Share this Job

Director, Group Benefits Marketing, Digital Engagement

Apply now »

Date Posted: Jun 14, 2022

Location(s): Bridgewater, NJ, US, 8807 Remote, US, 0 New York, NY, US, 10166

Company: MetLife

Job Location: New York, NY; Bridgewater, NJ

Alternate Locations: Remote, WFH


Role Value Proposition:

The Director, Digital Engagement role sits within the Group Benefits Marketing team and reports to the AVP, Integrated & Employee Marketing.


The Director, Digital Engagement will play a key role in building and driving the Group Benefits Digital Roadmap. Core responsibilities will focus on leading insight-led digital campaigns and executions that cross target audiences (employers, brokers, employees). This individual will be responsible for the overall digital ecosystem strategy built off business goals and customer insights, including demand generation, technical execution and delivery, optimization and overall Group Benefits digital measurement and reporting.  The ideal candidate will have proven success in several areas, including: web, SEO, email marketing, content marketing, paid/own/earned media, demand generation programs and technology.


This person has the exciting opportunity to be a leader in identifying and executing new and innovative ways of engaging audiences through the marketing/sales funnel and work with our business partners to ensure those audiences convert into valuable and long-lasting customers. To do so, they will need to understand the root of business challenges, identify opportunities in unexpected ways, and deliver digital-first experiences.


Additionally, this person will be an advocate for the customer within and across the company, should have an entrepreneurial mindset, thrive in agile ways of working and must be great at building relationships and driving consensus. The role combines a business focus with digital marketing expertise and provides the opportunity to not only apply digital best practices to key business challenges, but to build the capability within MetLife Group Benefits.


Key Responsibilities:

  • Define the vision, holistic digital marketing strategy and implementation for the Group Benefits business - in alignment to MetLife Group Benefits business priorities and objectives - across all key digital channels (digital marketing,, search, social media, mobile) to drive brand building, customer engagement and integrate with marketing integrated strategies
  • Define and implement Group Benefits acquisition strategies, through targeted demand generation, lead nurture and ABM campaigns.  Partner with Sales and Distribution teams to align on marketing and sales qualification tactics and conversion criteria to increase propensity of leads to close.
  • Identify opportunities to leverage digital platforms and tools to develop sales enablement capabilities.
  • Work closely with the Group Benefits marketing team to define and implement Group Benefits web strategy for customers, employees, managing rollout and roadmap in partnership with Group Integrated, Product and Customer Marketing teams and Global Digital Marketing
  • Develop integrated digital campaigns. Dashboard and analyze metrics for learnings and corrective actions.
  • Partner with MetLife’s database host vendor and IT organization to ensure the smooth operation and delivery of all marketing systems and data sources.
  • Lead and effectively develop a team of digital marketers, and technical subject matter experts; grow talent and develop clear development and succession paths
  • Experience in data/ digital analytics to help guide analytics team to monitor business performance results (e.g. via Google and Adobe tools) and creating recommendations to make key business decisions
  • Experience in leveraging digital marketing campaign activation tools to drive business results e.g. Oracle Responsys, Adobe Campaign Experience in implementing A/B testing and multi-touch attribution e.g. Adobe Target, Optimizely, Google A360
  • Established track record of managing and prioritizing multiple projects and tasks simultaneously


Essential Business Experience and Technical Skills:

  • 8+ years of brand marketing experience with an emphasis on digital marketing, including web, digital campaign/ communications planning, digital creative and execution and in-campaign optimizations.
  • Understanding of a broad range of digital channels: traditional, digital, social, content, email and mail, collateral and website development with a pulse on digital trends and innovation appropriate for the Group Benefits space.
  • Working knowledge of digital analytics, measurement and reporting
  • Ability to interface effectively with diverse clients and build strong relationships; Ability to interface with senior level partners.
  • Ability to think strategically, understand business risk and apply creative problem-solving skills.
  • Self-starter with ability to make/contribute to recommendations, prioritize, manage, and track multiple projects.
  • Entrepreneurial, can-do spirit and ability to work and thrive in an evolving and fast paced, high pressure, deadline-driven environment.
  • Strong oral and written communication, analytical, and interpersonal skills.
  • Highly organized with strong attention to detail.
  • Ability to inclusively and pro-actively lead, influence, and motivate individual contributors across a highly matrixes environment
  • Track record of developing talent
  • MBA or other advanced degree desirable.


Leadership Competencies:

  • Thinks strategically and sets directions aligned to company’s strategy, applying external perspective to meet business needs
  • Focuses on Customers – Promotes customer centricity and focus on creating great customer experiences to achieve competitive advantage.
  • Innovative mindset, out-of-the-box thinker, inspirational to influence team, peers and leadership
  • Creates Partnerships – Authentically builds trusted relationships and collaborates across global, diverse and multi-functional teams to successfully drive business objectives. Demonstrated experience navigating, influencing and leading within a highly matrix environment.
  • 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. Accomplished change management leader, leads with internal strength, projects confidence without any form of ego
  • Drives Results – Sets aggressive goals and is accountable for continuously driving improved performance, leading change and ensuring high standards.
  • Strong executive presence and excellent communication and presentation skills

Key Relationships:

  • Reports to: AVP Employee & Integrated Marketing  
  • Direct reports/team:  4-5 direct reports
  • Key Stakeholders: Group benefits business and marketing team



up to 25%


Business Category

Global Benefits Marketing


Number of Openings



The wage range for this position specific to Colorado is ($107,000 to $137,300).  You may be also eligible for the MetLife Annual Variable Incentive Plan ("AVIP").  Your eligibility for an AVIP award are governed by the terms of the applicable plan or program documents. MetLife offers a comprehensive benefits program that includes  Medical, Dental, Life, Vision plus Retirement benefits and Paid Time Off.


“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 our subsidiaries and affiliates, is one of the largest life insurance companies in the world. Founded in 1868, we are a global provider of life insurance, annuities, employee benefits and asset management. Our employees serve approximately 100 million customers, individuals and businesses, including over 90 of the FORTUNE 100®. 


We are ranked #40 on the Fortune 500 list and #48 on the Forbes Global 500 list. We have operations in nearly 50 countries, and hold leading market positions in the United States, Japan, Latin America, Asia, Europe and the Middle East. We are also one of the largest institutional investors in the U.S. with an over $500 billion general account portfolio as of December 31, 2015. 


In 2015, FORTUNE Magazine’s World’s Most Admired Company survey named us #1 in the Life and Health Insurance industry. In 2016, we were named to the Dow Jones Sustainability Index (DJSI) for the first time. DJSI is a global index to track the leading sustainability-driven companies.


While we have tremendous respect for the past, we are a company firmly focused on the future. To adapt to a changing world, we are undergoing one of the most dramatic transformations in our history to reinvent how we do business so we can thrive in any environment. We are moving away from a traditional product-development model to one driven by customer insights. We are challenging historical norms by humanizing our industry and designing every customer experience to reflect the modern company we’re becoming. 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.


At the center of our business strategy is a commitment to One MetLife – collaborating, sharing best practices, and recruiting, developing and retaining the best talent in the industry. We live by our values:  Put Customers First, Be the Best, Make Things Easier, and Succeed Together. They guide how we operate every day. 

MetLife is committed to building a purpose-driven and inclusive culture that energizes our people. Our employees work every day to help build a more confident future for people around the world.


We want to make it simple for all interested and qualified candidates to apply for employment opportunities with MetLife.  For further information about how to request a reasonable accommodation, please click on the Disability Accommodations link below.


MetLife maintains a drug-free workplace.