Digital Product Director, Advice Experiences Individual Investors | Client Experience

About This Role 

We are seeking a Digital Product Director to lead the strategy, vision, and delivery of new advice experiences within the Client Experience (CX) organization. This role is central to our strategy of delivering holistic advice solutions for our investors and helping them confidently reach retirement success. 
 

The ideal candidate understands common investor needs best solved by digital and human-guided advice models, and can direct large, multi-functional teams to develop competitively differentiated solutions that integrate financial planning concepts, personalization, and advisor-led or hybrid advice experiences. 
 

We are looking for a dynamic, strategic leader with deep product management expertise and acumen in financial planning topics and related methodologies. Candidates must have a CFP® equivalent designation and/or extensive experience developing advisory experiences.  

Role Summary 

The Digital Product Director for Advice will serve as the strategic leader for a suite of digital products and platforms that support T. Rowe Price’s advice offerings. 

In this role, you will: 

• Define and drive the vision, strategy, and multi-year roadmap for new and existing advice-related digital products and capabilities 
• Lead large-scale, cross-enterprise initiatives that enhance how investors receive advice, understand recommendations, and engage with advisors or advice pathways 
• Lead a team of product owners and analysts, while orchestrating cross-functional partners across Technology, Design, Data, Compliance, and Distribution 
• Leverage deep financial planning expertise and client insight to shape product decisions and support teams in making well-informed decisions 
• Represent the voice of the client in prioritization, design, and strategic business discussions 
• Drive measurable client and business outcomes across engagement, satisfaction, adoption of advice solutions, asset consolidation, retention, and advice revenue  

This role requires strong leadership, commercial judgment, exceptional change management, and a passion for delivering exceptional advisory experiences across direct and matrixed teams. 

Responsibilities 

Product Vision, Strategy & Roadmap:

• Develop and maintain a clear multi-year strategy for digital experiences supporting T. Rowe Price’s current and future advice offers 
• Articulate how advice should come to life digitally—across discovery, needs assessment, delivery, and on-going support and service 
• Integrate financial planning frameworks into intuitive digital pathways 
• Conduct competitive and market analysis across hybrid advice, planning tools, and digital platforms 
• Partner with CX, Advisors, Investments, and Enterprise Leadership to align the strategy with strategic business objectives and key results  
• Drive progress across multiple, complex workstreams and aligning teams and stakeholders on prioritization frameworks to deliver intended outcomes 

Client & Business Outcomes:

• Lead cross-functional product teams to deliver products that drive engagement and enrollment in advice and clarify of recommendations, and that drive growth and retention of client business 
• Leverage data, insights, and testing to identify friction points and opportunities to strengthen advice delivery 
• Drive improvement in KPIs such as advice adoption, digital engagement, conversion into advice pathways, plan completion, client satisfaction, asset consolidation and retention 
• Develop strategies that increase utilization of advice offers and improve client confidence and outcomes 

Experience Design & Delivery:

• Partner with UX/UI and Design to create intuitive, compliant, and planning-grounded digital experiences 
• Collaborate with Data and Analytics to integrate personalized insights, calculators, and planning components 
• Create seamless pathways between self-guided and advisor-guided experiences 
• Oversee agile execution, ensuring clear requirements, strong prioritization, and consistent delivery within product teams 

Leadership & Resource Management:

• Lead, coach, and develop a team of product owners and analysts 
• Apply acumen and experience in advisory and financial planning to guide teams in developing technically sound experiences 
• Align product teams around clear goals, outcomes, and execution standards 
• Build strong relationships with key stakeholders across CX, Advice, Technology, Legal/Compliance and senior leadership; influence decision-making, resolve competing priorities and drive alignment around the advice experience strategy 
• Partner with Technology and Design leadership to ensure talent, capacity, and capabilities meet strategic needs 
• Manage vendor and partner relationships where relevant (planning tools, calculators, integrations) 

Qualifications

Required:

• Bachelor's degree or the equivalent combination of education and relevant experience AND
• 12+ years of total relevant work experience and 5+ years of management experience

Preferred:

• CFP® or equivalent (CFA, CPA, CIMA, etc.) designation, and/or extensive in relative advisory and financial planning fields 
• 10+ years of experience in digital product management, financial services, or advice-related domains 
• Strong understanding of financial planning concepts and advice distribution models 
• Proven experience leading digital product teams and large-scale initiatives across business lines 
• Experience building hybrid or advisor-supported digital advice experiences (not purely robo) 
• Experience within wealth management, broker/dealer, RIAs, or financial planning platforms 
• Demonstrated ability to influence senior leaders and drive cross-functional partnerships. Expertise with Agile frameworks and modern product development practices 
• Deep understanding of compliance, regulatory considerations, and suitability standards related to advice 
• Strong network in wealth tech, planning, or advisory ecosystems 

FINRA Requirements

FINRA licenses are not required and will not be supported for this role.

Work Flexibility

This role is eligible for hybrid work, with up to one day per week from home.

Base Salary Ranges

Please review the job posting for the location of this specific opportunity.

$178,000.00 - $304,000.00 for the location of: Maryland, Colorado, Washington and remote workers
$196,000.00 - $335,000.00 for the location of: Washington, D.C.
$223,000.00 - $350,000.00 for the location of: New York, California

Placement within the range provided above is based on the individual’s relevant experience and skills for the role.  Base salary is only one component of our total compensation package.  Employees may be eligible for a discretionary bonus, which is determined upon company and individual performance.

Commitment to Diversity, Equity, and Inclusion

At T. Rowe Price, our associates are our greatest asset. We thrive because our company culture is built on inclusion and because we sustain a work environment where associates can bring their best selves to work every day. The backgrounds, talents, and experiences of our global associates allow us to embrace new ideas and perspectives that move our business priorities forward and enable us to deliver strong client outcomes. Here, you can expect equal opportunity and fair and consistent treatment for all. 

Benefits

T. Rowe Price is an equal opportunity employer and values diversity of thought, gender, and race. We believe our continued success depends upon the equal treatment of all associates and applicants for employment without discrimination on the basis of race, religion, creed, color, national origin, sex, gender, age, mental or physical disability, marital status, sexual orientation, gender identity or expression, citizenship status, military or veteran status, pregnancy, or any other classification protected by country, federal, state, or local law.