Product Marketing Director - ETF Lead

Role Summary

The product marketing director, ETF lead is a senior marketing leadership role responsible for leading product marketing efforts for ETFs across regions and business units. The role is accountable for shaping and creating relevant positioning, messaging, prioritization, and go-to-market direction in alignment with broader content and marketing strategies established across the organization within their remit. This role serves as the ETF subject matter expert for supporting teams across Product Marketing, Content & Insights (PMCI), as well as partner teams across Investments, Global Product, Segment Marketing, and Distribution.

Within their assigned remit, the product marketing director, ETF lead brings strategic perspective and investment expertise on asset classes, products, suites, and capabilities to help teams understand priorities, positioning, client needs, and commercial relevance. The role combines strong investment acumen, product positioning expertise, and understanding of client need to shape differentiated value propositions, prioritize asset class-specific initiatives, and coordinate a cohesive content experience across channels and audiences.

The product marketing director, ETF lead acts as the "front door" for asset class/vehicle marketing priorities and intake, partnering closely with investment leaders, product managers, content strategists, editorial teams, segment marketing teams, and sales stakeholders to determine strategic importance and drive execution against business objectives.

Asset Class / Vehicle Leadership:
Leads product marketing direction and prioritization for asset class, product suite, or capability aligned to business unit goals and enterprise marketing priorities. Applies enterprise and content marketing strategies within the context of ETFs to ensure relevance, consistency, and commercial impact. Where needed, serves as the primary coordination lead for asset class-related marketing opportunities, campaigns, and content requests. Partners with content strategy, content creation, content enablement, segment, and client-facing stakeholders to align asset class priorities with broader organizational messaging, business objectives and market opportunities.

Recommends priority initiatives, sequencing, and resource allocation in partnership with leadership and cross-functional stakeholders within their asset class/vehicle.

Product Marketing Content & Positioning:
Develops differentiated value propositions, messaging frameworks, and positioning strategies for ETF capabilities and products. Synthesizes complex market dynamics, client requirements, competitive intelligence, and industry trends to determine strategic product focus areas. Identifies and incorporates into messaging the competitive differentiators tailored to specific client segments, distribution channels, and regional markets. Ensures consistency and alignment of messaging across campaigns, sales enablement materials, thought leadership, and client communications.

Advises on product focus priorities and strategic opportunities in partnership with Product Management and business leadership.

Client & Market Insight Leadership:
Maintains deep understanding of client needs, investment trends, and market developments impacting assigned asset classes. Uses client insight, competitive analysis, and market intelligence to inform asset class marketing priorities and positioning recommendations. Partners with business leaders and investment professionals to identify emerging client themes and opportunities for strategic engagement. Integrates target audience insights into content strategy, content development, and client experience design.

Integrated Campaign & Content…