Executive Director Custom SMA Product Marketing

📌 Core Information

🔹 Job Title: Executive Director, Custom SMA Product Marketing

🔹 Company: Northern Trust

🔹 Location: New York, NY (Hybrid)

🔹 Job Type: Full-time

🔹 Category: Marketing, Asset Management

🔹 Date Posted: May 13, 2025

🔹 Experience Level: 15+ years

🔹 Remote Status: Hybrid (2-3 days per week in office)

🚀 Job Overview

Key aspects of this role include:

• Developing and executing marketing strategies for Northern Trust's Custom SMA business, with a focus on Tax-Advantaged solutions.
• Serving as a subject matter expert (SME) for custom SMA offerings within the marketing team.
• Leading product launch campaigns and managing marketing content to drive product adoption and loyalty.
• Collaborating with cross-functional teams, including Marketing Centers of Excellence, Investments, Product, Distribution, Compliance, Operations, and adjacency business units.
• Managing direct reports to support marketing efforts and product launch campaigns.

ASSUMPTION: This role requires a strategic mindset, strong leadership skills, and the ability to influence senior stakeholders. The ideal candidate will have a deep understanding of the asset management industry, with a specific focus on custom SMA and direct indexing platforms.

📋 Key Responsibilities

✅ Establish clear product marketing strategies for the custom SMA platform aligned with business goals and within budget.

✅ Define product positioning and distill technical concepts into simple, compelling messages customized by client segment (institutional, intermediary, retail).

✅ Lead new product launches, including development of value proposition and strategic competitive positioning for go-to-market activities and materials designed to build awareness and product adoption within sales enablement tools and website presence.

✅ Serve as SME for all marketing-related activities (advertising, campaigns, thought leadership, etc.).

✅ Develop, direct, and manage product content across marketing assets (e.g., videos, articles, website, social, presentations, etc.) and assist with value-add and thought leadership content.

✅ Leverage intelligence from competitive research, industry partners, internal SMEs, and data-driven tools to identify differentiated and viable long-term competitive advantages and positioning.

✅ Participate in salesforce training in relation to the use of marketing deliverables.

✅ Ensure marketing materials meet all required regulatory obligations across all marketing constructs, distribution channels, and regions.

✅ Assist Marketing Services team with maintaining, updating, distributing, and enhancing product-related updates as needed (e.g., recurring performance communications and product actions across digital and print).

ASSUMPTION: This role requires strong technical knowledge, exceptional interpersonal skills, and the ability to influence senior stakeholders. The ideal candidate will have a proven track record of driving product adoption and growth through effective marketing strategies.

🎯 Required Qualifications

Education: Bachelor's degree in Marketing, Business, or a related field. Advanced degree (MBA) preferred.

Experience: 15+ years of asset management marketing experience, specifically with custom SMA and/or direct indexing platforms and a B2B concentration.

Required Skills:

• Proven ability to craft product messaging that illustrates compelling, differentiated benefits.
• Strong product technical knowledge and ability to translate difficult/complex investment concepts into practical, applicable content and messaging.
• Exceptional interpersonal skills and ability to influence senior stakeholders in relation to marketing strategy and best practices.
• Strong commercial mindset, intellectual curiosity, and deep understanding of institutional, wealth, and intermediary client segments and their unique nuances, buy psychology, and sales cycles.
• Critical thinker with superior problem-solving abilities, the ability to lead cross-functional teams, and organize people and resources to effectively drive outcomes in response to the needs of the business.
• Strong understanding of US and International regulatory requirements/regulations.

Preferred Skills:

• Experience managing direct reports.
• Fluency in additional languages (e.g., Spanish, Mandarin, etc.).

ASSUMPTION: The ideal candidate will have a strong commercial mindset, intellectual curiosity, and a proven track record of driving product adoption and growth through effective marketing strategies.

💰 Compensation & Benefits

Salary Range: $131,905 - 224,135 USD per year

Benefits:

• Retirement benefits (401k and pension)
• Health and welfare benefits (medical, dental, vision, spending accounts, and disability)
• Paid time off
• Parental and caregiver leave
• Life and accident insurance
• Voluntary and well-being benefits
• Discretionary bonus program that may include an equity component

Working Hours: Full-time (40 hours per week), with a hybrid work arrangement (2-3 days per week in the office)

ASSUMPTION: The salary range provided is a good faith estimate of base pay and may vary based on factors such as experience, skills, and location. Northern Trust provides a comprehensive benefits package to support the well-being of its employees.

📌 Applicant Insights

🔍 Company Context

Industry: Northern Trust is a global financial services company that provides wealth management, asset management, and asset servicing solutions to clients worldwide. The asset management division offers a wide range of investment strategies, including custom SMA and direct indexing platforms.

Company Size: Northern Trust is a mid-sized company with approximately 1,000 employees in the asset management division.

Founded: Northern Trust was founded in 1889 and has since grown into a Fortune 500 company with over $1.2 trillion in assets under management.

Company Description:

• Northern Trust is a globally recognized, award-winning financial institution that has been in continuous operation since 1889.
• The company provides innovative financial services and guidance to the world’s most successful individuals, families, and institutions by remaining true to its enduring principles of service, expertise, and integrity.
• Northern Trust is committed to working with and providing reasonable accommodations to individuals with disabilities.

Company Specialties:

• Equity
• Fixed Income
• Alternatives
• Asset Allocation
• ESG

Company Website: https://www.northerntrust.com/global

ASSUMPTION: Northern Trust is a well-established financial institution with a strong reputation for providing high-quality investment management services. The company is committed to working with and providing reasonable accommodations to individuals with disabilities.

📊 Role Analysis

Career Level: This role is a senior leadership position within the asset management marketing team, reporting directly to the Head of Product Marketing.

Reporting Structure: The Executive Director will have direct reports, including marketing managers and specialists, and will collaborate with cross-functional teams, including Marketing Centers of Excellence, Investments, Product, Distribution, Compliance, Operations, and adjacency business units.

Work Arrangement: This role follows a hybrid work arrangement, with employees spending 2-3 days per week in the office and the remainder of the time working remotely.

Growth Opportunities:

• As a senior leadership role, this position offers opportunities for career advancement within the marketing team or the broader organization.
• The ideal candidate will have the opportunity to shape the marketing strategy for Northern Trust's Custom SMA business and make a significant impact on the company's growth and success.
• This role provides exposure to senior leadership and the opportunity to collaborate with cross-functional teams, fostering professional development and growth.

ASSUMPTION: This role offers significant growth opportunities for the right candidate, including the chance to shape the marketing strategy for Northern Trust's Custom SMA business and make a significant impact on the company's growth and success.

🌍 Location & Work Environment

Office Type: Northern Trust's New York office is a modern, collaborative workspace designed to foster productivity and innovation.

Office Location(s): 390 Park Avenue, New York, NY 10022

Geographic Context:

• New York City is a major global financial hub, providing ample opportunities for networking and professional growth.
• The office is conveniently located in Midtown Manhattan, close to public transportation and various amenities.
• The city offers a diverse cultural scene, with numerous museums, theaters, and restaurants to explore.

Work Schedule: The hybrid work arrangement allows for flexibility in scheduling, with employees spending 2-3 days per week in the office and the remainder of the time working remotely.

ASSUMPTION: The New York office provides a modern, collaborative work environment that fosters productivity and innovation. The hybrid work arrangement offers flexibility and work-life balance for employees.

💼 Interview & Application Insights

Typical Process:

• Initial phone or video screen with a member of the HR team or a marketing manager.
• In-depth behavioral and technical interview with the hiring manager and other members of the marketing team.
• Final interview with the Head of Product Marketing and/or another senior leader within the organization.

Key Assessment Areas:

• Strategic thinking and marketing expertise
• Technical knowledge of custom SMA and direct indexing platforms
• Ability to influence senior stakeholders and drive marketing strategy
• Leadership and team management skills

Application Tips:

• Tailor your resume and cover letter to highlight your relevant experience and skills for this role.
• Be prepared to discuss your marketing strategy for Northern Trust's Custom SMA business and how you would drive product adoption and growth.
• Demonstrate your ability to translate complex investment concepts into practical, applicable content and messaging.

ATS Keywords: Custom SMA, Product Marketing, Asset Management, Marketing Strategy, Competitive Positioning, Cross-Functional Teams, Senior Leadership, Hybrid Work Arrangement, New York, Tax-Advantaged Solutions, Direct Indexing

ASSUMPTION: The interview process will focus on assessing the candidate's strategic thinking, marketing expertise, technical knowledge, and ability to influence senior stakeholders and drive marketing strategy. The ideal candidate will have a proven track record of driving product adoption and growth through effective marketing strategies.

🛠️ Tools & Technologies

• Microsoft Office Suite (Word, Excel, PowerPoint)
• CRM software (e.g., Salesforce, HubSpot)
• Marketing automation tools (e.g., Marketo, Pardot)
• Project management tools (e.g., Asana, Trello)
• Design tools (e.g., Adobe Creative Suite, Sketch)

ASSUMPTION: The ideal candidate will have experience using various marketing, project management, and design tools to create and execute effective marketing campaigns.

👔 Cultural Fit Considerations

Company Values:

• Integrity
• Service
• Expertise
• Relationships
• Responsibility

Work Style:

• Collaborative and team-oriented
• Data-driven and analytical
• Innovative and forward-thinking
• Results-oriented and action-driven

Self-Assessment Questions:

• How do your personal values align with Northern Trust's core values?
• Are you comfortable working in a hybrid work environment, and how do you manage your time and priorities in a remote setting?
• How do you approach translating complex investment concepts into practical, applicable content and messaging?

ASSUMPTION: Northern Trust values a diverse and inclusive work environment that fosters collaboration, innovation, and results-driven performance. The ideal candidate will be a strong cultural fit with the company's values and work style.

⚠️ Potential Challenges

• The role requires a strong understanding of the asset management industry, with a specific focus on custom SMA and direct indexing platforms.
• The ideal candidate will have a proven track record of driving product adoption and growth through effective marketing strategies.
• The role may require occasional travel to attend industry events, conferences, or client meetings.
• The hybrid work arrangement may present challenges in maintaining work-life balance and staying connected with colleagues.

ASSUMPTION: The ideal candidate will have a strong understanding of the asset management industry, with a specific focus on custom SMA and direct indexing platforms, and a proven track record of driving product adoption and growth through effective marketing strategies.

📈 Similar Roles Comparison

• This role is unique in its focus on Northern Trust's Custom SMA business, with a specific emphasis on Tax-Advantaged solutions.
• While similar roles may exist within other asset management firms, this role offers the opportunity to shape the marketing strategy for a specific product line within a well-established financial institution.
• Career paths for this role may include advancement within the marketing team or broader organizational growth opportunities.

ASSUMPTION: This role offers a unique opportunity to shape the marketing strategy for Northern Trust's Custom SMA business, with a specific emphasis on Tax-Advantaged solutions. The ideal candidate will have a strong understanding of the asset management industry and a proven track record of driving product adoption and growth through effective marketing strategies.

📝 Sample Projects

• Developing a comprehensive marketing strategy for Northern Trust's Custom SMA business, with a specific focus on Tax-Advantaged solutions.
• Creating compelling product messaging and positioning that resonates with institutional, wealth, and intermediary client segments.
• Leading a cross-functional team to execute a product launch campaign for a new Tax-Advantaged custom SMA offering.

ASSUMPTION: The ideal candidate will have experience developing and executing marketing strategies for custom SMA and direct indexing platforms, with a proven track record of driving product adoption and growth.

❓ Key Questions to Ask During Interview

• How does this role fit into the broader marketing strategy for Northern Trust's Custom SMA business?
• What are the key priorities for this role in the first 30, 60, and 90 days?
• How does Northern Trust support the professional development and growth of its marketing team members?
• What are the key challenges facing the Custom SMA business, and how can this role help address them?
• How does Northern Trust foster a collaborative and inclusive work environment?

ASSUMPTION: The ideal candidate will be curious and proactive in understanding the role's priorities, challenges, and opportunities for professional growth and development.

📌 Next Steps for Applicants

To apply for this position:

• Submit your application through this link
• Tailor your resume and cover letter to highlight your relevant experience and skills for this role, with a focus on your marketing strategy for Northern Trust's Custom SMA business and how you would drive product adoption and growth.
• Prepare examples of your past marketing campaigns and their outcomes to demonstrate your ability to translate complex investment concepts into practical, applicable content and messaging.
• Follow up with the hiring manager one week after submission to express your interest in the role and reiterate your qualifications.

⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.