Director, Demand Generation

Department:

The MetLife Global Brand & Marketing (GBM) team has been evolving in line with MetLife's transformation to a company that is simpler, more focused and nimble that outperforms competitors in delivering value for customers and shareholders. Today, GBM is a strategic, customer-focused marketing practice dedicated to driving business impact across the globe. With a focus on customer led value propositions, relevant customer engagement and fostering a purpose driven brand, the team is committed to changing the lives of customers for the better, deliver customer-led strategies that drive business growth and are an important driver of value for the company. GBM has roughly 400 employees in global, regional, and local roles.

Role Value Proposition:

This role sits within the Global Customer Experience Design department and reports to the AVP, Demand Generation. The Director, Demand Generation will play a key role in building the maturity and practice of driving pipeline growth by attracting and nurturing leads and connecting marketing activities to sales. The ideal candidate will have proven success in several areas, including: web, SEO, email marketing, content marketing, paid/own/earned media, and marketing automation.

This person has the exciting opportunity to be a leader in identifying and executing new and innovative ways of digitally progressing leads through the funnel and working with our business partners to ensure those leads convert into valuable and long-lasting customers. To do so, they will need to understand the root of business challenges, identify opportunities in unexpected ways, and deliver digital-first experiences.

Additionally, this person will be an advocate for the customer within and across the company, should have an entrepreneurial mindset, thrive in agile ways of working and must be great at building relationships and driving consensus. The role combines a business focus with digital marketing expertise and provides the opportunity to not only apply Demand Generation best practices to key business challenges, but to build the capability within MetLife, globally.

Key Responsibilities:
  • Lead innovation pilots with local markets to build new Demand Generation capabilities and drive business outcomes. Examples of this include standing-up new processes to generate leads, implementing marketing technologies to track lead progression and implementing lead scoring models to better qualify leads.
  • Ability to leverage paid, owned and earned channels to develop best practices and strategies to support local market implementation of Demand Generation programs.
  • Drive an experimentation mindset, leveraging marketing technology to test and learn new ways of generating, capturing and routing leads.
  • Build partnerships with key functions across the organization (Business Units, Technology, Operations, Strategy, Marketing), understand their priorities and ensure DG strategy and initiatives are aligned and integrated.
  • Drive alignment on core DG KPIs and deliver progress reports and updates for key stakeholders on the Global impact of DG programs.
  • Develop business cases to implement and adopt relevant and emerging digital marketing technology trends and tools to improve effectiveness and efficiency of DG programs.


Essential Business Experience and Technical Skills:

Required:
  • Highly skilled in lead generation and nurture best practices across B2B (Account Based Marketing) and B2C
  • 8+ years of professional experience in Demand Generation, Growth Marketing or Digital Acquisition roles, ideally within a global company
  • A digital native that has demonstrated success running marketing programs that combine paid media, email marketing, marketing automation, social media, SEO, content creation and reporting
  • Data-first mindset and analytical thinking skills - uses data to drive strategy, inform optimizations and focus budget and activities
  • Experience measuring the effectiveness of Demand Generation efforts across the funnel, implementing media attribution models and finding ways to optimize core metrics (e.g. CPA, CPL, Conversion Rates)
  • A change agent never satisfied with the status quo, and has an Entrepreneurial mindset and can-do spirit
  • Uses their passion for experimentation and innovation to implement new processes and technologies
  • Ability to take initiative, think strategically, and connect dots to drive results
  • A passion for working in a fast-moving environment and thrives in agile ways of working
  • Demonstrated success enabling transformation through tangible business results and collaboration
  • Ability to build and manage relationships with stakeholders at all levels


Preferred:
  • Undergraduate degree strongly preferred, MBA a plus
  • Ability to establish and broadly share/apply industry best practices from outside the organization
  • Knowledge of how to leverage marketing automation technology (e.g., Adobe) to implement Demand Generation programs


Business Category

Global Brand & Marketing

Number of Openings

1

At MetLife, we're leading the global transformation of an industry we've long defined. United in purpose, diverse in perspective, we're dedicated to making a difference in the lives of our customers.

MetLife:

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 help its individual and institutional customers navigate their changing world. Founded in 1868, MetLife has operations in more than 40 countries and holds leading market positions in the United States, Japan, Latin America, Asia, Europe and the Middle East.

We are one of the largest institutional investors in the U.S. with $642.4 billion of total assets under management as of March 31, 2021. We are ranked #46 on the Fortune 500 list for 2021. In 2020, we were named to the Dow Jones Sustainability Index (DJSI) for the fifth year in a row. DJSI is a global index to track the leading sustainability-driven companies. We are proud to have been named to Fortune magazine's 2021 list of the "World's Most Admired Companies."

MetLife is committed to building a purpose-driven and inclusive culture that energizes our people. Our employees work every day to help build a more confident future for people around the world. Visit us at www.metlife.com to learn more about our brand, history, and values.

We want to make it simple for all interested and qualified candidates to apply for employment opportunities with MetLife. If you need assistance and/or a reasonable accommodation due to a disability during the application or the recruiting process, please send a request to accommodations@metlife.com or call our Employee Relations Department at 1-877-843-3711.

MetLife is a proud Equal Employment Opportunity and Affirmative Action employer dedicated to attracting, retaining, and developing a diverse and inclusive workforce. All qualified applicants will receive consideration for employment at MetLife without regards to race, color, religion, sex (including pregnancy, childbirth, or related medical conditions), sexual orientation, gender identity or expression, age, disability, national origin, marital or domestic/civil partnership status, genetic information, citizenship status, uniformed service member or veteran status, or any other characteristic protected by law.

MetLife maintains a drug-free workplace.

Requisition #: 118294