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Email Marketing Campaign Manager
NYLIFE Securities, Inc.
New York, NY, United States
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New York Life’s 170+ year bedrock is to provide financial security and peace of mind through humility, integrity, and stewardship for our policy holders. We do not serve shareholders, we serve and are owned by our members – ensuring the quintessential alignment of interests between company and customer. New York Life has embarked on a transformation journey to build on the power of digital tools, data sciences, and consumer centrism to further our mission for our customers. New York Life's Marketing group is on the forefront of this journey – leading the research, insights, digital innovation, and analytics necessary to creating connected, meaningful experiences for our customers.
The Prospect & Digital Marketing (“PDM”) team is looking for top talent who are passionate about being a critical part of transforming our digital experience for prospects in an evolving company. Pre-requisites are exceptional communication skills and the fortitude to influence in a matrix environment, creativity in problem solving and a passion for consumer value, structured strategic thinking and project management discipline.
The Email Marketing Campaign Manager, Corporate Vice President, will be responsible for setting and defining Marketing’s corporate email strategy, along with managing the day to day email platform marketing and operations. This role will oversee email production, planning and execution of campaigns, and report on KPIs. Another critical component of the role is to create, define and execute on operational processes that will be the foundational model for email marketing within the marketing organization. The person in this role should be a self starter and be comfortable with navigating ambiguity, as this is a new function within NYL.
Additionally, a working knowledge of CRM systems is a plus, as this role will liaison closely with the CRM team to ensure alignment with agent led experiences.
Key Responsibilities:
• Stand up email marketing campaign capabilities for the PDM team in collaboration with our enterprise technology team; function as the email marketing product owner on the PDM team
• Lead cross functional teams in the planning, development and execution of email marketing programs
• Develop and execute email nurture campaigns based on key consumer journeys in order to drive consumer engagement & conversion for prospects and clients; oversee all aspects of campaigns, from design to writing to marketing to technical development; ensure that all campaigns are aligned with the overall strategy of the company and the marketing team
• Design and develop the contact strategy for email campaigns for the PDM team; develop the strategy to reach out to specific subsets of our target markets and identify appropriate content and timing to generate the optimal results; develop and execute a strategy for A/B testing of email campaigns
• Lead email content creation, including development of templates that align to our brand voice and global brand standards; ensure that campaigns are accessible and functional on both desktop and mobile devices
• Design and implement a process that operationalizes email marketing within the PDM team and broader marketing organization
• Be the pioneering email marketing thought leader for the PDM team and broader marketing organization
• Identify appropriate campaign metrics and drive towards success
• Ensure compliance with current email best practices in the industry and corporate standards
Qualifications:
• Bachelor’s degree required, advanced degree or digital/web/technical certificate program a plus
• 10+ years of direct marketing experience with an emphasis on email marketing; attuned to the latest trends in digital marketing, social networking, and CRM
• Understanding of email fundamentals: CAN-SPAM, list management, deliverability, segmentation, KPIs, etc.
• Experience with the Adobe platform, including Adobe AEM and Adobe Campaign
• Basic understanding and application of the following: content management and publishing processes and systems, content production, internet and website management technologies, user experience, information architecture, web design and development, web metrics reporting tools, and search engine optimization (SEO) and graphic design
• Demonstrated ability to prioritize and multi-task work streams
• Previous experience within the life insurance industry is a plus –if not, has the ability to quickly learn about our core products, profitability levers and key success drivers; Experience working with intermediary distribution systems (Agents) preferred, but not required
• Organizational awareness: understanding of key partners; ability to collaborate and communicate in a highly matrixed organization to accomplish objectives; capable of working within an extremely matrixed organization
• Collaborative work style and leadership presence
• Highly self-driven with a passion to deliver results
• Ability to work in a fast paced enviroment; comfortable switching priorities as business needs change
• Strong critical thinking skills: utilizing creative problem solving skills, sound judgment and strong attention to details
• Organized, resourceful and results-driven; tenacity to get stuff done
• Comfortable switching priorities as business needs change
• Ability to excel in rapidly changing environment
• Ownership mentality, entrepreneurial drive, and proven ability to influence others
• High attention to detail and proven ability to manage multiple, competing priorities simultaneously
• Ability to communicate effectively with senior management (presentations, emails and discussions); comfortable communicating via PowerPoint to influence decision making
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EOE M/F/D/V
*Based on revenue as reported by “Fortune 500, ranked within Industries, Insurance: Life, Health (Mutual),” Fortune Magazine, June 17, 2016. See http://fortune.com/fortune500/ for methodology.
**Total surplus, which includes the Asset Valuation Reserve, is one of the key indicators of the company’s long-term financial strength and stability and is presented on a consolidated basis of the company.
1. Operating earnings is the key measure use by management to track Company’s profitability from ongoing operations and underlying profitability of the business. This indicator is based on generally accepted accounting principles in the US (GAAP), with certain adjustments Company believes to be appropriate as a measurement approach (non GAAP), primarily the removal of gains or losses on investments and related adjustments.
2. Assets under management represent Consolidated Domestic and International insurance Company Statutory assets (cash and invested assets and separate account assets) and third party assets principally managed by New York Life Investment management Holdings LLC, a wholly owned subsidiary of New York Life Insurance Company.