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Great Gray

Provides fiduciary management for retirement CITs

Head of Growth Marketing - RPAG

Full-TimeUpdated on 10/23/2026
$175k - $205k+ Annual incentive bonus
Expert
Bachelor's
Boston, MA, USA
HybridHybrid: 4 days onsite and 1 day remote at the Boston office.
Growth & MarketingGrowth Marketing
No H1B Sponsorship

About the job

Requirements
  • A bachelor's degree is required; an advanced degree is a plus.
  • At least 10 years of growth marketing experience with full-funnel accountability, ideally in a SaaS, high-velocity, B2C, marketplace, or subscription-based platform environment.
  • Experience owning a revenue contribution target, rather than only a lead-volume goal.
  • A demonstrated track record of testing, measuring, and iterating on acquisition and engagement funnels.
  • Proficiency with CRM and marketing automation, including required experience with Salesforce and Pardot/Account Engagement.
  • Experience building and maintaining member or customer marketing programs that drive retention and expansion revenue, not only new acquisition.
  • Ability to build and maintain a pipeline analytics program, conduct attribution analysis, and make data-driven resource-allocation decisions.
  • Ability to manage multiple priorities in a fast-paced, dynamic environment.
  • Ability to navigate ambiguity.
Responsibilities
  • Own revenue accountability for RPAG marketing, including new advisor acquisition, member engagement, cross-sell and upsell, and expansion revenue targets.
  • Drive full-funnel RPAG advisor acquisition from awareness through closed booking, targeting net-new advisors through the advisor channel.
  • Build and maintain RPAG member engagement programs, including systematized content, event, community, and check-in cadences, targeting at least two touchpoints per quarter per member.
  • Lead RPAG cross-sell and upsell efforts, including CIT cross-sell attach-rate measurement and campaign execution.
  • Own RPAG growth marketing and conversion rate optimization through experimentation, funnel optimization, A/B testing, and conversion improvement across RPAG touchpoints.
  • Jointly own marketing operations and marketing technology infrastructure with Demand Generation, including Salesforce, HubSpot, lead routing, automation, data hygiene, and attribution.
  • Coordinate the advisor channel with Demand Generation so RPAG and Great Gray Trust Company motions complement rather than conflict on shared advisor audiences.
  • Develop and maintain RPAG funnel architecture, including MQE qualification criteria, lead scoring, nurture sequences, and handoff protocols.
  • Build and maintain a pipeline analytics program with clear sourced-versus-influenced attribution, validated quarterly.
  • Brief Content on RPAG-specific production needs and Brand/Design on campaign creative and member-engagement assets.
  • Receive positioning, ideal customer profiles, advisor segmentation, competitive battlecards, and sales-enablement materials from Product Marketing for RPAG-specific campaigns.
  • Complete other related duties as assigned.
Desired Qualifications
  • Experience supporting a direct-to-consumer website, marketplace, or subscription platform.
  • Financial services or retirement industry knowledge.

About the company

What does Great Gray do? It operates in the retirement investment space, offering Collective Investment Trusts (CITs) to provide tax-exempt retirement investment solutions for financial advisors and retirement planners. It acts as a trustee or administrator for pooled funds and manages about $209.8 billion in assets, with 14% in fund-of-fund structures. How does its product work? The firm handles fiduciary management and the onboarding of clients, delivering an accessible, stewardship-focused experience. Revenue comes from management fees and strategic partnerships tied to fund administration and trust services. How is it different from competitors? It emphasizes fiduciary oversight, easy onboarding, and industry-leading fund management expertise within the CIT and tax-exempt pooled-fund space, serving a broad advisor audience. What is the goal? To help retirees grow confidently into the future by providing clear, trusted, forward-looking investment solutions.

Company Size

51-200

Company Stage

N/A

Total Funding

N/A

Headquarters

Nevada

Founded

2023

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Simplify's Take

What believers are saying

  • Assets reached $371.8 billion by June 30, 2026, from $269.8 billion.
  • Great Gray’s 2026 target-date research pushes lifetime income and private-markets demand.
  • Fitch rated Great Gray B with stable outlook in July 2026, supporting financing access.

What critics are saying

  • CIT price compression is brutal as sponsors chase cheaper clones and standardized share classes.
  • Great Gray’s 8.9% fund-of-fund exposure increases opacity and pricing scrutiny.
  • A recordkeeper or regulator shift away from Great Gray’s wrapper would cripple distribution.

What makes Great Gray unique

  • Great Gray is the largest publicly verified CIT platform at $318.6 billion.
  • It serves 7 of 11 co-manufactured target-date series launched in 2025.
  • It operates one trust-company wrapper across advisors, asset managers, recordkeepers, and TPAs.

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Benefits

  • Health Insurance
  • Dental Insurance
  • Vision Insurance
  • Life Insurance
  • Disability Insurance
  • Unlimited Paid Time Off
  • Hybrid Work Options
  • 401(k) Retirement Plan
  • 401(k) Company Match

Company News

Yahoo Finance
Sep 14th, 2026
Great Gray Trust Company selects icapital(r) to expand private markets solutions for defined contribution investing.

Great Gray Trust Company selects icapital(r) to expand private markets solutions for defined contribution investing. Collaboration adds private markets due diligence, portfolio construction, and advisor and plan sponsor education capabilities for purpose-built retirement plan solutions. LAS VEGAS & NEW YORK, September 14, 2026-(BUSINESS WIRE)-Great Gray Trust Company, a leading provider of collective investment trusts (CITs) and retirement solutions, announced that it has selected iCapital1, the global fintech company shaping the future of investing, as its preferred partner for private markets manager evaluation, due diligence, and portfolio construction. Through this collaborative relationship, Great Gray(R) and iCapital aim to develop purpose-built private markets solutions for defined contribution plans, helping plan sponsors and advisors expand diversification opportunities and support long-term participant outcomes within professionally managed retirement solutions. "The conversation has evolved from whether alternative investments should play a role in retirement plans to how they can be implemented responsibly to deliver greater investment choice, improved diversification, and simplified adoption within retirement portfolios," said Rob Barnett, President and Chief Executive Officer of Great Gray Group. "We selected iCapital because of its extensive private markets expertise, market-leading technology, and a commitment to education for plan sponsors and advisors. Together, we are focused on developing innovative solutions that can help retirement investors access a broader opportunity set while supporting the governance and fiduciary standards required by defined contribution plans." Great Gray and iCapital will work together to develop a suite of asset-class-specific CITs across private equity, private credit, and private real assets, giving retirement plan sponsors greater flexibility to incorporate private markets into professionally managed portfolios. The private markets capabilities embedded within these CITs will support manager selection, portfolio construction, liquidity management, and ongoing oversight. With more than $13.8 trillion in defined contribution assets in the United States at the end of the first quarter of 20262, retirement plans represent one of the most important vehicles for long-term wealth creation and retirement security for American workers. At the same time, a growing share of economic growth, innovation, and value creation is occurring within private markets, driving increased interest in providing workplace retirement investors with access to both public and private market opportunities. While private markets investing in defined contribution plans remains in its formative stages, progress continues across product development, fiduciary guidance, operational infrastructure, participant education, and ecosystem readiness.

Wealth Management
Apr 20th, 2026
Do 401(k) Plans have to use a lower cost CIT?

Do 401(k) Plans have to use a lower cost CIT? CITs are causing confusion among plan sponsors. Fred Barstein, Founder and CEO, The Retirement Adviser University April 20, 2026 Both advisors and record keepers in the RPA 401(k) segment seem to be moving like lemmings from mutual funds to collective investment trusts driven by the siren's call of lower fees. But there are meaningful differences, which plan fiduciaries must consider when making that move with most plan sponsors in the under $250 million market confused and unaware of not just how they work but even their existence. During an advisor RFP conducted by TPSU, finalists offered CITs at a substantially reduced price over the mutual fund TDF proxy. The plan was very happy with their current advisor and did not want to make a switch but questioned why the CIT was so much cheaper asking if it was a different fund and wondering why their incumbent had not suggested it. Ultimately, the incumbent was retained because they convinced the client that the CIT, though cheaper, did not have a three-year history and performance lagged the mutual fund. But, as the RPA industry rapidly moves to less transparent CITs with arguably less regulatory oversight, it creates a different level of due diligence just as the DOL proposed rule on evaluation of alternative investments will change the evaluation process for all designation investment alternatives. CITs had been reserved mostly for larger plans and strategies that had more than $50 million to justify the start-up expenses. In 2015, Flexpath, which was part of NFP that also had owned RPAG, in partnership with Wilmington Trust (now Great Gray) and Blackrock, created a series of multi-manger TDFs leveraging the assets of all plans managed by RPAG members and NFP advisors. It was a revelation with other advisory firms, record keepers and asset managers following. Today, Great Gray, the dominant CIT provider for the RPA market, has close to $300 billion and has acquired both Flexpath and RPAG. As I wrote last year in a Wealth Management column (Why CITs Are Overtaking Mutual Funds in 401(k) Plans), "It's a bit of the Wild West with a weaker sheriff out there but also new opportunities for a land grab." Currently 403(b) plans with about 10% of the DC market do not have access to CITs ERISA does not require plan fiduciaries to choose the cheapest option but that has not stopped plans from moving to index funds and putting price pressure on record keepers driven by RPAs looking to show value and subsequent advisor fee decline. But as Fiduciary Decisions CEO and founder Tom Kmak once wisely declared, "Fees in the absence of value are always high." Legal and industry experts all agree that a plan may justify retention of a mutual fund over a lower cost CIT if they prefer the structure, but it is also prudent to document the process and perhaps revise their IPS. "It's no longer acceptable to not be aware of CITs or to categorically exclude them from consideration," noted Fiduciary Law Center Managing Partner Matthew Eickman. "However, a plan sponsor may become aware of CIT options and opt to retain the mutual fund for a number of reasons, such as performance reporting issues (through the advisor's fund monitoring and reporting software), minimal cost savings or participants' unfamiliarity with CITs." An advisor recently won a very large 401(k) client, which did not select to a lower cost CIT because they were concerned about conflicts of interest. But all things being equal, why wouldn't a plan choose a lower CIT that is a clone of the mutual fund? Unlike returns, fees will certainly boost a participant's retirement income. CITs may not be the same as their proxy mutual fund as many would argue raising questions of whether it can use the mutual fund performance to overcome the required three-year history most plans use. It's not like moving from an R5 to an R6 share class. Returns can differ, especially for newer and smaller CITs due to cash flow and the length of time the underlying investments have been held which, in some cases, may no longer be available. Though it is changing, it's harder to look up returns of CITs. Confusion by plan sponsors and potential conflicts are more troubling because each advisory firm and possibly record keeper could offer different pricing for the "same" investment. Litigation has made plan fiduciaries hyper focused on fees even if there are very few plans under $250 million being targeted. Share price optimization is a real issue and plans should use their scale to negotiate the best pricing on behalf of their participants and beneficiaries. But unlike mutual funds, CITs do not have a prospectus where pricing is clear. Each advisory firm and record keeper may have a different price for their own version of a CIT based on their scale incenting them to move clients into those funds over other strategies to further enhance their negotiating position. "Plan fiduciaries must be able to clearly articulate and document why pricing differences exist, including how services' scale or structure are genuinely differentiated," Chris Randall, managing director, Retirement Services, SEI, noted. "Asset managers, in turn, must be prepared to explain and defend pricing outcomes as plans change record keepers, advisors, or consultants. As a result, we are increasingly seeing asset managers introduce general consultant or standardized share classes with defined AUM targets to improve transparency and support more consistent benchmarking across platforms." Conflicts could arise if the firm deploys a centralized 3(38) and is paid additional fees even if the overall cost is lower. And some providers are inserting proprietary investments from their general accounts or using options to boost returns which would essentially make it a different fund which, while potentially worthy of consideration, cannot be considered a proxy of the mutual fund it is relying on for a three-year history. "As a positive, competitive pricing negotiations are driving overall investment costs down broadly. This is a clear benefit for plan participants." stated Michael Esselman, OneDigital's CIO. "However, this dynamic is beginning to create 'winner takes all' scenarios. Advisory firms seeking to offer the most competitive CIT pricing are finding they must concentrate assets into one or two strategies per asset category, regardless of whether those strategies are the best fit for each individual plan sponsor. Over time, this concentration of assets may reduce the range of options available to plan sponsors, limiting the ability to match the right strategy to the right client." Consolidation is rampant throughout the DC industry. While neither good nor bad, the move to CITs by advisory firms will accelerate consolidation of advisors edging out those that do not have access to lower cost CITs or the scale to negotiate lower prices. While lower costs overall benefit plans and participants, choices will be more limited. CITs have been a revelation to the RPA 401(k) market with lower costs and overall positive trend. But it will require significant education of plan sponsors and investment committees, new levels of due diligence and revisions of their IPS that should clearly state the CIT's value understanding the issues like potential conflicts of interest. Founder and CEO, The Retirement Adviser University Fred Barstein is founder and CEO of The Retirement Adviser University, a collaboration with UCLA Anderson School of Management Executive Education, The Plan Sponsor University and 401kTV. He had been contributing editor for InvestmentNews where he created RPAConvergence and the RPA Roundtables & Thinktanks for senior managers at DC record keepers, aggregators, broker dealers and CIOs. He helped create the National Association of Plan Advisors as a member of the founding Leadership Board, Chair of the Membership Committee and was founding Editor-in-Chief for NAPA-Net which he led until 2016. Barstein received his Bachelor of Arts Degree from Boston College and his Law Degree from Cardozo School of Law, Yeshiva University.