Lead, Brand Activation - Customer Experience & Design

  • Company: MetLife
  • Location: New York, New York
  • Posted: February 03, 2017
  • Reference ID: 39901-en_US

Job Location: United States : New York : New York  



The Customer Experience & Design team is responsible for elevating MetLife’s relationship with customers, ensuring that how they interact with all the branded touch-points are differentiated, exceed expectations and create a preference for the brand.  


The goal is to not only improve the experience at key moments of truth (marketing campaigns, sales, claims process, call center interactions) but to explore ways to delight customers through their journey, and deepen the company’s relationship with the customer beyond key contact points. In fact, customer experience has been defined as the philosophy of being “customer first” in all MetLife does—products, services, experiences, idea, brand, etc. to engage, attract and build loyalty—with prospects as well as with customers.


The Brand Activation Director will be responsible for managing MetLife’s transition to a new brand identity system globally. A critical role in MetLife’s transformation, this person will be responsible for developing and managing the process for the global global rollout within markets as well as ensuring the brand system maintains creative consistency at highest standard across the world. This will include both creative collaboration and practical project management – coordinating regional and corporate project teams to prioritize and execute transitions in both marketing and non-marketing applications; and creative review to ensure executions are delivered to standard. The role will also have day-to-day oversight of budget management in support of rebranding activities. This role will involve direct or dotted-line management of project teams, and coordination with external agencies.



  • Working with the VP of Program Delivery and the VP of Brand Design, develop a process for managing the implementation of MetLife’s visual identity system globally. This will involve developing a process for tracking development of marketing materials across local markets and regions, building appropriate management routines for creative review, and ensuring alignment with brand identity standards.
  • Day-to-day oversight of a company-wide program for rebranding for non-marketing materials, including tech systems, customer forms and correspondence, environmental applications and other externally- and internally-facing executions. This role will partner closely with Technology and Program Management teams to drive prioritization, resource allocation and reporting globally over the course of a four-year program.
  • Partner across the Global Brand & Marketing department to develop a process for developing, managing and archiving current and new brand assets delivered as the program expands. This will include managing new photographic and illustration assets, production templates, and other types of assets developed in support of the new system.
  • Coordinate the development of additions to identity guidelines, ensuring guidelines reflect all current global standards.
  • Establish communication protocols to ensure creative teams globally are clearly informed of activities related to the brand identity systems, including additions, revisions and updates to the program.
  • Partner with the VP’s of Program Delivery and Brand Design to develop a management routine for a formalized creative review, where creative teams present and critique new designs to improve overall quality and foster ongoing engagement with brand design activity.


  • 7-10 years professional experience as a design manager or executive producer in a brand design or creative agency as well as experience within a global brand leading international design or rebranding programs.
  • Experience developing and managing complex processes to drive creative excellence.
  • Producer, project management and/or client management experience preferred.
  • Strong marketing and creative management expertise.
  • Demonstrated ability to navigate a complex organization and work across both matrix management systems and agency partners.
  • Ability to assess resource and cost implications across a global organization.
  • Direct or dotted-line management of project teams across a global organization
  • Oversight of external agency resources.


Brand & Marketing Innovation sits at the heart of MetLife’s 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 desire to be the most sought after insurance company for customers.  As such, the role of brand & marketing needs to evolve from having been an effective support function to become an inspired, dynamic force, and one that will drive strategic consumer-led growth.


The mandate is to elevate MetLife to become a “world-class” global consumer-led marketing function and lead a marketing transformation.


Given that, there is a need to create clear marketing strategies and capabilities based on customer insights and segmentation.  There is a huge opportunity to improve customer experience through design and the integration of products, channels and touch points – both online and offline.  Activities that are based on addressing specific customer needs have been less well developed.  There is also a burgeoning opportunity to bring MetLife’s portfolio of product offerings to a new consumer universe through digital and social media. 


In support of that strategy, Esther Lee was appointed as Executive Vice President and Global Chief Marketing Officer for the company with a mandate to manage all aspects of global marketing, the global brand and the customer journey. Seen as an inspiring leader, Esther has led and grown global corporations from traditional to innovative and transformative businesses and has a highly respected reputation within in the industry. 


Under Esther’s leadership, the marketing department’s goal is to transform MetLife into a beloved & authentic brand, on a global and world class scale, with a philosophy and practice of customer-first in everything the company does thereby creating and cultivating long lasting relationships.




Global Brand & Marketing




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.



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.

For immediate consideration, click the Apply Now button. You will be directed to complete an on-line profile. Upon completion, you will receive an automated confirmation email verifying you have successfully applied to the job.

Requisition #: 39901 

Share this Job