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Senior Marketing Director - TIAA Tuition Financing Inc.

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TIAA Company Overview


TIAA 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.


TIAA Tuition Financing, Inc. (TFI)


TIAA Tuition Financing, Inc. (TFI) is a wholly owned subsidiary of TIAA. TFI manages seven state sponsored 529 programs in CA, CT, GA, MI, MN, OK, and WI.


TIAA Tuition Financing Inc. (TFI) is seeking a results-oriented professional with financial services marketing and client management experience to drive the marketing and sales for the State of California college savings plan as well as other initiatives.  The employee will be responsible for top line results for the plan and report directly to the Senior Marketing Director for California.  The position will be based in the Sacramento/Bay Area, California marketplace.


Strategic Marketing Plan Development:  Build integrated strategic marketing plans to retain and grow the state 529 programs and optimize contractual marketing spend. Goals include increasing average account balance, growing assets and attracting new customers across all demographics as well as coordinating with state client needs and expectations.  Understand key drivers of the state's consumer buy decision as well as competitive environment.  Will prepare and present the annual plan to the state client and meet quarterly (minimum) to refine the media mix based on results/environment.


State Relationship Management:  Responsible for deepening client relationship through collaboration and approval of marketing program.  Daily engagement with state client will be critical in keeping state up-to-date on growth of program, success of campaigns and coordinating marketing efforts with the state client’s staff. Understanding the political environment and meeting the state’s needs will be an important component of the role (state client is an elected official).


Program Execution:  Working with TFI Marketing and external vendors, coordinate delivery of all state-based marketing communications including collateral, direct mail, interactive marketing, sponsorships, public relations and advertising.  The Marketing Manager will participate in creative development and ensure that all marketing reflects state plan specifics.  Will also liaise with the client to obtain approvals on a timely basis. 


Marketing Effectiveness Analysis:  Monitor and analyze campaign and other marketing metrics to ensure plan activities are meeting goals and adjust where necessary.   Provide detailed marketing effectiveness review to state client on a quarterly basis - including status of plan against goal.  Uncover underutilization and target areas of opportunity.


Budget and Fulfillment Management:  Responsible for all monthly expenditures to ensure state marketing budget is on track for the year.  Monitor weekly fulfillment reports and coordinate with Central Marketing address to forecast needs


Institutional Relationships Financial Consultant Support:  Engage and provide support to Financial Consultants assigned to territory to maximize their sales effectiveness. Collaborate with state to maximize and coordinate resources. Identify employer, financial influencer, and community marketing opportunities. Provide support for community events, seminars, promotions and/or sponsorships and work closely with the state to identify these opportunities.


Marketing Team Management: Work closely and oversee marketing support personnel (internal and external). Provide direction and management of internal partners.


Key Relationships: 


TFI's State 529 Relationship Manager

TFI’s State 529 Marketing Managers

TIAA Corporate Marketing partners

TIAA Wealth Management Advisor/Client Relationship Consultant

TIAA Legal and Compliance  


State Treasurer's Office or State Agency (Liaison)

HR /Benefits officers

Local/National PR Agency

Creative Marketing and Sponsorship Vendors



Minimum Requirements:



  • Bachelor’s degree
  • 7 to 10 years financial services marketing

  • FINRA Series 6, and 63 registrations

  • Ability to travel ~30%

  • Demonstrated success in developing marketing plans, budgets and forecasts that support business needs and objectives.

  • Excellent knowledge of marketing discipline including direct response, one-to-one and general, digital and social media


Desired Qualifications:


  • 529 College Savings Plan program experience

  • Excellent relationship management skills that establishes credibility, trust and respect

  • Strong management skills

  • Strong writing skills
  • Excellent written and verbal communication skills; Superior presentation skills

  • Ability to work with varied partners and effectively communicate TFI's value proposition

  • Ability to work independently and manage a large number of projects and relationships


LOCATION(s):  Sacramento/Bay Area, CA (in-market candidates, relocation not provided).  Assigned office – Oakland, CA.

Equal Employment Opportunity is not just the law, it’s our commitment. Read more about the Equal Employment Opportunity Law.   If you need assistance applying due to visually or hearing impaired, please email Careers Help.  We are an Equal Opportunity/Affirmative Action Employer. We will 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 legally protected status.

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