Executive Director of ETF Product Marketing

Executive Director of ETF Product Marketing

Requirements

• 15+ years of asset management product marketing experience, with ETF and B2B concentration required
• Strong ETF product technical knowledge and ability to translate difficult/complex investment concepts into practical, applicable content and messaging
• Strong communication skills (written and verbal); demonstrated ability to craft product messaging that illustrates compelling, differentiated benefits
• Exceptional interpersonal skills and ability to influence senior stakeholders in relation to marketing strategy and best practices. Demonstrated experience collaborating with senior stakeholders across investment, sales and product teams
• Strong commercial mindset, intellectual curiosity
• Deep understanding of institutional, wealth and intermediary client segments and their unique buy psychology and sales cycles
• Critical thinker with superior problem-solving abilities, with the ability to lead cross-functional teams and organize people and resources to effectively drive outcomes in response to the needs of the business
• Demonstrated ability to multi-task, effectively managing and navigating multiple projects, stakeholders and competing objectives
• Strong understanding of the US and International regulatory requirements/regulations
• Driven, self-motivated, high-performing mindset

Responsibilities

• Establish clear product marketing strategies for the ETF platform aligned with business goals and within budget
• Define product positioning and distill technical concepts into simple, compelling messages customized by client segment (institutional, intermediary, retail). Technical and promotional writing expertise required
• Lead new product launches, including, development of value proposition and strategic competitive positioning for go-to market activities and materials designed to build awareness and product adoption within sales enablement tools and website presence
• Serve as SME for all marketing-related activities (advertising, campaigns, thought leadership, etc.)
• Participate in salesforce training in relation to use of marketing deliverables
• Develop, direct and manage, as needed, product content across marketing assets (e.g., videos, articles, website, social, presentations, etc.) and assist with value-add and thought leadership content and activation of Exchange marketing opportunities (NYSE, NASDAQ, CBOE)
• Leverage intelligence from competitive research (peers, new entrants, category incumbents), industry partners (Cerulli, Fuse, etc.), internal SMEs, and data-driven tools (Morningstar/eVestments) to identify differentiated and viable long-term competitive advantages and positioning
• Ensure marketing materials meet all required regulatory obligations across all marketing constructs, distribution channels and regions
• Assist Marketing Services team with maintaining, updating, distributing and enhancing product-related updates as needed (e.g., recurring performance communications and product actions across digital and print)

Preferred Qualifications

• CIMA, CFA designations a plus