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Senior Director, B2B Content Marketing

Position Summary:

The Content Marketing team, part of the TIAA corporate marketing group, leads the development of content that informs, guides, and inspires our clients.

The B2B content lead will be responsible for the creation and syndication of new content that meets the needs, interests, and content behaviors of a range of B2B decision-makers, expanding our visibility, relevance, and relationships in support of TIAA's broader B2B client engagement. This individual will determine the content strategy (topics, format, and channels) most likely to drive engagement for specific sets of B2B decision-makers, developing and overseeing annual content calendars and campaigns, and modifying strategy continually based on measurement. A proven track record in social media strategy, content creation, distribution, and measurement are essential

He or she will have a strong background in all things related to content and channel optimization, B2B marketing, segmentation, analytics and meaningful measurement. He or she is a skilled storyteller with a passion and drive towards innovation, both in extending beyond existing channels and exploring new topics of relevance to institutional leaders. This role will be expected to take measured risks with the content being developed, while acting as a steward of the TIAA brand and Institutional business.

The Sr. Director is one of four leaders on the Content team, reporting to the VP, Content Marketing. He or she will manage one or more direct reports and agency resources, and influence the work of professionals throughout the department. Strong, inclusive management skills are required. Experienced content leaders from within the financial services/retirement industry, consultancies, or other B2B businesses are preferred.

Duties and Responsibilities:

* Responsible for conceiving, creating, and syndicating new content that

engages B2B audiences and contributes to greater awareness and credibility.

*Sets channel-specific learning agendas and owns measurement and reporting

across external channels

*Redirects, extends, or decreases channel emphasis based on content


*Partners closely with institutional marketing and LOBs to ensure that content

creation is closely aligned with business needs.

*Ensures that TIAA is at the forefront of the fast-changing content landscape

by staying ahead of new content channels and approaches from competitors

and outside the industry.

*Drive team to quickly convert from concept to creation, and ensure targeted,

measured syndication across online and other channels.

*Partners closely with members of advertising team to ensure cohesive

experience across advertising and content strategies.

*Demonstrates a test & learn mindset to lead to better outcomes. Confident in

exploring emerging channels, media, content partnerships, and influencers to

drive market-leading content strategy.

Required Skills:

oBA/BS minimum; MBA or advanced degree preferred.

oMinimum 10+ years experience.

oStrong creative and analytical skillset required to ensure all content is

appropriately meeting customer/business needs, consistent in terms of style,

quality and tone of voice, and optimized for search and user experience for all

channels of content including online, social media, mobile, and video.

oDeep understanding of business priorities and how content creation and

syndication contributes to customer relationships and actions. Deep

understanding of relevant audiences and the ability to think like a customer,

intuitively understanding audience interests and content consumption


oPosition requires deep knowledge of B2B marketing and strong competitor

insights, particularly in the content space.

oRole requires a high degree of interpersonal skills, influencing a team

spanning Content and other marketing functions; supporting line-of-business

leaders; partnering with Institutional Marketing leads and other senior leaders.