Director of Growth Marketing

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

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 SkillsAudience 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:

$103,000/yr – $131,000/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

Every worker deserves a secure retirement. For more than 100 years, TIAA has delivered it for millions of people. Founded to help educators retire with dignity, today weʼre a market-leading retirement company fueled by world-class asset management. But weʼre not just another legacy financial services firm. Weʼre fighting harder than ever before for our clients and the many Americans who need us.

Our Culture of Impact

At TIAA, we’re on a mission to build on our 100+ year legacy of delivering for our clients while evolving to meet tomorrow’s challenges. We equip our associates with future-focused skills and AI tools that enable us to advance our mission. Together, we are fighting to ensure a more secure financial future for all and for generations to come. We are guided by our values: Champion Our People, Be Client Obsessed, Lead with Integrity, Own It, and Win As One. They influence every decision we make and how we work together to serve our clients every day. We thrive in a collaborative in-office environment where teams work across organizational boundaries with shared purpose, accelerating innovation and delivering meaningful results. Our workplace brings together TIAA and Nuveen’s entrepreneurial spirit, where we work hard and work together to create lasting impact. Here, every associate can grow through meaningful learning experiences and development pathways—because when our people succeed, our impact on clients’ lives grows stronger.

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 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.

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