Head of Marketing

About Aboon

Setting up a 401(k) shouldn't be the hardest thing a business ever does. But retirement plan administration is complex, fragmented, and manual — and it slows down both business owners and the advisors who serve them. Aboon was founded to change that.

We're an AI-native third-party administrator (TPA) that makes it easy for advisors to offer 401(k)s and other retirement products by pairing streamlined workflows with dedicated human service. Backed by leading investors including Bain Capital and Edward Jones Ventures, we bring decades of experience building for advisors and the retirement industry. We're looking for exceptional, mission-driven people to build it with us.

About the role

As we expand our partner base and bring new products to market, the Aboon brand needs to shine: preceding us in conversations with broker-dealers, wirehouses, and RIAs, establishing us as a thought leader in the retirement advisor space, and supporting our distribution as we scale.

This is our first dedicated marketing hire. You'll own the function: strategy and execution, the demand engine that powers GTM, brand building and thought leadership, and sales enablement. You'll report to our CEO and work closely with GTM, product, and leadership.

We're a lean, fully remote team that runs on autonomy and trust. You'll set the direction for how Aboon shows up in the market and execute against it — from the growth strategy down to writing the weekly email. This is a founding, hands-on seat: you won't have a team beneath you to start, and the role is built for someone who's energized by full ownership and building something from scratch.

What you'll do

Marketing strategy & growth

• Own Aboon's marketing strategy and the plan to grow pipeline — translating business and distribution goals into an integrated marketing engine

• Set the priorities, budget, and roadmap for how marketing creates and accelerates demand, and own marketing's contribution to pipeline and revenue alongside GTM

Demand generation & GTM

• Build the engine that powers distribution: targeted, account-based programs and campaigns against our priority firms and advisor segments, working in lockstep with sales

• Equip distribution to win — positioning, decks, one-pagers, objection-handling guides, and a library of assets that supports a scalable, repeatable motion

• Develop co-marketing and partner programs with our broker-dealer, wirehouse, and platform partners to open and accelerate pipeline

• Lead go-to-market for new product and partner launches, end to end

Lifecycle & email marketing

• Own and evolve our email and lifecycle programs; build onboarding and nurture sequences as distribution expands to new partners and channels

Measurement & marketing operations

• Own the martech stack and marketing data; track and report marketing's impact on pipeline and revenue (lead volume, conversion rates, influenced pipeline)

• Partner with sales to measure what's working and continuously iterate to improve performance

Positioning & product marketing

• Own our category narrative and value proposition, and the positioning and messaging for target segments: wirehouses, independent aggregators, RIAs, and insurance platforms

• Monitor the competitive landscape and feed insights into messaging and strategy on an ongoing basis

Brand & thought leadership

• Own Aboon's brand presence and the thought leadership strategy that creates demand and establishes us in the retirement advisor space — LinkedIn, industry media, and relevant awards and recognition

• Develop case studies from live partner relationships that build advisory firm pipeline and trust

Events & conferences

• Own our conference calendar, budget, presence strategy, and follow-up playbooks — one of our primary demand channels

• Plan and execute booth presence, speaking opportunities, and post-event engagement across the retirement and financial services circuit

Who you are

• A retirement / financial services marketer: You've marketed to financial advisors, RIAs, or broker-dealer audiences in retirement, or in a close regulated proxy — insurance, fintech, wealth/asset management, or banking. You understand that home office and individual advisors are different audiences with different needs.

• A natural builder-operator: You've built a marketing function from scratch or on a lean team, whether at an early-stage company or by standing up marketing inside a larger firm that didn't have it. You want top-to-bottom ownership of a function, and you're as excited by writing weekly email copy as elevating our brand voice.

• Comfortable with ambiguity and innovation: You're comfortable running multiple workstreams without a fully built playbook, setting your own priorities, and building systems as you go. You move fast, use AI to do more with less, and communicate clearly across a cross-functional team.

• A team player with opinions: You'll work closely with strong voices across the leadership team. You share your views directly, push back when you think something's wrong, and know how to get to the right answer together.

What you bring

Required

• Typically 15+ years of marketing experience, with meaningful retirement, or close financial-services proxy (insurance, fintech, wealth/asset management, banking), exposure

• At least one stint building a marketing function from scratch or on a lean team; a purely large-firm background likely isn't a fit

• Fluency marketing to sophisticated B2B audiences — advisors, RIAs, broker-dealers, plan sponsors, or institutional — within a regulated, compliance-heavy environment

• Comfortable with marketing tools and platforms (Customer.io, HubSpot, or equivalents), and using AI to operate lean

Preferred

• Direct retirement, recordkeeping, or TPA experience

What we offer

Compensation

The base salary range for this role is $180,000–$220,000, depending on experience, skills, and location. Total compensation also includes an annual bonus and equity.

Benefits

• Comprehensive health, dental, and vision insurance, with additional optional coverage

• 401(k) with company match

• Flexible paid time off and holidays

• 10 weeks paid parental leave

• A fully remote work environment, with all the technology and equipment you need

• Support for professional development and career growth

Location

Remote, though we encourage in-person attendance at 1-2 company retreats per year. There may also be occasional travel, including industry conferences (e.g., ASPPA Annual Conference and NAPA 401(k) Summit) and other relevant events.

This role is open to candidates based in the US. Work authorization required; no visa sponsorship.

Aboon is an Equal Opportunity Employer. We encourage applications from all qualified individuals and do not discriminate based on race, color, religion, sex, sexual orientation, gender identity, national origin, disability, veteran status, or any other protected status.