Marketing Strategy Vice President

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Date: Aug 15, 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 www.NewYorkLife.com.

 

Position Summary:

The Vice President, Marketing Strategy is key member of the New York Life Marketing Leadership Team responsible for developing the overarching marketing strategies and plans to meet yearly business objectives and goals, utilizing consumer data, analytics and research-derived insights to identify consumer needs and the associated go-to-market programs most likely to meet consumer needs and achieve client growth. The individual champions market-back and audience segment-specific go-to-market strategies that enable national, regional and local marketing strategies to deliver the expert guidance of New York Life agents. This role has oversight of four key functions including segment marketing, solutions marketing, insights and portfolio analytics and the modern marketing initiative. The marketing strategy leader understands the client portfolio dynamics in terms of the acquisition, expansion and retention of client relationships and the role of these levers in driving favorable client growth. This role reports directly to the Chief Marketing Officer and collaborates closely with the marketing Centers and with Agency, Service and Product teams to ensure alignment between the go-to-market program and consumer-facing programs. This leader also oversees the program of work responsible for modernizing the marketing function at New York Life.

Responsibilities

As a member of the Marketing Leadership Team and trusted partner within marketing and across the business, the VP, Marketing Strategy is responsible for the following:

Marketing Strategy and Planning

  • Orchestrates the annual marketing planning process (e.g. milestones, participants, actions, templates, calendar), ensuring marketing’s goals are aligned with sales and product objectives
  • Stewards the go-to-market strategic framework and builds go-to-market plans to acquire and grow client relationships, prioritizing target audiences and marketing programs that clarify where to play and how to win
  • Oversee launch planning for new offerings – including an enterprise-wide process and template – that incorporates target markets, products, solutions and services where applicable

 

Segment Marketing

  • Partners with leaders within Marketing and across the business (e.g. Agency, product, service and field marketing management) to design an aligned set of corporate, GO and agent marketing strategies, tactics and resources that can acquire, expand and retain the most attractive market segments working together within a test-and-learn measurement framework.
  • Partners with the Brand Experience and Demand Center teams to ensure that their strategies and programs align to deliver outsized results in terms of the acquisition, expansion, retention and advocacy of New York Life clients
  • Partners with Marketing Enablement, Consumer Data Science and Analytics and the Technology team to ensure alignment between business cases, capabilities and infrastructure are in place to deliver on the marketing plans and goal achievement
     
    Solutions Marketing
  • Provides insight and support to company leadership to inform the identification and development of new offerings (products, solutions or services)
  • Partners with the Product team, developing a consumer needs-based solutions portfolio architecture aligned with the business strategy
  • Oversees consumer and solutions portfolio marketing strategy and rationalization
    • Leads the retail consumer solutions packaging, positioning, messaging, launch planning and communications systems to enable agent needs-based solution selling with message consistency across every touchpoint

 

 Insights & Portfolio Analytics

  • Gathers and analyzes audience segment, brand, product/solutions and competitive insights and trends to inform got-to-market and Marketing strategies, programs, and campaigns. Provides research and distills market insights (i.e., competitive trends) with a focus on quantitative and qualitative methods, helping to proactively guide and direct marketing and go-to-market strategies, campaigns, and activities.
  • In partnership with the Center for Data Science and Analytics, develops market, client, and agent segmentation and client/product portfolio analyses to understand the current state acquisition, expansion, contraction, and attrition dynamics to inform marketing strategy and programs.
  • Establishes brand and client health dashboards with regular reporting to support in-year improvements.
  • Gathers and disseminates internal and external consumer insights and marketing best practices

 

Modern Marketing Initiative

  • Oversees the program of work responsible for modernizing the marketing function, including definition of marketing competencies, role profiles, processes fulfilled by roles using marketing technology, career journeys and training to deliver superior business results and insights into the most effective levers for profitable consumer behavior change.

 

Skills

  • Strong business and targeted marketing acumen with experience in portfolio growth in terms of the right audiences and solutions to meet their needs through an integrated sales and marketing go-to-market model
  • Outstanding portfolio economics and advanced consumer portfolio analytics skills
  • Ability to translate qualitative insights and quantitative data into actionable recommendations
  • Demonstrated track record of building world-class marketing strategy, insights and performance marketing analytics capabilities that deliver significant business value
  • Critical thinking and capacity for original thought, providing structure to unstructured situations
  • Ability to navigate culture across multiple functions to establish buy-in for marketing and go-to-market strategy
  • People management, including the ability to build and grow a team and work with diverse skill sets and backgrounds
  • Strong administrative and management skills, including the ability to prioritize multiple projects, programs and objectives
  • Ability to listen and interpret needs
  • Excellent written and verbal communication skills at the executive team and board level
  • Strong presentation skills

 

Basic Qualifications:

  • Bachelors Degree required
  • 15+ years experience with strategic targeted marketing leveraging data, digital, insights and brand storytelling to align the right segments with the right solutions and go-to-market approach to drive client growth
  • Experience in a marketing organization that works closely with sales, service and product teams
  • Formal leadership experience overseeing a Fortune 100 marketing strategy, insights and analytics capability
  • Demonstrated success influencing and collaborating with C-level executives and cross-functional leaders and teams
  • Strong background in segmentation, consumer insights, business analytics, measurement and dashboarding
  • Ability to develop and communicate plans that keep teams informed and engaged
     

Preferred Qualifications:

  • MBA preferred
  • Business transformation leadership shifting from product to consumer-centricity
  • High level of emotional intelligence and ability to effectively interact with and earn trust of peers and senior leadership across the New York Life
  • Demonstrated skills in value proposition definition along with needs-based messaging and positioning of solutions/offerings to maximize consumer appeal and engagement

 

 

EOE M/F/D/V

 

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