Senior Marketing Strategist (Retention)

Principal Financial Group is seeking a Senior Marketing Strategist on their B2C Marketing Team to shape the retention marketing strategy for individual participant investment planning and products. The role focuses on building loyalty and driving adoption through innovative, data-driven campaigns while leading the go-to-market strategy for Managed Services offerings.

Responsibilities:

• Lead development and execution of retention marketing strategies for individual participant personal investment products
• Design campaigns to strengthen customer loyalty, deepen engagement, and drive adoption of personal investment solutions
• Apply test-and-learn methodologies to refine retention approaches and maximize lifetime value
• Partner with product, content, marketing strategists and web experience teams to create integrated cross-channel promotional strategies
• Ensure messaging consistency across email, direct mail, and digital experiences to drive customer loyalty and incremental sales between personal investing and broader retirement product offerings
• Lead the execution of direct marketing initiatives, prioritizing creative testing and audience targeting strategies that foster and strengthen advisor relationships
• Leverage data insights to optimize messaging, offers, and targeting strategies across multiple platforms
• Cultivate a deep understanding of modeling, analytics, and consumer insights to inform retention and promotional strategies
• Track, analyze, and communicate campaign results, using findings to improve future performance
• Partner with and influence leaders across product, marketing, and digital teams to align on business objectives
• Advocate for sustainable direct marketing experiences that support both retention and growth

Requirements:

• Bachelor's degree or equivalent experience
• 6+ years of direct-to-consumer retention marketing experience
• 4+ years of recent experience in sales strategy within managed services in the Financial Services and/or Fintech industry, with demonstrated experience supporting marketing strategies for wealth management, personal investing, or financial advice offerings
• Advanced knowledge of omnichannel marketing strategies (email, direct mail, digital)
• Experience influencing business decisions, facilitating and/or participating in cross-functional teams, motivating and collaborating with key stakeholders, and implementing change management
• Experience building strategic marketing programs that deliver on business goals
• Strong verbal and written communication skills
• Solid strategic and critical thinking skills
• Ability to influence stakeholders and drive alignment across teams
• Project and time management skills required for working within a fast-paced, nuanced business; must be able to juggle multiple projects and timelines at once
• Strong Microsoft Office skills, specifically Excel required
• Some travel required, including overnight stays
• Banking industry background is a plus
• An understanding of the competition and market opportunities and customer experience