Advisor Segment Marketing Director


Date: Mar 9, 2019

Location: New York, NY, US

Company: New York Life Insurance Co

New York Life Investments (NYLIM), an indirect, wholly owned subsidiary of New York Life Insurance Company, is a top 25 global asset management firm. With more than $500 billion in assets under management, NYLIM is a premier investment management firm serving a variety of client segments including retail, institutional, insurance and defined contribution and benefit on a global basis. New York Life Investments offers a diverse set of investment capabilities ranging from traditional equity and fixed income to alternative investment strategies and multi-asset solutions. Renowned for its premier investment acumen and client focus, NYLIM’s vision is to be one of the most trusted providers of investment management expertise and long-term financial security.


As part of the broader segment and retirement marketing team, this individual would also help support the specific marketing initiatives of New York Life Investments with key partner firms (i.e. Merrill Lynch, Morgan Stanley, UBS). Key responsibilities focus on driving the marketing strategy for specialized clients/financial advisor segments to drive growth through the distribution of collateral materials, web content, brochures, direct mail, email campaigns, newsletters, event planning, and other sales tools and supporting content. 


This role is responsible for the planning, execution and measurement of marketing communications strategies and programs utilizing a variety of tactics to drive customer acquisition and retention of advisors. Typical campaigns include one or more of the following components: digital and print advertising, web, direct mail, email, webcasts, paid search, search engine optimization, and proprietary and 3rd party events. This position partners with cross functional teams including product marketing, sales, strategy, product development, brand/advertising, compliance and legal. This role also requires working extensively with external agencies and internal partners in developing messaging, positioning, and strategic plans.  This person will perform project management and program effectiveness tracking for a variety of marketing projects and will present to management on the learnings, and results from these marketing initiatives.


General Marketing Responsibilities

  • Drive the creation and execution of integrated marketing campaigns aligned with key client firms’ sales strategy & messaging
  • Take a lead role in communications with the key business partners in the TPD sales channel and strategy teams
  • Ensure marketing executions adhere to firm messaging guidelines
  • Lead marketing activities for internal sales tracking tools, working to align departmental activities and corresponding client activity
  • Ensure alignment of business and marketing priorities, messaging and related marketing strategy and activity
  • Coordination and reporting of TPD retail sales marketing budgets
  • Help drive event and conference sponsorship strategy, planning and execution in conjunction with support from sales and the events team
  • Identify and execute campaigns designed to grow the marketable database across client channels (using client data packs and opportunity analytics)
  • Working with media partners, investment communications team and internal brand team to plan, build and execute on media/advertorial plans
  • Planning and execution of client webcast events
  • Managing 1-2 marketing associates aligned to specific advisor channels


Skills & Qualifications

  • Ideal candidate will have a mix of traditional and digital marketing experience with an eagerness to learn and drive new marketing strategies
  • 8-10 years minimum marketing related experience; investment experience preferred with advisor client experience a plus  
  • Strong project management skills and a deep understanding of web content and relationship marketing (direct mail and email)
  • Previous experience managing integrated marketing campaigns and using data to accurately measure results and identify opportunities to optimize future campaigns
  • Experience developing event strategies (internal and external) and ability to design and oversee the execution of a first-class client experience
  • Investment/financial knowledge – ideally exchange traded funds, active mutual funds, and alternative investments
  • Strong communication and presentation skills
  • Highly effective in forging working relationships with team members and senior leaders
  • Adaptive thinking with a focus on objectives
  • Able to work in a fast-paced dynamic environment, drive key initiatives, manage projects simultaneously and meet deadlines
  • Creative and self-motivated individual who works collaboratively in a high performance, team environment
  • BA/BS, MBA preferred
  • Experience working for a brokerage, bank, investment manager, consultant, insurer, or pensions/endowment a big plus







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