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Director, US Brand Platform Marketing Engagement

Date Posted: Mar 12, 2019

Location: New York, NY, US, 10166

Company: MetLife

Job Location: United States : New York : New York  


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.


Role Value Proposition: 

This newly created role sits within the US Masterbrand and Integrated Marketing team. This individual is responsible for leading and building integrated, multi-channel engagement marketing programs for new B2B and B2B2C digital platforms in line with business objectives. The successful candidate will serve as a subject matter expert in engagement marketing and partner closely with his or her Business Unit leadership and cross-functional teams to surface customer insights that drive new customers, build and nurture on-going engagement within the platform community to deliver on business goals.  He or she will develop engagement programs by collaborating and coordinating closely with other key marketing stakeholders, business platform/partner leads, to ensure communication assets and content within the platforms is part of a broader, integrated activation in market.  Additionally, this individual will be setting and measuring KPIs and establish test-and-learn programs.


Key Responsibilities:  

  • Experience with lifecycle and customer management marketing/CRM, database management, building digital member communities, creating best-in-class customer journey experiences, digital content, loyalty programming, refer-a-friend programming and email marketing.


    Data driven

  • Partner with Marketing Science to understand target audiences and their behavior at various stages of the lifecycle to develop insight-based engagement programs
  • Responsible for the further development of our (CRM) initiatives to meet specific KPI’s, using customer insights to find strategic solutions to grow the business and brand.
  • Partner with the business/platform providers to create a best-in-class integrated customer journey from lead to new customer to ongoing engagement.  Develop customer journey map and optimize engagement based on platform analytics


    Platform Communication Strategy

  • Lead the development and execution of all member communications in partnership with agencies that are aligned to brand strategy/core messaging for each platform including emails and social media efforts, among others for our customer platforms. 
  • Test and optimize messages and assets across all channels (online, social email) – evolving plans based on results and changing needs of the business
  • Bring ideas to the team, based on marketing analytics or customer pain-points/ feedback within the platforms, that will improve our life-cycle marketing capabilities and customer engagement as well as ideate and help to prioritize the roadmap for retention and engagement features.
  • Partner with other members of the marketing team (acquisition, brand, social media, customer experience) and creative agencies to launch initiatives that will drive increases in lead conversion, engagement, and retention metrics as well as build our brand with engaging storytelling.
    • This includes writing creative briefs for creative asset production and promotions for lifecycle marketing as well as creative support needed for onsite feature launches or changes.
  • Evaluate active customer business analytics and make course corrections based on those learnings.
  • Support MetLife digital transformation by sharing insights from campaigns and sharing best-practices with marketing partners
  • Performs other related duties as assigned or required.


Essential Business Experience and Technical Skills:


  • 7+ years of digital marketing experience including marketing to B2B and B2B2C
  • 2+ yrs. managerial & cross functional leadership experience
  • Focused on Digital – Track record of designing and delivering strong engagement campaigns to acquire and nurture prospects and customers through customer journey and life cycle: Platform marketing, digital/web engagement, email and CRM experience.
  • Develops Focused Strategies and Plans – Demonstrates business acumen and Sets clear direction on how to activate customer solutions through effective integrated multi-channel plans
  • Optimizes Marketing Performance – Collects and interprets data to measure performance against goals to drive continuous improvement and inform agile business decision-making
  • Leads the Case for Change – Strategic, influential leader that builds trusted relationships and makes clear fact-based recommendations to effectively demonstrate impact and drive change through the organization
  • Flexible, entrepreneurial attitude with a desire to pioneer strategic imaginative approaches through a test and learn mindset, in a resource constrained environment.


  • Undergraduate degree strongly preferred
  • MBA or other advanced degree a plus


Business Category

Global Brand & Marketing (GBM)


Number of Openings




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 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 #: 106343 

Nearest Major Market: New York City