Sr. Manager, Public Relations – Retirement in Baltimore, MD

$200K - $250K(Ladders Estimates)

T Rowe Price Group, Inc   •  

Baltimore, MD 21201

Industry: Finance & Insurance


11 - 15 years

Posted 56 days ago


The Senior Manager, Public Relations, is responsible for leading, developing and implementing PR strategy for the enterprise retirement marketing initiatives that span all our US distribution segments, including thought leadership and public policy POVs. The Manager is responsible for ensuring that the PR or "earned" part of the retirement marketing mix is effectively promoting and executing the enterprise retirement marketing program across segments. The manager will partner with Retirement marketers, Retirement policy experts and other Retirement Subject Matter experts at the firm to understand and align to our retirement business and marketing priorities and represent PR in related retirement forums at the firm. The manager will be responsible for day-to-day management of external PR agencies, if appointed, in support of these objectives. The manager will ensure that PR plays a vital role in both protecting and promoting the T. Rowe Price retirement brand.


The Senior Manager, PR, will lead, develop and implement PR strategy in support of our enterprise retirement marketing program and execute on it across all of our US distribution segments. As appropriate, the Manager will also help support the segment-specific retirement initiatives in collaboration with the respective segment PR managers. The Senior Manager will develop a deep understanding of the enterprise and segment retirement strategies, the role PR plays in the overall marketing strategy, and how PR can both protect and enhance our retirement voice and brand externally. The Manager will ensure effective promotion of offerings and distribution of key messages through earned media (including social media, content partnerships and other initiatives, in partnership with our accountable internal teams) to key audiences, including North American institutions, financial advisers, financial institutions, individual investors, and retirement plan sponsors. Ensure that the firm's retirement themes, thought leadership and public policy POVs are captured and conveyed through the media to our clients, building our brand as a sought-after provider for retirement-oriented investors.

The Senior Manager is responsible for the hiring and day-to-day management of PR resources aligned to this work which includes internal associate(s) and, if appointed, agency partners that will support the earned portion of the marketing mix. The Manager will ensure efficient and thorough communications and collaboration between PR resources, internal Retirement SMEs, as well as internal marketing and communications partners. The agencies, under the direction of the Manager, will be responsible for offering strategic guidance and effective implementation of PR strategies that will promote the retirement go-to-market plan as well as for identifying other opportunities to promote our brand. As part of this work, the Manager will ensure that PR resources (direct reports and agencies) are well aligned with other

T. Rowe agency partners dedicated to US distribution segments. The Manager will be responsible for agency evaluation with input from the relevant marketing teams. And the manager will partner closely with our social media team to measure and report on outcomes to key stakeholders across the firm.

Utilizing strong retirement expertise, perform as a highly capable external representative of the TRP brand and effectively represent the brand via direct engagement with top-tier media targets across the retirement landscape as well as our segment target audiences. Ensure delivery of our messages and campaigns is effectively conveyed to journalists, leveraging both traditional and digital forms of engagement. Help lead the firm's overall proactive media relations program with the aim of garnering media coverage that portrays a strong, consistent, compelling and accurate view of the TRP brand. Ensure good coordination with other internal PR associates and follow agreed upon processes for tracking and reporting on journalist engagement. Ensure that TRP is building and maintaining relationships with top-tier media outlets and sustaining a high level of current intelligence on media outlets and activities so that we can both protect and enhance the TRP brand.



  • College degree and 15 years of related work experience
  • At least 10 years of proven experience in implementing PR programs in support of marketing initiatives
  • High School diploma/equivalent and 10 years related work experience
  • Knowledge of the retirement industry, investing and financial markets, as well as personal finance topics
  • Knowledge of the investment management industry, its history, trends, and evolution including in various key markets around the world
  • Knowledge of the individual investor, retirement plan sponsor, financial advisor, financial institution, and North American institutional market segments
  • Strong written and verbal communication skills
  • Ability to think strategically and critically
  • Strong attention to detail
  • Excellent negotiation and influencing skills
  • Polished presentation skills


  • 10+ years in public relations, including solid national and trade media relations experience
  • Five years of public relations experience specific to the investment management industry, preferably involving mutual funds (experience as a financial journalist may be substituted for a portion of the PR experience)
  • Established relationships with national and trade media covering investments, personal finance, and the investment management industry
  • MBA
  • Proficiency with Microsoft Office, including PowerPoint and Excel
  • Proficiency with online media contact databases

Valid Through: 2019-10-17