Digital Marketing & Campaign Planning, CVP


Date: Nov 19, 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.




The CVP, Digital Marketing & Campaign Planning leads the strategy development, media and campaign design for New York Life’s marketing with a focus on customer acquisition and retention. Translates business objectives into marketing campaigns to meet business goals and profitability targets. Drives the day-to-day channel operations, oversees the test & learn agenda, and oversees all campaign optimizations. Works with Digital strategy and Marketing Enablement to drive the data activation strategy, including identity evolution, advanced measurement and MarTech and AdTech roadmap. Serves as the subject matter expert for digital marketing in the enterprise. 


Key Responsibilities
•    Translates business objectives into full funnel media plan to optimize channel, traffic and conversion tactics, including using digital media to drive leads. 
•    Drive the campaign and media plan. Responsible for the day-to-day channel deployment operations, ensuring proper execution and optimization of client and agent acquisition, expansion and retention campaigns within a test and learn framework across New York Life channels which include web, email, SMS, print, direct mail, paid media, social, TV and sponsorships.
•    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 understand 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.
•    Partner with New York Life digital web properties to ensure landing pages and websites contain appropriate content and calls-to-action to maximize response and program IRRs.
•    Use leading marketing tools, platforms, experimentation and optimization approaches to design and orchestrate optimization/testing. 
•    Identify areas of opportunity within marketing organization and determine strategic implications. Define problem statement, situational analysis and recommendation for identify evolution, measurement framework, Ad Tech and Mar Tech.
•    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 determine 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
•    8+ years’ experience in the consulting field or digital marketing
•    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
•    Bachelor’s degree is required
•    MBA strongly preferred


High-Performing Marketing Norms
•    Honor our Purpose  and Customer Centricity
•    Results orientation 
•    Team First
•    Accountability
•    Trust and Safety





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: 84886




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