Marketing Manager - Cross Business Engagement

Requisition Number: 78303

Position Title:

External Description:

About this Position

This newly created role is pivotal in driving substantial growth for Global Distribution through deeper integration of our Individual Investor (II) and Retirement Plan Services (RPS) experiences and channels. Your role will be instrumental in developing participant sub-segmentation strategies, creating compelling offers, and building low-friction experiences to create significant value for our clients (Retail Investors, participants, Sponsors and Advisors) and our firm. 

You will have the opportunity to learn and grow by working closely with the II and RPS leadership teams. The role offers a platform to develop skills in market segmentation, offer development, and channel integration strategies. Successful candidates will demonstrate strategic thinking and the ability to translate business goals into actionable marketing plans. A data-driven mindset, excellent communication skills, and the ability to influence across organizational boundaries are essential. 

This is an exciting opportunity for individuals who are passionate about strategic marketing, data-driven decision-making, and cross-functional collaboration. 

Role Summary

This role drives growth by deepening integration between Individual Investor (II) and Retirement Plan Services (RPS) experiences and channels. You will bridge strategy and execution to accelerate cross business engagement, improve client experiences, and position TRP as a holistic partner for retirement.

Responsibilities

Program Alignment with RPS Stakeholders: 

• Align cross-functional teams on partnership scope, prioritized deliverables, and resource allocation 
• Identify and partner with cross-functional teams to resolve integration barriers between channels 
• Articulate value propositions for deeper II-RPS integration and package data to demonstrate results 
• Ensure regulatory compliance across all initiatives 
• Develop win-win strategies that balance client needs, TRP business objectives, and Plan Sponsor/Advisor priorities 

RPS Participant Sub-Segmentation Strategy: 

• Develop targeted segmentation strategies that serve both II and RPS business objectives 
• Identify high-value participant populations across key demographics and plan types 
• Define and activate marketable audiences to drive cross-channel engagement 
• Establish data access protocols between II and RPS platforms 

Offer Development and Execution: 

• Evolve and expand consultation offers to broader RPS participant segments 
• Create compelling offers tailored to identified participant sub-segment needs 
• Integrate marketing initiatives within existing RPS channels 
• Maintains records of key performance indicators/measurements that measure offer effectiveness and analyzes the data

Low Friction Account Opening Process: 

• Partner with CX peers to evaluate and develop streamlined account opening journeys for cross-over clients from RPS to II  
• Enhance rollover and cross-over digital experiences that create seamless transitions between participant and retail investor journey  
• Re-onboard cross-over clients to strengthen positioning of firm as a trusted partner across both retirement planning and broader investment needs  

Qualifications
Required:

• Bachelor’s degree in marketing, Business or related field or the equivalent combination of education and relevant experience AND
• 5+ years of total relevant work experience
• Proven experience in financial services marketing, preferably with knowledge of both retirement plans and retail investment services 
• Strong strategic thinking with the ability to translate business goals into actionable marketing plans 
• Experience developing cross-channel acquisition strategies and customer journey mapping 
• Data-driven approach with ability to leverage analytics to inform targeting and measure effectiveness 
• Excellent communication skills and ability to influence across organizational boundaries 
• Experience with financial wellness and education marketing in a retirement context 

Preferred:

• Experience working on new capabilities in a medium to large sized corporate setting 
• MBA

FINRA Requirements

FINRA licenses are not required and will not be supported for this role.

Work Flexibility

This role is eligible for hybrid work, with up to one day per week from home.

City:

State:

Community / Marketing Title: Marketing Manager - Cross Business Engagement

Company Profile:

Location_formattedLocationLong: Maryland, US

CountryEEOText_Description: Commitment to Diversity, Equity, and Inclusion: We strive for equity, equality, and opportunity for all associates. When we embrace the power of diversity and create an environment where people can bring their authentic and best selves to work, our firm is stronger, and we create greater value for our clients. Our commitment and inclusive programming aim to lift the experience for each associate and builds allies for our global associate community. We know that a sense of belonging is key not only to your success at the firm, but also to your ability to bring your best each day. Benefits: We invest in our people through a wide range of programs and benefits, including: • Competitive pay and bonuses as well as a generous retirement plan and employee stock purchase plan with matching contributions • Flexible and remote work opportunities • Health care benefits (medical, dental, vision) • Tuition assistance • Wellness programs (fitness reimbursement, Employee Assistance Program) Our policies may change as our working lives evolve. Yet, our commitment to supporting our associates’ well-being and addressing the needs of our clients, business, and communities is unwavering. T. Rowe Price is an equal opportunity employer and values diversity of thought, gender, and race. We believe our continued success depends upon the equal treatment of all associates and applicants for employment without discrimination on the basis of race, religion, creed, color, national origin, sex, gender, age, mental or physical disability, marital status, sexual orientation, gender identity or expression, citizenship status, military or veteran status, pregnancy, or any other classification protected by country, federal, state, or local law.