Head of Consumer Product Marketing & Strategy

Our vision for the future is based on the idea that transforming financial lives starts by giving our people the freedom to transform their own.

We have a flexible work environment, and fluid career paths.

We not only encourage but celebrate internal mobility.

We also recognize the importance of purpose, well-being, and work-life balance.

Within Empower and our communities, we work hard to create a welcoming and inclusive environment, and our associates dedicate thousands of hours to volunteering for causes that matter most to them.

Chart your own path and grow your career while helping more customers achieve financial freedom. Empower Yourself.

The Head of Consumer Product Marketing & Strategy is responsible for driving market share, product adoption, and mindshare for Empower’s consumer products and services, including its flagship offering, Personal Strategy®.

This leader drives go-to-market strategy and product marketing for Empower Personal Wealth, a division focused on providing financial planning, investment management, and brokerage solutions to Empower retirement plan participants and consumers across the United States.

What You Will Do

• Lead the overall product marketing strategy for Empower Personal Wealth, including product positioning, messaging, value propositions, customer segmentation, and go-to-market strategy.
• Lead go-to-market planning and execution for the company’s portfolio of consumer financial products and services, including product packaging, bundling, merchandising, launches, and commercialization.
• Develop strategic consumer-facing narratives that communicate Empower’s continuum of products and services across customers’ financial journeys, from their first job through retirement.
• Integrate Empower’s brand positioning and value proposition consistently across consumer products, services, experiences, and touchpoints.
• Develop phased go-to-market and product launch strategies for new and enhanced products and services, including pilot programs, audience expansion, general-market releases, and product-market-fit optimization.
• Partner with Product, Sales, Finance, Marketing, Operations, and other business leaders to develop commercialization strategies and align product-development priorities.
• Support portfolio rationalization and cost-benefit analysis for new and existing consumer products and services.
• Define product performance measures and report product impact, adoption, market penetration, market share, asset growth, and new-account growth to executive leadership.
• Partner with Product, Sales, Customer Experience, and Growth Marketing to develop customer engagement and retention strategies, including loyalty programs across customer asset tiers.
• Develop and maintain consumer claims, proof points, and social proof supporting Empower’s consumer products and services.
• Prioritize the annual consumer marketing campaign calendar based on strategic business narratives, product priorities, and customer needs.
• Deliver competitive intelligence, external benchmarks, consumer financial trends, customer insights, and emerging-technology insights to inform product positioning and go-to-market strategies.
• Own and continuously refine customer personas and segmentation strategies based on factors such as asset tiers and life stages.
• Drive end-to-end consistency of Empower Personal Wealth’s value proposition to increase awareness, consideration, product adoption, and customer engagement.
• Establish and track measurable commercial outcomes, including product adoption, market penetration, asset growth, and new-account growth.
• Build, lead, develop, and transform a high-performing product marketing organization that influences priorities and coordinates effectively across senior leaders in Product, Sales, Marketing, Finance, and Operations.
• Evolve the product marketing function from primarily execution- and collateral-focused work toward strategic product marketing that strengthens market position, brand perception, commercialization, and customer understanding.
• What You Will Bring
• Bachelor’s degree or equivalent professional experience.
• 20+ years of marketing experience, including a demonstrated track record of successfully bringing consumer products and services to market.
• Experience developing and executing product marketing, go-to-market, commercialization, product positioning, messaging, packaging, and product-market-fit strategies.
• Advanced understanding of financial services, wealth management, investment products, financial planning, and brokerage solutions.
• Demonstrated experience translating consumer behaviors, attitudes, and needs related to money, financial planning, investing, and wealth management into marketing and commercialization strategies.
• Proven track record of driving measurable market-share growth and commercial outcomes.
• Experience owning or influencing measurable commercial outcomes, including product adoption, market penetration, asset growth, and new account growth.
• Demonstrated experience leading complex cross-functional initiatives and influencing senior leaders in a matrixed organization.
• Strong expertise developing sales and marketing narratives and communicating complex product value propositions to consumer audiences.
• Experience developing customer engagement, retention, or loyalty programs.
• Experience using market research, competitive intelligence, customer insights, and segmentation to inform product marketing strategy.
• Experience with customer personas and segmentation strategies.
• Experience leading, managing, developing, and transforming product marketing teams, capabilities, and resources.
• Knowledge of current marketing technologies, emerging marketing trends, and AI-enabled go-to-market practices.
• Demonstrated experience applying artificial intelligence tools or capabilities within product marketing or go-to-market processes.
• Strong executive communication, stakeholder management, cross-functional leadership, and influence skills.
• What Will Set You Apart
• MBA or other relevant advanced degree.
• Direct professional experience in financial services, wealth management, investment management, retirement, brokerage, or related consumer financial products.
• Experience leading product marketing within a large-scale consumer business or complex regulated environment.
• Experience marketing financial products across multiple customer life stages, wealth tiers, or investment segments.
• Experience launching and scaling new consumer financial products or digital wealth management offerings.
• Experience developing AI-enabled product marketing, personalization, segmentation, customer insights, or go-to-market capabilities.

What we offer you

We offer an array of diverse and inclusive benefits regardless of where you are in your career.

We believe that providing our employees with the means to lead healthy balanced lives results in the best possible work performance.

• Medical, dental, vision and life insurance
• Retirement savings – 401(k) plan with generous company matching contributions (up to 6%), financial advisory services, potential company discretionary contribution, and a broad investment lineup
• Tuition reimbursement up to $5,250/year
• Business-casual environment that includes the option to wear jeans
• Generous paid time off upon hire – including a paid time off program plus ten paid company holidays and three floating holidays each calendar year
• Paid volunteer time — 16 hours per calendar year
• Leave of absence programs – including paid parental leave, paid short- and long-term disability, and Family and Medical Leave (FMLA)
• Business Resource Groups (BRGs) – BRGs facilitate inclusion and collaboration across our business internally and throughout the communities where we live, work and play.

BRGs are open to all.

• Base Salary Range
• $187,000.00 - $271,150.00

The salary range above shows the typical minimum to maximum base salary range for this position in the location listed.

Non-sales positions have the opportunity to participate in a bonus program.

Sales positions are eligible for sales incentives, and in some instances a bonus plan, whereby total compensation may far exceed base salary depending on individual performance.

Actual compensation offered may vary from posted hiring range based upon geographic location, work experience, education, licensure requirements and/or skill level and will be finalized at the time of offer.

Equal opportunity employer Drug-free workplace

We are an equal opportunity employer with a commitment to diversity.

All individuals, regardless of personal characteristics, are encouraged to apply.

All qualified applicants will receive consideration for employment without regard to age (40 and over), race, color, national origin, ancestry, sex, sexual orientation, gender, gender identity, gender expression, marital status, pregnancy, religion, physical or mental disability, military or veteran status, genetic information, or any other status protected by applicable state or local law.

For remote and hybrid positions you will be required to provide reliable high-speed internet with a wired connection as well as a place in your home to work with limited disruption.

You must have reliable connectivity from an internet service provider that is fiber, cable or DSL internet.

Other necessary computer equipment, will be provided.

You may be required to work in the office if you do not have an adequate home work environment and the required internet connection.

• Job Posting End Date at 12:01 am on: 08-26-2026
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