AVP, US Marketing Strategy
Location:
New York , New York
Posted:
April 10, 2017
Reference:
42442-en_US

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: 

  • Develop an overall U.S. marketing growth strategy that aligns with business objectives and enterprise strategic priorities
  • Provide strategic marketing leadership, frameworks, and methodologies in support of business line objectives:
    • Conduct research and analysis to define customer insights
    • Develop and validate value propositions for prioritized customer segments
    • Architect brand portfolio strategies across multiple brands/products
    • Tailor customer insights, competitor intelligence and pragmatic marketing solutions to specific products and distribution channels
    • Quickly gain a deep understanding of MetLife’s competitive environment and target customers, their wants and needs, to help create a differentiated, industry-leading delivery model
    • In partnership with business leadership, strategy and marketing teams, create operationally-focused marketing plans with keen focus on tackling key business challenges and meeting business and financial goals
  • Design and implement comprehensive marketing pilots, from market sizing and business model design to target optimization and financial analysis
  • Define information needs, fact finding, and data analysis to support strategic problem solving and sound decision making
  • Work closely with numerous peers in  Global Brand and Marketing to define, deliver and execute the brand strategy
  • Build strong working relationships, stakeholder support, and credibility at all levels of the organization through the demonstration of deep subject matter and disciplinary competency

 

  • 10+ years of diverse and progressively senior full life-cycle  marketing experience,  from strategic planning through go-to-market execution, marketing communications, and brand/product management
  • Relevant expertise in strategic brand building and innovation; demonstrated success managing world-class brands at the  company, business unit and product level
  • Strong record of success developing talent and leading teams with significant marketing-driven P&L responsibility
  • Ability to deliver customer-centric advice optimized for both B2C and B2B2C channels based on insights-led research
  • Excellent analytical skills with significant experience leading data-based decision making and distilling large amounts of data into clear, concise stories
  • Demonstrated experience navigating and leading within a highly matrixed, complex environment; exceptional collaboration and influencing skills with a track record of motivating change through well-structured, data-supported, and clearly articulated recommendations
  • Entrepreneurial-like innovation experience within a larger company or brand would be desirable
  • Operational business experience; ability to make decisions and drive towards results
  • High learning agility and intellectual curiosity; ability and desire to quickly develop a keen understanding of MetLife’s business strategies, models, products, and key offerings
  • Accomplished change management leader
  • Undergraduate degree required;  MBA or other advanced degree preferred

 

:

  • Reports to:                 VP, U.S. Marketing Strategy & Acquisition
  • Direct reports/team:   1
  • Key Stakeholders:      Global Marketing Strategy, Enterprise and U.S. strategy teams, U.S. Masterbrand marketing team, Business Unit marketing leads, Business Unit strategy leads, Global and U.S. Marketing Science

 

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:

  • Group Benefits.  MetLife enjoys long-standing relationships with many of the largest corporate employers in the U.S.  Products include life, dental, group short- and long-term disability, long-term care, accidental death and dismemberment, critical illness and accident & health coverages, as well as prepaid legal plans.
  • Property & Casualty.  MetLife is the leading auto & home insurance provider to millions of employees through their employers, as well as selling through independent retail agents and directly to consumers online.
  • Retirement & Income Solutions (RIS).  MetLife provides funding and financing solutions that help institutional customers mitigate and manage liabilities associated with employee benefit and retirement programs.
  • Direct-to-Consumer.  Direct delivers select MetLife insurance products to consumers through digital direct sales as well as offline acquisition marketing activities.

     

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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A little about us:
MetLife offers life insurance, disability income insurance, car insurance, employee benefits and more.

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