Program Manager, Field Career

The Field Talent Brand Strategy Consultant is responsible for defining and scaling a compelling career brand that attracts high-quality talent to roles in the field, especially focusing on the financial advisor career and the campus program. This role builds the strategy and execution of our career brand position, content strategy, and marketing efforts that shape how the advisor career and internship opportunities are presented and perceived in the market. Partnering across Marketing, Field Function, and Field Audiences, this role ensures our career brand story is aligned and adopted. This role will build the brand position and work with internal partners and agencies to develop content that resonates with our core audiences. Primary Responsibilities Career Brand Strategy & Positioning Lead the development and execution of a research-backed career brand strategy that clearly defines and differentiates the advisor career and internship experience. Build compelling, consistent messaging that elevates Northwestern Mutual as a destination for top talent. Translate insights from market research, competitive analysis, and candidate behavior into targeted positioning strategies that drive talent attraction and conversion. Audience Segmentation & Talent Targeting Develop and continuously refine segmentation strategies across key talent audiences (students, career changers, advisors, influencers). Leverage data, research, and market intelligence to prioritize high-value segments and inform tailored content and campaign strategies. Content Strategy & Development Own the end-to-end content strategy for career brand, including creation, curation, and distribution of high-impact content across channels. Develop scalable content ecosystems (e.g., social content, video, testimonials, thought leadership, recruiter enablement materials) that bring the career story to life. Ensure all content reinforces a consistent brand narrative while addressing candidate questions, concerns, and decision points throughout the funnel. Integrated Marketing Campaigns Design and execute integrated, multi-channel marketing campaigns to drive awareness, engagement, and qualified candidate flow. Activate across digital, social, events, partnerships, and field-driven channels to amplify reach and impact. Partner with brand marketing and field teams to ensure campaigns are aligned, scalable, and locally executable. Field Enablement & Adoption Equip recruiters, leaders, and offices with tools, playbooks, and content to effectively communicate the career brand with confidence and consistency. Drive adoption through training, enablement resources, and ongoing content support to ensure the field can deliver the brand story at scale. Build systems and processes that make high-quality content easily accessible and usable across the field. Market Intelligence & Brand Insights Monitor industry trends, talent market dynamics, and competitive positioning to identify opportunities for differentiation. Lead career brand health measurement efforts (e.g., sentiment, awareness, perception) and translate insights into actionable strategy improvements. Cross-Functional Collaboration Partner closely with Brand Marketing, Content, Consumer Insights, Field Leadership, and Talent Development teams to align strategy and execution. Serve as the central connector between corporate marketing and field execution to ensure cohesion across all candidate-facing experiences. Performance Measurement & Optimization Define and track KPIs aligned to business outcomes (e.g., applicant quality, conversion rates, sentiment, recruiter effectiveness). Continuously optimize content, campaigns, and messaging using data-driven insights to improve ROI and recruiting outcomes. Qualifications Bachelor’s degree in Marketing, Communications, Business, or related field. 7+ years of experience in marketing, brand strategy, content marketing, or recruitment marketing (financial services or complex B2C/B2B environment preferred). Organization Skills: demonstrated superior ability to manage multiple complex projects and deadlines in fast-paced, team, and independent environments. Critical Thinking: demonstrated skills in problem-solving, listening, planning, and thought leadership. Leadership: ability to negotiate, influence, and build credibility and strong partnerships in matrixed organization across business functions and levels. Business Communication Skills: excellent written and verbal communication skills for internal collaboration and development of external-facing communications. Analytical Skills: results-driven focus with ability to use data intelligence to influence decisions and refine strategies. Creative Management: proven ability to successfully engage and guide creative teams (may include writers, external consultants, etc.) to plan, conceive, develop, and implement marketing communications initiatives. Candidate-Focused: able to generate strong excitement with new and unique project ideas that keep the career opportunity and high-quality candidates as center focus. Adaptability: thrives in an environment of ambiguity, innovation, and ongoing change. Curiosity/Experimentation: highly developed desire to monitor the constantly evolving marketing and financial industry landscape to incorporate the latest applicable trends and technologies. Compensation Range: Pay Range - Start: $89,360.00 Pay Range - End: $134,040.00 Geographic Specific Pay Structure: Structure 110: Structure 115: We believe in fairness and transparency. It’s why we share the salary range for most of our roles. However, final salaries are based on a number of factors, including the skills and experience of the candidate; the current market; location of the candidate; and other factors uncovered in the hiring process. The standard pay structure is listed but if you’re living in California, New York City or other eligible location, geographic specific pay structures, compensation and benefits could be applicable, click here to learn more. Grow your career with a best-in-class company that puts our clients' interests at the center of all we do. Get started now! Northwestern Mutual is an equal opportunity employer that welcomes talented individuals of all backgrounds. We are committed to creating and maintaining an environment in which each employee can contribute creative ideas, seek challenges, assume leadership and continue to focus on meeting and exceeding business and personal objectives. At Northwestern Mutual, we believe relationships are built on trust. That our lives and our work matter. These beliefs launched our company over 160 years ago. Today, they're just a few of the reasons why people choose to build careers at Northwestern Mutual. What started in Milwaukee, WI has grown into 7,000+ home office professionals split across 3 campuses: New York City, Franklin and downtown Milwaukee (HQ) - each one bringing with it its own unique talent and culture. In a company with such a long and storied history, this may be the most exciting and important time to be a part of Northwestern Mutual as we are growing our digital and tech capabilities and are always on the lookout for bright, tech-savvy candidates. Northwestern Mutual is an equal opportunity employer that welcomes talented individuals of all backgrounds. We are committed to creating and maintaining an environment in which each employee can contribute creative ideas, seek challenges, assume leadership and continue to focus on meeting and exceeding business and personal objectives.