Product Marketing Director - ETF Lead

Role Summary

The product marketing director, ETF lead is a senior marketing leadership role responsible for leading product marketing efforts for ETFs across regions and business units. The role is accountable for shaping and creating relevant positioning, messaging, prioritization, and go-to-market direction in alignment with broader content and marketing strategies established across the organization within their remit. This role serves as the ETF subject matter expert for supporting teams across Product Marketing, Content & Insights (PMCI) , as well as partner teams across Investments, Global Product, Segment Marketing, and Distribution. Within their assigned remit, the product marketing director, ETF lead brings strategic perspective and investment expertise on asset classes, products, suites, and capabilities to help teams understand priorities, positioning, client needs, and commercial relevance.

The role combines strong investment acumen, product positioning expertise, and understanding of client need to shape differentiated value propositions, prioritize asset class-specific initiatives, and coordinate a cohesive content experience across channels and audiences.

The product marketing director, ETF lead acts as the “front door” for asset class/vehicle marketing priorities and intake, partnering closely with investment leaders, product managers, content strategists, editorial teams, segment marketing teams, and sales stakeholders to determine strategic importance and drive execution against business objectives.

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.

Qualifications

Required:

• Bachelor’s degree or equivalent combination of education and relevant experience.
• 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 preferred.
• 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.
• Experience working directly with investment professionals, portfolio managers, or product management teams.
• Experience leading enterprise or global marketing initiatives across multiple regions and client segments.
• Familiarity with agile prioritization, integrated campaign planning, and content governance models.

FINRA Requirements

FINRA licenses are not required and will not be supported for this role.

Work Flexibility

This role is eligible for hybrid work, with up to one day per week from home.

Base Salary Ranges

Please review the job posting for the location of this specific opportunity.

Placement within the range provided above is based on the individual’s relevant experience and skills for the role.  Base salary is only one component of our total compensation package.  Employees may be eligible for a discretionary bonus, which is determined upon company and individual performance.

Commitment to Diversity, Equity, and Inclusion

At T. Rowe Price, our associates are our greatest asset. We thrive because our company culture is built on inclusion and because we sustain a work environment where associates can bring their best selves to work every day. The backgrounds, talents, and experiences of our global associates allow us to embrace new ideas and perspectives that move our business priorities forward and enable us to deliver strong client outcomes. Here, you can expect equal opportunity and fair and consistent treatment for all. 

Benefits

T. Rowe Price is an equal opportunity employer and values diversity of thought, gender, and race. We believe our continued success depends upon the equal treatment of all associates and applicants for employment without discrimination on the basis of race, religion, creed, color, national origin, sex, gender, age, mental or physical disability, marital status, sexual orientation, gender identity or expression, citizenship status, military or veteran status, pregnancy, or any other classification protected by country, federal, state, or local law.