CVP - IDI Senior Marketing Manager

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Date: Jan 21, 2021

Location: New York, NY, US

Company: New York Life Insurance Co

 

A career at New York Life offers many opportunities. To be part of a growing and successful business. To reach your full potential, whatever your specialty. Above all, to make a difference in the world by helping people achieve financial security. It’s a career journey you can be proud of, and you’ll find plenty of support along the way. Our development programs range from skill-building to management training, and we value our diverse and inclusive workplace where all voices can be heard. Recognized as one of Fortune’s World’s Most Admired Companies, New York Life is committed to improving local communities through a culture of employee giving and service, supported by our Foundation. It all adds up to a rewarding career at a company where doing right by our customers is part of who we are, as a mutual company without outside shareholders. We invite you to bring your talents to New York Life, so we can continue to help families and businesses “Be Good At Life.” To learn more, please visit LinkedIn, our Newsroom and the Careers page of www.NewYorkLife.com.

 

Role Summary

New York Life is seeking a highly qualified individual to help launch its individual disability income (IDI) insurance business. The CVP of IDI Marketing will be responsible for building the messaging and positioning of New York Life’s IDI portfolio; supporting the creation of content, driving multiple integrated go-to-market plans for these solutions; leading new product launches, and collaborating with other team leaders to holistically tell the NYL solutions story with strong packaging, messaging and communications in a highly relevant way for target market segments. This role will partner with the agent sales distribution team to educate, inform, and encourage the adoption of agent-based marketing programs, initiatives, and tactics to enable sales growth and support agent productivity, as well as meet client needs. This position will report up through Corporate Marketing but will work closely with the IDI product and leadership teams.

 

Key Responsibilities

  • Responsible for the development of compelling content that describes the solution’s ability to meet buyer needs, solve market problems and/or fulfill aspirations; creating consumer facing, external messages and assets focused on key market segments identified for the IDI product category, buyer personas and buying stages. Develops creative briefs to support the development of high priority/high impact content.
  • Owns, directs and guides the IDI marketing plan, inclusive of the marketing strategy, implementation strategy and mobilization plan working cross-functionally across Marketing and Product.
  • Lead the creation and cultivation of internal marketing and sales assets, including internal positioning/sales support guides, success stories, digital content, presentations, video content, sales playbooks, scripts and training modules.
  • As a member of the IDI leadership team, will work closely with the IDI product manager and cross-functional marketing teams to support and develop the product positioning strategy, messaging and differentiation.
  • Lead the development of messaging that will resonate with the buying audience and align with the brand messaging framework.
  • Collaborate across Corporate Marketing to ensure messaging is holistic and integrated across the solutions portfolio through to market execution.
  • Works closely with the agent sales distribution team and training team to gain adoption, drive sales and ensure alignment between the product value proposition and sales positioning strategies.  

 

Skills

  • Strong business acumen with the ability to provide structure to unstructured situations
  • Ability to navigate across multiple functions to establish buy-in and sign-off
  • Critical thinking and capacity for original thought
  • Communicate effectively to motivate, convince and influence people
  • Strong listening, information gathering and empathy skills for uncovering and defining deliverables, needs and outcomes
  • Innovative and critical thinker with the ability for original thought
  • Ability to interpret key data elements to identify opportunities across the positioning strategy, consumer segments, etc.
  • Excellent written and verbal communication skills
  • Understanding of consumer needs and implications to business strategies, with ability to interact with sales teams
  • Strong planning, project management skills
  • Ability to understand the impact of decisions on other areas of the business
  • Strong objection handling and conflict management skills
  • Ability to develop, create and identify needed marketing collateral 

 

Experience

  • 10+ years of product or financial solution marketing experience, preferably related to disability products including group disability, employee benefit market, LTC market, and insurance industry (IDI market experience a plus)
  • Relevant industry experience creating, developing and implementing successful marketing plans that engage new prospects, accounts and customers; leveraging a range of tactics and technologies; and supporting transactional and enterprise business 
  • Strong company knowledge; understands the inner workings of an organization, including its structure and politics
  • Previous sales or sales enablement experience a plus

 

Education

  • Bachelor’s degree is required, preferably in business, marketing or related field
  • MBA preferred

EOE M/F/D/V

 

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Job Requisition ID: 83064 


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