📌 Core Information
🔹 Job Title: Executive Director of ETF Product Marketing, Asset Management
🔹 Company: Northern Trust
🔹 Location: New York, NY
🔹 Job Type: Full-Time, Hybrid
🔹 Category: Asset Management, Marketing
🔹 Date Posted: April 9, 2025
🔹 Experience Level: 15+ years
🔹 Remote Status: On-site with hybrid flexibility
🚀 Job Overview
Key aspects of this role include:
- Developing and executing marketing strategies for ETF growth
- Defining competitive positioning and value proposition for ETFs
- Leading product launch campaigns and managing marketing content
- Collaborating with senior stakeholders across investment, sales, and product teams
- Building and managing direct reports to support marketing efforts
ASSUMPTION: This role requires a strategic mindset and strong leadership skills to drive ETF product marketing and growth within a large, established organization.
📋 Key Responsibilities
✅ Establish clear product marketing strategies for the ETF platform aligned with business goals and within budget
✅ Define product positioning and distill technical concepts into simple, compelling messages customized by client segment
✅ Lead new product launches, including development of value proposition and strategic competitive positioning for go-to market activities and materials
✅ Serve as SME for all marketing-related activities and participate in salesforce training
✅ Develop, direct, and manage product content across marketing assets 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
✅ 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
ASSUMPTION: This role requires a strong understanding of ETF products, regulatory requirements, and competitive landscape to effectively drive marketing strategies and campaigns.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field (MBA preferred)
Experience: 15+ years of asset management marketing experience, with ETF and B2B concentration required
Required Skills:
- Strong communication skills (written and verbal)
- Strong ETF product technical knowledge
- Exceptional interpersonal skills and ability to influence senior stakeholders
- Strong commercial mindset and intellectual curiosity
- Deep understanding of institutional, wealth, and intermediary client segments
- Critical thinking and superior problem-solving abilities
- Strong understanding of US and International regulatory requirements
Preferred Skills:
ASSUMPTION: Candidates should have a proven track record in ETF product marketing and a strong understanding of the asset management industry to succeed in this role.
💰 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
Working Hours: Full-time, 40 hours per week
ASSUMPTION: The salary range provided is an estimate and may vary based on the candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
Industry: Northern Trust is a globally recognized, award-winning financial institution that has been in continuous operation since 1889. They provide innovative financial services and guidance to the world’s most successful individuals, families, and institutions.
Company Size: Northern Trust has 501-1,000 employees globally, with a significant presence in the investment management sector.
Founded: 1889
Company Description:
- Northern Trust Asset Management is a global investment manager with $1.2 trillion in assets under management
- They combine robust capital markets research, expert portfolio construction, and comprehensive risk management to deliver innovative and efficient investment solutions
- Northern Trust is committed to serving its investors and communities with integrity, respect, and transparency
Company Specialties:
- Equity
- Fixed Income
- Alternatives
- Asset Allocation
- ESG
Company Website: https://www.northerntrust.com/global
ASSUMPTION: Northern Trust's size and global presence offer applicants a stable and well-resourced work environment with opportunities for growth and development.
📊 Role Analysis
Career Level: Executive level, reporting directly to the Global Head of ETFs and Funds
Reporting Structure: This role will manage direct reports in support of marketing efforts
Work Arrangement: Hybrid, with a mix of on-site and remote work
Growth Opportunities:
- Potential to manage and grow the ETF marketing team
- Opportunities to collaborate with adjacent business units to advance collaboration and growth
- Career progression within Northern Trust's global organization
ASSUMPTION: This role offers significant growth potential and the opportunity to make a substantial impact on Northern Trust's ETF business.
🌍 Location & Work Environment
Office Type: Modern, collaborative office space in New York City
Office Location(s): 390 Park- New York, NY
Geographic Context:
- New York City is a major global financial hub with a vibrant and diverse culture
- The office is conveniently located in Midtown Manhattan, close to public transportation and amenities
- The city offers a wide range of housing options, cultural attractions, and recreational activities
Work Schedule: Standard business hours with flexibility for remote work
ASSUMPTION: The New York City location offers applicants the opportunity to work in a dynamic and fast-paced financial environment, with easy access to cultural and recreational activities.
💼 Interview & Application Insights
Typical Process:
- Phone or video screen with the hiring manager
- On-site or virtual interview with the Global Head of ETFs and Funds
- Final interview with additional stakeholders
Key Assessment Areas:
- Strategic thinking and problem-solving
- Communication and presentation skills
- Technical knowledge of ETF products and regulatory requirements
- Leadership and team management skills
Application Tips:
- Highlight relevant ETF marketing experience and achievements in your resume
- Tailor your cover letter to demonstrate your understanding of Northern Trust's ETF business and your ability to drive growth
- Prepare for behavioral and situational interview questions focused on leadership, collaboration, and problem-solving
ATS Keywords: ETF, Product Marketing, Asset Management, Marketing Strategy, Competitive Positioning, ETF Launch, Marketing Content, Regulatory Compliance, Stakeholder Management, Team Leadership
ASSUMPTION: The interview process will focus on assessing the candidate's strategic thinking, communication skills, and leadership potential, as well as their technical knowledge of ETF products and regulatory requirements.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Marketing automation and CRM platforms (e.g., Salesforce, Marketo)
- Project management tools (e.g., Asana, Trello)
- Data analysis and visualization tools (e.g., Tableau, Power BI)
ASSUMPTION: This role requires proficiency in standard marketing and project management tools, as well as familiarity with data analysis and visualization tools to effectively manage marketing campaigns and content.
👔 Cultural Fit Considerations
Company Values:
- Integrity
- Respect
- Transparency
- Collaboration
- Expertise
- Innovation
Work Style:
- Collaborative and team-oriented
- Data-driven and analytical
- Adaptable and responsive to change
- Results-focused and accountable
Self-Assessment Questions:
- How do you align with Northern Trust's core values, particularly integrity, respect, and transparency?
- How do you approach collaborating with senior stakeholders and managing cross-functional teams?
- How do you stay up-to-date with industry trends and regulatory changes in the asset management sector?
ASSUMPTION: Northern Trust values candidates who demonstrate strong cultural fit, with a focus on integrity, respect, and transparency, as well as the ability to collaborate effectively with senior stakeholders and manage cross-functional teams.
⚠️ Potential Challenges
- Managing multiple projects and stakeholders simultaneously
- Navigating a large, complex organization with multiple business units
- Keeping up with regulatory changes and competitive landscape in the ETF industry
- Balancing on-site and remote work responsibilities in a hybrid work arrangement
ASSUMPTION: This role presents unique challenges related to managing multiple projects and stakeholders, navigating a large organization, and balancing on-site and remote work responsibilities.
📈 Similar Roles Comparison
- This role differs from related positions in its focus on ETF product marketing and growth within a large, established asset management firm
- Industry-specific context: The ETF industry is highly competitive and rapidly evolving, requiring a strong understanding of ETF products, regulatory requirements, and competitive landscape
- Career path comparison: This role offers significant growth potential and the opportunity to make a substantial impact on Northern Trust's ETF business, with potential for career progression within the global organization
ASSUMPTION: This role offers unique opportunities and challenges compared to related positions in the asset management industry, with a focus on ETF product marketing and growth within a large, established firm.
📝 Sample Projects
- Developing and executing a marketing strategy for a new ETF launch, including competitive positioning, value proposition, and go-to-market activities
- Managing a team to create and distribute marketing content across multiple channels, including website, social media, and print materials
- Conducting market research and analysis to identify competitive advantages and opportunities for ETF product growth
ASSUMPTION: These sample projects reflect the strategic, collaborative, and analytical nature of the Executive Director of ETF Product Marketing role at Northern Trust.
❓ Key Questions to Ask During Interview
- How does this role fit into the broader marketing organization and collaborate with other business units?
- What are the key priorities for the first 90 days in this role, and how can I best support the Global Head of ETFs and Funds in achieving these objectives?
- How does Northern Trust support the professional development and growth of its marketing team members?
- What are the most significant challenges facing the ETF industry, and how can this role help address them?
- How does Northern Trust approach work-life balance and flexibility in its hybrid work arrangement?
ASSUMPTION: These key questions help applicants better understand the role's context, priorities, and growth opportunities, as well as Northern Trust's approach to professional development and work-life balance.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume to highlight relevant ETF marketing experience and achievements
- Write a cover letter that demonstrates your understanding of Northern Trust's ETF business and your ability to drive growth
- Prepare for behavioral and situational interview questions focused on leadership, collaboration, and problem-solving
- Follow up with the hiring manager one week after submitting your application to express your interest and reiterate your qualifications
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
