ETF Marketing Director - Strategy & Growth

T. Rowe Price; Baltimore, Northern (MD, KY); Hybrid; USD 159,000 - 272,000; Full time

Benefits offered by this job

Competitive compensation

Annual bonus eligibility

Hybrid work schedule

Health and wellness benefits

Paid time off

Job summary

T. Rowe Price seeks a Product Marketing Director, ETF Lead to lead ETF product marketing across regions. You will shape positioning, messaging, and go-to-market strategies in alignment with enterprise plans and collaborate with PMCI, Investments, and Sales.

In this senior role, you will synthesize market dynamics, client needs, and competitive insights to drive asset class initiatives, develop differentiated value propositions, and coordinate content and campaigns with cross-functional teams.

Qualifications

• Bachelor’s degree or equivalent.
• 10+ years of relevant experience in product marketing, investment marketing, asset management, product strategy, investment communications, or related disciplines.
• Preferred: Advanced degree and/or CFA designation.
• Deep understanding of investment products, asset classes, capital markets, and institutional/intermediary client segments.
• Demonstrated experience developing positioning, messaging, and go-to-market approaches for complex investment capabilities.
• Strong executive communication, stakeholder management, and cross-functional leadership skills.
• Proven ability to synthesize complex information and translate it into clear marketing recommendations and direction.
• Experience leading integrated campaigns and collaborating across matrixed organizations.
• Strong commercial orientation and understanding of business strategy, competitive dynamics, and client engagement.

Responsibilities

• 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 Leadership: Leads integrated product marketing and communications planning for the assigned asset class across the client journey.
• Drives alignment between asset class priorities and execution teams to ensure coordinated delivery of content.
• Collaborates with Investments, Global Product, content strategy, content creators and content enablement teams to prioritize—and when necessary, create—timely market insights, investment perspectives, and asset class content initiatives.
• While not the primary writer for asset class content, the role may directly create content when specialized expertise, strategic importance, or business urgency requires it.
• Provides strategic direction for custom content and collateral tailored to priority audiences and market segments.
• Ensures campaigns and communications reflect business priorities, strategic messaging, and client-centric outcomes.
• Cross-Functional Partnership & Influence: Builds strong partnerships with Investment Heads, Portfolio Managers, Product Specialists, Product Managers, Distribution leaders, and Marketing stakeholders.
• Influences senior stakeholders across business units to align on asset class priorities, positioning, and go-to-market execution.
• Provides strategic recommendations and guidance to leadership regarding product development, commercialization, and market positioning.
• Business Management & Performance Accountability: Maintains ownership mindset for asset class or product suite business outcomes and marketing effectiveness.
• In partnership with marketing intelligence, segment marketing and content strategists, helps establish explicit performance goals and success metrics for priority initiatives and campaigns.
• Report back to stakeholders on the performance of activity.
• Monitors market response, campaign effectiveness, and business performance to refine strategies and optimize results.
• Incorporates feedback, evolving market conditions, and business priorities into asset class planning and execution processes.

Skills

ETF knowledge

Market research

Strategic storytelling

Stakeholder management

Cross-functional leadership

Education

Bachelor’s degree or equivalent

Advanced degree/CFA preferred

Job description

T. Rowe Price seeks a Product Marketing Director, ETF Lead to lead ETF product marketing across regions. You will shape positioning, messaging, and go-to-market strategies in alignment with enterprise plans and collaborate with PMCI, Investments, and Sales.

In this senior role, you will synthesize market dynamics, client needs, and competitive insights to drive asset class initiatives, develop differentiated value propositions, and coordinate content and campaigns with cross-functional teams.