Digital & Performance Marketing Strategy Lead


Date: Jul 17, 2021

Location: New York, NY, US

Company: New York Life Insurance Co


When you join New York Life, you’re joining a company that values development, career growth, collaboration, innovation, and diversity & inclusion. We want employees to feel proud about being part of a company that is committed to doing the right thing. Through various resources and programs, you can grow your career while developing personally and professionally.




Role Summary

Responsible for working directly with the Digital & Performance Marketing Center, Field & Consumer Marketing Center and Marketing Enablement Center leadership teams to conduct assessments, identify opportunities build new digital capabilities, and drive digital marketing planning. Drive digital marketing strategy and planning across the marketing organization and enterprise using a P&L owner mindset to ensure programs are driving the right business outcomes and profitability. Recommend activation of marketing technology (AdTech, MarTech) and build business cases to tie activity to business outcomes. Problem solve and translate diagnostics into actionable insights, develop new frameworks, operating models, in addition to improving existing ones.


Key Responsibilities

• Define and drive use cases for digital marketing programs, projects and products. Partner with Channel Managers, Analytics Team and Marketing Strategy to define use cases and requirements for implementation.  Partner with the Marketing Enablement Center to ensure projects meet strategic requirements.

• Lead the digital marketing strategy for annual planning, including creation of business cases for large scale technical investments, media investments and other resources. Works cross functionally with Finance, Technology, CDSAi, Agency to ensure business case meets strategy and drives business outcomes using P&L discipline.

• Drives adoption of new digital marketing solutions across the enterprise.

• Responsible for transitioning marketing into a commercial function and apply the mindset of a P&L owner on marketing programs by driving large scale, innovative but ROI positive investments for the enterprise. Ability to understand product and distribution P&Ls and how marketing programs might impact profitability.

• Advance the adoption of measurement by understanding the impact of activity and outcomes. Translate analysis into new program plans to scale marketing’s impact on profitability through program planning. Create programs that identify the problem statement, situational analysis, strategic recommendation, ROI/ROAS and work across the organization for operationalization and implementation.

• Identify new digital marketing capabilities for New York Life corporate marketing (customer data, web and measurement tools) by understanding business needs and help find how digital marketing can meet those goals. Create plans that operationalize marketing capabilities from strategy to execution. Scope investments to understand impact on the organization and produce business cases that show positive ROI by working in conjunction with Performance Analytics and Finance teams.

• Assist in the development of new and updated operating models (i.e., ad operations), marketing processes, change management, training and communication plans to drive business outcomes.

• Gather and assess information to determine the most valuable opportunities to improve integrated marketing performance and digital operations, and design action-oriented roadmaps to deliver.

• Identify areas of opportunity within marketing organization and determine strategic implications. Define problem statement, situational analysis and recommendation for a wide variety of projects spanning media measurement to agent (field force) digital tools. 

• Be a thought-leader in marketing challenges to orchestrate and operate in new ways.

• Drive innovation and help define the overall digital marketing roadmap along with Channel Managers, Product Managers, Analytics, Field and Consumer Marketing Center and Enablement Center.

• Educate the organization on how to better leverage digital marketing. Partner with Product, Sales and enterprise partners to find how best to leverage marketing capabilities to drive business goals and sales.



• Ability to frame problems and opportunities to present solutions

• Background in understanding “spend and get” opportunities to drive the development of business cases

• Ability to represent/communicate technical scope and trade-offs in a business environment to facilitate effective decision making

• Ability to anticipate market or business issues and recommend improvements / enhancements

• Conceptual, strategic and innovative thinking to develop solutions for unique and complex problems with track record of making sound business decisions

• Demonstrates leadership with a team first mentality and the ability to build cross-functional relationships

• Strong presentation and communication skills

• Ability to communicate complex ideas with others (all levels) and persuade audience to align to a single strategic point of view

• Ability to influence and partner across the organization

• Strong project management and organizational skills; ability to juggle multiple projects successfully and prioritize tasks effectively

• Strong problem-solving and analytical skills

• Excellent communication, collaboration and consensus-building skills – ability to work with cross-functional teams including upstream content contributors and downstream content activators



• Bachelor's degree required 

10+ years previous experience in the consulting field or marketing

• 3+ years experience with MarTech and AdTech (DSP, CMS, Web Analytics tools, DAM, Sales Enablement, Marketing Automation)

• Experience with large scale marketing and media budgets with the ability to drive positive ROI

• Experience running a P&L or understanding of the P&L framework

• Digital marketing experience across multiple disciplines (search, SEO, display, web, social)

• Experience with managing multiple projects in a fast-paced deadline-driven environment

• Competence to use data and consumer insights to make strategic decisions

• MBA strongly preferred




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 volunteerism, supported by our Foundation. 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

Job Requisition ID: 83359




Job Segment: Marketing MBA, Social Media, Consulting, Marketing, Technology, Strategy