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Director-Regional Business Marketing

Date Posted: Nov 30, 2017

Location: Bridgewater, NJ, US, 08807

Company: MetLife

Job Location: United States : New Jersey : Bridgewater  


Role Value Proposition: 

The Group Benefits Marketing organization will directly impact accelerating profitable growth in Group Benefits and optimizing shareholder value for MetLife. The organization will support the profitable growth targets in all 3 market segments – National, Regional, and Small– by having direct accountability for Employer/Broker and Consumer Marketing, Broker/Exchange Relationship Management, Customer Centricity, Digital Strategy, Product Center of Excellence and Field Support.


This includes working with the Product Center of Excellence, Distribution Leaders, Market Heads, Product/Pricing heads, Brokers and Employers to develop effective value propositions and strategies for each product, growth initiative and market segment.


This organization will create strategies to drive profitable revenue growth by achieving participation and retention rates outlined in the business plan. Considerations must include economics of approaches, competitive environment, and employer perspectives on enrollment. The organization will also partner with corporate marketing and centers of excellence regarding competitive landscape and identify key emerging trends along with the demographic and behavioral attributes that defines the Group employer, broker and consumer segments.


Key Responsibilities:

The successful candidate will partner closely with Regional Market leadership, product development, sales management and wholesaling organizations in support of these activities. He or she will serve as a subject matter expert and develop and implement sales enablement capabilities, marketing campaigns and other programs to build awareness and demand for MetLife products, services and capabilities with brokers and employers. In collaboration with global brand and market intelligence teams, the Marketing Director will create holistic marketing plans that promote the Group value proposition and differentiate MetLife in the market. Drawing on expertise in research, segmentation and analytics/modeling the successful candidate will create multi-channel strategies that connect with the target audience throughout the lifecycle to drive measurable impact for the business.

  • Partners and consults with cross-functional areas, including Segments, Products, Sales, Service, Global Brand, Communications, Research and Legal, to develop, align and execute strategies.  Demonstrates the acumen in interfacing with diverse internal clients; builds the ability to speak for the business and Marketing team.
  • Supports the development of value propositions that differentiate MetLife in the market with brokers, employers and employees.
  • Identifies opportunities through research and analysis of relevant market trends, customer segmentation, competitive activity and the needs and behaviors of employers and brokers.
  • Define marketing requirements and opportunities to improve profitability; provides management with sound market intelligence to formulate marketing strategies.
  • Utilizes research and data, both external and internal, to develop insights into industry, products and/or target segments and contributes to identifying marketing implications and opportunities.
  • Develops holistic marketing plans that are based on a clear understanding of growth strategies and marketing's ability to impact business objectives.
  • Oversees end-to-end campaign development (e.g., list sourcing/validation, copywriting, creative, distribution, measurement).Establishes metrics to allocate media spending based on clear understanding of the returns on investment and campaign optimization strategies.
  • Oversees the development of impactful marketing communications to use the most effective channels given the target audience and objectives.  Articulates differentiated positioning in a clear, compelling and concise way by adapting the communication style based on the tactic/channel. 
  • Oversees the creation of sales enablement tools to empower sales teams to tell our story in market to close deals and serve our customers. Manages marketing efforts across sales channels to maximize profitability.
  • Coordinates with key marketing partners, both internally Group and corporate to achieve objectives.


Essential Business Experience and Technical Skills:


  • 10+ yrs. relevant marketing and experience.
  • 5+ years of management/leadership experience.
  • Provides marketing leadership to drive business impact for the Regional business.
  • Engages in cross-functional teams and agency/vendor management to help develop marketing strategies that align with key business areas.
  • Allocates resources and budget based on business and marketing opportunities.
  • Strong marketing communications and positioning skills, including proven copywriting capabilities to support multi-channel marketing.



  • Ability to think strategically, understand business risk and apply creative problem-solving skills.
  • Ability to interface effectively with diverse clients and build strong relationships; Ability to interface with senior level partners.
  • Ability to work cross-functionally and partner in a team environment to execute on assigned responsibilities.
  • Strong project management skills.
  • Demonstrated interpersonal, influence and negotiation skills.
  • Knowledge of the business and benefits industry a plus – products, distribution and service function.
  • Bachelor’s degree in Marketing or related field, or an advanced degree in business or marketing is highly preferred.

Business Category

Global Brand & Marketing


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.

Nearest Major Market: New Jersey