TIAA Director - IAS Marketing Retention and Loyalty Mature Life in Jacksonville, Florida



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plan to grow relationships with net new advised clients with TIAA Individual Advisory Services (IAS). They will drive the mature life marketing strategy by partnering with the business and marketing centers of excellence to drive incremental inflow (over $200M of net new assets under management annually) from existing advised clients, higher satisfaction rates(retention savings of over $50M in assets under management annually) through targeted omni-channel marketing campaigns and field enablement activities. The individual will serve as a strategic partner to the wealth management business on best in class advised client experiences, retention and loyalty practices, as well as expert level of understanding attrition drivers.


  • Responsible for strategic direction and vision of the mature life marketing program for Individual Advisory Services, focusing on client’s interaction with IAS 120 days and beyond. This includes customer base analysis using first, second and third party data to guide the mature life retention strategy for higher share of relationship, longer tenure and more satisfaction with the client’s relationship with their advisory team.

  • Utilize analytics and research to develop deep understanding of IAS client base including key demographics, product utilization, optimal engagement channel and advisory team expectations to drive positive IAS client experience.

  • Work with business, legal, compliance and field enablement partners to pilot and launch automated communications driving annual reviews, advisory team updates and

  • Drive research focusing on optimal client experience for advisory team reassignment, moments that matter and/or pain points within the IAS experience.

  • Work with the business and field management teams to outline and execute optimal client experience for IAS clients, spanning entire lifecycle from newly engaged to retirement and beyond.

  • Able to run and effectively manage cross-functional teams to bring campaigns and programs to market. This spans the development of strategy through to flawless execution and communication of activities to the front line.

  • Deliver on new accounts, decrease outflows, and increase inflows through end-to-end development and execution of retention and loyalty marketing campaigns (including channels such as email, direct mail, paid search, paid social, paid display, and outbound calling channels)

  • Analyze end-to-end performance across programs and foster an environment of continuous performance improvement, testing and optimization, and a quantitative marketing culture.

  • Partner with analytics team to create and maintain end-to-end reporting for all marketing activity and adjust marketing strategies based on real-time performance metrics.

  • Manage and oversee campaign execution team

  • Partner effectively with IAS business partners to maintain and evolve IAS value propositions

  • Manage marketing budget for IAS Retention Marketing Mature Life initiatives, including expense tracking and monthly forecasting



Minimum Qualifications:

  • Bachelor’s Degree

  • 10 years’ experience in client management marketing, retention and loyalty marketing

  • 7 years’ experience with digital channels, including social media

Desired Qualifications :

  • Experience marketing to the a wealthy consumer audience as well as agency experience highly preferred

  • Extremely adept in problem-solving and navigating challenging situations in a thoughtful and creative manner

  • Experienced in leading and managing large cross-functional teams in a highly matrixed environment

  • Excellent written and verbal communication skills as well as strong time management skills.

  • Deep understanding of marketing strategy development and planning as well as audience segmentation, developing unique value proposition, client experience, reporting and tracking.

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Job: Marketing, Public Relations, Communication

Primary Location: NC-Charlotte

Req ID: 1712859