target, what to say, what to send, and how to follow up. Develop objection handling, narrative frameworks, customer-story integration, talk tracks, and commercial toolkits. Partner with Sales Enablement to deliver training, workshops, and ongoing readiness
Drive Demand Generation & Field Activation: Develop multi-channel campaign frameworks that drive pipeline, improve conversion, and increase Advisor productivity. Build webinars, events, and activation programs that deepen Advisor adoption. Ensure Creative delivers compelling, journey-aligned content
Run Data-Driven GTM Performance & Insight Loops: Measure the performance of plays, launches, and campaigns; optimize based on insights. Feed client, competitive, and field intelligence back into PMM, GTM, and Product to shape future strategy
Operate as a Senior Cross-Functional Leader: Serve as the connective tissue between PMM, SE, Creative, Field, Product, and Sales leadership. Provide executive-level clarity on priorities, trade-offs, and risks across GTM initiatives. Influence partners across a matrixed environment to drive alignment and coordinated execution
Qualification
Required
Strong cross-functional leader who builds trust and alignment with Sales, Product, SE, Creative, and Division leadership
Exceptional communicator with the ability to simplify complexity, influence senior stakeholders, and drive coordinated execution
Strategic thinker skilled at turning GTM strategy into clear, prescriptive action for the field
Deep experience crafting and executing sales plays, launch plans, and GTM activation programs
Demonstrated ability to navigate ambiguity, build new functions, and bring operating discipline to fast-moving environments
Strong analytical mindset with experience evaluating pipeline, campaign performance, and ROI to guide decision-making
Proven ability to manage competing priorities, establish structure, and drive clarity across cross-functional teams
Bachelor's degree in Marketing, Business, Communications, or a related field
10+ years of experience in GTM, Product Marketing, Sales Strategy, or Revenue-focused Marketing roles—ideally in multi-product or complex solutions businesses
5+ years leading teams or large cross-functional programs, with demonstrated success influencing senior leadership
Experience building or scaling GTM functions, frameworks, or playbooks from the ground up
Experience working directly with field sales organizations
Preferred
MBA a plus
Insurance, financial services, or fintech experience is a plus but not required
Benefits
Comprehensive medical insurance, dental insurance, and vision insurance
Life and disability insurance
Fertility benefits
Wellness resources
Paid sick time
Generous paid time off and holidays
Employee Assistance Program (EAP)
A complimentary Calm app subscription
Immediate vesting in a 401(k) plan
Health Savings Account (HSA) and Flexible Spending Account (FSA) options
Commuter benefits
Employee discount programs
Paid maternity leave and paid paternity leave (including for adoptive parents)
Legal plan options
Pet insurance coverage
Company
Acrisure
Acrisure offers financial services solutions for insurance, reinsurance, real estate, cyber services, and asset and wealth management.
10001+ employees
Funding
Current Stage
Late StageTotal Funding
$11.37BKey Investors
Bain Capital Special SituationsAbu Dhabi Investment AuthorityBDT & MSD Partners
2025-06-06Debt Financing· $550M
2025-05-20Private Equity· $2.1B
2024-06-05Debt Financing· $1.6B
Leadership Team
Greg Williams
Co-Founder, Chairman & CEO
Mark Wassersug
Chief Technology Officer
Recent News
Beinsure - Insurance, Reinsurance, InsurTech Insights
2026-01-14
2025-12-08
Company data provided by crunchbase