PRIMARY PURPOSE OF THE POSITION
This position is responsible for development and creative execution of the marketing plan for identified target audience (B2B Regional: Bank Trust/TPAs/IBDs) within TPD, playing a key role in driving channel growth. Utilizing multiple communication mediums, this associate will create the most effective and efficient means of prospecting, qualifying and generating leads for the corresponding sales teams.
Marketing Planning - Develops strategic, customized marketing plans for targeted clients and prospects. These plans will have specific, measurable goals aligned with TPD’s business objectives. Plan includes segmentation, advertising, PR, event and integrated sales activities. Formulates test-and-learn initiatives and pilot programs for various marketing activities, including media mix allocations. Strategies will be informed by a deep understanding of the needs and opportunities of the target, based on insights gleaned from relationships built with key contacts, primary research, input from the Segment Insights Manager and external industry research. The strategies will be developed in conjunction with, and require the buy-in of Sales Management as well as the respective Regional Account Managers assigned to each targeted client, segment or tier. Responsible for establishing clear links between key performance indicators and strategic goals and objectives and reporting results to TPD Management.
Creative Execution - Partners with the Content Development and Client Interaction Groups to create and manage budgets for strategic communication and marketing programs for segment. These initiatives may include, but not be limited to investment product campaigns, institutional quality sales ideas, investment strategy related pieces, and value-add campaigns. Provides direction to and manages shared service or vendor resources for assistance with project execution. The channel manager must exercise judgment in determining which of the marketing mix variables to over- and underweight at various times throughout the year to achieve the desired effect. Consistently utilizes understanding knowledge of customers' needs to guide and inform decision-making processes on a daily basis.
Positioning - Manages budget and messaging for media, including trade publication advertising, TPD Website, and conference messaging, Identifies and evaluates new distribution options for content delivery in all media types including electronic, multimedia, and print. Directs the shared services team in understanding the needs of the target segment and how to create relevant advertising copy that is in line with the TRP brand. Will direct advertising budget to the best media outlets that offer the greatest impact.
Campaign Effectiveness -- Works with Marketing Analytics team to analyze and report marketing program results and is accountable for the effectiveness of the marketing program. The channel manager must exercise judgment in determining which of the marketing mix variables to over- and underweight at various times throughout the year to achieve the desired effect
Sales Liaison/Internal Messaging -- Liaises with the sales organization, leveraging appropriate resources to provide training and support for integrated efforts. Provides overall strategy and messaging guidance to internal staff, charged with executing tactical deliverables and other staff responsible for developing tactical marketing programs on behalf of targeted clients. Share client insights with Insights and Development group to assist in developing marketing programs and tactical execution.
College degree and 6 years of related work experience, or Associate degree and 8 years related work experience, or High School diploma/equivalent and 10 years related work experience
Series 6 or 7 and Series 63
Experience managing external agency relationships
Detail-oriented, organized with the ability to lead complex projects
Excellent written and verbal communication skills
Highly-energized, creative thinker. Ability to turn ideas into actionable items
Ability to stay on task in a dynamic and constantly changing environment
A positive attitude
Motivated with strong drive for business results
3-5 years relevant marketing experience (i.e., Web site development, content management, and creative development)
T. Rowe Price is an Equal Opportunity Employer