Education Savings Marketing (Market Products)
About the role
This Education Savings Marketing role leads, creates and develops integrated, strategic marketing plans to retain and grow the state 529 programs and optimize contractual marketing spend. This person is responsible for the strategy, brand, program development and execution of the marketing plan for each state client. This role drives digital consumer engagement and experiences and is accountable for deepening client relationship and communicating results/KPI.
Responsibilities
- Owns strategic marketing planning, development, and execution of state programs.
- Establishes impactful marketing strategies that align with organizational goals.
- Maintain KPIs and optimize marketing programs to ensure key objectives are achieved.
- Evaluate current processes and seek ways to improve and create efficiency.
- Lead the development of marketing and promotional materials for the 529 product, including advertising, web, thought leadership content, and sales collateral.
- Plan and manage implementation of multi-channel marketing campaigns in support of the state 529 education savings program.
- Conduct market research, including market trends, consumer behavior, and competitive analysis, on key demographic audiences.
- Perform state client management responsibilities including collaboration of marketing planning, strategy development and client communication of results reporting.
- Frequent client communication of results, budget, and project updates (weekly).
- Manage agency projects with digital, PR and marketing agencies. Provide oversight of agency results, activities, and deliverables. Ensure proper agency risk management is completed.
- Manage and is responsible for the state contractual marketing budget. Administer expenditure reports to ensure the state marketing budget is on track for the year.
- Manage multiple projects simultaneously across a broad range of functions and channels with colleagues across Ed Savings and various business partners.
Qualifications
- 5+ years of Marketing experience
- Preferred: 7+ years of Marketing experience
- Bilingual (Spanish)
Related Skills
- Accountability
- Adaptability
- Audience Insights
- Communication
- Delivers On-Product Marketing Strategies
- Digital Savviness
- Market/Industry Dynamics
- Prioritizes Effectively
- Product Marketing
- Project Management
- Relationship Management
- Story Telling
- TIAA Products/Services Acumen
Company Overview
Every worker deserves a secure retirement. For more than 100 years, TIAA has delivered it for millions of people. Founded to help educators retire with dignity, today we're a market-leading retirement company fueled by world-class asset management. But we're not just another legacy financial services firm. We're fighting harder than ever before for our clients and the many Americans who need us. Our Culture of Impact At TIAA, we're on a mission to build on our 100+ year legacy of delivering for our clients while evolving to meet tomorrow's challenges. We equip our associates with future-focused skills and AI tools that enable us to advance our mission. Together, we are fighting to ensure a more secure financial future for all and for generations to come. We are guided by our values: Champion Our People, Be Client Obsessed, Lead with Integrity, Own It, and Win As One. They influence every decision we make and how we work together to serve our clients every day. We thrive in a collaborative in-office environment where teams work across organizational boundaries with shared purpose, accelerating innovation and delivering meaningful results. Our workplace brings together TIAA and Nuveen's entrepreneurial spirit, where we work hard and work together to create lasting impact. Here, every associate can grow through meaningful learning experiences and development pathways—because when our people succeed, our impact on clients' lives grows stronger.