Head of Individual Investor Marketing

T Rowe Price Group, Inc   •  

Owings Mills, MD

Industry: Accounting, Finance & Insurance


8 - 10 years

Posted 204 days ago

This job is no longer available.

Our mission as a leading investment management firm is to help our clients achieve their long-term financial goals. We believe our associates are the key to this mission and we are always looking for talented individuals who share our commitment to our client’s success.

If you’re looking for challenging work experiences and the ability to learn in a collaborative culture, we invite you to explore the opportunities available at T. Rowe Price.


The Head of II Marketing is an executive level marketing leadership role reporting to the Head of Individual Investors. This role will have primary accountability and lead the development, execution, measurement and prioritization of the go-to market strategy for the Individual Investors (II) business. The incumbent will work closely with the Head of the II business and leadership team to develop and execute integrated marketing plans and programs primarily focused on retaining, acquiring and growing assets and deepening client relationships with personal investors. This role will have also have a secondary focus on acquiring new investors while building our brand awareness and consideration for self-directed investors.

This role will lead a team responsible for integrated marketing programs for the personal investors including content, communications, and integrated campaigns. In addition, this individual will work closely with marketing centers of excellence to ensure that advertising and media strategies, measurement and analytics and digital strategies are aligned to meet the business objectives of the II segment.


Marketing Plan Development and Execution

Accountable for the development of the annual II Integrated Marketing Planworking closely with the Head of the II business segment, the segment and marketing leadership teams and segment marketing managers within the business. Reviews progress against the execution plan and updates the plan and program performance quarterly with the II Segment leadership team.

  • Responsible for establishing and managing a forum of Segment and Marketing leaders to discuss and review business results, priorities and marketing programs designed to support the II business objectives
  • Responsible for defining and executing the II content offering and strategy related to the retirement, investment and for personal and workplace investors working closely with our Corporate Head of Editorial, CMI, Digital Marketing and the directs of the Head of II.
  • Responsible for managing the following within the II segment: 1) media mix (advertising, events, PR, Social, etc.) 2) campaign development 3) Digital Marketing

People Management and Accountability

Responsible for acquiring, developing and retaining top talent. Inspires team and fosters an environment to perform and meet current and future client needs. Directly manages a team of associates who support segments critical to business success. Creates a culture of diverse thinking beyond the II segment and connects to the enterprise. Ultimate accountability for all segment-specific initiatives and prioritization of all intra-segment programs and projects. Also accountable for key multi-segment initiatives e.g., Retirement by participating in the prioritization and tradeoff.

Vendor and Agency Management

Responsible for managing the agency and consultant relationships for the II segment. Participates as necessary in the negotiation of work and financial terms of contracts and agreements with outside vendors. When necessary, this position seeks out best-in class industry consultants to provide their unique expertise or to supplement the ongoing work Enterprise Marketing Services. Negotiates work and financial terms of contracts and agreements and tracks progress on an ongoing basis.

Financial/Budget Responsibilities

  • Responsible for managing the II segment marketing budget including oversight of the agency and media budget of $40M.



  • College degree and 10 years of related work experience, or
  • Deep marketing channel skills and expertise to include:

o Digital marketing including search, display and platform

o Advertising and client communications including TV, print, media
o Creative process including development and execution

  • Experience developing value added content programs
  • Strong agency management skills and experience are required
  • Strong Business Acumen and Judgment
  • A proven track record and reputation for collaboration and delivering results
  • Strong relationship building, interpersonal, leadership and influencing skills
  • Proven success in marketing and strategic business planning
  • Comfortable evaluating, developing and managing complex processes
  • Excellent written and oral communication skills
  • Ability to present ideas persuasively informed by data, research, facts and insight
  • Analytical and strategic thinking
  • Ability to identify key stakeholders within the firm and influence across organizations
  • Strong bias for action and ability to deliver results quickly and effectively
  • Deep understanding an passion for identifying and meeting the needs of the Retail Investors including understanding of the Retirement industry
  • Strong investment product knowledge Intellectual curiosity and desire to stay current on new marketing channels including digital, social media, content and marketing automation, digital technology
  • Brand management skills and experience launching new advertising and enterprise wide campaigns
  • Budget management skills
  • Strong people manager and leader with a passion for consultative coaching and associate development
  • Experienced business leader with change management experience and skills
  • Ability to be nimble, work in a fast-paced environment and juggle multiple projects and priorities
  • Ability to lead and manage independently and operate in an ever-changing and un-defined business climate
  • Ability to lead, delegate, coach and manage the work of direct reports
  • Ability to identify and develop high potentials and key contributors
  • Anticipates future capabilities and creates development opportunities to fill gaps
  • Creates an open and authentic environment to foster diversity of thought
  • Ability to act as mentor and advocate beyond their work group
  • Communicates and cascades business and marketing goals
  • Ability to make informed decisions with an understanding of the impact to the business goals and team


  • 10+ years of financial services marketing years of marketing strategy
  • 10+ years of corporate communications, marketing communications and agency experience
  • Digital marketing and media management experience
  • Manage and lead a large and diverse team of marketing professionals
  • Demonstrated ability and experience managing large and complex budgets
  • Ability to lead and manage independently and operate in an ever-changing and un-defined business climate
  • Strong influencing skills at all levels of the organizations including senior leaders.
  • Proven ability to build formal and informal networks across highly matrixed organizations
  • Agency, advertising and media experience a plus
  • College Degree required, MBA preferred
  • Series 7 and 24 preferred