Director of Acquisition Marketing – Onboarding

TIAA

. Execute go-to-market plan strategy, including developing campaigns and executing deliverables .

Posted 10/6/2026full-timeUnited StatesLead💰 $103,000 - $150,000 per yearWebsite

Core Competencies

Role fit

Core Competencies

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Demonstrates expertise in executing go-to-market strategies and campaign planning, with a strong focus on client acquisition and retention through various marketing methods. Proven ability to analyze marketing performance and optimize paid media channels to drive conversion and business outcomes.

Highest-signal resume keywords

Campaign PlanningPaid Media OptimizationClient SegmentationOnboarding Journey DesignAnalytics Partnership

ATS Keywords

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Applicant Tracking System Keywords

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Hard Skills

Marketing AutomationDigital MarketingSocial Media MarketingA/B TestingChannel Mix OptimizationConversion Rate AnalysisROAS/ROI ModelingStatistical AnalysisKPI DevelopmentTest-and-Learn Roadmap

Soft Skills

Relationship ManagementLeadershipCollaborationCommunicationStrategic Thinking

Tools & Technologies

Programmatic DisplayPaid SearchPaid SocialVideo/OTTAnalytics Tools

Industry Keywords

Financial ServicesInsuranceRetirementBenefitsAcquisition Marketing

About the role

Key responsibilities & impact

Execute go-to-market plan strategy, including developing campaigns and executing deliverables
Establish and maintain strong working relationships with the sales organization and business partners
Contribute to journey mapping for audience segmentation, including identifying gaps, pain points, positive experiences, and future-state opportunities
Own campaign planning, development, and execution in partnership with Sales and functional marketing team members
Manage and help develop departmental measurements and KPIs based on overall business goals
Provide tactical and custom marketing support aligned with the Client Marketing support model
Acquire, develop, and retain clients through traditional and dynamic marketing methods, including client segmentation, marketing automation, digital, and social methods
Deliver high-quality leads to the sales organization

Requirements

What you’ll need

5+ years of work experience required; 7+ years preferred
Experience in financial services, insurance, or retirement/benefits industries
Direct experience designing or optimizing participant/customer onboarding journeys
7+ years of hands-on and leadership experience in paid media investment across the full funnel, with a focus on lower funnel/conversion paid media
Deep expertise across paid media channels, including paid search, paid social, programmatic display, and video/OTT
Track record optimizing channel mix to drive conversion and/or acquisition
Experience building and managing a test-and-learn roadmap across paid media and onboarding touchpoints
Experience with A/B creative testing, channel mix optimization, and incrementality or lift studies
Statistical rigor to translate test results into actionable creative and media strategy
Strong track record partnering with analytics teams to connect marketing performance to business outcomes
Understanding and presentation of ROAS/ROI models, conversion rate, cost per acquisition, media mix, attribution analyses, and marketing business cases to senior leadership
Experience managing agency and vendor relationships
Prior people leadership experience managing acquisition marketing and/or onboarding marketing teams
University degree preferred

Benefits

Comp & perks

Superior retirement program
Competitive health, wellness, and work life offerings
Incentive program linked to performance, depending on the role