Sr Dir, Creative and Integrated Advertising B2B & B2C in New York, New York | DiversityInc Careers
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Sr Dir, Creative and Integrated Advertising B2B & B2C


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.

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The Senior Director, Business to Consumer (B2C) and Business to Business (B2B) Creative and Integrated Advertising is responsible for leading the integrated marketing communications strategy, creative development, and marketplace execution for B2C audiences and B2B audiences. The role will serve as the integration lead for creative and media for the TIAA Brand with a particular emphasis on the creative strategy and how that feeds the brand's expression across paid media, owned, earned, and shared channels. The role will work closely with fellow members of the Corporate Marketing team, external agency partners, and internal constituencies to develop, implement, and measure breakthrough integrated advertising and marketing communications programs that deliver on business objectives.


  • Lead Brand B2C and B2B integrated marketing communications plan and tactics workplan, partnering with Senior Director, Enterprise Media Strategy/Planning/Buying, key marketing peers and agency partners, ensuring all elements of a project plan and overall campaign are executed on time and on budget.
  • Partner with Brand Strategy team to set strategic integrated advertising and creative direction to deliver on business objectives across B2C and B2B audiences.
  • Lead external creative agency relationship, including: hands-on management of creative agency partners, ensure optimal resource allocations (i.e., time/money/effort), develop agency scope of work and key deliverables, and lead all creative-related financial/billing discussions and tracking.
  • Work closely with internal Customer Insights and Analytics team to establish an audience insights agenda, campaign creative inputs for testing/validation, marketplace performance that feed into the integrated marketing communications plan development and advertising tactics, and optimization for future programming.
  • Work closely with PR, Content Marketing, and Customer (and Web) Experience teams to develop and implement integrated communications plans that include content development and deployment across appropriate mix of paid, owned, earned and shared channels relevant to respective target audiences and geographic markets.
  • Collaborate with Line of Business marketing partners (Institutional Financial Services / Retail Financial Services) as they develop and execute on their marketing plans, consulting with them on overall strategic direction of the Brand Campaign to inform their communication strategies and desired advertising messaging assignment briefs.
  • Collaborate with Legal, Compliance, Brand Governance, and Marketing Operations on a regular basis as messaging and creative is developed, evaluated with audiences and finalized/approved.
  • Lead the assessment and development of implications for competitive messaging. Develop action plan, as warranted.



  • BA/BS degree

  • 10+ years of marketing experience

  • Direct-to-consumer marketing experience

  • Experience with diverse mix of channels (marketing in a digital world)

  • Advertising, integrated marketing communications, media and brand management experience


  • 10 years of Consumer Packaged Goods (CPG), retail and/or financial services consumer-focused brand-building experience
  • Master's degree preferred

  • 15+ years' experience

  • Highly skilled at managing creative/advertising and media agencies

  • Experience in developing integrated communications strategies and programming

  • Excellent written and verbal communications skills

  • Strong ability to influence

  • Strong familiarity of media landscape with a competency in the digital media landscape as it also informs the creative development process.

  • Fluency in insights measurement and advertising analytics

  • General knowledge of diversified financial services industry

  • Demonstrated experience in implementing creative/advertising in an innovative, mind-shifting way

  • Prior experience working with market research suppliers and familiarity with segmentation and analytics

  • Fluency in setting brand advertising strategy within an integrated marketing communications plan development and deployment for both B2C and B2B audiences

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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').

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