Digital Product Owner- Senior Associate


Date: Aug 5, 2019

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


Role Summary

Marketing is building a Digital Platform Management practice comprised of collaborative, strategic problem solvers who challenge each other and are energized to enable connected, personalized experiences among our agent field force, consumers, and the brand to build relationships when and where people need us most.

We are hiring a Digital Product Owner with a specialized focus on building a single marketing destination where our agent field force can easily create personalized multi-channel communications with highly-relevant, coordinated messages that build relationships and educate consumers.  The position will also be accountable for partnering with a number of stakeholders to define the approach to deploy and maintain a scalable lead platform with focus on opportunities coming in from all channels, how leads are distributed to our agent field force in a digital, data driven manner, and with the right communications assets (this work includes the introduction of lead scoring to deliver the right quantity and quality of leads, matched with the right agents, to boost conversion rates).  This position is accountable for the roadmap, backlog, and delivery marketing capabilities which aim to fuel our agent field force productivity and increase conversion rates.

What great looks like in this role:

  • Passionate, team-oriented problem solver who understands and differentiates between what users want vs. what they need to meet Marketing’s goals (not afraid to influence and negotiate with Product Managers and stakeholders).
  • Demonstrate a hybrid of business and technical acumen and understanding of consumer centricity to enable digital experiences.
  • Ability to articulate how platform investments support business case benefits to reach the right target markets, with the right messages, at the right time, through the right channels, and coordinated across different touchpoints (through a lean technology ecosystem).
  • Partnering with the team of Digital Product Owners, responsible for maximizing the company’s investment in MarTech and data, to define what capabilities and functionality each platform is responsible for enabling and, in partnership with Technology, determining how the platforms should be connected and integrated into the larger ecosystem. 
  • Relentless in continuous upskilling across Marketing and Technology, and driving the ability to translate the bigger, strategic picture while also ensuring all details are accounted for to enable seamless, on-time delivery of capabilities.


Key Responsibilities

  • Sequenced roadmap development: partnering with leaders to build and maintain a documented, sequenced capability plan that demonstrates how investment in our Agent Digital Marketing and Lead Management platforms is aligned with the organization’s Marketing Plan initiatives to fuel our agent field force’s productivity and drive client growth.  This includes powering strategic, grow initiatives as well as platform optimization efforts, which architect how the platform investments contribute to building a connected experience between consumers, agents, and the brand through a lean technology ecosystem.
  • Platform subject matter expert and solution design: leveraging marketing use cases to influence a conceptual solution design, goaled to support the final technology solution which is defined by our MarTech architecture team.  Partner with technology resources and/or platform vendor resources to expand knowledge of associated platforms.
  • Prioritized backlog, grooming, user story definition and Agile support: either individually, or in partnership with Product Managers and/or stakeholders, create, maintain, and prioritize a well-defined backlog with requirements for product features which can be easily understood by our Technology team. Proven ability to translate that plan into feature and user story development that spans multiple agile program increments.  Attend agile ceremonies including daily standups, planning, and retrospectives, working in partnership with technology teams on execution.
  • Project execution: collaborate with a cross-functional team of designers, project managers, scrum masters, business analysts, developers, and testers to build, execute and release features in alignment with digital roadmaps.  In partnership with the scrum master, drive, negotiate, and prioritize in-sprint activities and problem solve to mitigate risks to meet business commitments by staying on-schedule and within budget.  Accountable managing stakeholder expectations and validating work effort and sequence of activities is appropriately reflected in project plans.
  • Testing and deployment: Reviewing and executing test plans with our technology teams to ensure a quality deliverable to our users.  In some instances, support business user acceptance testing responsibilities (test plans and use cases creation to reflect requirements which demonstrate a deliverable meets quality standards and is ready for field and customer use).
  • User training and change management: Collaborating with marketing product managers to create well laid-out content with the appropriate amount of detail, and process-maps where appropriate, to train our users and marketing stakeholders. This includes crafting and distributing business-facing release notes on a regular cadence.
  • Monitoring and quality: review and conduct post-deployment validation and ongoing monitoring, as demanded by the initiative.
  • Personalization, learning and optimization: in partnership with Product Managers and the Marketing Data Stewards, ensure platform roadmaps include requirements that foster a test-and-learn environment, with the aim to continuously improve initiatives through the tracking of data, reading of in-market results and agile responses.  Act as a catalyst for continued efforts to improve personalization, promoting a cross-functional view, and collaborating across the team, to identify new opportunities and define how they can be executed.


Skills & Competencies

  • Understanding of sales and marketing enablement technologies (Salesforce and Adobe Experience Cloud) and lead generation and management business practices (including rule engine, data-driven decisioning).
  • Knowledge of Marketing experience technologies for email, social, web, and relationships management/CRM capabilities.
  • Self-starter, comfortable with navigating ambiguity, and passionate about driving change
  • Internal influencer, culture carrier, negotiating, and consulting skills.
  • Strong verbal and written communications, combined with technical acumen, understanding of leading marketing tools and platforms (specifically marketing automation, web properties, targeting/segmentation, AdTech), and scaled agile.
  • High attention to detail and proven ability to manage multiple, competing priorities simultaneously.
  • Excited to work in an organization focus that values and empowers an entrepreneurial spirit and specialized expertise.
  • System/process oriented, problem solver, ability to manage multiple initiatives and balance the need to work strategically and hands-on.



  • Bachelor’s Degree
  • 5+ year experience managing large scale projects
  • Experience working in a scaled agile delivery framework (SAFe) using agile software (Rally) or the equivalent preferred


High-Performing Marketing Norms

  • Honor our Purpose[1] and Customer Centricity
  • Open and honest communication
  • Active participation with results orientation
  • A strong sense of inclusiveness, working as one team with a common goal
  • Solve for the end-state with the ability to make choices on what we execute in the short-term
  • Fair and balanced consideration of all voices with a bias toward spirited debate and issue resolution
  • Commitment to making things better, without fear of speaking up


[1] Create connected experiences that support people in their journey from anonymous consumer, to identified prospect, to engaged client.



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