Senior Vice President, Marketing – Retirement, Investment & Wealth Solutions

Responsibilities

• Define marketing strategy with clear OKRs (objectives and key results) bringing together understanding of multi-year strategic business growth plans, market/client segmentation, customer behavior, and competitive landscape.
• Direct execution and measurement of go-to-market programs, campaigns, product demos/technology showcases, and selling systems to support sales growth and client retention, including marketing key offerings, expanding sales pipeline through increased qualified lead volume, and improving lead-to-opportunity rate, win rate and new saver revenue.
• Improve brand familiarity and articulate differentiation by reinforcing our value proposition through storytelling across all sales and marketing channels: sales enablement, web, PR (in partnership with Corporate Communications), social media, thought leadership, partnerships and events. Develop effective messaging to connect products and services to our value proposition.
• Own the Corporate events strategy, including client and advisor events, as a lever for pipeline, sales and client retention, with commercial targets set for each major event.
• Improve the financial impact of marketing and lower cost of acquisition by using data and analytics to improve segmentation, campaign targeting and message personalization within institutional key accounts, white label partners, banks and credit unions, TPAs, retirement advisors, small-to-mid-sized business owners and savers.
• Own commercial targets and results for marketing programs, and partner with Insights & Analytics team to evaluate the short- and long-term performance and tangible financial/commercial benefit of those programs. Continuously improve and optimize program strategy and execution as required to meet financial measures.
• Utilize marketing technology, data, AI, experimentation and client experience measurement to scale and optimize marketing initiatives, improving outcomes and key results across marketing touchpoints.
• Drive AI adoption across the Retirement marketing team for efficiencies, and partner with Marketing Operations to re-engineer and standardize team workflows.
• Lead and drive commercial results by influencing cross-functional resources, gaining buy-in from key stakeholders, and encouraging all to bring their best thinking to position marketing initiatives for success.
• Develop and maintain relationships with Sales teams, seeking input on client needs and marketing programs/messaging, as well as keeping teams informed of all marketing efforts and their effectiveness.

Requirements

• Minimum of 15-years related experience in B2B financial services, Retirement and/or investment marketing critical. Strong defined contribution/retirement and investments experience, spanning advisor, third-party administrators, plan sponsor, and participant audiences strongly preferred.
• Four-year college degree, marketing/communications, or related field; Masters degree highly desired
• Commercial acumen and accountability : Proven track record of marketing programs that delivered documented sales, pipeline and revenue growth in financial services. A strong analytics orientation is required.
• Brand and storytelling: Experience positioning and elevating the reputation of top-tier financial services brands in the eyes of most commercially critical audiences through consistent messaging applied across marketing and communications channels. Superior content and communications skills required.
• Holistic client experience orientation : Position and market business and key solutions across client experience touchpoints based on client decision-making drivers. Demonstrate commitment to understanding clients, competitive landscape and changing marketplace. Proven ability to use marketing and UX to drive participant engagement, digital adoption and better saver outcomes.
• Ownership, Accountability & Execution Mindset : Proven success managing complex projects, influencing others and working successfully in a fast-paced environment. Effective decision-making, problem-solving and follow-through skills. Continuously improve and optimize program strategy and execution as required based on data/performance.
• AI-literacy, innovation & continuous learning : Proven experience using AI across marketing functions including content creation, design, project management and insights generation. Focus on marketing skill building, personal development and continuous learning.
• Inspiring team leader : Set vision of excellence and inspire team to achieve or exceed those standards. Foster teamwork, inclusivity, collaboration, positivity, while cultivating accountability and ownership. Proven ability to recruit, develop and manage high-performing teams.
• Adaptability : Demonstrate resilience and ability to make decisions in challenging or ambiguous circumstances; comfortably shift gears in response to emerging priorities.
• Relationship building and collaboration : Build positive, effective relationships that improve client experience and business growth with partners across business, service, technology, product and Marketing, Analytics & UX.

Preferred

• Masters degree highly desired