Head of Consumer Product Marketing & Strategy

About this role

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 com

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