Share this Job

AVP, Brand Design (Evolution)

Date Posted: Mar 8, 2019

Location: New York, NY, US, 0

Company: MetLife

Position:  AVP, Brand Design (Evolution)


Job Location: New York City, USA



The MetLife Global Brand & Marketing (GBM) team has been evolving in line with MetLife’s transformation to a company that delivers greater value for our customers, employees and shareholders, Today, GBM is a strategic, customer-focused marketing practice that is dedicated to driving business impact across the globe. With a focus on customer led value propositions, relevant customer engagement and fostering a purpose driven brand, the team is committed to enhancing MetLife’s relationship with its customers and helping them navigate life’s twists and turns. GBM has 450+ employees in global, regional and local roles.


Within GBM, the Global Brand Design team (GBD) aims to evolve the MetLife brand and to deliver best-in-class customer experience. Within the team are two pillars, Progression that includes roles focused on Evolution and Systems, and Foundation that includes Production and Review, work together to create, execute and support these efforts.


The Role:

The AVP of Brand Design, Evolution will lead the team responsible for the application, and constant evolution of MetLife’s brand design system with a focus on digital design and across other media types including video and print, globally. The role will partner with local markets and with Marketing Activation, Digital Capabilities, UX, Content, Experience Design and Global Technology Operations to direct internal and agency resources in the delivery of marketing and non-marketing materials aligned with MetLife’s brand design system, enterprise strategy and future vision. The role will also be responsible for leading and delivering creative design execution against high-impact marketing and corporate initiatives at the global, regional and local level.


The key distinguishing aspect of this role will be identifying areas to evolve the MetLife brand, integrating brand and digital design, along with video and print media, to develop executions, guidelines and internal documents to codify and socialize those extensions, and rationalizing all decisions with sound strategies in partnership with the head of Global Brand Design. These extensions will be leveraged by local market teams around the world for a consistent application of MetLife’s brand.


Key Responsibilities:


  • Creative Direction. Partnering with global and local marketing teams and their creative partners to develop best-in-class executions against key business priorities leveraging MetLife’s brand design system, enterprise strategy and future vision. This will include developing the strategy to effectively extend the brand system, training local teams, providing extensive creative direction at all phases of execution to ensure alignment with and progression of the brand design system, and managing appropriate stakeholder reviews throughout.
  • Creative Execution. Acting as the lead creative director and designer on key regional and local marketing initiatives, managing an internal team and partnering with external agencies from concept development through execution. Project assignment will be based on direction from the VP of Brand Design, with the end goal being world-class design on the most important marketing projects coupled with expense savings for the Company.
  • Asset Development. Leveraging internal and agency resources extend the asset library developed to support MetLife’s brand. This will include continual analysis and evaluation of existing systems and assets, as well as the development of systems across media that can be leveraged by local teams, and extension of UX patterns, photography and illustration executions.
  • People Management. Managing the global team responsible for evolving the MetLife brand,  executing against department priorities and managing agency resources.



Key Relationships: 

  •  Reports to: VP, Brand Design

  • Direct reports/team: Design Lead and Brand Designer

  • Key Stakeholders: Marketing Activation, RCMO’s, Digital Capabilities, Experience Design, Global Technology and Operations


Essential Business Experience and Technical Skills:

  • Minimum of 10 years professional experience in branding and design, spanning digital, motion and print.
  • Formal education in design, a BA or BFA degree.

  • Highly skilled in creative direction with the ability to ensure integration of key messages throughout execution, match channel to communication need and optimize outcomes.

  • Expert ability to envision and build out a cohesive brand that illustrates how it can evolve while maintaining strategic threads to key brand attributes and built equity. 

  • Extensive experience leading digital teams focused on Digital Marketing, UX, Content, Social Media and Experience Design.

  • Experience working in or with video/content teams developing internal and external communications that require editing, motion graphics and sound design.

  • Experience working in or with print production teams on specialized printing techniques, press, finishing technology with an eye to budget and resource implications

  • Excellent command of design fundamentals including typography, balance, harmony and negative space, photographic cropping, color theory, grid, etc.

  • Interpersonal skills to build a cohesive team, integrate across departments, influence others and maintain positive, productive relationships with clients, and colleagues.

  • Superb organizational and time management skills to balance multiple responsibilities and set appropriate priorities.

  • Set departmental goals that drive business impact via the knowledge to manage budgets, link value, set measurement and actively sell department capabilities.

  • In-depth understanding of cultural trends, the industry and marketplace as well as MetLife business strategies and goals.

  • Expert knowledge of design history with demonstrated ability to execute across media including digital, video and print.


  • Leadership Competencies:

  • Thinks Strategically – Sets direction aligned to the company’s strategy, applying external and global perspective to meet local and global needs.

  • Motivates People – Gains people commitment to achieve business objectives through clear communication of the company’s vision and flexing leadership styles to inspire high performance.

  • Creates Partnerships – Authentically builds trusted relationships and collaborates across global, diverse and multi-functional teams to successfully drive business objectives.

  • Seizes Opportunity – Seeks new opportunities and ways to create balanced business growth while improving operational capabilities.

  • Grows Talent – Inclusively and pro-actively develops talent, empowers individuals and manages diverse teams to drive engagement and performance.

  • Models our Values – Creates a culture that promotes the company’s values and standards through role modeling, accountability and ownership of decisions.

  • Focuses on Customers – Promotes customer centricity and ensures focus on creating great customer experiences to achieve competitive advantage.

  • Drives Results – Sets aggressive goals and is accountable for continuously driving improved performance, leading change and ensuring high standards


  • At MetLife, we’re leading the global transformation of an industry we’ve long defined. United in purpose, diverse in perspective, we’re dedicated to making a difference in the lives of our customers



    MetLife, through its subsidiaries and affiliates, is one of the world’s leading financial services companies, providing insurance, annuities, employee benefits and asset management to help its individual and institutional customers navigate their changing world. Founded in 1868, MetLife has operations in more than 40 countries and holds leading market positions in the United States, Japan, Latin America, Asia, Europe and the Middle East. 

We are one of the largest institutional investors in the U.S. with more than $584 billion in managed assets as of March 31, 2018. We are ranked #43 on the Fortune 500 list for 2018. In 2018, we were named to the Dow Jones Sustainability Index (DJSI) for the third year in a row. DJSI is a global index to track the leading sustainability-driven companies.

Our goal in everything we do is to offer customers truly differentiated value propositions that allow us to establish clear competitive advantages. We pride ourselves on being a trusted partner to our customers as they navigate life’s twists and turns. Visit us at to learn more about our brand, history, and values. 







MetLife is a proud equal opportunity/affirmative action employer committed to attracting, retaining, and maximizing the performance of a diverse and inclusive workforce. It is MetLife's policy to ensure equal employment opportunity without discrimination or harassment based on race, color, religion, sex (including pregnancy, childbirth, or related medical conditions), sexual orientation, gender identity or expression, age, disability, national origin, marital or domestic/civil partnership status, genetic information, citizenship status, uniformed service member or veteran status, or any other characteristic protected by law.

MetLife maintains a drug-free workplace.

For immediate consideration, click the Apply Now button. You will be directed to complete an on-line profile. Upon completion, you will receive an automated confirmation email verifying you have successfully applied to the job.

Requisition #: 106563