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Director, Brand Activation & Integrated Marketing Asia

Date Posted: Jan 13, 2022

Location: HK

Company: MetLife

Job Title: Director, Brand Activation & Integrated Marketing

 

Department:

The MetLife Asia Brand & Marketing team has been evolving in line with MetLife’s transformation to a company that delivers greater value for our customers, employees and shareholders, Today, the MetLife Asia Brand & Marketing team is a strategic, customer-focused marketing practice that is dedicated to driving business impact across Asia.

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.

 

The Role:

This role sits within the regional marketing department and reports to the VP, Digital and Integrated Marketing. The role is a central part of the transformation of marketing at MetLife, leading the shift from one-off market-level execution to a consistent, data-driven approach to executing marketing campaigns and programs that can scale globally. This team is responsible for driving business impact by activating the brand through seamless integrated experiences and content. The team works with local and regional marketing teams to develop ideas that are then incorporated into all customer touchpoints (e.g. experiences, content, web, etc.) to build preference and consideration for the MetLife brand, growing consumer demand for our products and services, and engaging and retaining existing customers with always-on content. Also, the role will be responsible for enabling local markets to deliver best-in-class marketing programs through best-practice demonstration, documentation, training and workshops and active review and the development of global standards and execution frameworks.

 

Key Responsibilities:

  • Create regional program that delivers on the opportunity to activate the MetLife brand through global channels, campaigns and customer engagement in market
  • Lead the Integrated Marketing, Content Strategy, Brand Activation to develop GTM programs
  • Leverage the MetLife global website and social channels to drive global awareness of the brand through owned and organic channels and balance market specific content with driving engagement around Asia overall
  • Fully integrate digital marketing and always-on content into the integrated marketing ecosystem and develop regional strategies and capabilities to support local marketing teams and build capabilities around always on marketing
  • Drive development of regional marketing campaigns, including agency selection, development of big ideas, funnel execution, creative development, content and channel strategy and performance measurement strategy
  • Lead and support local teams to help activate brand activation capabilities at scale, leverage global /regional programs, and support campaign and always on programs in market

 

Key Relationships:

• Reports to: VP, Asia Digital & IMC

• Key Stakeholders: Regional and Local Market CMO’s, Marketing Strategy and Sciences, Brand Design, Customer Experience Design, Digital Enablement

 

Candidate Qualifications:

Essential Business Experience and Technical Skills:

  • Minimum 15 years of experience planning, developing and implementing integrated marketing campaigns
  • Proven track record of combining marketing executions, digital marketing and content strategies in the creation of differentiated, motivating consumer messaging
  • Deep demonstrated understanding of marketing best practices, including funnel and channel strategies, agency selection and management, creative oversight, campaign testing and measurement frameworks, content strategies and sponsorship and promotions

 

Business Competencies:

  • Develops Focused Strategies and Plans – Sets clear direction on how to activate customer solutions through effective integrated multi-channel plans
  • Leads the Case for Change – Builds trusted relationships and makes clear fact-based recommendations to effectively demonstrate impact and drive change through the organization
  • Builds Purposeful Brands: Establishes and nurtures the MetLife Brand Strategy and Local Brand Expression
  • Develops Insight Led Value Propositions: Identifies, develops and validates winning Value Propositions
  • Produces Impactful Creative – Effectively develops and executes integrated campaign
  • Executes efficiently Across the Funnel – Applies a deep understanding of what is needed to actively nurture prospects through the funnel

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.