Sr Dir, Communications, Education & Advice Content

This role is responsible for the strategic development of communications, education and advice content marketing working in close partnership with colleagues across Enterprise TIAA (Marketing, Distribution, Analytics, Product, Institutional, Centers of Excellence teams, etc.). It will focus on designing content strategy, constructing a content framework and creating compelling content experiences that can help drive a consumer down the funnel from consideration to conversion. Measuring and designing tests to track and optimize plan performance is also necessary. A deep grounding in customer research, segmentation and analytics will be important in ensuring we are able to build the right content and partner with other marketing teams, including center of excellence partners, to serve it at the right time and in the right place. The individual will make recommendations to streamline content and process, help with project management and go-to-market activities on various internal and external initiatives, and help drive integration and adoption of best practice positioning and content. The role provides a great opportunity to build marketing skills and subject matter expertise to support future growth.

Forging partnerships both internally as well as externally with agencies will be of critical importance. The Brand team will be essential partners to ensure TIAA is seen by our participants as a single brand and not a collection of voices based on where our content is created. Brand will drive upper funnel awareness while this role will be primarily focused on bridging the consumer through consideration and ultimately conversion. Given the complex nature of our participants and the variety of life cycle phases as well as TIAA integration phases (e.g., enrollment, accumulation, decumulation), a strong understanding of how to build content to guide them through stages throughout their life is critical. Content will need to be delivered through multiple channels and formats, designed to meet and exceed expectations to ensure consumption and strong engagement. In addition to brand, there are multiple partner teams within the organization inclusive of Comms and the TIAA Institute that will cover a variety of topics that will be close partners in designing marketing communications to meet the needs and expectations of our participants.

Key Responsibilities and Duties

• Responsible for designing content strategy and Go-To-Market (GTM) execution including developing campaigns and executing scalable B2B2C (across consumer and institutional marketing) that align to segmentation and support business goals.
• Setting up the content framework and creating a compelling content experience that speaks to our segments.
• Owning the content calendar which fuels the broader teams within participant marketing.
• Measuring and testing content performance.
• Clear, concise capability in designing briefs and communicating those briefs to agency partners as well as internal stakeholders.
• Responsible for leading content strategy, development and execution in partnership with cross-functional marketing team members and Enterprise team members (e.g., Comms).
• Manages and helps develop departmental measurements and KPIs based on overall business goals.
• Project Manage campaigns across all channels, from audience insights to brief development to launch and post launch analysis and process post-mortem. Leveraging the process to identify pain points to inform marketing strategies and delineate enhance and optimized customer paths.
• Synthesize research, field and market information to inform client needs-based campaign themes and programs.
• Partner across the organization to execute B2B & B2B2C marketing campaign in all channels, drive integration of key themes, and various key initiatives as needed. Serve as the key liaison between marketing strategy, brand marketing, compliance, and client success teams.
• Coordinate various aspects of the B2B and B2C campaign activity to help drive impact, integration, timeliness, and efficiency.
• Curate, develop and manage key tools used by Client Relationship teams with Institutional clients to help drive strategic discussions and growth. Includes partnering with the line of business, various product and service owners, creative services/agencies, and compliance.
• Create and document repeatable processes, create project plans/ playbooks and identify opportunities for continuous improvement.
• Using agile methodology values, principles, and practices to plan, manage, and deliver on marketing campaigns, including the determination and management of tasks, issues, risks, and action items.

Educational Requirements

• University (Degree) Preferred

Work Experience

• 5+ Years Required; 7+ Years Preferred

Physical Requirements

• Physical Requirements: Sedentary Work

Career Level

9PL

REQUIRED SKILL

• 5+ Years of experience of Leading Creative or Content Strategy or Development Required.

PREFERRED SKILLS

• 7+ Years of experience of Leading Creative or Content Strategy or Development.
• Highly collaborative individual who has proven experience establishing and maintaining strong working relationships with business partners (Brand and Comms are of particular importance).
• Experience in partnering with Compliance, Legal and Risk departments.
• Experience building creative to solve for multiple points in a consumer journey - including solving pain points, generating positive experiences, and creating opportunities to drive lower-funnel conversion.
• A demonstrated track record in client marketing (i.e., creating go-to-market strategies).
• Ability to navigate through and thrive in change.
• Proven ability to influence the development of effective creative concepts & marketing strategies.
• Prior experience leading a team.
• Comfortable influencing via storytelling (Strong competence: PowerPoint and Excel).

#LI-CS1

Related Skills

Audience Insights, Budgeting, Campaign Management, Differentiates Value Proposition, Influence, Lead and Demand Generation, Marketing Analytics, Marketing Channels, Marketing Strategic Planning, Prioritizes Effectively, Relationship Management

Base Pay Range: $128,900/yr. - $176,800/yr.

Actual base salary may vary based upon, but not limited to, relevant experience, time in role, base salary of internal peers, prior performance, business sector, and geographic location. In addition to base salary, the competitive compensation package may include, depending on the role, participation in an incentive program linked to performance (for example, annual discretionary incentive programs, non-annual sales incentive plans, or other non-annual incentive plans).

Company Overview

TIAA is the leading provider of financial services in the academic, research, medical, cultural and government fields. We offer a wide range of financial solutions, including investing, banking, advice and education, and retirement services.

Benefits and Total Rewards

The organization is committed to making financial well-being possible for its clients, and is equally committed to the well-being of our associates. That's why we offer a comprehensive Total Rewards package designed to make a positive difference in the lives of our associates and their loved ones. Our benefits include a superior retirement program and highly competitive health, wellness and work life offerings that can help you achieve and maintain your best possible physical, emotional and financial well-being. To learn more about your benefits, please review our Benefits Summary.

Equal Opportunity

We are an Equal Opportunity/Affirmative Action Employer. We consider all qualified applicants for employment regardless of age, race, color, national origin, sex, religion, veteran status, disability, sexual orientation, gender identity, or any other protected status.

Read more about the Equal Opportunity Law here.

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Phone: (800) 842-2755

Email: [email protected]

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