Product Marketing Director - ETF Lead T. Rowe Price

At T. Rowe Price, we identify and actively invest in opportunities to help people thrive in an evolving world. As a premier global asset management organization with more than 85 years of experience, we provide investment solutions and a broad range of equity, fixed income, and multi-asset capabilities to individuals, advisors, institutions, and retirement plan sponsors. We take an active, independent approach to investing, offering our dynamic perspective and meaningful partnership so our clients can feel more confident.

We believe doing the right thing for our clients and our associates is good business. With a career at the firm, you can expect opportunities to create real impact at work and in your community. You’ll enjoy resources to support your career path, as well as compensation, benefits, and flexibility to enrich your life. Here, you’ll find a collaborative culture that respects and values differences and colleagues who share a spirit of generosity.

Join us for the opportunity to grow and make a difference in ways that matter to you.

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.

• 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.
• 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.
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