Senior Associate - Prospecting & Business Development Analyst


Date: Jul 23, 2019

Location: White Plains, 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


New York Life’s primary distribution channel is the career Agency sales force of more than 12,000 agents, operating in virtually every major city in the United States.  Every agent is affiliated with one of our 117 General Offices. These offices are operated by Agency management teams responsible for agent and management recruiting, development, and sales.  Approximately half our agents operate their businesses out of our General Offices, while the other half maintains independent office locations. 

Our General Offices are divided up among four Zones. In addition to our Zone offices, an Agency Home Office team responsible for strategy, finance, administration, standards, training, marketing and communications supports our agents and field managers.  The Agency operation also comprises teams charged with growing our business in key market segments, including the middle-income market, the advanced (high-net-worth) market, select cultural markets, and the women’s markets. Agents sell individual life insurance, individual annuities, and long-term care insurance products, as well as mutual funds.


Role Overview:

The Field Development, Prospecting & Retention (FDPR) - Prospecting Initiatives team is accountable for the design, codification, implementation and operational oversight of national prospecting sourcing strategies aimed at empowering agents to secure new clients via self-identified “warm nest” networks, in concert with corporate prospecting (local events, educational seminars, etc.) and corporate marketing lead generation (digital advertising, owned/earned marketing channels & external affiliate partnerships) programs.

The Senior Associate - Agent Prospecting Strategist role will be a critical support player in the end-to-end design of agent warm prospect sourcing strategies and tactics: Strategy, initiative design, launch planning, operational oversight and continuous improvement. These programs will teach agents and Field Management “how to fish” via targeted sourcing activities for new cliental aligned to their aspirational target market. This role is expected to evolve over time as the Prospecting Initiative team matures, new efforts are undertaken, and historical programs are rationalized. The ideal candidate will be able to shape the role based on their qualifications and performance in collaboration with the broader FDPR team.


Role Responsibilities:

  • Support focus area prospecting programs (e.g., local market events & seminars, association lead programs, digital presence incl. social networks & personal branding).
    • Events & Seminars – Own current state best practice identification, national process standardization, content management, and deployment of turn key Events & Seminars programs to support our agents in sourcing warm leads, online as well offline, including liaising with Corp Marketing on digital & social media promotion strategies
  • Responsible for assisting the development and deployment of turnkey tools & programs to increase lead generation via Events & Seminars including digital/social media prospecting tactics in coordination with relevant Corp Marketing teams, Agency training & content creation resources
  • Responsible for consumer sourcing initiatives, tools & resources and lead generation from Events & Seminars programs including digital/social media strategies to drive lead generation
  • The role also works closely with the lead conversion team to ensure that generated leads are followed by approaching & nurturing initiatives well as embedded in CRM customer engagement efforts
  • Serve as primary contact for the Field sales offices with questions, information requests and issues with Events & Seminars prospecting
  • Develop measurement and sales attribution plan for Events & Seminars initiatives in support of overall prospecting program costs and benefits tracking
  • Recommend ongoing improvements and delivery optimization for Events & Seminars prospecting programs
    • Association Programs - Support growing portfolio of Agent Affiliation & Group Benefits Membership lead programs and incorporate lead generation opportunities in Events & Seminar programs
      • In coordination with Institution & Association lead, support agent enrollment and efforts to improve lead conversion & sales retention rates, while aligning name sourcing activities (e.g., targeted seminars & events) to individual Agents nest marketing & client servicing strategies (e.g., AARP lead program)
    • Agent Digital Presence & Branding - Work with Marketing partners, Agency standards and Field Development & Training teams to define, embed in relevant training, and drive operational adherence
  • Help support definition and adherence to Agent Personal Branding strategies designed to drive name sourcing and local market recognition opportunities (e.g., social media profiles, authorized affiliation program accreditations, alignment with Corp Marketing on resources incl. Agent profiles and Google local listings)
  • Additionally, this role will be a dynamic ‘utility player,’ tasked with supporting a broad range of FDPR initiatives, enabling program success (e.g., digital content management of program resources / assets, practitioner training, measurement) and effective coordination across in-flight efforts)

Qualification Requirements:

Degree & Focus: Bachelors or 4-year equivalent in Business, Finance, Digital Marketing, Engineering (Operations, etc.)


Experience: 5 plus years

    • Experience working in management consulting role, or financial services firm preferred; Sales distribution and insurance knowledge a plus
    • Familiarity with leading CRM platforms (e.g.,, digital content management (internal / external audiences) and process concepts a plus
    • Experience with the client acquisition lifecycle (consumer, prospect, client) and with building prospecting strategies and tactics for agents/advisors to grow their book of business
    • Experience with identifying types of local events that could drive lead generation, developing initiatives to generate leads, and building KPI/analytics to measure effectiveness
    • Experience with partnering with Marketing and Digital teams to build programs and tools to target local networks of connected individuals in high-value demographics (e.g., young families, mature affluent, small business owners)
    • Demonstrated analytical and quantitative capabilities, including use of MS Office suite (PowerPoint, Excel, Word)
    • Strong written and verbal skills with the ability communicate effectively and concisely to across team members, stakeholders and external partners
    • Innovative thinker who is self-motivated to complete projects and tasks on time while proactively looking for opportunities to continuously improve processes and share learnings
    • Comfortable dealing with ambiguity and demonstrated ability to work with limited direction and some autonomy
    • Collaborative work style and presence across audiences (disciplines and seniority levels)
    • Ability to establish priorities, confirm / communicate decisions, work on multiple assignments, prioritize, and meet deadlines
    • Core project management skills including proven ability to juggle multiple projects at the same time




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Nearest Major Market: White Plains
Nearest Secondary Market: New York City

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