Job Information

TIAA Director, Consumer Marketing Strategist in Charlotte, North Carolina


TIAA is the leading provider of financial services in the academic, research, medical, cultural and government fields. We offer a wide range of financial solutions, including investing, banking, advice and education, and retirement services.


Product Marketing

The Consumer Marketing Strategist plays a lead role in the evolution of the organization's consumer marketing strategy and go-to-market approach. This job is responsible for the development of personalized marketing campaigns, journeys and experiences focused on lead generation, lead nurture, customer onboarding and engagement. This job works with data and analytics partners to identify opportunities and report out on results. This job also works with brand, media, product marketing and marketing operations partners to execute on go-to-market strategies.

Key Responsibilities and Duties

  • Analyzes statistical market and consumer data to assist in the development of the organization’s consumer marketing strategy and go-to-market approach.

  • Identifies potential opportunities and develops comprehensive marketing strategies.

  • Provides guidance to improve both qualitative and quantitative research for market positioning.

  • Analyzes consumer purchasing behaviors, price/discount sensitivity, brand loyalty, etc. to provide insight into the development of marketing campaigns.

  • Measures the impact of consumer marketing plans and tactics (e.g., discounts/promotions, marketing campaigns, etc.).

  • Develops reports/recommendations as input to consumer marketing, advertising, and product development strategies/plans.


  • 5 Years Required; 7 Years Preferred

  • University (Degree), Preferred

Physical Requirements

  • Physical Requirements: Sedentary Work

Preferred Education

  • University (Degree)

Career Level


Required Qualifications:

  • Five years of marketing experience

Preferred Qualifications:

  • Bachelor’s degree or Advanced degree (e.g. MBA)

  • Experience with marketing automation

  • Ability to identify opportunities and develop comprehensive marketing strategies

  • Financial services experience, preferably in a wealth management or retirement company

  • Ability to develop presentations and deliver to cross-functional audiences and senior leadership

  • Experience developing marketing campaigns and journeys leveraging marketing automation technology (e.g. Salesforce or Adobe)

  • Experience with market research or data analysis

  • Advanced understanding of test-and-learn approaches, KPI Measurement and optimization

  • Past responsibility for marketing performance leading to measurable business results

  • Experience and comfort working in a matrixed organization

Potential Salary: $152,500.00 USD

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).

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 ( .

We are an Equal Opportunity/Affirmative Action Employer. We consider all qualified applicants for employment regardless of age, race, color, national origin, sex, religion, veteran status, disability, sexual orientation, gender identity, or any other protected status.

Read more about the Equal Opportunity Law here ( .

TIAA offers support for those who need assistance with our online application process to provide an equal employment opportunity to all job seekers, including individuals with disabilities.

If you are a U.S. applicant and desire a reasonable accommodation to complete a job application please use one of the below options to contact our accessibility support team:

Phone: (800) 842-2755


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TIAA started out over 100 years ago to help ensure teachers could retire with dignity. Today, many people who work at not-for-profits rely on our wide range of financial products and services to support and strengthen their financial well-being.