Brand StrategyThe Brand and Advertising job develops marketing initiatives to maximize brand appeal and to ensure customer experience is in line with brand image and strategy. With very limited supervision, this job manages large brand marketing projects to conduct and analyze research, identify target customers, and customize marketing messages, media channels and strategies.Key Responsibilities and Duties
Researches and develops marketing strategies to maximize brand appeal for target customers; prepares recommendations for more senior team members and/or management.
Reviews and interprets analysis of data on market trends, customer behavior, and competitor activity as well as opinion research to identify market opportunities for the brand.
Reviews and approves research that defines targeted customer segments and determines the key values that drive buying behavior for each segment.
Conducts additional qualitative or quantitative research as needed for market positioning, such as pricing, market assessment, or promotional and advertising research studies.
Collaborates to develop brand positioning, associated marketing themes, and media channels that align with target customer demographics.
Reviews brand marketing materials, revising as needed so materials will best resonate with targeted customer segments to promote brand appeal.
Delegates to lower level professionals, reviews work, and provides guidance and coaching as needed.
Educational Requirements
University (Degree) Preferred
Work Experience
5+ Years Required; 7+ Years Preferred
Physical Requirements
Physical Requirements: Sedentary Work
Career Level8ICRequired:
5+ years of marketing, advertising and/or financial services experience
Preferred:
University Degree
7+ years of marketing, advertising and/or financial services experience
Advertising Agency and/or Client experience
Related SkillsAccountability, Adaptability, Brand Management, Brand Positioning, Brand Strategy, Collaboration, Executive Presence, Influence, Inspires Others, Marketing Creativity, Marketing Strategic Planning, Problem Solving, Relationship Management, Story TellingAnticipated Posting End Date:2024-05-03Base Pay Range: $125,800/yr. - $179,000/yr.Actual base salary may vary based upon, but not limited to, 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, depending on the role, participation in an incentive program linked to performance (for example, annual discretionary incentive programs, non-annual sales incentive plans, or other non-annual incentive plans).Company OverviewTIAA is the leading provider of financial services in the academic, research, medical, cultural and government fields. We offer a wide range of financial solutions, including investing, banking, advice and education, and retirement services.Benefits and Total RewardsThe organization is committed to making financial well-being possible for its clients, and is equally committed to the well-being of our associates. That’s why we offer a comprehensive Total Rewards package designed to make a positive difference in the lives of our associates and their loved ones. Our benefits include a superior retirement program and highly competitive health, wellness and work life offerings that can help you achieve and maintain your best possible physical, emotional and financial well-being. To learn more about your benefits, please review our Benefits Summary (https://www.tiaa.org/public/pdf/benefits-at-a-glance.pdf) .Equal OpportunityWe are an Equal Opportunity/Affirmative Action Employer. We consider all qualified applicants for employment regardless of age, race, color, national origin, sex, religion, veteran status, disability, sexual orientation, gender identity, or any other protected status.Read more about the Equal Opportunity Law here (https://www.dol.gov/general/topics/posters) .Accessibility SupportTIAA offers support for those who need assistance with our online application process to provide an equal employment opportunity to all job seekers, including individuals with disabilities.If you are a U.S. applicant and desire a reasonable accommodation to complete a job application please use one of the below options to contact our accessibility support team:Phone: (800) 842-2755Email: [email protected] NoticesFor Applicants of TIAA, Nuveen and Affiliates residing in US (other than California), click here (https://www.tiaa.org/public/tiaa-nuveen-privacy) .For Applicants of TIAA, Nuveen and Affiliates residing in California, please click here (https://www.tiaa.org/public/tiaa-nuveen-ca-privacy) .For Applicants of Nuveen residing in Europe and APAC, please click here (https://www.tiaa.org/public/nuveen-eu-uk-privacy) .For Applicants of Greenwood residing in Brazil (English), click here (https://www.tiaa.org/public/support/privacy/applicants-greenwood-privacy) .For Applicants of Greenwood residing in Brazil (Portuguese), click here (https://www.tiaa.org/public/support/privacy/applicants-greenwood-portuguese-privacy) .For Applicants of Westchester residing in Brazil (English), click here (https://www.tiaa.org/public/support/privacy/applicants-westchester-privacy) .For Applicants of Westchester residing in Brazil (Portuguese), click here (https://www.tiaa.org/public/support/privacy/applicants-westchester-portuguese-privacy) .