The Director of Marketing Strategy role is one of several new positions created as a result of centralizing marketing capabilities across the Business Units and building new core competencies. The successful candidate will be responsible for partnering with Business Unit teams to analyze, design, and execute programs to implement marketing growth strategies that aligns with priority global initiatives for Accelerating Value (AV). Partnering closely with marketing science and global marketing strategy teams, he or she will help US business teams apply customer segmentation and leverage other customer research as part of an insights-driven marketing approach to help business units develop, validate, and activate activation of value propositions.
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The person in this role will operate as a strategic marketer and be deeply embedded in the Accelerated Value strategic initiative with emphasis on the “customer.”
Support Business Unit engagements that include:
conducting research and analysis to define customer insights
leveraging customer segmentation and applying to various business needs
developing and validating value propositions for prioritized customer segments, and
validating market potential and sizing customer demand
Support AV marketing pilots, inclusive of leading work around target optimization, market sizing and analysis, insights development, positioning validation, business model design, and financial analysis support
Define information needs, fact finding and data analysis to support strategic problem solving and sound decision making
Develop new strategic marketing frameworks, case studies and methods to help BUs address key business challenges and objectives
Influence and align others to build stakeholder support
Critical Aspects of the Position
Strategic Leadership and Operational Business Experience – the incumbent will need to have or quickly develop a keen understanding of MetLife’s business strategies, models and key offerings and be able to contribute valuable customer insights, competitor intelligence and pragmatic marketing solutions. He/she will do this by:
Demonstrating a clear passion for the category and technology and a willingness to immerse him/herself fully in the details of the company's businesses
Quickly gain a deep understanding of MetLife’s target customers, their wants and needs and how the company can deliver against these versus its competitors
Co-creating operationally-focused marketing solutions with keen focus on tackling key business challenges and meeting business objectives
Exceptional Collaboration and Influencing Skills – the incumbent will work closely with various business unit leaders and their teams, strategists and marketers, and numerous peers in Marketing to define, deliver and execute the brand strategy. He / she will do this in many cases via virtual teams in a highly-matrixed environment. He / she will succeed by:
Investing heavily to build strong working relationships with numerous people at all levels of the organization
Establishing strong credibility by demonstrating deep subject-matter and disciplinary competency
Ability to offer well-structured, well-supported and clearly articulated points-of-view while met with skepticism, disbelief and/or opposition
Essential Business Experience and Technical Skills:
7+ years of diverse and progressively senior marketing experience – an accomplished Marketer that has a breadth of marketing experience (from planning to go-to-market execution, from brand/product management to marketing communications), as well as relevant expertise in strategic brand building and innovation (demonstrated through a proven track record of working on world-class brands at a company, business unit or product level)
Strong record of leading teams with marketing-driven P&L responsibility
Ability to advise on both B2C and B2B2C channels, with a customer mindset focusing on insights and applying insights-led research
Highly analytical with significant experience leading data-based decision making and distilling large amounts of data into clearly concise stories
Demonstrated experienced navigating, influencing and leading within a highly matrixed environment
Entrepreneurial-like innovation experience within a larger company or brand would be desirable
Accomplished change management leader
Undergraduate degree required, MBA or other advanced degree preferred
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