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Paid Media Product Manager

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Date Posted: Jul 27, 2022

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

Company: MetLife

Job Location: United States : New York (Tri-state area) or Cary (Hybrid) 




The MetLife Global Brand & Marketing (GBM) team has been evolving in line with MetLife’s transformation to a company that delivers greater value for our customers, employees and shareholders. GBM is a strategic, customer-focused marketing practice that is dedicated to driving business impact across the globe. The team is committed to designing modern, value-driven marketing solutions to help MetLife build remarkable and enduring customer relationships and successfully execute on its strategy. GBM has 450+ employees in global, regional and local roles.


Role Value Proposition: 

Paid Media Product Manager will be the leading subject matter expert on media for MetLife’s enterprise and US businesses efforts. Based on this leader’s deep knowledge and experience on media ecosystem and digital marketing, s/he will oversee media strategy, planning and optimized buying of media placements, and act as an internal consultant for priority efforts of MetLife in the US. This leader will be accountable for defining and delivering innovative, well-targeted, effective media strategies, plans and execution across a variety of media to meet and exceed business objectives.

Paid Media Product Manager will be responsible for standing up and leading an internal team specialized in media capabilities. Comprised of dedicated digital marketing, data analytics and tech experts, this team will lead improvement in the effectiveness of MetLife’s “always-on” content and campaigns, efficiency of media investments, which will ultimately deliver revenue growth and optimized return on investment.

As a critical role for MetLife’s digital transformation, the ideal candidate will have proven experience leading change management and serving as the expert and the go to person internally for media capabilities, technology and development of test plans. The person must be a strong collaborator, have excellent communications skills and have a passion for being a change agent.


Key Responsibilities:  

  • Build MetLife’s “center of excellence and execution” of media capabilities in the US, comprised of dedicated cross-functional expertise including digital marketing, data analytics and technology.
  • Lead MetLife’s change management in media, establishing this capability as a driver of campaigns and inspiration for customer experiences.
  • Lead development of media goals, objectives, strategies and roadmap based on business and marketing goals of MetLife’s lines of business in the US and enterprise functions.
  • Ensure appropriate definition of key audience targeting and strategy for digital media deployment
  • Define actionable experiences in partnership with business stakeholders to advance key audiences along their journeys
  • Oversee development of integrated media briefs to ensure that campaign objectives and requirements are clearly laid out for effective campaign execution.
  • Lead translation of audience journey and integrated media brief into deployable media strategies and tactics, including targeting, media strategy & approach, media mix allocation online & offline, tactical execution plan and measurement plans.
  • Ensure effective planning of measurement approach for all campaigns
  • Establish best-in-class digital marketing practices, test-and-learn strategies and tactics. Collaborate with internal partners for improved optimization of media capabilities.
  • Lead media agency and media partnerships.
  • For Paid Search activities, lead keywork development and optimization, ad copy creation and optimization, bidding, tracking and reporting efforts.
  • For Display and Paid Social efforts, lead campaign management, drive optimization of media buys and ensure appropriate campaign measurement and reporting.


Essential Business Experience and Technical Skills:


  • 10+ years of media strategy, planning and buying experience, with focus on strategic and operational planning and execution
  • Experience with the concepts, approaches and issues involved in integrated planning
  • Experience with the timelines, processes and needs of the implementation of all media
  • Knowledgeable about new approaches and developments in digital planning
  • Demonstrate critical thinking and problem solving
  • Technical proficiency, particularly with media systems
  • Keep abreast to the development and trends in the ever-changing media landscape
  • Experience in Agile practices and delivery
  • Ability to drive responsible growth and identify areas for continuous improvement
  • Ability to lead, influence and operate effectively in a highly matrixed and complex environment in order to align and foster collaboration with stakeholders at all levels and drive performance
  • Ability to decisively resolve priorities, manage risks and take responsibility for the execution in pursuit of the desired outcomes.
  • Entrepreneurial and experimental mindset, can-do spirit and ability to work and thrive in an evolving environment




Global Salary Grade

14 M


Contact Information

Bernadette Jones




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. 


The role is eligible for incentive compensation under the MetLife Annual Variable Incentive Plan ("AVIP").  Your eligibility for and award of incentives are governed by the terms of the plan. MetLife offers a comprehensive benefits program that includes Medical, Dental, Life, Vision plus Retirement benefits and Paid Time Off.



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 $669 billion of total assets under management as of December 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.  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 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