Vice President, US Science of Marketing

  • Company: MetLife
  • Location: New York, New York
  • Posted: December 23, 2016
  • Reference ID: 36021-en_US




“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, through its subsidiaries and affiliates, is a global provider of life insurance, annuities, employee benefits and asset management with operations in nearly 50 countries and leading market positions in the United States, Japan, Latin America, Asia, Europe and the Middle East. With a proven track record of financial strength and delivering on promises since 1868, the company prides itself on helping people plan for their future by protecting what matters most – their families and their achievements.

With 2014 total operating income of ~$70 billion, MetLife is ranked #42 on the Fortune 500 list and #69 on the Forbes Global 2000 list of the world’s largest public companies.  Globally, the company has ~65,000 employees serving approximately 100 million customers, individuals, and businesses, including 90 of the FORTUNE 100.  MetLife is also one of the largest institutional investors in the US with more than $450 billion in managed assets.  FORTUNE Magazine’s World’s Most Admired Company survey recently named MetLife #1 in the Life and Health Insurance industry.   

MetLife is an ambitious company with the scale, scope and talent to lead the transformation of the insurance and employee benefits industry, driving world class standards of performance around the globe.  Launched in 2012 by MetLife Chairman and CEO, Steven Kandarian, the company’s enterprise strategy is based on four cornerstones:  Refocus the U.S. Business, Grow Emerging Markets, Build a Global Employee Benefits Business and Drive Towards Customer Centricity and a Global Brand.  Concrete actions are well underway in each of these strategic focus areas, including moving to a horizontally-integrated global operating model to help drive greater leverage of technology and operations and the more consistent application of functional priorities across global markets.

As One MetLife, the company has defined common values shared across the enterprise: Put Customers First, Be the Best, Make Things Easier, and Succeed Together.   These values guide how employees operate every day and are reflected in the company’s commitment to creating a world-class organization which places a high value on motivational leadership, engaged talent, and customer focus.  For more information on working at MetLife, please visit MetLife Careers.

Global Brand & Marketing

Marketing sits at the heart of MetLife’s new enterprise strategy.  As such, the role of marketing needs to evolve from having been an effective support function to an inspired, dynamic force and one that will drive strategic consumer-led growth.  Specifically this means:

  • Building a world-class, global marketing team at MetLife capable and motivated to achieve this goal.
  • Building a true global marketing practice.  While the current organization has strong capabilities, these have not yet been fully realized to drive global scale and best practice.
  • Restaging the MetLife global brand and defining the noble purpose of the company that will impact its interactions across stakeholders.
  • Developing deep insights about customers, their lives and their needs in order to drive value propositions, engagement, experiences, innovation, etc.
  • Growing consideration, preference, loyalty and cross sell of MetLife’s portfolio of products across all business units and segments.
  • Exploring new customer-led product innovations and new partnerships to provide value-added services that extend the benefits of MetLife beyond its core products.
  • Supporting the purposeful evolution of a traditionally “push” sales-led operating model to a more balanced and integrated sales and marketing “push and pull” model.
  • Elevating MetLife to become a “world-class” global consumer-led marketing function.


The MetLife brand is iconic with a rich history and role in society that has enabled human prosperity for over 147 years.  The company has significant marketing resources and possesses one of the most well-recognized and respected brands in financial services.  Some of its existing assets include MetLife Stadium, the home stadium for the New York Jets and New York Giants, which hosted the 2014 Super Bowl as well as the iconic blimp marketing program.  The question is: what should the company’s big platforms be to leverage global scale?

The mandate is to lead a marketing transformation building off an already strong base.  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 better design and integration of products, channels and touch points – both online and offline.  Below the line marketing 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, supporting the business model shifts in direct to consumer sales support.

The Global Brand & Marketing organization is led by Esther Lee, EVP & Global CMO.  Esther joined MetLife in January 2015.  She is new to financial services, which speaks to the desire of the company to bring in new thinking to drive to best in class overall (not just for financial services).  She held senior marketing leadership roles at AT&T and The Coca-Cola Company as well as with advertising agencies.

The US Business

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, through the workplace, institutions as well as Direct To Consumer (DTC). 

The US is a ~$50 billion revenue business unit.  It is comprised of these segments:

  • Group, Voluntary & Worksite 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, property & casualty, long-term care, accidental death and dismemberment, critical illness and accident & health coverages, as well as prepaid legal plans.
  • Direct to Consumer. D2C is the recently formed segment that brings together MetLife’s digital direct sales as well as offline direct acquisition activities.
  • Corporate Benefit Funding. The Corporate Benefit Funding segment provides funding and financing solutions that help institutional customers mitigate and manage liabilities primarily associated with employee benefit programs.
  • Retail.  The major products are life & other (including all forms of life, disability and property & casualty insurance), annuities and other mutual funds and securities products. 

The US Marketing organization is led by Hugh Dineen, SVP & US CMO.  Hugh joined MetLife in November 2015.  He is also new to financial services, which again reinforces the desire of the company to bring in new thinking to drive to best in class marketing and leadership overall (not just for financial services).  Hugh held senior marketing / commercial leadership roles at Avon Products, Johnson & Johnson and Procter & Gamble.

Historically MetLife US marketing has been largely decentralized with each of the MetLife US Business Units driving individual business specific marketing strategies to deliver the Business Unit financial goal.   Overall focus on the MetLife Masterbrand has been largely disaggregated and transactional.   With the creation of the US Chief Marketing Officer role, the ambition is to revitalize the iconic MetLife brand and centralize / refocus key US marketing strategies to have significantly stronger and more sustainable impact.   


        US Marketing

               NY, NY (occasional travel to key business locations, i.e., Charlotte, NC).


The Marketing department’s goal is to transform MetLife into a beloved brand, on a global and world class scale; one that is “bought” rather than “sold”.  To do this effectively, a philosophy and practice of “customer-first” in everything the company does must be at center of the company’s thinking.  To that end, the highly strategic US Vice President, Science of Marketing leadership role has been created to help deepen the company’s customer relationships and impact the company’s business strategy, with customer-led product and solutions, distribution, marketing execution and investment priorities as to how to best leverage the brand.


The US Vice President, Science of Marketing is responsible for oversight of insights and research, segmentation, reporting, analytics, marketing metrics, campaign measurements and marketing ROI measurement activities for the company on a regional basis.  The VP, US Science of Marketing will lead the US Science of Marketing team, and work closely with lines of business and functional marketing leaders across the company to develop key actionable insights relevant to marketing the brand.

This individual sits on the US Marketing Leadership Team and reports to the US Chief Marketing Officer, Hugh Dineen with a functional dotted line to the Global SVP of Marketing Science, Carlos Fonseca.


Key Relationships:

Reports to:  Hugh Dineen, SVP & Chief Marketing Officer for the US

Direct Reports:  Approximately 6 Directs and 6 In-directs.

Other Key Stakeholders:  Global CMO, US CMO, Head of the Americas, US Business Unit Heads, Global Head of Customer Experience, Global Head of Brand Strategy and Global Head of Integrated Marketing, Heads of Marketing for US Business Units, Head of US MetLife Masterbrand, Head of Marketing Strategy, Corporate Strategy, External Consultant Partners.


Key Responsibilities:  

  • Define and shape the strategic role of research and insights across business lines, channels, and customers.
  • Determine the approach and metrics for measuring, assessing and determining business performance, customer segments, competitive opportunities, program performance, brand performance and customer experience.
  • Set the standards for metrics and MROI, develop marketing mix models to measure effectiveness of marketing programs and influence allocation across various marketing channels in coordination with Global Marketing Sciences. Establish the US Marketing dashboard.
  • Design and commission key US (research and insight studies across the value chain.  Develop innovative methods to extract real actionable insights to further leverage MetLife’s iconic brand.
  • Identify and determine the most qualified research suppliers.
  • Build the team in collaboration with heads of marketing for the individual business units.
  • Build a best in class research team as a key contributor to the overall global marketing science best practice and a knowledge sharing culture by introducing new ways of thinking to and drive new inspirations within the company.
  • Participate in selected key strategic global projects in coordination with Global Marketing Science to deploy US area of expertise or lead/ pilot experience across geographies.



Business Knowledge / Technical Skills:

A Marketing Research senior leader, with a strong record of success and increasing responsibility leading unearthing the insights behind marketing driven business growth.   Ideally with both Consumer Packaged Goods and Financial Industry / Credit Card experience (both not required but desired)

  • 12-15+ years of marketing research and analytics experience, including direct to consumer experience.
  • Ability to understand business issues and models then translate them into metrics and analysis plans.
  • A proven track record of triangulating disparate data and turning them into business recommendations and actions.
  • Practical familiarity with business intelligence, web, digital marketing and CRM analytics.
  • Proven expertise in setting up processes and systems across a global organization including interaction with technology and operations area conducive to build a data management discipline that enables MROI and optimization.
  • Demonstrated ability in forming trusted advisor relationships with internal partners or clients, especially in a matrixed organization.
  • Ability to influence key senior stakeholders.
  • People management experience, including hiring and building teams.  Understand what needs to be built, patient and entrepreneurial when it comes to building the team.
  • Team player with experience interacting with different functional areas and personality styles.
  • MBA and / or Data Analytics Master Degree preferred.


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.
  • Seizes Opportunity - Seeks new opportunities and ways to create balanced business growth while improving operational capabilities.
  • Grows Talent - Inclusively and pro-actively develops talent, empowers individuals and manages diverse teams to drive engagement and performance.
  • Models our Values - Creates a culture that promotes the company’s values and standards through role modeling, accountability and ownership of decisions.
  • Focuses on Customers - Promotes customer centricity and ensures focus on creating great customer experiences to achieve competitive advantage.
  • Drives Results - Sets aggressive goals and is accountable for continuously driving improved performance, leading change and ensuring high standards.


MetLife is proud to be an equal opportunity/affirmative action employer.  We are committed to attracting, retaining and maximizing the performance of a diverse and inclusive workforce.  It is the policy of MetLife to ensure equal employment opportunity without discrimination or harassment on the basis of race, color, creed, religion, national origin, alienage or citizenship status, age, sex, sexual orientation, gender identity or expression, marital or domestic/civil partnership status, disability, veteran status, genetic information or any other basis protected by law.




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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