Marketing Manager, Segment Marketing

Location: Owings Mills

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.

Role Summary The Marketing Manager is responsible for developing and executing integrated marketing strategies that support growth within key retirement market segments. This role leverages deep knowledge of retirement plan products, advisory distribution channels, Third-Party Administrators, partner ecosystems, and client needs to drive awareness, engagement, and business growth.

Working closely with Sales, Product, Relationship Management, Compliance, Legal, and Creative, the Marketing Manager translates business priorities into targeted marketing plans, campaigns, thought leadership initiatives, and advisor & TPA engagement programs that strengthen T. Rowe Price's market position and support asset growth objectives.

Responsibilities Segment Strategy & Go-to-Market Planning:

Develop and execute marketing plans aligned to strategic growth objectives for retirement market segments.

Utilize market intelligence, competitive insights, audience research, and sales feedback to refine segment positioning and value propositions.

Partner with business stakeholders to identify opportunities to expand distribution, improve market penetration, and increase engagement among key audiences.

Monitor campaign and program performance and recommend optimizations based on business results and market trends.

Custom Solutions Marketing:

Lead marketing support for custom retirement plan solutions.

Develop messaging frameworks, sales enablement assets, campaign content, and educational resources that communicate solution value and differentiation.

Collaborate with product and sales teams to bring new solution enhancements and offerings to market.

Support advisor and intermediary adoption through targeted awareness and engagement initiatives.

Advisor Campaigns & Engagement:

Plan and execute advisor-focused marketing campaigns across email, digital, webinar, content, social and event channels.

Partners with manager to enhance audience segmentation strategies and nurture programs designed to increase advisor awareness, engagement, and adoption of retirement solutions.

Coordinate campaign development with creative, production, digital, and analytics teams.

Ensure consistent messaging that aligns with brand standards and business priorities.

TPA Market Development:

Serve as a marketing partner supporting Third Party Administrator (TPA) audiences and related distribution initiatives.

Create targeted programs that address TPA business challenges, opportunities, and market trends.

Develop educational content, webinars, sales tools, and thought leadership tailored to TPA stakeholders.

Partner with sales teams to improve market visibility and strengthen relationships within the TPA community.

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