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Vice President, Product Marketing (Hybrid any EFE Office or Remote)

At Edelman Financial Engines (EFE), our purpose is to guide people with the financial advice they need to thrive. 

We believe that every dollar saved represents a lifetime of hard work and aspirations, and every dollar invested has job to do for our clients. That’s why we are committed to managing our clients’ investments by truly understanding them as people first and then delivering advice, strategies and solutions to help them feel confident about the plans they are making, whether for today, tomorrow, or in the great unknown future. Our goal is to build long-term relationships based on respect, integrity, and a belief that our responsibility is to help people make smart investments decisions in every stage of their lives.

Our culture is grounded in our CORE values: Client First, One Team, Respectful Candor, and Endless Curiosity. These values guide everything we do, for our clients and each other. We are committed to moving forward together. If you are inspired by purpose-driven work and a collaborative, values-led culture, we invite you to explore a career with us. 

Edelman Financial Engines (EFE) is seeking a VP of Product Marketing for our core financial planning audience to define and lead client and planner value proposition articulation and delivery, driven by data, insights, and a deep understanding of our audience. This leader will shape “why EFE”, articulating why this is the best place for planners to build a career and practice, and clearly communication how we are best at delivering for our clients. 

You will drive audience strategy, go-to-market approach, and marketing programs that fuel growth and brand differentiation, while bringing structure, discipline, and strategic clarity to marketing through a strong product marketing lens. 

You’ll build and lead a high-performing team, fostering a culture grounded in curiosity, accountability, and continuous development. As a key connector across a matrixed organization, you will use influence, shared goals, and data-driven decision-making to align teams and deliver measurable impact. 

The VP, Product Marketing will partner cross-functionally with brand & creative, growth marketing, product, planners and client teams to deliver a cohesive and unified strategy that translates insights into action. 

Responsibilities:

Bring the client and planner value proposition to life:

Define and evolve EFE’s value proposition using data, insights, and market understanding, clarifying who we are for our clients and why EFE is the best place for financial planners to build a meaningful, scalable career and practice.

Quarterback the audience experience:

Own the end-to-end strategy for acquiring, engaging, and retaining our core financial planning audience, driving lifetime value, satisfaction, and NPS.

Define and activate audience strategy through insights:

Own and deliver audience segmentation strategy across the organization, leveraging data, competitive intelligence, and internal/external feedback to inform positioning, messaging, and program development.

Expand product marketing discipline for strategic impact:  

Establish clear frameworks for positioning, messaging, and go-to-market strategy. Translate insights into actionable plans, ensuring consistency and clarity across channels and teams.

Deliver integrated customer journeys:

Develop end-to-end journeys that inspire and guide priorities across marketing, product, and planner/client-facing teams.

Drive cross-functional alignment and execution

Establish and lead a collaboration model across brand, growth marketing, product, and Client teams to ensure cohesive strategies and effective execution across all channels. 

Champion experimentation and continuous optimization:   

Embed a test-and-learn mindset across marketing, product, and planner experiences to accelerate growth and innovation. 

Set strategy, goals, and operating rhythm:

Define OKRs, budgets, and priorities in partnership with the business. Serve as the strategic conduit between business objectives and marketing execution. 

Develop and optimize talent:

Build, coach, and scale a high-performing team, investing in talent development, capability building, and creating clear paths for growth and impact. 

Qualifications:

• 10+ years in marketing, ideally with mass affluent audiences and/or financial services