Marketing Senior Director – Personal Wealth

Vanguard is seeking a strategic, commercially minded marketing executive to lead marketing for the Mass Affluent and Affluent (internally called Core and Flagship) segments of Personal Wealth, Vanguard’s retail investor business. This leader will own the full funnel for both segments—from awareness and consideration through acquisition, onboarding, engagement, and retention. Drawing on client insight, product strategy, and business goals, they will turn an understanding of each segment’s needs into differentiated, measurable go-to-market strategies. 

This is an opportunity to influence the direction of a significant wealth business—not simply deliver campaigns. The Senior Director will be accountable for the performance of both segments end to end, advise senior executives, connect marketing investment to commercial outcomes, and lead across a complex enterprise to create a more audience-centric, connected client experience. 

WHERE YOU WILL MAKE AN IMPACT 

Own the Core and Flagship growth strategy. Develop and own a multi-year marketing strategy for the Core and Flagship segments, aligned to Personal Wealth business priorities, distribution opportunities, and measurable growth objectives. Bring a clear perspective on the competitive wealth landscape and the evolving expectations of the investors in each segment. 

Own the full funnel. Take end-to-end responsibility for Core and Flagship results across every stage of the client journey—awareness, consideration, conversion, onboarding, engagement, and retention. Establish clear performance metrics and reporting, apply rigorous measurement and experimentation, and use funnel economics to improve qualified demand, conversion, client growth, and marketing return on investment. 

 

Make data persuasive at the executive table. Synthesize customer behavior, market research, competitive signals, financial performance, and marketing analytics into clear, decision-ready narratives. Frame trade-offs, recommend investments, and influence senior stakeholders through compelling, evidence-based storytelling. 

Create a connected investor experience. Advance the shift from product-led campaigns to audience-centric marketing. Connect acquisition, cross-sell, engagement, thought leadership, content, and relationship-deepening programs around each segment’s needs and the moments that matter. 

Lead through an enterprise matrix. Serve as a trusted strategic advisor to Personal Wealth leadership and align partners across channel, product, sales, digital, creative, marketing technology, analytics, and operations. Establish shared priorities, clear decision rights, and accountability for delivery. 

Build a high-performing marketing organization. Lead, coach, and develop marketing strategists and leaders. Establish consistent planning and operating disciplines, strengthen analytics and personalization capabilities, improve speed to market, and steward budgets, talent, media, and infrastructure investments. 

 

WHAT YOU BRING 

• 15+ years of progressive marketing experience, including senior leadership of complex, consumer-facing strategies and teams. 

• Substantive experience in wealth management, investments, or a closely related retail financial services business; fluency in investor needs, competitive dynamics, advice and investment propositions, and relevant distribution models. 

• Demonstrated full-funnel ownership of a customer segment or audience, with evidence of improving acquisition, conversion, engagement, retention, and marketing ROI—not only brand awareness or campaign delivery. 

• Exceptional analytical judgment and executive communication: ability to distill complex data into a strategic point of view, articulate the business case, influence consequential decisions, and establish performance reporting and measurement practices that drive accountability and continuous optimization. 

• Strong commercial and financial acumen, including investment prioritization, budget stewardship, measurement frameworks, and performance optimization. 

• Breadth across integrated marketing disciplines—digital, content, brand, positioning, lifecycle engagement, marketing technology, and analytics—paired with the ability to mobilize specialists rather than personally own every channel. 

• Credibility as a senior advisor and a collaborative, decisive leader who can guide matrixed teams, develop talent, and deliver through ambiguity. 

Special Factors

Sponsorship

Vanguard is not offering visa sponsorship for this position.