Vice President, Consumer Marketing and Content Strategy at Ameriprise Financial in Minneapolis, Minnesota

Job Description:

The Vice President, Consumer Marketing and Content Strategy is a senior member of the Brand, Marketing and Digital Experience leadership team reporting to the Senior Vice President of Marketing. This role is integral to the development and implementation of the overall Ameriprise marketing strategy and success in achieving our shared goals. The responsibilities of this role include leadership of consumer marketing strategy, consumer journey framework, content management, and partnering with channel owners to implement across owned and search/social designed channels to drive client / prospect engagement and growth.

Ameriprise is looking to amplify its Brand and Value Proposition across our consumer experience. As such, this role will focus on creating, implementing, and leading integrated omni channel experiences, in partnership with the VP, Digital Experience, to drive prospect/client engagement and relationship deepening. This includes leveraging the marketing and content strategy to create a roadmap for clients that brings to life our value proposition - the Ameriprise Client Experience. Additionally, this position provides strategic leadership around moving firm-delivered engagement of clients forward and building a direct-to-consumer roadmap for prospects of affinity partners within the Ameriprise Advisor Center.

Scope for this role includes:

Consumer marketing and content strategy / implementation to clients and prospects to acquire clients and deepen existing relationships
* Develop Consumer Marketing Strategy, in partnership with SVP's senior leadership team, in alignment with strategic priorities and objectives
* Develop and implement innovative Omni-channel Consumer Content Strategy

Consumer Content Strategy and Management
* Partner closely with Brand and Digital Experience teams to create omni-channel customized consumer (client and prospect) experience journeys that lead to acquisition and deepening
* Develop and implement content strategy frameworks and execution roadmap across owned and search/social channels
* Lead content development and curation for owned and social channels to amplify our value proposition and strategic differentiators (Ex: Ameriprise.com (public and secure sites), email marketing, search and social, etc.)
* Lead development of content for digital experiences that serve as helpful consumer resources to drive engagement with prospects and clients (Example: Aspire digital experience)
* Translate proprietary data into consumer insights that are thought leadership opportunities

Direct-to Client Marketing
* Own this marketing program directly targeting existing clients to expand their awareness of our complete value proposition, with a goal of deepening and strengthening relationships
* Enhance personalization capabilities in partnership with marketing and Enterprise Data, Analytics, and Insights business partners

Ameriprise Advisor Center (AAC) Marketing
* Oversee AAC Marketing program to deepen current relationships
* Drive Client acquisition through affinity partnerships

Search and Social Marketing channels ownership
- Channel strategy
- Content management
- Measurement
- Optimization
- Budget management
- Media Agency management

Key Responsibilities

• Actively participate as a Senior member of the Brand, Marketing and Digital Experience Leadership Team.




• Provide leadership to Consumer content and search/social product teams




• Own the development and implementation of consumer marketing strategy in partnership with the SVP's leadership team. This includes defining the strategy for bringing to life the Ameriprise Client Experience and the consumer Value Proposition across the client marketing channels to enable achievement of strategic objectives




• Lead the strategy and implementation for firm-delivered marketing programs




• Develop and implement strategic framework and journey roadmap for consumer omni-channel content marketing programs across AWM, in concert with business partners




• Develop world class content/and provide strategic thought leadership, incorporating emerging trends




• Lead affinity marketing programs




• Collaborate with market insights, social listening teams and Brand to generate insights and create actionable reports/playbooks that lead to optimization and efficiencies in contact




• Management of designated external agencies and manage optimal service levels




• Responsible for budget governance for areas of responsibility




• Work in close partnership with Enterprise Data, Analytics, and Insights to build out a stronger and more personalized marketing experience and voice of the customer expertise.

Required Qualifications

• 15+ years' experience in integrated marketing, content strategy/management, social /search channel ownership, direct to consumer marketing




• Proven track record bringing to life the marketing strategy through omni-channel content marketing




• Demonstrated experience with consumer journey mapping, personalization




• Proven experience owning and leading search and social channels




• Innovation driven, dedicated to success and team focused




• A proven track record of developing employees and leading high performing teams.




• Strong collaboration skills and experience and comfort working in a highly matrixed environment




• Effective communicator and influencer across all levels.




• Proven experience in a leadership role in Content Marketing




• Proven track record of hiring, mentoring, and retaining world-class marketing talent




• Ability to organize, remain productive, manage multiple projects simultaneously, and have an immediate impact in a high-growth, fast-paced, matrixed environment.

Preferred Qualifications

• This position will have a significant impact on the direct-to-consumer and content strategy for the enterprise contributing to the overall profitability of the firm. The ideal candidate will lead by inspiration and will have an accomplished track record of translating marketing strategy into the omni-channel marketing world. The ideal candidate will also have demonstrated experience collaborating with Executive stakeholders and leveraging consumer journey/content management capabilities to drive strategic objectives. This person should understand the benefits of working within a large, global organization and servicing the internal client. This includes having the ability to influence in a matrixed environment. This role will be expected to contribute as a key member of the Brand, Marketing and Digital Experience leadership team and bring an informed point of view to strategic discussions. The goal is to assist in strategically building and positioning the organization for continued growth.




• The preferred candidate is expected to think strategically, creatively, and drive innovation with a focus on continuous improvement. Additional leadership expectations include demonstrating accountability with a focus on client needs and creating value for the shareholder. It will be important that this individual build and develop talent and manage performance within their team. A proven track record of effective leadership is paramount. There is a strong emphasis on the ability to maximize relationships, build trust, and communicate effectively across business units, staff groups, and geographic locations.




• Series 7 and 24 licenses preferred

About Our Company
We're a diversified financial services leader with more than $1 trillion in assets under management and administration. Our team of 20,000 people in more than 20 countries advise, manage and protect the assets and income of more than 2 million individual, small business and institutional clients. We are a long-standing leader in financial planning and advice, a global asset manager and an insurer. Our unwavering focus on our clients and strong financial foundation connects each of our unique businesses - Ameriprise Financial Services, Columbia Threadneedle Investments and RiverSource Insurance and Annuities. Here, we foster meaningful careers, invest in the future, and make a difference for clients, institutions and communities around the world.

Base Pay Salary

New York Residents Only: The estimated base salary for this role is $240,000 - $275,000 / year. Base salaries are determined in part based on job-related knowledge, skills, experience, and geographical work location. In addition, most of our roles are eligible for variable pay in the form of bonus, commissions, and/or long-term incentives depending on the role. We also have a competitive and comprehensive benefits program that support all aspects of your health and well-being.

Ameriprise Financial is an equal opportunity employer. We consider all qualified applicants without regard to race, color, religion, sex, national origin, genetic information, age, sexual orientation, citizenship, gender identity, disability, veteran status, marital status, family status or any other basis prohibited by law.

Full-Time/Part-Time

Full time

Exempt/Non-Exempt

Exempt

Job Family Group

Marketing/Product Management

Line of Business

MARKT MarketingPDN-9bef870b-9445-4024-b981-5f0d96083cb2 Apply Now