AVP Marketing Activation Leader

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Date Posted: May 9, 2023

Location(s): New York, NY, US, 10166

Company: MetLife

Position:  AVP Activation Leader


Job Location: New York, NY


The Role: 


As the AVP Activation, you will program manage and enable a richer and more robust customer experience that translates to successful outcomes.  Working in collaboration with Marketing, the business, Sales and Technology, you will bring excellence in ensuring our experience strategy and design and channel activation create the forecasted outcomes for our customers and for MetLife.  Also, you will have a proven track record of growth through digital using data and understanding customer journeys.  This role inspires collaboration and will ensure alignment of execution to the specific business and customer outcomes.  In addition, you will drive efficiency and effectiveness of marketing in region via all appropriate channels, enabled by our Marketing Operations and Digital data team.

As the marketing activation leader, you will plan and manage the marketing engagement plan and usage to generate repeat sales and achieve revenue goals. This includes setting channel strategies to attract the right customer type and ultimately a simplified path to purchase, activation, and usage for our customers. This will include helping to build a team of activation producers who can size the market opportunity, define the ROI by channel and help differentiate the experience for MetLife.

Additionally, you will also collaborate across teams and business functions on multi-channel, multi-tactic campaigns and test plans to ensure we delight customers.


Key Responsibilities:

Responsible for leading the channel strategy and program execution of MetLife Multi-Channel Marketing programs and campaigns.


Responsibilities include:

  • Support MetLife Marketing on our mission to develop and manage a modern, data-driven, customer-centric, and performance-oriented marketing organization
  • Review Business and Marketing program initiatives. Assess current competitive landscape for go to market strategy, business objectives.
  • Working with Sales, Service, Finance and our marketing partners, develop a robust financial business case based on audience conversion rates by channel. 
  • Create refined use cases to expedite design for our CX team and development for our Technology team. 
  • Create, manage, and optimize activation plans for our initiatives; ensure they deliver robust and measurable results for our internal clients and business partners.
  • Build and manage a growth-focused channel activation team across web, email, social, media, SMS, chat and working with Sales and Service to deliver best-in-class customer experiences that achieve sales and revenue goals. 
  • Develop and manage multivariate testing plans and results that embed marketing attribution
  • Collaborate with brand, corporate marketing, customer insights, product, technology, and business stakeholders to help ensure alignment between strategic priorities, business objectives, and measurable outcomes.
  • Contribute to the development of knowledge management, workflow, and operational excellence
  • Coach and train teams on advanced subject matter and operational excellence
  • Educate our Marketing teams, internal stakeholders, and partners on how we develop creative means to drive customer engagement and conversion.  Share how we measure and optimize web, apps, social media, digital media, chat and email designs and functionality
  • Mentor and develop marketing talent to create a strong pipeline of future marketing leaders
  • Educate and inspire collaboration across multiple functions.
  • Attract and retain key talent and contribute to creating a culture and DNA of a modern, performance-driven marketing organization


Key Relationships:

  • Reports to: SVP Customer Experience, Marketing Performance and Operations
  • Other Key Stakeholders: Chief Marketing Officer, Heads of Regional Marketing – EMEA, Asia, LATAM, Heads of Group Benefits Marketing and Product, Head of MIM Marketing, Head of RIS Marketing, Corporate and Institutional CMO, Regional and Business Unit Leaders, Data, Technology, and Sales


Essential Business Experience and Technical Skills:

  • Bachelor’s degree in economics, marketing or other relevant field
  • 10+ years’ experience leading digital marketing activation across Web, digital products and apps, social and email platforms with a proven track record on how results were delivered and attributed to Marketing, preferably for a global organization
  • 10+ years of hands-on digital marketing program management experience working across multiple channels, Technology Development, Service/Cross Sell and Partners
  • 7+ years of creating and managing high-level user-flow design to help show the user journey to design and development teams.
  • 7+ years of developing financial business cases and prioritizing use cases, working across Finance, Technology, Sales, Business, Product and Marketing Partners.
  • 7+ year experience with a major CRM system, such as Microsoft Dynamics or Salesforce.com to ensure proper execution of campaigns for Sales and Service teams.
  • 7+ years in a professional role in a digital product or digital marketing organization at an agency, software or fintech preferred
  • Strong knowledge of Adobe Analytics, audience structures and user data flows between Marketing software, third party databases.
  • Proven track record of driving strategies and tactical performance levers that drive performance marketing and lifecycle marketing
  • Proven track record developing high performing teams
  • Agile marketing experience
  • Proven thought leader and change agent
  • Excellent analytical and conceptual problem-solving skills
  • Charismatic communicator and presenter
  • Reliable leader with strong values
  • Intrinsic performance orientation and a passion for people development
  • Proven track record of collaboration with cross functional stakeholders, peers and team members
  • Comfortable with ambiguity and change
  • Self-sufficient high performer who enjoys driving the success of your team
  • Experience in insurance and/or financial services a huge plus


MetLife Success Principles:

  • Experiment with Confidence – Courageously learn and test new ideas without fear of failure
  • Act with Urgency – Demonstrate speed to action with agility and determination
  • Seek Diverse Perspectives – Source ideas and feedback to expand thinking and make informed decisions
  • Seize Opportunity – Drive responsible growth and identify areas for continuous improvement
  • Champion Inclusion – Foster an environment where everyone is valued, heard, and can speak up
  • Create Alignment – Partner with others across the organization with candor and transparency
  • Take Responsibility – Be accountable and act in pursuit of the right outcomes
  • Enable Solutions – Anticipate and address obstacles while managing risk
  • Deliver What Matters – Execute meaningful priorities and follow through on commitments



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 $579.8 billion of total assets under management as of December 31, 2022. We are ranked #50 on the Fortune 500 list for 2022. In 2021, we were named to the Dow Jones Sustainability Index (DJSI) for the sixth 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 2022 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. Visit us at www.metlife.com to learn more about our brand, history, and values. 


We want to make it simple for all interested and qualified candidates to apply for employment opportunities with MetLife.  If you need assistance and/or a reasonable accommodation due to a disability during the application or the recruiting process, please send a request to accommodations@metlife.com or call our Employee Relations Department at 1-877-843-3711.


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.

Nearest Major Market: New York City