Head of Integrated Marketing

About this role

Our vision for the future is based on the idea that transforming financial lives starts by giving our people the freedom to transform their own. We have a flexible work environment, and fluid career paths. We not only encourage but celebrate internal mobility. We also recognize the importance of purpose, well-being, and work-life balance. Within Empower and our communities, we work hard to create a welcoming and inclusive environment, and our associates dedicate thousands of hours to volunteering for causes that matter most to them.
Chart your own path and grow your career while helping more customers achieve financial freedom. Empower Yourself.
As Head of Integrated Marketing, you lead Empower's enterprise brand and integrated marketing strategy, strengthening brand recognition, relevance, differentiation, and trust. You define and evolve Empower's brand positioning, value proposition, and architecture while ensuring a consistent brand experience across customer and market touchpoints.

You partner with executive leadership and cross-functional teams to translate business strategy into integrated marketing initiatives that strengthen brand equity, support customer acquisition and retention, and contribute to sustainable business growth.

What you will do

• Own and evolve enterprise brand strategy, positioning, value proposition, and brand architecture in partnership with executive leadership.

• Translate business priorities into integrated marketing strategies that guide brand communications, product experiences, partnerships, customer interactions, and go-to-market initiatives.

• Leverage consumer research, competitive intelligence, cultural insights, and brand analytics to strengthen brand differentiation, relevance, and customer engagement.

• Lead full-funnel marketing strategy, brand marketing, paid media, and integrated campaigns across awareness, consideration, acquisition, engagement, and retention.

• Direct brand and paid media investment strategy, budget allocation, and channel planning to optimize marketing effectiveness and business outcomes.

• Establish strategic direction for integrated campaigns across television, digital advertising, social media, experiential marketing, and emerging channels.

• Partner with Creative and manage external creative and media agency relationships to deliver differentiated, consistent brand experiences.

• Establish integrated marketing processes for strategic planning, campaign briefing, prioritization, execution, measurement, and continuous optimization.

• Ensure brand consistency across paid, owned, and earned media, digital experiences, product, advisor, workplace, partnership, and customer touchpoints.

• Develop and maintain enterprise brand guidelines, brand systems, marketing assets, and tools that support consistent execution across business functions.

• Lead sponsorship and strategic partnership strategy, including sports, entertainment, talent, and experiential activations.

• Establish performance criteria and measurement frameworks for sponsorships, partnerships, and brand investments.

• Define brand health metrics and performance indicators, including awareness, consideration, preference, differentiation, engagement, and brand equity.

• Collaborate with Analytics and Finance to evaluate marketing effectiveness using attribution, incrementality, marketing mix measurement, customer acquisition cost (CAC), and customer lifetime value (LTV).

• Apply experimentation, consumer research, campaign testing, and performance insights to improve marketing effectiveness and investment decisions.

• Build, develop, and lead high-performing marketing teams and leaders, fostering accountability, collaboration, and continuous improvement.

• Partner across Creative, Brand Communications, Workplace Marketing, Media, Product, Sales, Customer Experience, Analytics, Finance, and executive leadership to advance enterprise marketing priorities.

• Drive measurable improvements in national brand recognition, brand differentiation, customer engagement, and commercial growth.

What You Will Bring

• Bachelor's degree in Marketing or a related field.

• 12+ years of brand and marketing leadership experience, including enterprise brand strategy, integrated marketing, and paid media management at scale.

• Demonstrated experience building, strengthening, or accelerating a nationally recognized consumer brand.

• Experience developing and executing full-funnel marketing strategies that connect brand awareness and consideration with customer acquisition, engagement, retention, and business growth.

• Experience managing large-scale paid media investments, integrated marketing campaigns, marketing budgets, and creative and media agency relationships.

• Expertise in brand strategy, brand positioning, brand architecture, consumer insights, competitive analysis, and brand health measurement.

• Experience developing integrated campaigns across traditional, digital, social, and experiential marketing channels.

• Knowledge of marketing measurement and economics, including media effectiveness, attribution, incrementality, customer acquisition cost (CAC), customer lifetime value (LTV), and marketing mix modeling (MMM).

• Demonstrated ability to influence executive stakeholders and collaborate across complex, cross-functional organizations.

• Experience building, developing, and leading high-performing marketing teams and senior leaders.

• Experience using marketing analytics, consumer research, media measurement, and campaign performance reporting platforms to inform strategic investment decisions.

• Experience managing enterprise-level marketing budgets and external agency partnerships with accountability for investment performance.

What Will Set You Apart

• Master's degree in Marketing, Business Administration (MBA), or a related field.

• Experience leading brand transformation, repositioning, or enterprise brand architecture initiatives.

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