Director, Growth Marketing
Teachers Insurance and Annuity Association of America, Dallas, TX, United States
The Director of Growth Marketing develops and executes comprehensive marketing / acquisition strategies to generate demand of high-profile leads, nurturing them to drive measurable net new client growth across the full marketing funnel. This role owns the strategy and activation of integrated campaigns (digital marketing, pulling from content, webinar, events) designed to attract, engage, and convert high-value B2C prospects into Marketing Qualified Leads (MQLs), applying an account-based marketing mindset to consumer audience segmentation and targeting. Working in close partnership with Analytics, CRM, Marketing Automation and Distribution teams, this director-level position leads wealth marketing acquisition while establishing robust measurement and testing frameworks to optimize performance and communicate results to senior stakeholders.
Key Responsibilities and Duties
Demand Generation & Digital Acquisition
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
Analytics, Measurement & Optimization
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
Cross‑Functional Leadership & Stakeholder Management
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
Team Leadership & Innovation
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
Educational Requirements
University (Degree) Preferred
Work Experience
5+ Years Required; 7+ Years Preferred
Physical Requirements
Physical Requirements: Sedentary Work
Career Level: 8IC
Required Qualifications
5+ years of progressive marketing experience with demonstrated expertise in lifecycle marketing or campaign management
Preferred Qualifications
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
Related Skills
Audience Insights, Budgeting, Campaign Management, Differentiates Value Proposition, Influence, Lead and Demand Generation, Marketing Analytics, Marketing Channels, Marketing Strategic Planning, Prioritizes Effectively, Relationship Management
Base Pay Range: $105,000/yr - $147,000/yr
Benefits
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.
Equal Opportunity
We are an Equal Opportunity Employer. TIAA does not discriminate against any candidate or employee on the basis of age, race, color, national origin, sex, religion, veteran status, disability, sexual orientation, gender identity, or any other legally protected status. Our full EEO & Non‑Discrimination statement is on our careers home page, and you can read more about your rights and view government notices here.
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Key Responsibilities and Duties
Demand Generation & Digital Acquisition
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
Analytics, Measurement & Optimization
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
Cross‑Functional Leadership & Stakeholder Management
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
Team Leadership & Innovation
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
Educational Requirements
University (Degree) Preferred
Work Experience
5+ Years Required; 7+ Years Preferred
Physical Requirements
Physical Requirements: Sedentary Work
Career Level: 8IC
Required Qualifications
5+ years of progressive marketing experience with demonstrated expertise in lifecycle marketing or campaign management
Preferred Qualifications
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
Related Skills
Audience Insights, Budgeting, Campaign Management, Differentiates Value Proposition, Influence, Lead and Demand Generation, Marketing Analytics, Marketing Channels, Marketing Strategic Planning, Prioritizes Effectively, Relationship Management
Base Pay Range: $105,000/yr - $147,000/yr
Benefits
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.
Equal Opportunity
We are an Equal Opportunity Employer. TIAA does not discriminate against any candidate or employee on the basis of age, race, color, national origin, sex, religion, veteran status, disability, sexual orientation, gender identity, or any other legally protected status. Our full EEO & Non‑Discrimination statement is on our careers home page, and you can read more about your rights and view government notices here.
#J-18808-Ljbffr