Marketing Activation Lead, Retention & Engagement

Description and Requirements
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, Retention & Engagement, 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 and deliver meaningful business outcomes.
• Key liaison between product marketing, channel teams, marketing functions and agile marketing pods. 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 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.
• Helps 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 engagement plan - from strategy through execution.

Key Skills

• 10+ years of experience building retention and/or customer engagement programs that drive business outcomes.
• 7+ years of experience leveraging digital channels (social, web, email, etc.) to drive outcomes.
• 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 and 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.
• Familiar with retention or churn models, particularly relevant with subscription services.
• Familiar with service design thinking principles.
• HS Diploma or equivalent required, Bachelors preferred.

The salary range for applicants for this position is 123,800 - 170,000.
Benefits We Offer
Our U.S. benefits address holistic well-being with programs for physical and mental health, financial wellness, and support for families. We offer a comprehensive health plan that includes medical/prescription drug and vision, dental insurance, and no-cost short- and long-term disability. We also provide company-paid life insurance and legal services, a retirement pension funded entirely by MetLife and 401(k) with employer matching, group discounts on voluntary insurance products including auto and home, pet, critical illness, hospital indemnity, and accident insurance, as well as Employee Assistance Program (EAP) and digital mental health programs, parental leave, volunteer time off, tuition assistance and much more!
About MetLife
Recognized on Fortune magazine's list of the 2024 "World's Most Admired Companies" as well as the 2024 Fortune 100 Best Companies to Work For ®, MetLife , through its subsidiaries and affiliates, is one of the world's leading financial services companies; providing insurance, annuities, employee benefits and asset management to individual and institutional customers. With operations in more than 40 markets, we hold leading positions in the United States, Latin America, Asia, Europe, and the Middle East.
Our purpose is simple - to help our colleagues, customers, communities, and the world at large create a more confident future. United by purpose and guided by empathy, we're inspired to transform the next century in financial services. At MetLife, it's #AllTogetherPossible . Join us!
Equal Employment Opportunity/Disability/Veterans
If you need an accommodation due to a disability, please email us at [email protected]. This information will be held in confidence and used only to determine an appropriate accommodation for the application process.
MetLife maintains a drug-free workplace.
123,800 - 170,000
#BI-Hybrid