Retirement Product Marketing Director

Empower Retirement is a company dedicated to transforming financial lives through a flexible work environment and a commitment to internal mobility. The Retirement Product Marketing Director is responsible for developing and implementing marketing strategies for financial products, ensuring alignment with sales goals and customer needs.

Responsibilities:

• Lead product and solution launches across departments, identifies and prioritizes product features, and provides consulting and management support to the assigned business initiative
• Partner closely with Product Management, Product Development, Sales and Service teams to explore product and market opportunities to innovate and evolve the product offer
• Identify key provider selection priorities for plan sponsors, advisors and consultants, based on market segment
• Craft compelling positioning and customer-focused messaging that highlights our product’s key differentiators and connects our solutions to the “jobs to be done” facing American savers
• Developing strategic go-to-market marketing plans for investing products and advisory services
• Working with Empower’s strategy, sales, product, and marketing leadership to position products and services with customer needs
• Champion of our customers: combine Voice of Customer insights, Advisor feedback, and primary consumer research to understand our customer anxieties around financial services, planning, and investing
• Ensuring end-to-end continuity of messaging across Marketing, Product, and Sales material for the products you oversee
• Overseeing market and competitive intelligence: Be the expert on our customers, how they buy and their buying criteria; be the expert on competition to share how Empower is different and offers value to the customer
• Primary point of contact for our Product team and drives the strategy that anchors growth marketing
• Responsible for developing promotional plans for key product or product feature releases. This includes recommending the level of marketing the company should do based on the business opportunity
• Work alongside Sales and Product leadership to prioritize these efforts and then convey these priorities with cross-functional teams to develop marketing collateral, programs
• As a customer champion, ensure that Empower presents our value proposition, unique selling propositions and messaging with a level of consistency across our various consumer funnels and end-to-end from Marketing to Product to Sales collateral
• While sales and revenue growth are the macro goal, this leader will be measured against Product Adoption, Product Market share and Product NPS
• Supports our acquisition and retention teams to drive their goals
• Support the Vice President of Product Marketing to drive the strategies and work with other Marketing shared services teams as well as Communications, Analytics and Product teams to execute go to market effort
• Partner closely with legal and compliance resources to gain campaign launch approvals
• Work with their PMM colleagues, Empower Strategy, Product, Sales and Analytics to craft new behavioral and attitudinal segmentation for the business. This segmentation will be used to better understand how to get the right product to the right customer at the right time
• Gather marketplace feedback and insights; respond efficiently to requests or ideas that can drive results
• Keep current on legislative and regulatory developments that may impact or create distribution opportunities
• Establish a market-leading narrative, value proposition, and messaging, including connection to thought leadership content
• Translate key initiatives to support distribution
• Create compelling packaging programs with a focus on digital execution
• Seek and interpret data analytics and develop case studies to validate results and support sales
• Develop sophisticated, cost-effective multi-media selling systems, train sales teams on their effective use
• Measure effectiveness across a variety of dimensions to continuously refine the selling system
• Potential participation in intermediary site visits or due diligence meetings; limited travel required
• Guide promotion strategy, especially for priority product launches and campaigns
• Evaluate and manage return on marketing investment

Requirements:

• Bachelor's Degree or equivalent experience
• MBA is a plus
• 12+ years of product/marketing experience with a proven track record of bringing consumer products and service to market
• Understanding of competitive marketplace
• Direct financial services experience is not required but will be encouraged due to the complexity of our business and industry
• Exceptional cross-functional team management & influence skills
• Strong presentation and relationship management skills
• Ability to operate effectively in a matrix environment
• Innovative and creative mind
• Excellent written and verbal communication skills
• Familiarity with the latest marketing trends and technologies