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VP, Digital Marketing Capabilities

Date Posted: Dec 26, 2018

Location: New York, NY, US, 10036

Company: MetLife

Position: Vice President, Digital Marketing Capabilities


Job Location: New York City, USA



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, Today, GBM is a strategic, customer-focused marketing practice that is dedicated to driving business impact across the globe. 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. GBM has 450+ employees in global, regional and local roles.


The Role:

This role sits with in the Customer Experience Design department. This team’s role is responsible for executing MetLife’s global digital marketing capabilities roadmap. The goal of this program is to introduce, scale and optimize global digital marketing standards, skills, tools and best practices that demonstrably drive growth in customer acquisition, retention and loyalty. Reporting to the SVP, Customer Experience Design, the Vice President will be a key member of the Global Brand Marketing leadership team. S/He will partner closely with MetLife’s regional and country marketing teams, and with the Global Technology and Operations (GTO) team, to develop business cases for new marketing technology investments, demonstrate business results through pilots, scale pilots through proven playbooks and templates, and optimize business results through experimentation, testing and creating a marketing culture of continuous improvement, based on data.


Key Responsibilities:

  • Partner with regional and country marketing leaders to identify and prioritize a portfolio of digital marketing & customer engagement programs that enable MetLife’s go-to-market models
  • Act as the single global marketing stakeholder to GTO for prioritizing, developing and deploying marketing technology across MetLife’s geographies and lines of business
  • Provide management oversight of all investments in MetLife marketing technology - including the global IT SLA, marketing investment programs and digital agency spend - to optimize for efficiency and business impact
  • Build and deliver a global digital marketing capabilities roadmap that introduces and scales prioritized digital marketing programs with projected business impact
  • Partner with GTO to define and deliver a global marketing technology roadmap and investment cases that align to and support the digital marketing capabilities roadmap
  • Provide strategic direction for the development of MetLife’s marketing technology stack, including marketing automation, marketing data management, the global template site, digital analytics, programmatic media and email. Define the high-level business requirements that guide how the technology stack is developed and implemented
  • Build a portfolio approach to MetLife’s digital marketing capabilities roadmap that meets the needs of MetLife’s most sophisticated markets while providing affordable solutions to smaller geographies.
  • Define and scale global digital marketing processes and standards, where appropriate
  • Ensure that all MetLife marketers have access to the training and enablement needed to execute digital marketing tactics and programs
  • Partner with regional and country marketing leaders, as well as with GTO to:
    • Build business cases that accelerate MetLife’s investment in digital marketing, digital customer engagement and marketing technology
    • Pilot and prove digital marketing programs in market
    • Scale digital marketing programs across markets and regions, integrating common toolsets, consistent processes and global playbooks and templates
    • Build a culture of continuous improvement through closed-loop experimentation, testing and optimization, supported by agile methods
  • Lead in-Region Digital Capabilities functions to align with global priorities, plan and organize digital marketing program implementations and extend digital capabilities to local markets to drive business result
  • Develop, manage and motivate a team of digital marketing practice leaders responsible for defining and scaling domain best practices, along with the tools that support them, across content strategy/SEO, paid/programmatic media, design/user experience, marketing automation/email marketing, digital analytics and testing, and marketing data management


Key Relationships:

  • Reports to: SVP, Global Customer Experience Design
  • Direct reports/team: Global Digital Capabilities Leads, Regional Digital Capabilities leads
  • Key Stakeholders/partners: Regional and Local Market CMO’s, Global Marketing Strategy & Sciences, Global Technology Organization


Candidate Qualifications:

   Essential Business Experience and Technical Skills:

  • Minimum of 15 years’ experience in marketing management and product management disciplines
  • Deep domain expertise in digital marketing, customer engagement, and marketing technology, including substantial experience leading the strategic development and deployment of a marketing technology stack
  • Deep understanding of digital marketing best practices, including content strategy and SEO, marketing automation, digital marketing analytics and testing, design/user experience, programmatic media and marketing data management
    • Deep understanding of product and engineering best practices, including customer and product discovery, agile methods and web/dev ops


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
  • Drives for Results – Sets aggressive goals and is accountable for continuously driving improved performance across the team
  • Delivers Differentiating Solutions – Works effectively with the business to define, prioritize and deliver the solutions needed to add value
  • Focused on Digital – Plans and executes compelling digital activation to actively nurture prospects through the funnel
  • Optimizes Marketing Performance – Collects and interprets data to measure performance against goals to drive continuous improvement
    • Develops Experience Strategy and Roadmap – Crafts the strategy for delivering a distinctive experience that deepens our relationship with customers


Leadership Competencies:

  • Thinks Strategically – Sets direction aligned to the company’s strategy, applying external and global perspective to meet local and global needs
  • Motivates People – Gains people commitment to achieve business objectives through clear communication of the company’s vision and flexing leadership styles to inspire high performance
  • Creates Partnerships – Authentically builds trusted relationships and collaborates across global, 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
  • Drives Results – Sets aggressive goals and is accountable for continuously driving improved performance, leading change and ensuring high standards



MetLife is a proud equal opportunity/affirmative action employer committed to attracting, retaining, and maximizing the performance of a diverse and inclusive workforce. It is MetLife's policy to ensure equal employment opportunity without discrimination or harassment based on 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.

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Requisition #: 105532 

Nearest Major Market: Manhattan
Nearest Secondary Market: New York City