The AVP, U.S. Marketing Strategy, role is one of several new positions created as a result of an ongoing transformation to centralize core marketing capabilities into a strong functional hub able to provide strategic guidance and holistic perspective across all U.S. Business Lines. The successful candidate will be responsible for building and executing an overall marketing growth strategy that aligns with goals and objectives at the business, U.S. regional, and enterprise levels.
In the U.S., MetLife provides a variety of insurance and financial services products, including life, dental, disability, property & casualty, guaranteed interest, stable value and annuities primarily through the workplace as well as institutions and direct-to-consumer. The successful candidate, in partnership with the Global Marketing Science and Marketing Strategy teams, will leverage customer segmentation and other research as part of an insights-driven marketing approach to help develop, validate, and activate value propositions for all U.S. business lines.
The AVP, U.S. Marketing Strategy, will collaborate with internal and external peers and partners to ensure a holistic and effective marketing approach. He or she must be comfortable in fluid situations, exhibit high organizational and emotional intelligence, and demonstrate the agility needed to thrive in transformation environments. This role represents an opportunity to join MetLife in a leadership role during an exciting period of evolution. Marketing is at the core of this transformation and enterprise strategy, and this person will be part of helping define the way forward for the next chapter at MetLife.
The AVP, U.S. Marketing Strategy, will operate as a strategic marketer with responsibility to advance MetLife’s core strategic goal to deliver the right solutions to the right customers, with emphasis on the “customer.” He or she will build stakeholder support and drive One MetLife alignment in a highly-matrixed organization through direct and influence leadership. Essential responsibilities include:
MetLife, through our subsidiaries and affiliates, is one of the largest life insurance companies in the world. Founded in 1868, we are a global provider of life insurance, annuities, employee benefits and asset management. Our employees serve approximately 100 million customers, individuals and businesses, including over 90 of the FORTUNE 100®.
We are ranked #40 on the Fortune 500 list and #48 on the Forbes Global 500 list. We have operations in nearly 50 countries, and hold leading market positions in the United States, Japan, Latin America, Asia, Europe and the Middle East. We are also one of the largest institutional investors in the U.S. with over $500 billion in our general account portfolio as of December 31, 2015. In 2015, FORTUNE Magazine’s World’s Most Admired Company survey named us #1 in the Life and Health Insurance industry. In 2016, we were named to the Dow Jones Sustainability Index (DJSI) for the first time.
While we have tremendous respect for the past, we are a company firmly focused on the future. To adapt to a changing world, we are undergoing one of the most dramatic transformations in our history to reinvent how we do business so we can thrive in any environment. We are moving away from a traditional product-development model to one driven by customer insights. We are challenging historical norms by humanizing our industry and designing every customer experience to reflect the modern company we’re becoming. Our goal in everything we do is to offer customers truly differentiated value propositions that allow us to establish clear competitive advantages. We pride ourselves on being a trusted partner to our customers as they navigate life’s twists and turns.
At the center of our business strategy is a commitment to One MetLife – collaborating, sharing best practices, and recruiting, developing and retaining the best talent in the industry. We live by our values: Put Customers First, Be the Best, Make Things Easier, and Succeed Together. They guide how we operate every day.
Marketing sits at the heart of the new MetLife enterprise strategy. The drive towards customer centricity and a global brand is one of the four cornerstones of this strategy and a key lever to support MetLife’s ambition to be the most sought after insurance company for customers. As such the role of brand and marketing needs to evolve from having been an effective support function to becoming an inspired, dynamic force and one that will drive strategic, customer-led growth. The mandate is to elevate MetLife and become a world-class, consumer-led marketing function creating clear marketing strategies and capabilities based on customer insights and segmentation. Additionally, MetLife is committed to digitize the business and enable a profound enterprise transformation.
Our goal is to transform MetLife into a beloved and authentic brand on a world-class scale. One that is “bought” rather than “sold” with a philosophy and practice of customer-first in everything the company does thereby creating and cultivating long lasting relationships.
Historically, marketing in the U.S. for MetLife has been largely decentralized, with teams siloed within each of the different business lines:
Under the leadership and vision of a new Chief Marketing Officer, these teams were brought together and centralized under a newly created U.S. CMO with the intent to revitalize the iconic MetLife brand and integrate marketing across all U.S. businesses. Within U.S. Marketing, the newly-formed U.S. Marketing Strategy team focuses on identifying and defining marketing strategies to anticipate and deliver on customer needs, perceptions, and motivations critical to driving stronger customer relationships resulting in sustained growth. Our approach to strategy centers on combining deep customer insights and analytics with a pragmatic, operationally-focused approach to problem-solving. By partnering closely with the local business and global teams, the U.S. Marketing Strategy team is responsible for helping them meet their short and long-term growth expectations through marketing strategies, value propositions, and pilots.
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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