Senior Manager, Head of Go-to-Market Strategy-Financial Advisor Services

At Vanguard, we are reimagining the future of our distribution ecosystem—and go-to-market excellence is pivotal to that transformation. As theSenior Manager,Head of Go-to-Market Strategy for our Financial Advisor Services (FAS) business, you will architect and activate the commercial blueprint that aligns segments, territories, coverage, and sales expectations to deliver sustained growth and differentiated advisor experiences. 

This newly created role reports to the Head of Distribution Strategy & Planning and leads a multi-functional team responsible for:  

• Design: Segmentation optimization, territory design, coverage strategy, and sales expectations  

• Activation: Prioritization and capacity management, cross-functional operationalization, and success measurement  

• Commercial rhythm-of-business: Annual and in-year GTM planning, resource alignment, and performance governance 

With over $4 trillion in assets under management across our intermediary channel, Vanguard’s FAS division is a market leader. This role is critical to maintaining and expanding that leadership by ensuring our human-led and digital-led motions reach the right advisors with the right offers—at the right time, with the right resources. 

What it Takes  

• Design the Blueprint:Build and continuously refine our GTM architecture—advisor segmentation, territory models, coverage strategy (internal/external wholesalers, relationship managers, platform coverage), and clear sales expectations by segment and motion. 

• Activate with Precision:Translate strategy into action through prioritization frameworks, capacity modeling, and territory assignment—balancing new opportunity capture with deepening existing relationships. 

• Orchestrate Cross-Functionally:Lead the operationalization of GTM plans across Distribution, Product, Marketing, Digital, Finance, and Operations to ensure integrated campaigns, aligned resourcing, and scalable processes. 

• Institutionalize Success Measurement:Define the commercial KPI stack—pipeline health, conversion, productivity, coverage effectiveness, activity quality, and segment-level outcomes—and run a governance cadence to diagnose, decide, and iterate. 

• Elevate Field Effectiveness:Partner with Learning & Enablement to align sales expectations with competencies, coaching, and content; ensure CRM and sales technology support the GTM design (routing, next-best-action, playbooks). 

• Drive Continuous Optimization:Use performance insights to tune segmentation, refine territories, rebalance capacity, and update expectation models. 

Summary 

You are a commercial strategist and operator who blends analytics, field empathy, and cross-functional leadership. You’ve built GTM designs and led activation in asset management, wealth, or financial advisor services, and you understand the rhythms of advisor-facing distribution teams. 

You will bring:  

• 10+ years of progressive leadership in go-to-market sales strategy, distribution planning, or commercial operations.  

• Proven experience with segmentation design, territory optimization, coverage strategy, and setting sales expectations for advisor-facing teams.  

• Demonstrated ability to operationalize GTM—prioritization frameworks, capacity management, cross-functional planning, and governance.  

• Depth in measurement and analytics (pipeline, productivity, activity quality, conversion, segment outcomes) and comfort with CRM strategy and sales technology.  

• Track record influencing across Product, Marketing, Digital, and Operations in matrixed environments.  

• Executive presence, clear communication, and a coaching mindset that aligns people, processes, and platforms around outcomes.