Director of iShares Advertising
BlackRock - New York, NY

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BlackRock’s is seeking an individual to direct all US advertising for its iShares exchange traded Fund (ETF) business.

This senior marketing executive will be responsible for enhancing the positioning and relevance of the iShares brand in the US to drive heightened awareness, competitive differentiation, client preference, and ultimately, accelerated top-line revenue growth.

The focus of the role is the US but, where relevant and appropriate, the individual will coordinate global iShares advertising efforts and will drive opportunities to leverage messaging, content, and creative assets across iShares markets worldwide.

BlackRock recognizes the importance of this role. Marketing and advertising are celebrated as proven disciplines within the iShares organization and senior leadership is eager to expand share of voice in the marketplace.

Scope of Responsibilities

Advertising Communications & Brand Activation:
Working in conjunction with iShares product representatives, segment specialists, and agency partners, lead the development of relevant & compelling online and offline advertising and promotion programs and oversee all in-market execution. These plans should include clear objectives, systems for measuring and assessing performance and ROI, and agreed-to points where prompt course corrections can be activated, based on learnings.

Global Advertising Coordination:
Partner with iShares marketing leaders across Canada, Latin America, EMEA, and Asia-Pacific to enable leading advertising communications for iShares. Drive consistent creative content and messaging where relevant and appropriate.

Brand Positioning:
Based on thorough client and competitor research, guide the ongoing optimization of iShares brand platform in terms of targeting/client segmentation, competitive frame-of-reference, point-of-difference/core benefit articulation, and brand identity/character.

Brand Culture:
Drive a brand-centric culture across the iShares organization, whereby all functions embrace the “Brand” as a catalyst for product purchase, loyalty, preference and, ultimately, financial performance.

Insights & Research

: In partnership with BlackRock’s research & analytics group, provide guidance and planning advice for qualitative and quantitative research, as well as back-end analytical support and business recommendations, based on findings and key learnings.

Reporting & Stakeholder Relationships

This role will report to BlackRock’s Global Head of iShares Brand & Advertising.

This role will take 2 direct reports based in San Francisco:
Associate, iShares brand & advertising

Vice-President, iShares digital marketing

Key stakeholders for this role include:
US iShares segment marketing leaders: Institutional, Retail, Self-Directed

BlackRock marketing’s US functional leads for Relationship Marketing, Paid Media, Social Media

Global iShares regional marketing leaders: Canada, Latin America, EMEA, Asia-Pacific

BlackRock global marketing leaders for messaging & strategic communications

Agency partners (Advertising & Media)

Performance Measurements

Strategic project delivery (quality, timing, communication and implementation)

Improved Brand Health Measures (awareness, equity, satisfaction, etc)

Cross-functional (360-degree) feedback from marketing peers, direct reports, internal clients, agencies, etc.

Base of Experience

10+ years experience in blue-chip advertising and brand marketing. Could include work as an Account Director or Brand Planner at a large, leading advertising agency. Could also include Brand Manager, Senior Product Manager experience with a strong advertising focus.

Experience launching successful and effective integrated marketing campaigns including digital marketing experience across multiple channels. Clear understanding of how digital and traditional marketing work together to achieve business goals.

Marketing experience within the Financial Services industry preferred.

Experience leading agency partners including managing creative development. Thorough understanding for advertising and media planning and creative production processes.

Functional mastery across the traditional brand marketing mix, including research and insights, customer segmentation, brand architecture/brand positioning and activation (advertising promotion, direct marketing, events/sponsorships, etc.).

Demonstrable success dealing with ambiguity, managing through change, working in a fast-paced environment, handling multiple projects simultaneously, and getting work done through others. Comfortable in consensus driven culture.

Skill Set

Innovative and creative thinking

(fresh, yet structured thinking)

Organized and attention-to-detail approach

(strong tactical execution)

Strong stakeholder management and interpersonal skills

(high Emotional Intelligence Quotient)


(proven ability to persuade others towards an idea or goal)

Listening skills

(listen first, then respond)

Highly resourceful

(stretches people and money; compresses time)

Desired Personal Traits





Enthusiastic and passionate


Confident and assertive

BlackRock is proud to be an E-Verify & Equal Opportunity/Affirmative Action Employer—M/F/D/V

BlackRock is one of the world’s preeminent asset management firms and a premier provider of global investment management, risk management and advisory services to institutional, intermediary and individual investors around the world. BlackRock offers a range of solutions — from rigorous fundamental and quantitative active management approaches aimed at maximizing outperformance to highly efficient indexing strategies designed to gain broad exposure to the world’s capital markets. Our clients can access our investment solutions through a variety of product structures, including individual and institutional separate accounts, mutual funds and other pooled investment vehicles, and the industry-leading iShares® ETFs.

Job Function



Primary Location


Americas-United States-New York



Corp Ops-GMC ex Brand Campaign

Job Posting


Nov 13, 2012, 10:46:27 AM

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