Marketing Manager, Segment Marketing

Role Summary 

The Marketing Manager is responsible for developing and executing integrated marketing strategies that support growth within key retirement market segments. This role leverages deep knowledge of retirement plan products, advisory distribution channels, Third-Party Administrators, partner ecosystems, and client needs to drive awareness, engagement, and business growth. 

Working closely with Sales, Product, Relationship Management, Compliance, Legal, and Creative, the Marketing Manager translates business priorities into targeted marketing plans, campaigns, thought leadership initiatives, and advisor & TPA engagement programs that strengthen T. Rowe Price's market position and support asset growth objectives. 

Responsibilities 

Segment Strategy & Go-to-Market Planning:

• Develop and execute marketing plans aligned to strategic growth objectives for retirement market segments. 
• Utilize market intelligence, competitive insights, audience research, and sales feedback to refine segment positioning and value propositions. 
• Partner with business stakeholders to identify opportunities to expand distribution, improve market penetration, and increase engagement among key audiences. 
• Monitor campaign and program performance and recommend optimizations based on business results and market trends. 

Custom Solutions Marketing:

• Lead marketing support for custom retirement plan solutions. 
• Develop messaging frameworks, sales enablement assets, campaign content, and educational resources that communicate solution value and differentiation. 
• Collaborate with product and sales teams to bring new solution enhancements and offerings to market. 
• Support advisor and intermediary adoption through targeted awareness and engagement initiatives. 

Advisor Campaigns & Engagement: 

• Plan and execute advisor-focused marketing campaigns across email, digital, webinar, content, social and event channels. 
• Partners with manager to enhance audience segmentation strategies and nurture programs designed to increase advisor awareness, engagement, and adoption of retirement solutions. 
• Coordinate campaign development with creative, production, digital, and analytics teams. 
• Ensure consistent messaging that aligns with brand standards and business priorities. 

TPA Market Development:

• Serve as a marketing partner supporting Third Party Administrator (TPA) audiences and related distribution initiatives. 
• Create targeted programs that address TPA business challenges, opportunities, and market trends. 
• Develop educational content, webinars, sales tools, and thought leadership tailored to TPA stakeholders. 
• Partner with sales teams to improve market visibility and strengthen relationships within the TPA community. 

Cross-Functional Leadership:

• Lead projects and workstreams across multiple business partners while managing competing priorities and deadlines. 
• Provide guidance and marketing expertise to stakeholders and less experienced team members. 
• Operate independently with limited supervision while ensuring alignment with enterprise goals and regulatory requirements. 

Qualifications

Required: 

• Bachelor's degree or the equivalent combination of education and relevant experience AND 
• 5+ years of total relevant work experience 

Preferred:

• Deep understanding of retirement plan markets, advisor distribution, TPAs, intermediary channels, and client engagement strategies. 
• Experience developing integrated marketing campaigns and go-to-market programs. 
• Demonstrated ability to lead cross-functional projects and influence stakeholders without direct authority. 
• Strong strategic thinking, communication, project management, and analytical skills. 
• Proven ability to translate complex business concepts into compelling market-facing messaging. 
• Experience working with compliance, legal, product, sales, and client-facing teams in a regulated environment. 
• High proficiency with Adobe, Microsoft, Seismic or similar content management system 
• Familiarity with Salesforce preferred  

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.

Base Salary Ranges

Please review the job posting for the location of this specific opportunity.

$87,000.00 - $148,000.00 for the location of: Maryland, Colorado, Washington and remote workers
$95,500.00 - $163,000.00 for the location of: Washington, D.C.
$108,000.00 - $185,000.00 for the location of: New York, California

Placement within the range provided above is based on the individual’s relevant experience and skills for the role.  Base salary is only one component of our total compensation package.  Employees may be eligible for a discretionary bonus, which is determined upon company and individual performance. 

This job posting is expected to be available until:

Commitment to Diversity, Equity, and Inclusion

At T. Rowe Price, our associates are our greatest asset. We thrive because our company culture is built on inclusion and because we sustain a work environment where associates can bring their best selves to work every day. The backgrounds, talents, and experiences of our global associates allow us to embrace new ideas and perspectives that move our business priorities forward and enable us to deliver strong client outcomes. Here, you can expect equal opportunity and fair and consistent treatment for all. 

Benefits

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.