Director, Growth Marketing

TIAA • Frisco, TX

3d • $105,000 - $147,000

About The Position

The Director of Growth Marketing develops and executes comprehensive marketing / acquisition strategies to generate demand of high-profile leads, nurturing them to drive measurable net new client growth across the full marketing funnel. This role owns the strategy and activation of integrated campaigns (digital marketing, pulling from content, webinar, events) designed to attract, engage, and convert high-value B2C prospects into Marketing Qualified Leads (MQLs), applying an account-based marketing mindset to consumer audience segmentation and targeting. Working in close partnership with Analytics, CRM, Marketing Automation and Distribution teams, this director-level position leads wealth marketing acquisition while establishing robust measurement and testing frameworks to optimize performance and communicate results to senior stakeholders.

Requirements

• 5+ years of progressive marketing experience with demonstrated expertise in lifecycle marketing or campaign management

Nice To Haves

• Bachelor's degree in Marketing, Business Administration, Communications, or related field
• 7–10+ years of progressive marketing experience, including 3–5+ years in financial services, wealth management, or a similarly regulated industry
• Proven success developing omnichannel campaigns with measurable results, including paid digital acquisition (paid search, social, programmatic, video) with fluency in CPL, CPA, and ROAS metrics
• Strong analytical skills with experience in marketing automation platforms (Salesforce Marketing Cloud, Adobe Experience Cloud), CRM systems, segmentation, propensity modeling, or lead scoring
• Ability to manage complex, cross-functional initiatives, influence without direct authority, and translate data into compelling executive narratives
• Knowledge of financial services regulations (FINRA, SEC) and familiarity with wealth management, retirement planning marketing, and lead management prioritization with front-line or field staff
• Audience Insights
• Budgeting
• Campaign Management
• Differentiates Value Proposition
• Influence
• Lead and Demand Generation
• Marketing Analytics
• Marketing Channels
• Marketing Strategic Planning
• Prioritizes Effectively
• Relationship Management

Responsibilities

• Develop and own the strategic roadmap for multi-channel demand generation programs, driving high-quality MQL volume through paid digital, content, email, events, and organic channels
• Design and execute sophisticated, multi-touch acquisition campaigns leveraging an ABM mindset applied to B2C audience segmentation, behavioral signals, and life-stage targeting
• Activate content and events as demand drivers through nurture sequences and follow-up campaigns structured to move prospects efficiently through the funnel
• Champion customer-centric acquisition approaches leveraging behavioral insights, propensity data, and audience intelligence to deliver personalized experiences at scale
• Support the end-to-end experience from prospect identification and lead capture through campaign execution and field team handoff
• Partner with the Analytics team to define audience segmentation frameworks, identify high-value acquisition cohorts, and build propensity models that inform targeting strategy and channel investment
• Establish comprehensive measurement frameworks and KPIs connecting demand generation activity to MQL volume and quality, pipeline contribution, cost per acquisition, and downstream conversion rates
• Collaborate with Analytics to design and govern a rigorous testing agenda including A/B, multivariate, and holdout group analysis to continuously improve campaign effectiveness across channels and segments
• Use attribution modeling and ongoing channel effectiveness analysis to optimize media mix and reallocate investment toward highest-performing programs
• Develop executive-level reporting and storytelling that translates complex data into clear strategic recommendations for stakeholders across Digital, Advice, Retirement Solutions, CRM, and Distribution
• Serve as the conduit between upstream acquisition and downstream conversion, aligning with CRM, marketing operations, and field teams on MQL criteria, lead scoring, and handoff protocols
• Build and maintain strong relationships with diverse stakeholders, navigating competing priorities and building consensus around shared pipeline goals
• Lead cross-functional working teams to execute complex initiatives requiring coordination across technology, creative, legal, compliance, and marketing operations
• Present campaign strategies, performance results, and recommendations to executive audiences, adapting communication style to different stakeholder needs
• Provide strategic direction and mentorship to marketing professionals supporting demand generation and lifecycle initiatives
• Stay current on growth marketing and digital acquisition best practices to identify opportunities for differentiation and efficiency
• Explore emerging channels, technologies, and methodologies — including AI-driven personalization and predictive audience modeling — that could enhance acquisition effectiveness

Benefits

• The organization is committed to making financial well-being possible for its clients, and is equally committed to the well-being of its 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.

What This Job Offers

• Job Type: Full-time
• Career Level: Director