Head of Consumer Product Marketing & Strategy

Empower • Overland Park, KS

19h • $187,000 - $271,150 • Hybrid

About The Position

The Head of Consumer Product Marketing & Strategy is responsible for driving market share, product adoption, and mindshare for Empower’s consumer products and services, including its flagship offering, Personal Strategy®. This leader drives go-to-market strategy and product marketing for Empower Personal Wealth, a division focused on providing financial planning, investment management, and brokerage solutions to Empower retirement plan participants and consumers across the United States.

Requirements

• Bachelor’s degree or equivalent professional experience.
• 20+ years of marketing experience, including a demonstrated track record of successfully bringing consumer products and services to market.
• Experience developing and executing product marketing, go-to-market, commercialization, product positioning, messaging, packaging, and product-market-fit strategies.
• Advanced understanding of financial services, wealth management, investment products, financial planning, and brokerage solutions.
• Demonstrated experience translating consumer behaviors, attitudes, and needs related to money, financial planning, investing, and wealth management into marketing and commercialization strategies.
• Proven track record of driving measurable market-share growth and commercial outcomes.
• Experience owning or influencing measurable commercial outcomes, including product adoption, market penetration, asset growth, and new account growth.
• Demonstrated experience leading complex cross-functional initiatives and influencing senior leaders in a matrixed organization.
• Strong expertise developing sales and marketing narratives and communicating complex product value propositions to consumer audiences.
• Experience developing customer engagement, retention, or loyalty programs.
• Experience using market research, competitive intelligence, customer insights, and segmentation to inform product marketing strategy.
• Experience with customer personas and segmentation strategies.
• Experience leading, managing, developing, and transforming product marketing teams, capabilities, and resources.
• Knowledge of current marketing technologies, emerging marketing trends, and AI-enabled go-to-market practices.
• Demonstrated experience applying artificial intelligence tools or capabilities within product marketing or go-to-market processes.
• Strong executive communication, stakeholder management, cross-functional leadership, and influence skills.

Nice To Haves

• MBA or other relevant advanced degree.
• Direct professional experience in financial services, wealth management, investment management, retirement, brokerage, or related consumer financial products.
• Experience leading product marketing within a large-scale consumer business or complex regulated environment.
• Experience marketing financial products across multiple customer life stages, wealth tiers, or investment segments.
• Experience launching and scaling new consumer financial products or digital wealth management offerings.
• Experience developing AI-enabled product marketing, personalization, segmentation, customer insights, or go-to-market capabilities.

Responsibilities

• Lead the overall product marketing strategy for Empower Personal Wealth, including product positioning, messaging, value propositions, customer segmentation, and go-to-market strategy.
• Lead go-to-market planning and execution for the company’s portfolio of consumer financial products and services, including product packaging, bundling, merchandising, launches, and commercialization.
• Develop strategic consumer-facing narratives that communicate Empower’s continuum of products and services across customers’ financial journeys, from their first job through retirement.
• Integrate Empower’s brand positioning and value proposition consistently across consumer products, services, experiences, and touchpoints.
• Develop phased go-to-market and product launch strategies for new and enhanced products and services, including pilot programs, audience expansion, general-market releases, and product-market-fit optimization.
• Partner with Product, Sales, Finance, Marketing, Operations, and other business leaders to develop commercialization strategies and align product-development priorities.
• Support portfolio rationalization and cost-benefit analysis for new and existing consumer products and services.
• Define product performance measures and report product impact, adoption, market penetration, market share, asset growth, and new-account growth to executive leadership.
• Partner with Product, Sales, Customer Experience, and Growth Marketing to develop customer engagement and retention strategies, including loyalty programs across customer asset tiers.
• Develop and maintain consumer claims, proof points, and social proof supporting Empower’s consumer products and services.
• Prioritize the annual consumer marketing campaign calendar based on strategic business narratives, product priorities, and customer needs.
• Deliver competitive intelligence, external benchmarks, consumer financial trends, customer insights, and emerging-technology insights to inform product positioning and go-to-market strategies.
• Own and continuously refine customer personas and segmentation strategies based on factors such as asset tiers and life stages.
• Drive end-to-end consistency of Empower Personal Wealth’s value proposition to increase awareness, consideration, product adoption, and customer engagement.
• Establish and track measurable commercial outcomes, including product adoption, market penetration, asset growth, and new-account growth.
• Build, lead, develop, and transform a high-performing product marketing organization that influences priorities and coordinates effectively across senior leaders in Product, Sales, Marketing, Finance, and Operations.
• Evolve the product marketing function from primarily execution- and collateral-focused work toward strategic product marketing that strengthens market position, brand perception, commercialization, and customer understanding.

Benefits

• Medical, dental, vision and life insurance
• Retirement savings – 401(k) plan with generous company matching contributions (up to 6%), financial advisory services, potential company discretionary contribution, and a broad investment lineup
• Tuition reimbursement up to $5,250/year
• Business-casual environment that includes the option to wear jeans
• Generous paid time off upon hire – including a paid time off program plus ten paid company holidays and three floating holidays each calendar year
• Paid volunteer time — 16 hours per calendar year
• Leave of absence programs – including paid parental leave, paid short- and long-term disability, and Family and Medical Leave (FMLA)
• Business Resource Groups (BRGs) – BRGs facilitate inclusion and collaboration across our business internally and throughout the communities where we live, work and play. BRGs are open to all.

What This Job Offers

• Job Type: Full-time
• Career Level: Senior
• Education Level: Associate degree