Director, Retail and B2B Media in New York, New York | DiversityInc Careers
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Director, Retail and B2B Media


As long as there are people who make the world a better place, we'll keep making a difference for them. Since 1918, it has been TIAA's mission to serve those who serve others. It is this mission and the values we embrace that make us a different kind of financial services organization.

When you work here at TIAA, you're not just in it for yourself. You are part of something bigger. A collective mission to make a difference - a collective mission we make our own.

To be difference makers.

For more information about TIAA, visit our website.


This role will serve as a driver to deliver media strategy and manage the ad planning and buying process for the Retail Financial Services business as well as the Institutional Financial Services business. This could include the following media channels: television, print, radio and digital. Working directly with our Tier 1 media agency of record, this role will build best-in-class paid media plans that address business objectives and deliver on KPI's.

The Director, Media Buying and Planning will work with key marketing partners to: maximize performance and efficiency of media buying. , drive the marketing leads within Retail Financial Services and Institutional Financial Services to ensure the media planning process is robust and timely; develop 'customer centric' vs 'product centric' media strategies and plans; and. lead with data-centric media planning approach leveraging analytics, targeting of audiences, and reporting capabilities.

Lead media and audience planning as the lines of businesses (LOBs) have determined they want to activate:

*Retail Financial Services : Individual Advisory Services audience (TIAA's IAS

customers) - 1.5 million customers AND Non-IAS - 3.5 Million TIAA customers

*Institutional Financial Services : Retirement Plan Sponsors - current

customers and prospect customers who are decision makers within non-profit

companies. May include C-Suite and Endowment/Foundation audiences as


Make connections to Strategic Brand Program (B2C) advertising team and the activities in development and in market.


Lead and develop the media strategy and plans for the Retail Financial Services (RFS) and Institutional Financial Services (IFS) lines of business marketing across all paid media channels.

*Establish best-in-class activation of audience targeting across all digital

marketing channels, including the use of 1st party data (TIAA proprietary)

suppression, advanced targeting, and introduction of 2nd and 3rd party data


*Provide strategic guidance in partnership with the media agency on audience

planning. Review all media plans to ensure these are assessed in relation to

emerging capabilities and opportunities. Provide in-campaign support to

ensure transparency and awareness of ongoing performance in collaboration

with internal marketing and external agency partners. Ensure that all learnings

are built into future campaign planning as well as education.

*Partner with business lines, IT, and media agency to determine and continually

assess which platforms, tools and services deliver a best in class ecosystem.

Flawlessly execute media plan with agency partners and internal stakeholders.

*Align on-site and off-site advertising capabilities to enable cross-campaign,

cross-channel frequency capping and targeting.

*Collaborate with Creative agencies (as relevant for RFS and IFS) to deliver

materials to media agency within media specs.

*Constantly review audience targeting and activation processes and drive

optimization of media channel choices; collaborate with internal and external

business partners to improve operational strategy, optimization and


Manage ongoing requests for media plans - dynamic nature of business requests into marketing/media team.

*Manage ad hoc requests from internal stakeholders (e.g.,Events/Sponsorships

team, Campus Events at Plan Sponsor clients, Content programs such as

webinars, Geographical targeting of media when requested).

*Determine when and if paid media is viable given internal stakeholder

objectives and relevant campaign goals. Lead quarterly media outcomes

reviews to show performance of media and opportunies to shift

*Show performance across media channels and garner insights that feed

continual optimization.

*Syndicate media results through extraordinary managing up and across

marketing partners knowing that the media function is a corporate marketing

'center of excellence'

Drive media campaign reporting process with KPI's/metrics

*Lead regular meetings with internal and external partners to review analytics

and drive optimization recos.

*Partner closely with agency and TIAA's analytics teams to deliver reporting on

performance of media.

*Refine key performance indicators (KPIs) framework based on internal and

industry best practice. Ensure campaign performance measures are captured

and integrated with all relevant dashboards and reports. Track viewability and

safety metrics/reports to ensure optimal campaign performance.

*Review key performance indicators and cost per thousand measures (CPM) of

campaign to determine both effectivenss and efficiency of media delivery.

*Contribute to overall marketing team learning agenda -- training programs,

industry events, sharing of best practices, etc.

*Oversee creative assets tagging associated with audience tracking and

reporting for media campaigns.

*Be proactive in researching and identifying innovation opportunities on next

frontier of data and data capabilities (modeling, reporting, analytics, etc.) to be

incorporated into the marketing technology roadmap. Partner with Analytics

team on path forward. Manage media investment implementation and budget

actualization for Retail and Institutional Media campaigns.

*Manage all buy authorizations, purchase orders, billing and reconciliation of

media campaigns for RFS and IFS media campaigns.

Management/Leadership Responsibility:

This role will directly manage one employee.

This team is responsible for the development and execution (with media agency) of the Retail and Institutional paid media campaigns. The Lead and his/her direct report will have direct access to media agency of record and key RFS and IFS marketing stakeholders for all planning, execution and measurement of impact of media campaigns.

The Lead will direct and partner with the media agency and own the relationships with TIAA marketing stakeholders/clients in RFS and IFS for media planning process, adjustments and actions with media agency inputs and outputs. The person will interface with CMO of RFS and CMO of IFS throughout the year.


Nature of Impact-

*The Lead must be focused on delivering media plan programs that directly engage relevant audiences and enable those audiences to 'do' what the campaign media levers are intended to deliver for the business. Examples of this include: click through rates of creative ads / content ad units, video views completed of creative video units, visits to the site (specific pages) and time spent on those website pages. Those audience actions tie to potential account leads to account opens to eventual business dollar inflows. This lead will need to influence, orchestrate, and recommend volume of touches/messages to specific audiences when many TIAA stakeholders want to market to those same audiences across the businesses. The Lead must craft a media strategy approach (inputs to media planning) that incorporates a thorough understanding of the RFS and IFS additional connection plans (email, direct mail, webinars, content assets, CEA) to shape a more integrated paid media campaign that is cognizant of the many customer touches that will play out in market.

Area of Impact-

*This job will lead a direct report as well as direct the Media agency of record, and connect across the following functions: RFS marketing, IFS marketing PR, Content Marketing, Brand creative/media partners, Customer Insights, and Digital Analytics. Paid media is a marketing channel that needs to ingest many stakeholder needs and wants and yet can't satisfy all stakeholders at the same time. This role must be fluent in managing the complexity of inputs and drive toward simplicity of plan development, execution and measurement/optimization as well as lead internal partners with the philosophy of 'putting the customer first' in its communciations/media plans.

Problem Solving:

*This roll will manage priorities of mutliple internal stakeholders who want to

reach the same audiences with messages in media channels.

*Paid media cannot be managed in a vacuum i.e. must be planned with full

knowledge of what else is going on in email, direct mail, CEA, webinars, wealth

advisor thematics throughout the campaign periods. The lead must be a

connector on those fronts.

*Fluency in analytics / media measurement behaviors is critical - ability to

review data and draw insights and drive actions from those insights are

paramount to optimizing media.

*Required to review key data such as campaign key performance indicators

and internal data for insights and quality assurance of media plan execution.

*Ability to partner with Analytics to tell the story about how and what the impact

of paid media is, and influence other media efforts across the broader center

media team to scale the learnings on a recurring basis.

Functional Knowledge:

*Fluency with media (extensive diverse media channel mix experience across

paid, owned, earned and shared channels, ideally in brand-building scenarios

from development to execution)

*Fluency in digital media measurement, investment optimization and analytics

*Experience with media and analytics tools - e.g., tableau, data management

platform, marketing/ad technology

*Strong technical skills: Strategy development, Agency Briefing, Digital media

reporting, campaign analytics understanding

*Entrepreneurial and energetic: Engaged in new trends and ideas in marketing

*Direct Response (lead generation/conversion) experience within media


Business or Industry Expertise:

*General knowledge of diversified financial services industry

*Must have a background in media planning or buying and experience/expertise

across all paid media channels

*Must have worked at a media agency previously, in a planning or buying role.

Interactions/Interpersonal Skills:

*Lead will interact with others internal and external to TIAA, including three RFS

marketing leads (+Retail CMO), two IFSmarketing leads (B2B and Project

Patriot) and IFS CMO, and B2B Brand Creative lead and analytics partners,

content partners for RFS / IFS.

*Highly skilled at managing media agency partners and collaborating with

creative agency

*Work closely with Corporate Marketing and Line of Business Marketing

partners to develop and execute integrated marketing communications plans

*Debate with media agency when necessary on plans that they present.

Approve media tactics to RFS/IFS CMOs (spend levels will require CMO/CFO


*Evaluate resource allocations (planned vs. actual) in real time with media

agency based on priorities and deliverable milestones. Align with VP/SVP on

adjustments when needed.


Minimum Requirements:

  • BA/BS
  • 8 + years of media planning and buying with a minimum of 5 years of Consumer Packaged Goods (CPG), retail and/or financial services consumer-focused brand-building experience.
  • 8 + years Media expertise with a strategic and tactical mindset with hands-on integrated brand communications experience garnered at a media agency in a planning/buying role across diverse media channels (e.g., digital - programmatic display/video, search engine marketing, search engine optimization, social - as well as broadcast and cable, print, out-of-home).


  • 10 + years of media planning and buying with a minimum of 5 years of Consumer Packaged Goods (CPG), retail and/or financial services consumer-focused brand-building experience.

Skills and Abilities:

*Strong communication/presentation skills; ability to present to executive


*Ability to translate data into meaningful findings and recommendations

*Excellent written and verbal communications skills

*Strong ability to influence

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This organization is an equal employment opportunity (EEO) employer, dedicated to maintaining a work environment free of bias, harassment, discrimination and retaliation. As an EEO employer, this organization expressly prohibits discrimination, harassment, and retaliation on the basis of race, creed, ethnicity, color, age, religion, sex, sex stereotype, pregnancy (including childbirth, breastfeeding or related medical conditions where applicable), sexual orientation, gender, gender identity, gender expression, transgender, marital status, national origin, ancestry, physical or mental disability, requesting a reasonable accommodation based on mental or physical disability, medical condition (as defined by applicable law), genetic history and information, citizenship status, military or veteran status, or any other status protected by federal, state, or local law or ordinance or regulation (collectively referred to here as 'protected characteristics').

*©2016 Teachers Insurance and Annuity Association of America (TIAA), 730 Third Avenue, New York, NY 10017