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AVP, Global Brand Strategy

Date Posted: Jul 10, 2019

Location: New York, NY, US, 10036

Company: MetLife


Position: AVP, Global Brand Strategy


Job Location: New York, NY


Global Brand & Marketing:

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.


Global Marketing Strategy & Sciences:


This role sits within the newly established Global Marketing Strategy & Sciences function. This group has overall responsibility for identifying insights to define customer, channel and portfolio strategies to better anticipate and deliver on customer needs and marketing opportunities, while measuring impact and standards. In addition, this team oversees MetLife Brand Strategy and the planning process for Marketing globally. MetLife’s Global Marketing Strategy team is focused on identifying and defining strategies that enable the MetLife brand to anticipate and deliver on customer needs, perceptions and motivations that are critical to driving stronger customer relationships that contribute to growth. Our approach to strategy focuses on combining deep customer insights (and analytics) with a pragmatic, operationally-focused approach to problem-solving.


The Role:

The AVP, Global Brand Strategy, will partner with and provide expert counsel to business unit leaders and their teams to both develop and execute brand and marketing strategies for MetLife that create measurable impact. Reporting to the VP of Global Brand Strategy, this leader will operate within a Center of Excellence model, delivering brand and marketing strategy expertise and services to business and functional internal clients across MetLife’s 30 markets.

Marketing sits at the heart of MetLife’s enterprise strategy - The "drive towards customer centricity and a global brand" is one of the four cornerstones of this strategy and a key lever to support MetLife’s desire to be the most sought after insurance company for customers.

Our mandate is to build off a strong foundation to lead a marketing transformation, including restaging the MetLife global brand to reflect the company’s noble purpose across its interactions with stakeholders. There is a need to create clear marketing strategies and capabilities based on customer insights and segmentation and a huge opportunity to improve customer experience through better design and integration of products, channels and touch points – both online and offline. Below the line marketing activities that are based on addressing specific customer needs have been less well developed. There is also a burgeoning opportunity to bring MetLife’s portfolio of product offerings to a new consumer universe through digital and social media. The AVP, Global Brand Strategy, will have the opportunity to contribute meaningfully to evolving the role of marketing from an effective support function to an inspired, dynamic force and one that will drive strategic consumer-led growth. He or she will operate as a corporate brand strategist focused on defining, driving understanding of, and helping activate our global brand both from the center of the organization, as well as in direct partnership with Regional CMOs and global/local business leaders.


Key Responsibilities:

 Serve as a primary brand expert within the organization to help elevate MetLife’s purpose and promise at both the global and local levels

 Develop intimate understanding of our business and apply brand strategy principles to help evolve MetLife from a primarily sold (push model) brand to a customer ‘sought and bought’ (pull model) brand

 Drive new marketing initiatives resulting in clear business impact

 Build, inspire, lead, and develop internal resources who serve as the company's brain trust regarding all brand strategy decisions, topics, and questions

 Develop strategic frameworks, best practices, and methodologies for stakeholders to embrace and activate brand strategies globally, regionally, and locally in key markets

 Lead or support internal client engagements that include:

o Developing positioning/value propositions for prioritized initiatives and businesses

o Architecting brand portfolio strategies across multiple business line

o Using the MetLife brand to help define/transform differentiated customer experiences

 Collaborate with and engage stakeholders in cross-enterprise virtual teams comprised of (but not limited to) Marketing, Enterprise Strategy, Business Units, and vendor/agency stakeholders

 Define information needs, fact finding, and data analysis to support strategic problem solving and sound decision making

 Utilize relevant company information as a foundation (corporate strategy, product, etc.) to contribute valuable customer insights, competitor intelligence, and marketing solutions to business planning


Key Relationships:

Reports to: VP, Head of Global Brand Strategy

Key Stakeholders: Global Marketing Strategy and Sciences team, Global Brand and Markting leaders and employees, Business leaders and employees, Internal Functions (Enterprise Strategy, HR, Corporate Affairs, Corporate Social Responsibility, Communications)


Essential Business Experience and Technical Skills:

 Strategic Brand Leadership and Business Acumen; the – ability to quickly develop a keen understanding of MetLife’s business strategies, models and key offerings and contribute valuable customer insights, competitor intelligence and marketing solutions to the discourse, including:

o Demonstrating a clear passion for the category and technology and a willingness to immerse him/herself fully in the details of the company's businesses

o Quickly gain a deep understanding of MetLife’s target customers, their wants and needs and how the company can deliver against these versus its competitors – as well as developing a deep understanding of the levers that impact NPS measurement (scores) across MetLife businesses

 Exceptional Collaboration and Influencing Skills; the ability to–work closely with various business unit leaders and their teams, strategists and marketers, and peers across Marketing both directly and virtually in a highly matrixed environment to define, deliver and execute the brand strategy, including:

o Investing heavily to build strong working relationships with numerous people at all levels of the organization

o Establishing strong credibility by demonstrating deep subject-matter and disciplinary competence

o Communicating well-structured, data-driven, and clearly articulated points-of-view to influence and meet stakeholders ‘where they are’


Additional keys to success include:

 10+ years of diverse and progressively senior full life-cycle marketing experience, from strategic planning through go-to-market execution, and strategic brand building, ideally at the enterprise level

 Proven ability and success in managing world-class brands at the company, business unit and product level

 Ability to build strong collaborative relationships with a diverse range of partners

 Excellent communication skills and the proven ability to influence at multiple levels of the organization

 Ability to shape and harness qualitative and quantitative research to drive good decision-making

 Strategic understanding of the relationship between brands and a wide range of marketing communications and customer touch points

 Ability to translate business strategy and objectives to develop brand programs that support business goals

 Acumen at working in a consultative or advisory capacity at all levels

 Ability to advise on both B2B and B2C branding and marketing strategy

 Undergraduate degree required; MBA or other advanced degree preferred


Leadership Competencies:

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

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

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

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




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.

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Requisition #: 107525 

Nearest Major Market: Manhattan
Nearest Secondary Market: New York City