Manager, Audience Engagement & Brand Activation

About this role

Job Classification: Marketing & Communications - Marketing

Prudential Financial (NYSE: PRU), an industry leader in financial services for more than 150 years, is on a journey to become a higher growth, more nimble company - expanding access to investing, insurance, and retirement security for more people across the globe.  We provide a wide array of financial products and services, ranging from individual life insurance, retirement, and annuities to asset management.   With over $1.6 trillion assets under management and office presence in 20 countries across 5 continents , we help customers world-wide develop strategies for growing and protecting wealth.

Prudential’s Marketing Organization is integral to the growth of the company, driving deep understanding of customers and delivering experiences that achieve exceptional business outcomes. Come be part of a diverse team of marketers who are passionate about putting customers at the center of everything we do and making their lives better by solving the financial challenges of a changing world.

The Role: The Audience Engagement and Brand Activation Manager will help Prudential build stronger, more meaningful connections with priority and emerging audiences. Working closely with the Director, this person will bring audience understanding into the day-to-day work—helping turn insights about people’s needs, experiences, and motivations into marketing that feels more relevant and engaging.

This is a hands-on role for someone who is both a strategic thinker and a strong collaborator. The Manager will connect the dots across audience insights, brand priorities, and business opportunities, then help teams put that thinking into action through campaigns, content, partnerships, and test-and-learn initiatives. Success in this role means making it easier for teams to understand the audiences they serve and apply that understanding in practical ways. The Manager will be a trusted partner and resource, not an approval layer, helping the work resonate more deeply while advancing Prudential’s broader brand and growth priorities.

Responsibilities: Audience Engagement Support • Contribute to the development of audience engagement and brand activation strategies for priority and emerging audiences, with a focus on Women, Hispanic, Black, and other diverse segments. • Synthesize audience intelligence, market research, cultural signals, activation learnings, and business context to support engagement and activation recommendations. • Apply identified audience needs, mindsets, barriers, motivations, and opportunities to support activation planning, briefs, messaging recommendations, and campaign development. • Partner with Research & Analytics to gather and apply audience intelligence and findings; support the Director in identifying learning needs and developing audience-specific guidance

  Cross-Functional Partnership & Enablement • Manage the day-to-day alignment of activation plans and deliverables with Director-led audience engagement priorities and relevant growth objectives. • Contribute audience engagement expertise to marketing initiatives, helping teams apply relevant guidance without creating an additional approval layer.

Integrated Activation Planning & Execution Support • Lead day-to-day execution of campaigns, pilots, and activations focused on priority audience segments. • Provide recommendations on when and how to tailor messaging, creative, channel approach, partnerships, language, and content by audience. • Partner with creative, media, social, and agency teams to support audience-specific activations that increase relevance, trust, and engagement. • Provide cultural and audience input to help reduce risk and improve the effectiveness of marketing programs. • Help identify opportunities for audience-specific partnerships, creators, content pilots, and other activation models that can generate learning and inform broader brand strategy.

Measurement & Learning • Partner with Analytics to define audience-level success metrics and learning objectives. • Evaluate campaign and activation performance through an audience engagement lens, including resonance, relevance, engagement, and effectiveness. • Help identify patterns and learnings that can inform future, briefs, creative development, channel planning, and strategic recommendations. • Coordinate test-and-learn initiatives and document what worked, what may scale, and what should be refined for future activation • Manage assigned workstreams for applied learning initiatives, including microsites, creator partnerships, content pilots, and audience-specific tests, and document implications for future audience engagement and brand activation

Requirements: • Bachelor’s degree with 5–7 years of relevant experience in marketing, audience strategy, multicultural marketing, brand strategy, communications, advertising, research, or related fields. • Experience supporting engagement and activation plans for diverse audience segments — including Women, Hispanic, Black, and other diverse audience segments Strong strategic thinking skills and synthesis skills, with the ability to apply audience intelligence, research, data, and cultural trends into clear activation implications. • Experience developing marketing briefs and activation plans and supporting integrated marketing campaigns, audience-led activations, content programs, partnerships, or test-and-learn initiatives. • Ability to partner cross-functionally with Brand, Content, Comms, Business Marketing, Research, Analytics, Media, Social, Legal/Compliance, and agency teams. • Strong written and verbal communication skills, including the ability to develop briefs, POVs, recommendations, presentations, and executive-ready materials. • Strong project management skills, with the ability to organize complex work across multiple priorities, stakeholders, and timelines. • Ability to influence through relationships, clear communication, sound judgmen

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