Group Benefits is responsible for the strategic direction, growth and management of MetLife's industry-leading U.S. employee benefits business. Our sales force works directly with customers or through brokers, exchanges, and other third parties to distribute our broad range of Group Life, Dental, Vision, Group Disability, Total Absence Management, Property & Casualty, Accident, Hospital Indemnity, Critical Illness and Legal Plan products and services. Group Benefits has implemented a market-based structure and invested in key capabilities to meet the needs of its customers in small, mid-sized and large enterprises in line with core strategies to protect and grow our business.
AVP, Consumer Engagement and Product Marketing, Group Benefits
The AVP, Consumer Engagement & Product Marketing, lead a staff of senior marketing associates responsible for driving consumer awareness, engagement, and enrollment across all of MetLife’s group voluntary and core products, both P&C and non-P&C. Reporting directly to the VP, Group Benefits Marketing, he or she will provide strategic development and program direction of go-to-market strategies and vehicles for campaigns and communication initiatives. He or she will be responsible for developing and deploying talent to build new competencies around consumer marketing and enrollment within the organization.
The successful candidate will work closely with Market Segment and Group Product leaders, the P&C organization, Distribution, Global Brand and Marketing and other partners within the Enrollment organization to develop best-in-class direct-to-consumer (“second sale”) traditional and digital campaign strategies and assets tailored to specific market segments. He or she will utilize industry best practices and market research to optimize campaign performance, maintaining brand integrity and focus on user experience through all program execution.
Marketing and customer engagement strategy and innovation
Drive innovation in marketing and employee communication; apply best-in-class digital marketing and consumer segmentation strategy to connect with and create a point of relevance for employees of our institutional customers
Leverage analytics, data, market research, and test and learn strategies to drive both traditional and digital campaign development and optimization; make this a core competency and practice of the team
Develop new and engaging ways to communicate and educate employees to drive increased participation in voluntary benefits; expand the creative use of digital marketing in particular, including videos, microsites, mobile technology/optimization and apps, and “gamification,” for example
Optimize the use of online media optimization for targeted campaigns, including search, portal, and websites
Identify and analyze customer segments based on demographics, industry, employer and other criteria to tailor marketing campaign tactics, messaging, and execution to expand customer reach, engagement, and conversion
Marketing Campaign Development and Execution Oversight
Work with Group Benefits Market and Product leaders to develop and execute multichannel (digital, traditional, onsite) marketing campaigns across market segments and multiple (13+) products, including:
B2B product communications designed to grow new employer sales and meet engagement objectives
B2B2C communications and enrollment materials designed to increase employee participation
Provide customization and execution guidance to Enrollment & Communication Leaders, Account Managers and Consumer Engagement Marketers
Guide development of integrated multi-channel and targeted marketing campaigns to optimize communication with our customers’ employees; strive to continuously improve user experience
Oversee development and execution of enrollment presentations and tools designed for client and broker meetings both pre and post-sale; develop training materials for the Sales team and other presenters
Work with creative agencies to develop new campaign materials, including writing and editing
Manage budgets, tracking, and administration of program costs and internal processing
Internal partnership & holistic brand management
Oversee the Product Marketing team to ensure consistency in message and overall production of the marketing asset
Interface closely with MetLife corporate communication, brand and creative teams to maintain brand integrity and customer centricity through all program execution
Partner with business units, agencies, and database groups on website behavior reporting, tracking, analysis, and optimization
Forecast program sales results and ROI; partner with Marketing Science team to evaluate results
Conduct market research as appropriate in conjunction with Corporate Marketing and Marketing Science
Work with internal resources (Corporate Marketing, Legal) as well as with external print and/or creative agencies to develop and execute creative initiatives outlined in the marketing communication strategy, including collateral programs, websites and e-commerce applications, sales support materials, etc.
Provide marketing and project management consultative services to assigned business areas as needed
Business Knowledge/Technical Skills:
Minimum 7-10 years of relevant direct-to-consumer marketing experience, ideally including 5+ years within financial services
Direct and influence leadership skills, including 5+ years of management of senior teams
Strategic marketing leader and business thought partner with focus on full customer life-cycle (acquisition and retention
Experience developing and managing innovative and diverse marketing programs of similar scope and scale with demonstrable impact on business growth
Strong multichannel marketing campaign experience, including multifaceted digital marketing expertise
Understanding of key marketing analytics and reporting; ability to derive actionable insights from data
Demonstrated expertise in up-to-the-moment marketing and advertising techniques
Excellent presentation, oral, verbal and written communication skills; ability to work effectively with diverse partners across functions and levels, including executive management
High organizational intelligence; ability to develop productive cross-functional partnerships at the line of business, regional, and enterprise levels
Resilience and agility; able to adjust priorities in response to dynamic environments
Innovative problem solver with focus on results
Strong organizational skills and attention to detail
BA/BS degree required; MBA preferred
Reports to: VP, Group Benefits Marketing
Direct Reports: Overall team of 10 reports overseeing Product Marketing, Consumer Marketing Campaign Management, Innovation
Other Key Stakeholders: Group Benefits business, distribution, product specialists, and pricing partners; Enrollment & Communication Leaders, Global Brand & Marketing, including Marketing Science and Corporate Advertising, MetLife Auto & Home
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 #: 37121