Product Marketing Manager - Self-directed Growth

The Vanguard Group - Malvern, PA

Full-time - Mid Level

Hybrid - Malvern, PA

Securities, Commodity Contracts, and Other Financial Investments and Related Activities

About the position

As the Self-directed Growth Marketing Manager at Vanguard, you will play a pivotal role in shaping the marketing strategy aimed at attracting the next generation of long-term investors. This position is integral to Vanguard's Personal Investor prospecting efforts, where you will be responsible for developing and executing marketing strategies that resonate with potential clients. Your primary focus will be on crafting compelling messaging for Vanguard's core retail offerings, orchestrating both paid and owned channel tactics, and creating engaging experiences that empower new clients to maximize their relationship with Vanguard. In this role, you will lead the product marketing strategy for your designated area, emphasizing target audience identification, product value propositions, and thorough client needs analysis. Collaboration will be key, as you will partner with various stakeholders, including senior leadership, to ensure that the marketing team's objectives align with cross-functional priorities. You will also be responsible for informing marketing budgets and mentoring colleagues to enhance their understanding of the product marketing landscape, including industry forces, competition, and emerging trends. Your leadership will help establish a competitive product marketing strategy, ensuring that all plans meet both tactical and strategic objectives while aligning with the overall business strategy. You will communicate effectively with stakeholders, team members, and management to ensure clarity on requirements and priorities. Regular monitoring of product marketing activities, progress, and results will be essential, as will submitting status reports to both internal and external stakeholders. You will identify necessary actions to realign strategies as needed and drive the development of a continuous feedback loop to gather insights from clients and key stakeholders. Additionally, you will lead the development of marketing tracking methodologies to establish success parameters based on relevant data and analytics. This data-driven approach will enable you to share regular updates on the status of product marketing strategy efforts. Ensuring compliance with risk management, audit, and legal requirements in marketing plans will also be a critical aspect of your role. To support program implementation, maintaining a robust level of technical marketing and business knowledge will be essential.

Responsibilities

• Leads the product marketing strategy for the respective area of the business, focusing on target audience identification, product value proposition, and client needs analysis.
• Partners with various stakeholders including senior leadership to align marketing team's objectives to cross-functional priorities.
• Informs marketing budgets.
• Mentors and coaches colleagues to ensure they develop and maintain a broad knowledge and awareness of the product marketing industry forces, competition, and trends.
• Helps establish the vision for competitive product marketing strategy, planning, measurement, and relationship management for a product/initiative or set of products/initiatives.
• Ensures the plan meets tactical and strategic objectives and overall business strategy.
• Communicates with stakeholders, leaders, team members, management, and department partners to ensure that requirements and priorities are understood.
• Monitors product marketing activity, progress, and results and submits regular status reports to management and internal and external stakeholders.
• Identifies necessary actions to re-align to strategic outcomes as needed.
• Drives the development of a continuous feedback loop to gather input from clients and key stakeholders.
• Proactively seeks opportunities to improve positioning of topics critical to the business area.
• Leads the development of marketing tracking methodology to set parameters of success based on relevant data, analytics, and desired results that are measurable.
• Leverages these measures to regularly share updates on the status of product marketing strategy efforts.
• Ensures all steps are taken to mitigate risk and retains control, compliance, audit, and legal requirements in marketing plans.
• Maintains an appropriate level of technical marketing and business knowledge to support program implementation.

Requirements

• Minimum eight years related work experience, three years of marketing experience.
• Experience leading paid media marketing strategies.
• Broad knowledge of Vanguard's investment product line-up and an understanding of the overall investment markets.
• Undergraduate degree in Marketing or equivalent experience required.
• Graduate degree preferred.