Director, Marketing Creative & Content

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  About the role

  The Director, Marketing Creative & Content leads the creative function for the marketing organization, responsible for leading the strategy and delivery of high-quality, brand-aligned creative and content that drives measurable outcomes, including engagement, conversion, and member growth. This role partners with the SVP, Marketing and the Director, Marketing Planning & Performance to shape, challenge, and translate enterprise marketing strategy into differentiated creative, storytelling, and content experiences. This role owns how strategy is brought to life through creative execution, while Planning & Performance owns audience strategy, targeting, and measurement. The Director establishes and manages an in-house creative agency model, ensuring work is delivered efficiently, consistently, and with strong coordination across internal teams and channels. This role supports high-volume, multi-channel campaign delivery across digital, social, lifecycle marketing, and enterprise initiatives, driving consistent and scalable member experiences. The Director owns how strategy is expressed through creative execution—including messaging, storytelling, and experience design—while partnering with Marketing Planning & Performance, which owns audience strategy, targeting, and go-to-market planning. The Director also oversees the agency relationship and creative production model, determining the appropriate balance of work between internal capabilities and external partners, optimizing for cost, speed, quality, and impact, while ensuring all outputs meet brand, regulatory, and performance expectations. This role is co-accountable with the Director, Marketing Planning & Performance for campaign performance outcomes, ensuring creative execution contributes meaningfully to campaign effectiveness and enterprise growth. The Director, Marketing Creative & Content reports to the Senior VP, Marketing and leads a team responsible for creative strategy, content development, and campaign execution.

  Responsibilities

  • Creative Strategy & Campaign Development (20%): Owns how the strategy is expressed, including messaging, storytelling, and concept development, in partnership with Planning & Performance. Own and lead creative strategy, including messaging architecture, campaign concepts, and experience design. Translate strategic briefs into compelling creative concepts, messaging frameworks, and campaign ideas. Challenge and refine strategic briefs to strengthen clarity, insight application, and creative effectiveness. Partner with Planning & Performance to ensure creative approaches support segmentation, targeting, and go-to-market strategies. Ensure all creative work is informed by member insights, testing frameworks (e.g., A/B), and voice-of-member feedback loops.
  • In-House Creative Agency Leadership (20%): Build and lead an in-house creative agency model, delivering efficient, high-quality creative services across the organization. Establish creative workflows, intake governance, SLAs, and prioritization frameworks in partnership with Marketing Operations. Ensure the team operates with speed, consistency, and strong quality controls. Balance workload and capacity to meet demand while maintaining high creative standards.
  • Agency Management & Creative Sourcing Strategy (10%): Manage day-to-day agency relationships, ensuring alignment with strategy, brand standards, and performance expectations. Determine what work is completed in-house vs. externally, based on complexity, capacity, expertise, and cost. Monitor agency performance, cost efficiency, and output quality, making adjustments to optimize value and effectiveness. Oversee agency deliverables, timelines, feedback loops, and quality assurance. Partner with the SVP, Marketing on overall agency strategy while managing execution and performance. Leverage execution and performance insights to inform brand evolution and improve creative effectiveness.
  • Brand Execution & Content Quality (10%): Ensure all creative and content deliverables are on-brand, consistent, and aligned with established brand standards. Partner with the SVP, Marketing to support brand stewardship and evolution through execution (not ownership of brand direction). Oversee content quality across all channels, including campaigns, digital, social, email, and marketing materials. Maintain and enforce brand guidelines, tone, and visual identity in all outputs. Establish brand governance mechanisms, including creative reviews, approval processes, and periodic brand audits to ensure consistency.
  • Content Strategy, Storytelling & Channel Integration (10%): Lead development of campaign-level content strategy and storytelling frameworks, in partnership with Digital and Channel teams who own channel-specific execution. Ensure storytelling is consistent, clear, and compelling across all member touchpoints. Partner with Digital, Channel, and Social teams to ensure content aligns with channel strategy and member experience. Drive consistency across owned, earned, and paid content environments. Drive improvements in engagement, content performance, and cross-channel consistency.
  • Compliance, Risk & Quality Assurance (10%): Ensure all creative output meets regulatory, legal, and compliance requirements, particularly within a financial services environment while also ensuring creative quality and speed of execution. Partner with Business Controls, Legal, and Compliance teams to ensure appropriate review and approval processes are followed. Establish quality assurance processes to minimize risk while maintaining speed and efficiency. Ensure creative processes and outputs adhere to all applicable policies, standards, and controls.
  • Operational Alignment & Delivery Excellence (10%): Own the operational execution of creative delivery across the enterprise, ensuring work is delivered efficiently, consistently, and at a high standard of quality while adhering to all regulatory and compliance requirements. Own creative workflow performance, including intake, prioritization, throughput, and delivery timelines, ensuring alignment to enterprise priorities and minimal rework. Own creative readiness for launch, ensuring all deliverables meet standards for quality, brand alignment, and executional clarity before entering market (distinct from Planning & Performance ownership of audience strategy, targeting, and measurement). Partner with Planning & Performance (shared accountability) to: Align on campaign objectives and success metrics; Leverage performance insights to continuously refine creative approaches and execution; Improve engagement and conversion outcomes through creative optimization. Partner with Marketing Operations, Business Controls, and cross-functional teams to ensure creative workflows, approval processes, and production models are efficient, compliant, and scalable, with strong alignment to campaign timelines and enterprise priorities. Drive continuous improvement in creative operations, balancing speed, quality, and strategic impact, and ensuring the function scales effectively to meet enterprise demand.
  • Cross-Functional Integration (5%): Partner closely with: Planning & Performance (strategy, targeting, prioritization); Marketing Operations (workflow, execution, QA); Corporate Communications (message alignment); External agency partners. Serve as the central integration point for creative execution across all teams, ensuring aligned messaging, coordinated delivery, and a consistent campaign experience across channels and business units. Participate in joint strategic brief reviews to ensure creative clarity and readiness before execution begins. Align with Planning & Performance on pre-production checkpoints to reduce rework and improve speed to market. Co-lead post-campaign performance reviews to identify creative optimization opportunities. Ensure seamless integration from strategy to creative to execution with minimal rework.
  • Leadership & Talent Development (5%): Lead and develop Creative & Content team members, including designers, writers, and digital content specialists. Foster a culture of creativity, accountability, collaboration, and continuous improvement. Build team capabilities aligned to future needs, including digital, content, and AI-enabled creative, content personalization, or new channel capabilities. Provide coaching, feedback, and growth opportunities to support team performance and development.

  Requirements

  • Bachelor’s degree in Advertising, Marketing, Communications, Design, or related field, or equivalent combination of education and experience.
  • 10+ years of experience in creative leadership, content strategy, or integrated marketing within high-volume, multi-channel, enterprise environments.
  • 5+ years of leadership experience managing creative teams and/or external agency partners, with accountability for quality, timelines, and outcomes.

  Qualifications

  • Demonstrated experience: Leading integrated, multi-channel creative campaigns from concept through execution; Managing internal teams and external agencies, including prioritization, feedback, and performance management; Developing content strategies and storytelling frameworks that translate business and audience insights into compelling creative; Strong understanding of digital marketing, content strategy, and multi-channel execution, including how creative contributes to engagement, conversion, and overall campaign performance; Proven ability to operate effectively in high-volume, fast-paced environments, balancing speed, creative quality, and strategic impact.
  • Preferred Qualifications: Experience working in a highly regulated industry (financial services strongly preferred), with a solid understanding of compliance, legal review, and risk management requirements; Experience optimizing the balance of in-house creative capabilities and external agency partners to achieve cost, quality, and speed objectives; Familiarity with testing and optimization approaches (e.g., A/B testing, performance insights) to continuously improve creative effectiveness.

  Skills

  • Specialized or Technical Knowledge and Skills: (the posting lists this heading but no specific skills listed; however we have the Required Skills section which includes the bullet points under Demonstrated experience etc. Actually the Required Skills section includes the bullet points we already placed under Qualifications? Wait we placed Demonstrated experience under Qualifications. The Required Skills heading appears before Required Qualifications. The content after "Required Skills Specialized or Technical Knowledge and Skills:" then "Required Qualifications". It seems the Required Skills section may be just a heading with no list; the actual skills are in the Demonstrated experience bullet points. Since we already captured those under Qualifications, we might not need a separate Skills section. But we need to include Skills section only if posting has real specific content for it. The posting does not list specific skills beyond those already captured. So we could omit Skills section. However we have already used Demonstrated experience as Qualifications. Might be better to treat Required Skills as Skills and list the bullet points there, and keep Qualifications for Preferred Qualifications. Let's re-evaluate. The posting: "Required Skills Specialized or Technical Knowledge and Skills: Required Qualifications Bachelor’s degree ... 10+ years ... 5+ years ... Demonstrated experience: Leading integrated ... Proven ability ... Preferred Qualifications: Experience working in a highly regulated industry ..." Thus the Required Skills section seems to be just a heading with no explicit list; the actual skill requirements are in the Demonstrated experience bullet points. So we could put those under Skills. Then Requirements could be the bullet points about degree and years experience. Qualifications could be the