SEM/Digital Specialist (Remote)


Date: Aug 22, 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 Search Engine Marketing (SEM) Specialist is responsible for managing the growth and development of key brand and lead generation programs for Paid Search.  A core focus of the position is to drive efficient sales leads to our 12,000 agents through media optimization, keyword analytics and A/B testing.


The SEM Specialist brings deep knowledge of marketing strategy and tactics, as well as a suite of measurement best practices to drive continuous improvement in the overall effectiveness of our marketing budgets both above and below the line. This position partners with our Digital Content team and our Web Properties team to create landing page experiences that improve lead conversions as well as provide paths to engaging and educational prospect experiences.


To be successful in the role, the ideal candidate will be self-motivated, innovative, and results-oriented to effectively deliver against our key initiatives and digital programs.


Key responsibilities include, but are not limited to:

  • Collaborate with external media agency and internal stakeholders on increasing demand from an end-to-end funnel and channel experience, resulting in increased conversion rates and profitability
  • Active management of existing Paid Search and other digital channel programs to generate leads within ROI targets
  • Develop and execute new lead acquisition strategies with an emphasis on scale and profitability
  • Manage relationships with external vendors
  • Create prospect media plans and forecasting
  • Partner with the Analytics team to understand performance results and optimize media based on data driven targeting and reach
  • Partner with Website Properties and Content teams to identify areas for A/B testing of prospect landing pages, create test plans and proformas, and measure and analyze results



  • Bachelor’s degree required
  • 5+ years of marketing experience, with expertise in digital strategy, online platforms, and data & analytics  
  • Strong understanding of Paid Search and working knowledge of other advertising channels across TV, audio, OOH, Display (desktop, mobile), Digital Video, Social Media, various buying methodologies (CPM, CPC, and CPA), etc.
  • Google Adwords certified
  • Experience with primary buying platforms and formats (Google Ads, Search Ads 360, Bing Ads, PLAs, Shopping engines).
  • Must be highly analytical with demonstrated ability to organize and interpret data for actionable insights and campaign goals are fully met
  • Fluency in data-driven targeting and reach strategy
  • Ability to manage projects across multiple stakeholders
  • Web analytics and online sales forecasting expertise
  • Skilled in creating and presenting plans and test strategies
  • Strong sense of ownership and proactive approach
  • Advanced Microsoft Excel and PowerPoint capabilities




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: 83857




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