Director, Field Enablement:
The Director of Field Marketing develops and leads integrated marketing programs that drive client acquisition, deepen client relationships, and support growth across TIAA Wealth Management’s regional markets. Working closely with regional leadership, advisors, and the holistic marketing team, this role translates business priorities and local market opportunities into targeted, scalable marketing initiatives.
The Director owns programs from concept through execution and measurement, including audience-specific initiatives, regional campaigns, and local activation of national partnerships. This role combines strategic thinking with hands-on program leadership to develop new initiatives, align cross-functional teams, and deliver measurable business results.
Key Responsibilities and Duties
- Develop regional marketing plans: Partner with regional and distribution leaders to identify growth opportunities, prioritize target audiences and markets, and develop integrated marketing plans aligned with business objectives.
- Create and own strategic programs: Develop and manage audience-specific marketing programs, such as initiatives focused on physicians, with end-to-end responsibility for audience insights, positioning, campaign strategy, launch, and ongoing optimization.
- Lead integrated local campaigns: Build coordinated marketing campaigns that connect digital media, email, content, events, and advisor engagement to create a consistent client and prospect experience in priority markets.
- Activate national partnerships locally: Translate enterprise sponsorships and media partnerships into regional marketing initiatives that build awareness, engage relevant audiences, and create opportunities for advisor relationship development.
- Partner with Events on strategy and activation: Collaborate with Events and regional stakeholders to shape event strategy, identify opportunities to integrate events with broader marketing programs, support audience development and promotion, and maximize the impact of event-related engagement.
- Support advisor enablement: Develop scalable campaign resources, playbooks, and engagement approaches that help advisors participate in marketing programs and convert prospect interest into meaningful conversations.
- Identify and develop new initiatives: use field feedback, audience, insights, and campaign performance to recommend new marketing opportunities , develop proposals, test approaches, and expand successful programs across markets.
- Construct a measurement framework: Definte program KPIs aligned with business goals, evaluate audience engagement, qualified leads, advisor adoption, and contribution to business growth, and use findings to guide optimization and future investment.
Educational Requirements
- University (Degree) Preferred
Work Experience
- 5+ Years Required; 7+ Years Preferred
Physical Requirements
- Physical Requirements: Sedentary Work
Career Level
8IC
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
Anticipated Posting End Date:
2027-02-01
Base Pay Range: $103,000/yr - $150,000/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).
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