Job Information

TIAA Director, Product Positioning, Institutional in Charlotte, North Carolina

Product Marketing

The Product Marketing job develops product positioning, associated marketing themes, and media channels that align with target customer demographics. This job also researches and interprets market-related information to drive branding/marketing strategies. With very limited supervision, this job manages large product marketing projects to assist with selection, design, development, and promotion of new or enhanced products. Manages a small team.

Key Responsibilities and Duties

  • Develops product positioning, associated marketing themes and media channels that align with target customer demographics.

  • Researches and analyzes market opportunities, translates opportunities into product design, and develops recommendations to drive branding/marketing strategies that result in a successful product launch.

  • Develops reports on competitors’ products, marketing methods and business results for management.

  • Researches and identifies marketplace requirements, defines the specific features and options of designated new products or enhancements in coordination with management and with other partners of the organization.

  • Conducts additional qualitative or quantitative research as needed for market positioning, such as pricing, market assessment, or promotional and advertising research studies.

  • Reviews copies for advertising, marketing, training and communication materials, for new and enhanced products.

  • Participates in quality assessment and improvement process as needed.

  • Partners with product development and marketing teams to ensure that customer needs/values are incorporated into product design, branding and marketing approaches.

  • Delegates to lower level professionals, reviews work, and provides guidance and coaching as needed.

Educational Requirements

  • University (Degree) Preferred

Work Experience

  • 5+ Years Required; 7+ Years Preferred

Physical Requirements

  • Physical Requirements: Sedentary Work

Career Level


Required Qualifications:

  • Financial services experience with retirement products, annuities, managed accounts or related products

Preferred Qualifications:

  • Experience managing people preferably in a Marketing & Communications group

  • Comfortable working through ambiguity in unstructured work environment with intent and focus on results

  • Strategic marketing thinker

  • Excellent verbal and written communication skills


Base Pay Range: $120,000/yr. - $200,000/yr.

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).

Company Overview

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.

Benefits and Total Rewards

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 ( .

Equal Opportunity

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 ( .

Accessibility Support

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.