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Director, Integrated Marketing

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Date Posted: Sep 19, 2022

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

Company: MetLife

Job Location: Bridgewater, NJ; New York, NY.

 

Retirement & Income Solutions (RIS) Marketing
MetLife Retirement & Income Solutions (RIS) helps institutional customers create a more secure financial future for themselves and their key stakeholders. To deliver on this challenge, the RIS business has developed and refined a disciplined, long-term approach that leverages a mix of investment opportunities, protection strategies and guaranteed income solutions.  The products in our portfolio include annuities, funding agreements, life insurance, and stable value investments, all of which are delivered with excellence through our decades of knowledge and deep understanding of market needs.

 

As a strategic partner to the RIS business, the RIS Marketing Team is charged with developing and executing value-driven marketing solutions that build awareness of our leadership in the retirement space and drive engagement with Plan Sponsors and Intermediaries to help RIS build remarkable and enduring customer relationships.

 

Role Value Proposition:

The RIS Integrated Marketing Director plays a leadership role in delivering a consistent and seamless experience across traditional and non-traditional marketing channels for each of the lines of business in RIS. This will require focus on the creation and development of the RIS brand, content, and supporting digital properties needed to drive business growth.

 

Specifically, this role requires comprehensive understanding and leadership in the following areas:

 

  • Web / SEO
  • Social media
  • Direct mail and email
  • Creative, content development, and production
  • Media planning and buying
  • Performance metrics, data analysis, and key results reporting

 

To be effective in the role, you need to be hands-on in daily execution but also adept in setting overall vision that highlights the path for success. You’ll also need to be a natural collaborator who partners across different areas and can move things forward through alignment and partnership. Important will be a digital-first mindset and someone that can deliver the next level of digital marketing capabilities to strengthen lead acquisition and lead nurture at critical touchpoints along the sales journey. This includes leveraging thought leadership as a pillar of the digital strategy and leading a staff of marketing associates responsible for developing compelling content, campaigns and communication vehicles that will drive customer engagement for all of MetLife’s retirement and income products. Core to all of this is clearly showing how marketing priorities align to business priorities to strategically drive the business forward.

 

Achieving success will require working closely with all critical business stakeholders and internal MetLife partners such as Global Technology & Operations (GTO) and Global Brand & Marketing (GBM) to ensure excellence in all B2B campaign strategies, sales support materials and general communication assets. Ongoing performance measurement and optimization, including the use of industry best practices, is expected to continuously improve the customer experience and sales growth.

 

Key Responsibilities:

  • Define and implement an integrated marketing strategy for RIS that allows the business to drive awareness and familiarity, nurture target audiences, and ultimately generate qualified leads for Sales. The strategy should outline the optimal channel mix including web, email, paid advertising, and social media.
  • Ongoing optimization of the RIS website and capabilities through a deep understanding of customer needs and a focus on navigation, engagement, access to thought leadership, and lead generation capabilities.
  • Design and implement a process for managing ongoing content updates, including routine keyword updates for SEO purposes.
  • Partner with the Customer Marketing Team, the PR & Comms Team, and the Applied Knowledge Team to define the annual engagement calendar that guides content creation, timing and channels.
  • Guide overall creative and content production within respective budgets, ensuring that all RIS assets and campaigns deliver against key objectives and adhere to digital best practices.
  • Develop and implement a measurement strategy and consistent reporting to ensure that all marketing tactics are measured, and insights leveraged to take meaningful action for ongoing improvement.
  • Champion the adoption and scaling of marketing automation based on best-in-class techniques and approaches to ensure efficient and effective outbound communications that drive desired actions.
  • Research, discover and promote innovative digital tools and new marketing technologies that can advance our vision of improved connection with current and prospective customers.
  • Oversee agency relationships; build partnerships, monitor performance and seek improvement opportunities to advance media, audience targeting capabilities and marketing strategies. This includes leading annual media planning within defined LOB media budgets and analyzing plan performance.
  • Embody the MetLife spirit of experimentation by consistently developing small, rapid tests and iterating on learnings across platforms, creative formats, messaging and audiences.
  • Manage a team of talented marketers to bring out their best while also fostering skills growth and career development opportunities. Their success will be your success in being able to meet the range of responsibilities of this role.

 

Essential Business Experience and Technical Skills:

Required:

  • 10+ years of marketing experience with a depth in B2B digital marketing and a track record of driving business growth; Financial services or institutional insurance background strongly preferred
  • 5+ years of experience directly managing marketing teams and agencies
  • Strong working knowledge of and/or proven experience in quickly learning marketing and analytics tools such as Salesforce, Adobe, Google Analytics, Marketo, etc.
  • Knowledge of content management software and an understanding of website tagging principles, classification schema, taxonomy structures and responsive design
  • Excellent presentation and communication skills; ability to communicate effectively across all levels of the organization from external vendors to senior leadership

 

Leadership Competencies:

  • Thinks Strategically – Sets direction aligned to the RIS business objectives, applies customer perspective to meet needs.
  • Creates Partnerships – Authentically builds trusted relationships and collaborates across diverse and multi-functional teams to successfully drive business objectives.
  • Grows Talent – Inclusively and pro-actively develops talent, empowers individuals and manages diverse teams to drive engagement and performance.
  • Uses Data to Develop Insights - Demonstrated ability to use data systematically to develop relevant insights and influence decision making.
  • Drives Results – Sets aggressive goals and is accountable for continuously driving improved performance, leading change and ensuring high standards.

 

Travel

up to 15%

 

Business Category:
MetLife Retirement & Income Solutions

Number of Openings:
1

 

"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:

 

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 $642.4 billion of total assets under management as of March 31, 2021. We are ranked #46 on the Fortune 500 list for 2021. In 2020, we were named to the Dow Jones Sustainability Index (DJSI) for the fifth year in a row. DJSI is a global index to track the leading sustainability-driven companies. We are proud to have been named to Fortune magazine’s 2021 list of the “World’s Most Admired Companies.”      

 

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 is a proud Equal Employment Opportunity and Affirmative Action employer dedicated to attracting, retaining, and developing a diverse and inclusive workforce. All qualified applicants will receive consideration for employment at MetLife without regards to 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.