MetLife

The Global Brand and Marketing organization is going through an unprecedented transformation. At the core of this transformation is a focus on delivering value to our businesses and customers. To do so, we must embrace agile methodologies and have a truly holistic view of how we engage our customers across their lifecycle.

This agenda requires marketing experts who can seamlessly blend strategy and execution. The Marketing Activation Lead will be the key person responsible for orchestrating and optimizing cross-channel journeys to drive customer actions.  They bridge customer insights, audience needs, channel and messaging preferences to deliver timely, relevant information that enables in-market activation.

Key Responsibilities

• Understands the most effective ways to leverage digital channels to connect in a meaningful and measurable way with our target audiences.
• Key liaison between product marketing, CX, channel teams, measurement and analytics, and creative. Needs to be able to translate marketing objectives into tangible go-to-market plans.
• Builds the framework that anchors all members of the agile growth team to a shared understanding of the consumer / user journey.
• Guides the team to apply digital strategies and marketing approaches within the consumer journey to achieve business objectives.
• Develops basic channel requirements and partners with channel SMEs to ensure the right resources are deployed.
• Oversees measurement of detailed behavior and performance across purchase, adoption and/or nurture journeys.
• Partners with analytics and measurement to help translate data and research into engagement opportunities and experimentation plans for optimization.
• Defines channel strategy and experiments to enhance ‘campaign’ effectiveness. Partners with Channel leads to inform and prioritize backlog. 
• Oversees end-to-end implementation of activation plan – from strategy through execution.

Key Skills

• 5 to 7 years of experience building retention and/or customer engagement programs that drive business outcomes.
• In-depth knowledge of how to leverage digital channels, such as email, web, SMS, and more.
• Knowledgeable of customer journey and marketing automation tools.
• Experience creating marketing plans that are tied to measurable results.
• Ability to translate customer data and analytics and turn them into measurable hypothesizes and actionable plans.
• Thrives in a test & learn environment and has an experimentation mindset.
• Comfortable in and embraces an agile mindset. Previous experience working in an agile operating model a plus.
• Ability to drive consensus across marketing teams, with a focus on delivering customer-led solutions.
• Able to understand and translate business problems and craft optimal omni-channel strategies.
• Naturally curious and always looking for ways to optimize and improve customer experiences.
• Outstanding interpersonal and communications skills, with an ability to influence associates and change behavior.
• Ability to present and collaborate with various stakeholders in the organization.
• Familiar with retention or churn models, particularly relevant with subscription services.
• Familiar with service design thinking principles.
• Bachelors degree required.