Hybrid Director, Growth Marketing

at TIAA

• Job title: Director, Growth Marketing
• Job type: Full Time
• Experience level: Lead
• Salary: $105,000 - $147,000 per year
• Degree requirement: Bachelor's Degree
• Tech skills: Cloud
• Location requirements: Hybrid, Dallas, United States

About the role

• Director of Growth Marketing focused on high-profile lead generation across digital channels. Collaborating with analytics and CRM teams to optimize marketing performance and client engagement.

Responsibilities

• Develop and own the strategic roadmap for multi-channel demand generation programs, driving high-quality MQL volume through paid digital, content, email, events, and organic channels
• Design and execute sophisticated, multi-touch acquisition campaigns leveraging an ABM mindset applied to B2C audience segmentation, behavioral signals, and life-stage targeting
• Activate content and events as demand drivers through nurture sequences and follow-up campaigns structured to move prospects efficiently through the funnel
• Champion customer-centric acquisition approaches leveraging behavioral insights, propensity data, and audience intelligence to deliver personalized experiences at scale
• Support the end-to-end experience from prospect identification and lead capture through campaign execution and field team handoff
• Partner with the Analytics team to define audience segmentation frameworks, identify high-value acquisition cohorts, and build propensity models that inform targeting strategy and channel investment
• Establish comprehensive measurement frameworks and KPIs connecting demand generation activity to MQL volume and quality, pipeline contribution, cost per acquisition, and downstream conversion rates
• Collaborate with Analytics to design and govern a rigorous testing agenda including A/B, multivariate, and holdout group analysis to continuously improve campaign effectiveness across channels and segments
• Use attribution modeling and ongoing channel effectiveness analysis to optimize media mix and reallocate investment toward highest-performing programs
• Develop executive-level reporting and storytelling that translates complex data into clear strategic recommendations for stakeholders across Digital, Advice, Retirement Solutions, CRM, and Distribution
• Serve as the conduit between upstream acquisition and downstream conversion, aligning with CRM, marketing operations, and field teams on MQL criteria, lead scoring, and handoff protocols
• Build and maintain strong relationships with diverse stakeholders, navigating competing priorities and building consensus around shared pipeline goals
• Lead cross-functional working teams to execute complex initiatives requiring coordination across technology, creative, legal, compliance, and marketing operations
• Present campaign strategies, performance results, and recommendations to executive audiences, adapting communication style to different stakeholder needs
• Provide strategic direction and mentorship to marketing professionals supporting demand generation and lifecycle initiatives
• Stay current on growth marketing and digital acquisition best practices to identify opportunities for differentiation and efficiency
• Explore emerging channels, technologies, and methodologies — including AI-driven personalization and predictive audience modeling — that could enhance acquisition effectiveness

Requirements

• 5+ years of progressive marketing experience with demonstrated expertise in lifecycle marketing or campaign management
• Bachelor's degree in Marketing, Business Administration, Communications, or related field
• 7–10+ years of progressive marketing experience, including 3–5+ years in financial services, wealth management, or a similarly regulated industry
• Proven success developing omnichannel campaigns with measurable results, including paid digital acquisition (paid search, social, programmatic, video) with fluency in CPL, CPA, and ROAS metrics
• Strong analytical skills with experience in marketing automation platforms (Salesforce Marketing Cloud, Adobe Experience Cloud), CRM systems, segmentation, propensity modeling, or lead scoring
• Ability to manage complex, cross-functional initiatives, influence without direct authority, and translate data into compelling executive narratives
• Knowledge of financial services regulations (FINRA, SEC) and familiarity with wealth management, retirement planning marketing, and lead management prioritization with front-line or field staff

Benefits

• Comprehensive Total Rewards package
• Superior retirement program
• Highly competitive health, wellness, and work-life offerings