Director of Acquisition Marketing and Onboarding

TIAA•Frisco, TX

2d•Onsite

About The Position

The Client Marketing role is responsible for the execution of strategic campaigns and marketing initiatives in partnership with Marketing and Distribution colleagues aimed at acquiring, developing and retaining clients. By utilizing traditional as well as dynamic methods, such as client segmentation, marketing automation, digital and social methods, this job aims to execute multi-faceted campaign deliverables that deliver high-quality leads to the sales organization.

Requirements

5+ Years Required; 7+ Years Preferred
University (Degree) Preferred
Sedentary Work
Financial services, insurance, or retirement/benefits industries.
Direct experience designing or optimizing participant/customer onboarding journeys
7+ years of hands-on and leadership experience in paid media investment across the full funnel but with a focus on lower funnel/conversion paid media with deep expertise across paid media channels (e.g., paid search, paid social, programmatic display, video/OTT) with a track record of optimizing channel mix to drive conversion and or acquisition.
Experience building and managing (with partners in analytics) a test-and-learn roadmap/agenda across paid media and onboarding touchpoints, including A/B creative testing, Channel Mix optimization and incrementality or lift studies and has the statistical rigor to translate results into actionable creative and media strategy.
Strong track record of partnering with analytics teams to connect marketing performance directly to business outcomes, including understanding and presenting ROAS/ROI models, Conversion Rate, Cost Per Acquisition, media mix and attribution analyses, and marketing business cases to senior leadership.
General/Leadership Experience managing agency and vendor relationships
Prior people leadership experience managing acquisition marketing and/or onboarding marketing teams

Nice To Haves

Onboarding Experience in financial services, insurance, or retirement/benefits industries.

Responsibilities

Executes Go-To-Market plan strategy, including developing campaigns and executing deliverables.
Establishes and maintains strong working relationships and collaboration with sales organization and business partners.
Contributes to journey mapping for their respective audience segmentation – including identifying gaps, pain points, positive experiences, and identifying opportunities for future state needs.
Owns campaign planning, development and execution in partnership with Sales and functional marketing team members.
Manages and helps develop departmental measurements and KPIs based on overall business goals.
Provides tactical and custom marketing support aligned with Client marketing support model in partnership with functional areas of marketing.