Senior Manager, Brand Marketing

The Senior Manager, Brand Marketing, will support the development, execution, and optimization of TIAA Wealth Management’s brand advertising initiatives across all channels.

This role is responsible for elevating TIAA’s brand presence, strengthening emotional connections with our audiences, and driving preference and consideration among current and prospective customers.

The ideal candidate will bring solid expertise in brand building, creative excellence, media strategy, and data-driven decision making to help position TIAA as the trusted partner for financial well-being.

Key Responsibilities And Duties

Strategic Ownership

• Execute comprehensive marketing/advertising strategies that align with business objectives, brand positioning, and customer acquisition goals
• Partner with senior leadership and business line leaders to identify opportunities for brand growth and differentiation
• Stay ahead of industry trends, competitive landscape, and emerging advertising technologies to inform strategic recommendations

Campaign Development & Execution

• Support the development of integrated brand campaigns from concept through execution, ensuring creative excellence and strategic alignment across all touchpoints Oversee the creative development process, collaborating with internal creative teams and external agency partners to produce compelling, authentic brand narratives Ensure brand consistency and adherence to brand guidelines across all advertising executions

Cross-Functional Collaboration

• Work closely with product marketing, media, content, social media, events/sponsorships, and lifecycle experience teams to ensure integrated brand experiences
• Collaborate with legal, compliance, and risk management to ensure all advertising meets regulatory requirements and company standards
• Build strong relationships with agency partners and vendor ecosystem to drive excellence in execution

Team Leadership & Development

• Foster a culture of creativity, innovation, accountability, and continuous improvement
• Provide guidance and feedback to help team members grow their skills and advance their careers
• Champion diversity, equity, and inclusion in team composition, creative development, and media representation

Educational Requirements

• University (Degree) Preferred

Work Experience

• 3+ Years Required; 5+ Years Preferred

Qualifications

Required

• 3+ years of progressive experience in brand advertising

Preferred

• 5+ years of progressive experience in brand advertising
• Track record of developing and executing successful integrated brand campaigns that drive measurable business results
• Understanding of brand strategy, creative development, media planning, and campaign measurement
• Strong analytical skills with ability to translate data into actionable insights and strategic recommendations
• Project management skills with ability to manage multiple priorities and meet deadlines in a fast-paced environment
• Knowledge of financial services industry regulations and compliance requirements

Related Skills

Accountability, Adaptability, Brand Management, Brand Positioning, Brand Strategy, Collaboration, Executive Presence, Influence, Inspires Others, Marketing Creativity, Marketing Strategic Planning, Problem Solving, Relationship Management, Story Telling

Base Pay Range:

$85,100/yr – $115,000/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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