Marketing Strategy and Planning
Orchestrates the annual marketing planning process (e.g. milestones, participants, actions, templates, calendar), ensuring marketing s goals are aligned with sales and product objectives
Stewards the go-to-market strategic framework and builds go-to-market plans to acquire and grow client relationships, prioritizing target audiences and marketing programs that clarify where to play and how to win
Oversee launch planning for new offerings including an enterprise-wide process and template that incorporates target markets, products, solutions and services where applicable
Partners with leaders within Marketing and across the business (e.g. Agency, product, service and field marketing management) to design an aligned set of corporate, GO and agent marketing strategies, tactics and resources that can acquire, expand and retain the most attractive market segments working together within a test-and-learn measurement framework.
Partners with the Brand Experience and Demand Center teams to ensure that their strategies and programs align to deliver outsized results in terms of the acquisition, expansion, retention and advocacy of New York Life clients
Partners with Marketing Enablement, Consumer Data Science and Analytics and the Technology team to ensure alignment between business cases, capabilities and infrastructure are in place to deliver on the marketing plans and goal achievement
Provides insight and support to company leadership to inform the identification and development of new offerings (products, solutions or services)
Partners with the Product team, developing a consumer needs-based solutions portfolio architecture aligned with the business strategy
Oversees consumer and solutions portfolio marketing strategy and rationalization
Leads the retail consumer solutions packaging, positioning, messaging, launch planning and communications systems to enable agent needs-based solution selling with message consistency across every touchpoint
Insights & Portfolio Analytics
Gathers and analyzes audience segment, brand, product/solutions and competitive insights and trends to inform got-to-market and Marketing strategies, programs, and campaigns. Provides research and distills market insights (i.e., competitive trends) with a focus on quantitative and qualitative methods, helping to proactively guide and direct marketing and go-to-market strategies, campaigns, and activities.
In partnership with the Center for Data Science and Analytics, develops market, client, and agent segmentation and client/product portfolio analyses to understand the current state acquisition, expansion, contraction, and attrition dynamics to inform marketing strategy and programs.
Establishes brand and client health dashboards with regular reporting to support in-year improvements.
Gathers and disseminates internal and external consumer insights and marketing best practices
Modern Marketing Initiative
Oversees the program of work responsible for modernizing the marketing function, including definition of marketing competencies, role profiles, processes fulfilled by roles using marketing technology, career journeys and training to deliver superior business results and insights into the most effective levers for profitable consumer behavior change.
Strong business and targeted marketing acumen with experience in portfolio growth in terms of the right audiences and solutions to meet their needs through an integrated sales and marketing go-to-market model
Outstanding portfolio economics and advanced consumer portfolio analytics skills
Ability to translate qualitative insights and quantitative data into actionable recommendations
Demonstrated track record of building world-class marketing strategy, insights and performance marketing analytics capabilities that deliver significant business value
Critical thinking and capacity for original thought, providing structure to unstructured situations
Ability to navigate culture across multiple functions to establish buy-in for marketing and go-to-market strategy
People management, including the ability to build and grow a team and work with diverse skill sets and backgrounds
Strong administrative and management skills, including the ability to prioritize multiple projects, programs and objectives
Ability to listen and interpret needs
Excellent written and verbal communication skills at the executive team and board level
Strong presentation skills
Bachelors Degree required
15+ years experience with strategic targeted marketing leveraging data, digital, insights and brand storytelling to align the right segments with the right solutions and go-to-market approach to drive client growth
Experience in a marketing organization that works closely with sales, service and product teams
Formal leadership experience overseeing a Fortune 100 marketing strategy, insights and analytics capability
Demonstrated success influencing and collaborating with C-level executives and cross-functional leaders and teams
Strong background in segmentation, consumer insights, business analytics, measurement and dashboarding
Ability to develop and communicate plans that keep teams informed and engaged
Business transformation leadership shifting from product to consumer-centricity
High level of emotional intelligence and ability to effectively interact with and earn trust of peers and senior leadership across the New York Life
Demonstrated skills in value proposition definition along with needs-based messaging and positioning of solutions/offerings to maximize consumer appeal and engagement
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