Mobile Marketing Manager, Specialist

What you'll do:

• Own the mobile adoption program: Build, socialize, and execute the adoption roadmap using clear KPI definitions (adoption rate, new client adoption in first 30 days, parity/coverage for key journeys).
• Plan and launch cross-channel growth: Orchestrate secure/public site placements, email, SMS, app store optimization (ASO), and collaborate with key partners on paid media to increase installs and prospect growth.
• Enable deep-linking and attribution: Expand deep links across public site, secure site, email, and SMS; partner with web/mobile engineering on common deep link architecture; define direct/indirect attribution with Analytics.
• Run product-led experiments: Translate journey research into testable hypotheses (onboarding, value articulation, wayfinding), run rapid experiments with Product/UX, and scale proven wins.
• Manage vendors and agencies: Lead day-to-day coordination with platforms and agencies. Ensure the right access, controls, and reporting are in place.
• Ensure compliance & controls: Partner with legal and risk partners for client-facing assets (approvals, expirations) and vendor usage; maintain content hygiene.
• Operate in Vanguard's product system: Align to the Product Operating System (POS) and our Digital Product Management (DPM) methodology; set clear outcomes/OKRs and report progress.

• Independently initiates and / or leads channel marketing programs, initiatives, promotions or research projects.
• Creates channel marketing plans by translating business objectives into defined channel marketing goals, strategies, and tactics. Aligns channel marketing activity with deep understanding of sales strategy and targeted market.
• Provides guidance and consultation on channel marketing best practices and common obstacles based on prior experiences. Directs channel marketing plans that are well-informed by the competitive landscape and suited for the regulatory environment.
• Serves as a trusted advisor and internal expert to ensure the right solution is developed for various partners. Proactively communicates status and issues of channel marketing activity regularly to stakeholders, including sales professionals, business leaders, team members, and senior managers.
• Builds and maintains effective relationships. Proactively fosters communication between internal department and external departments stakeholders. Influences key decisions across stakeholder groups.
• Proactively identifies, manages, and mitigates risks on channel marketing activities. Communicates solutions on key issues on channel marketing activity to management and stakeholders to obtain their input and buy-in as appropriate.
• Participates in special projects and performs other duties as assigned.

• 5+ years in mobile growth/product marketing/channel marketing for consumer apps (financial services or scaled consumer preferred).
• Demonstrated success driving mobile adoption and activation through integrated programs (product nudges + cross channel campaigns).
• Hands on experience with mobile deep linking & attribution, as well as ASO/ASA.
• Fluency with growth analytics and experimentation.
• Strong cross functional influence and vendor/agency management; excellent written and verbal communication.
• Experience collaborating with product/UX/engineering to ship growth capabilities (banners, pushes, deep links, value messaging).
• Familiarity with adjacent martech (e.g., Adobe Journey Optimizer, Salesforce Marketing Cloud, Medallia).
• Comfort working in Jira based operating rhythms (initiatives, capabilities, epics) and presenting progress to senior stakeholders.
• Financial services domain knowledge and an instinct for compliant, client safe marketing at scale.
• Minimum five years related work experience, two years of marketing experience.
• Undergraduate degree in Marketing or equivalent experience required. Graduate degree preferred.