Director, Product Campaigns & Commercialization – ETFs & Mutual Funds Marketing
About The Position
About this role The Team: The Global Marketing & Digital Wealth organization at BlackRock is a forward-looking, globally connected team at the center of the firm’s most high-impact priorities. We are architects of growth, working across functions and markets to unlock opportunities and accelerate outcomes for the business. In collaboration with both internal and external partners, we design the conditions for success—delivering next-generation campaigns, brand platforms, communications, training, and client experiences. Our work is powered by world-class centers of excellence spanning content strategy, research & analytics, and digital platforms & experiences. Role and Impact: BlackRock is seeking a strategic, commercially minded marketing leader to serve as Director, ETF & Mutual Fund Commercialization. This role will lead a team responsible for developing compelling product narratives and driving integrated marketing campaigns across ETFs and mutual funds. The Director will design and execute end-to-end commercialization strategies spanning sales enablement, digital channels, multimedia content, paid and owned campaigns, and partnership initiatives, with a clear focus on delivering measurable ROI and commercial impact. This leader will play a critical role in translating product strategy into market momentum, influencing cross-functional stakeholders, and shaping how BlackRock positions its capabilities in an increasingly competitive landscape.
Requirements
- Strategic commercialization mindset with strong understanding of ETF and mutual fund distribution dynamics.
- Exceptional storytelling ability — able to translate complex investment strategies into clear, differentiated, and compelling narratives.
- Deep digital marketing expertise, including campaign orchestration, performance marketing, personalization, and marketing analytics.
- Strong cross-functional leadership and horizontal influence across Product, Sales, Communications, and senior stakeholders.
- Data-driven decision-maker with experience optimizing campaigns for ROI and commercial outcomes.
- Proven ability to manage and develop teams, creating an inclusive, high-performance culture.
- Experience applying AI tools to improve productivity, decision-making, or client outcomes.
- 10+ years of experience in asset management marketing, product marketing, or commercialization, with deep experience in ETFs and/or mutual funds.
- Strong understanding of U.S. Wealth distribution channels and advisor engagement strategies.
- Demonstrated success leading integrated, multi-channel marketing campaigns that drive measurable commercial impact.
- Experience partnering with sales teams to deliver enablement tools and revenue-generating initiatives.
- Proven track record influencing senior stakeholders and leading cross-functional initiatives.
- Bachelor’s degree required; MBA or advanced degree preferred.
Responsibilities
- Lead the development and execution of data-driven, integrated digital marketing campaigns for ETFs and mutual funds across paid, owned, and partner channels, with a clear focus on performance, engagement, and flows.
- Own digital channel strategy including email marketing, web experiences, personalization, paid media, social amplification, and marketing automation — optimizing for measurable ROI.
- Partner with Analytics to define KPIs, monitor performance, and continuously optimize campaigns through A/B testing, audience segmentation, and journey refinement.
- Drive digital-first sales enablement strategies, leveraging CRM tools, content hubs, interactive experiences, and AI-enabled insights to increase advisor engagement and conversion.
- Collaborate with Product and Sales to translate commercial priorities into scalable digital programs that accelerate product adoption and asset growth.
- Oversee development of supporting product narratives and campaign messaging to ensure clarity and differentiation, in partnership with content and communications teams.
- Lead and develop a high-performing team, fostering innovation, accountability, and strong cross-functional influence across Marketing, Digital, Product, and Sales.
Benefits
- employees are eligible for an annual discretionary bonus, and benefits including healthcare, leave benefits, and retirement benefits.
- strong retirement plan
- tuition reimbursement
- comprehensive healthcare
- support for working parents
- Flexible Time Off (FTO)
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What This Job Offers
Job Type
Full-time
Career Level
Director
Number of Employees
5,001-10,000 employees
