Content Marketing, Wealth Management

Location: New York

TIAA’s Wealth Content team develops content strategies, educational articles, newsletters, webinars and other programming designed to help clients and prospects make more informed decisions about retirement and wealth.

We are seeking a Content Marketer to help ensure our strongest content reaches the right audiences through the right channels. Reporting into the Wealth Content team, this person will translate the team’s overarching content strategy into integrated promotion plans across owned channels, including organic social media, TIAA’s public website and webinar campaigns. The Content Marketer will also serve as a strategic liaison to Field Marketing for institutional programs focused on physicians, professors and other priority audiences.

The ideal candidate combines strong audience instincts, channel expertise and cross-functional collaboration with a genuine interest in helping people navigate important financial decisions.

Key Responsibilities and Duties Translate the Wealth Content team’s editorial strategy and roadmap into integrated promotion plans across owned channels.

Identify high-value articles, newsletter features, webinars and other content to amplify based on audience relevance, business priorities and performance potential.

Develop integrated promotion plans for the Wealth Content team’s webinar program, with a focus on increasing qualified registrations, attendance, engagement and post-event action.

Evaluate webinar performance and use those insights to improve future topics, formats, positioning and promotional plans.

Translate the overarching Wealth content strategy into audience- and program-level messaging: the central narrative, why it matters to the audience, why it is timely and what participants should take away.

Build and maintain a working understanding of the financial needs and professional realities of physicians, professors and other priority segments.

Identify the topics, formats, messages and promotional approaches that resonate most strongly with priority audiences.

Translate performance data into actionable recommendations for the Content Strategist and broader Wealth Content team.

Educational Requirements University (Degree) Preferred Work Experience5+ Years Required; 7+ Years Preferred

Physical Requirements

Physical Requirements:

Sedentary Work Career Level8

IC

Qualifications:

Required:

5+ years of experience in content marketing, integrated marketing, audience development, field marketing, digital marketing or a related discipline

Preferred:7+ years of experience in content marketing, integrated marketing, audience development, field marketing, digital marketing or a related discipline

Bachelor’s degree or equivalent combination of education and professional experience.

Experience developing integrated promotion plans across multiple content formats and stages of the audience journey.

Ability to turn audience insights and business priorities into clear messaging, program briefs and channel recommendations.

Strong analytical skills, including experience using performance data to evaluate content and improve future planning.

Excellent written and verbal communication skills, with the ability to create concise, actionable briefs and promotional messaging.

Experience in financial services, wealth management, retirement, investments or another highly regulated industry.

Experience developing programs for physicians, academics, professors or other specialized professional audiences.

Experience marketing webinars or virtual events across the full audience journey, from registration through post-event nurture.

Related Skills Adaptability, Audience-focused Communication, Communication Channel Management, Communication Strategy, Consultative Communication, Content…