Director, Brand & Social Media Marketing

Working under very limited supervision, this role independently leads the development and execution of marketing initiatives that shape brand appeal and drive a consistently differentiated customer experience across Wealth Management. This position owns large-scale brand marketing programs end-to-end while holding full accountability for the Wealth Management brand's social media presence and long-term social strategy. The ideal candidate brings both advanced brand expertise and deep social media specialization, serving as the connective tissue between how the brand is positioned and how it shows up in culture—and actively influencing key decisions that define that positioning across the department and its cross-functional partners.

Responsibilities

• Brand Strategy & Development
  • Independently leads the research, development, and execution of marketing strategies designed to maximize brand appeal and capture market opportunity, exercising advanced judgment in determining strategic direction with minimal guidance.
  • Analyzes market trends, customer behavior, competitor activity, and opinion research to generate forward-looking insights that inform brand decisions with a 1–3 year horizon, proactively surfacing recommendations to senior leadership that shape Wealth Marketing's competitive positioning.
  • Drives cross-functional alignment on brand positioning, marketing themes, and media channels by influencing key decisions across partner teams including Creative, Product, Digital, and Channel Marketing, ensuring brand strategy is integrated and consistently actioned across Wealth Management initiatives.
  • Owns the review and governance of brand marketing assets across the department, applying advanced brand judgment to ensure content resonates with targeted customer segments and upholds the integrity of the brand across all touchpoints.
• Social Media Ownership & Execution
  • Holds full ownership and accountability for the social media program, independently directing content strategy, creation, operational execution, and ongoing program evolution across all platforms.
  • Develops and publishes high-quality, original content that reflects advanced platform expertise and an authoritative brand voice, driving meaningful engagement across targeted audiences.
  • Leads the content editorial calendar to orchestrate campaigns, timely marketing moments, and always-on publishing with a disciplined, results-oriented approach that supports broader Wealth Marketing objectives.
  • Serves as the department's subject matter expert on brand voice and content standards, influencing how tone, terminology, and messaging are applied consistently across channels, audiences, and cross-functional teams.
  • Monitors the competitive social media landscape and emerging platform trends with an intermediate understanding of the firm's competitive environment, translating insights into actionable program improvements that keep the brand ahead of industry shifts.
  • Establishes, owns, and continuously refines the goals, metrics, and benchmarking framework for social media performance, independently assessing results against business objectives and making program-level decisions to optimize outcomes over a short- to medium-term horizon.

Requirements

• University degree preferred.
• 5+ years of marketing experience required; 7+ years preferred, with a focus in social media marketing.
• Ability to build relationships with clients and peers.
• Strong written and oral communication skills, specifically around presentations; creative thinker.
• Effective time management and project management skills.
• Proven ability to develop and implement social media strategies beyond just earning likes and followers.
• Strong familiarity with the business applications of social media platforms, including Facebook, Twitter, X, YouTube, LinkedIn, Instagram, Reddit, and TikTok.
• Proficient in a variety of social media search, analysis, and content distribution tools (e.g., Hearsay, Hootsuite).

Skills

• Accountability
• Adaptability
• Brand Management
• Brand Positioning
• Brand Strategy
• Collaboration
• Executive Presence
• Influence
• Inspires Others
• Marketing Creativity
• Marketing Strategic Planning
• Problem Solving
• Relationship Management
• Storytelling

Pay

Base pay range: $113,000/yr - $151,000/yr. Actual base salary may vary based on 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 participation in an incentive program linked to performance.

Benefits

The organization offers a comprehensive Total Rewards package designed to support associates' physical, emotional, and financial well-being. Benefits include:

• A superior retirement program.
• Highly competitive health, wellness, and work-life offerings.

Additional details are available in the Benefits Summary.

About the Company

For over 100 years, TIAA has delivered secure retirement solutions for millions of people. Founded to help educators retire with dignity, today it is a market-leading retirement company with world-class asset management. TIAA is committed to fighting for clients' financial security while evolving to meet future challenges.

The company culture emphasizes impact, equipping associates with future-focused skills and AI tools to advance its mission. Guided by values—Champion Our People, Be Client Obsessed, Lead with Integrity, Own It, and Win As One—TIAA fosters a collaborative in-office environment where teams work across boundaries to drive innovation and meaningful results. Associates grow through learning experiences and development pathways, ensuring both personal success and stronger client impact.