Education Savings Marketing (Market Products)This Education Savings Marketing role leads, creates and develops integrated, strategic marketing plans to retain and grow the state 529 programs and optimize contractual marketing spend. This person is responsible for the strategy, brand, program development and execution of the marketing plan for each state client. This role drives digital consumer engagement and experiences and is accountable for deepening client relationship and communicating results/KPI. As a subject matter expert and leader, this person manages large product marketing projects impacting multiple states, business strategies and programs and operates with limited supervision.
Key Responsibilities and Duties- Owns strategic marketing planning, development, and execution of state programs. Establishes impactful marketing strategies that align with organizational goals. Monitor KPIs and optimize marketing programs to ensure key objectives are achieved. Evaluate current processes and seek ways to improve and create efficiency.
- Lead the development of marketing and promotional materials for the 529 product, including advertising, web, thought leadership content, and sales collateral.
- Plan and manage implementation of multi-channel marketing campaigns in support of the state 529 education savings program.
- Conduct market research, including market trends, consumer behavior, and competitive analysis, on key demographic audiences.
- Perform state client management responsibilities including collaboration of marketing planning, strategy development and client communication of results reporting. Frequent client communication of results, budget, and project updates (weekly.)
- Manage agency projects with digital, PR and marketing agencies. Provide oversight of agency results, activities, and deliverables. Ensure proper agency risk management is completed.
- Manage and is responsible for the state contractual marketing budget. Administer expenditure reports to ensure the state marketing budget is on track for the year.
- Manage multiple projects simultaneously across a broad range of functions and channels with colleagues across Ed Savings and various business partners.
Educational Requirements- University (Degree) Preferred
Work Experience- 5+ Years Required; 7+ Years Preferred
FINRA RegistrationsPhysical Requirements- Physical Requirements: Sedentary Work
Career Level 8IC
Preferred skills for this role include:
- Ability to manage assigned digital projects from job start through completion - including scope, budget, timing, resources, reviews and routing to appropriate approvals
- Ability to document technical requirements and articulate dependencies and clear instructions for development and testing teams to follow
- Comprehension of the complexities of software/application design and ability to anticipate technical challenges
- Understanding of technical dependencies that go into medium / large scale website applications that are multi-tenant (one foundational codebase that services multiple "clients")
- Strong grasp of application/website development processes, architectures and technologies
- Ability to articulate complex technical concepts in clear, accessible language to stakeholders while still understanding and addressing concerns of developers
- Understanding of Adobe Analytics and Google Analytics reporting and ability to connect reports to actionable recommendations for improvement
- Understanding of technology, cyber security and technology-specific documentation
- Understanding of tagging - requirements, site integration, testing and troubleshooting
- Proficient in Adobe Target implementation and reporting
- PMP (Project Management Professional) and Certified ScrumMaster are a plus
Related Skills
Accountability, Adaptability, Audience Insights, Communication, Delivers On-Product Marketing Strategies, Digital Savviness, Market/Industry Dynamics, Prioritizes Effectively, Product Marketing, Project Management, Relationship Management, Story Telling, TIAA Products/Services Acumen
Anticipated Posting End Date:
2025-01-23
Base Pay Range: $137,850/yr. - $171,389/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).
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Company Overview
Every worker deserves a secure retirement. For more than 100 years, TIAA has delivered it for millions of people. Founded to help educators retire with dignity, today weʼre a market-leading retirement company fueled by world-class asset management. But weʼre not just another legacy financial services firm. Weʼre fighting harder than ever before for our clients and the many Americans who need us.
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.
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