AVP, Digital Strategy

Lincoln Financial Group; Radnor (Delaware County); Hybrid; USD 152,000 - 244,000; Full time

Benefits offered by this job

Career tracks

Leadership development

Tuition assistance

Flexible work arrangements

Financial counseling

Job summary

Lincoln Financial Group is seeking a senior leader to define and execute the digital strategy across broker, employer, and employee ecosystems. The role emphasizes building a cohesive, scalable UX across portals and self-service capabilities, while modernizing digital platforms for faster delivery and better customer experiences.

You will collaborate with distribution leaders, leverage analytics, and drive journeys from acquisition through service, renewal, and issue resolution.

Qualifications

• 10+ years of experience in digital strategy, technology, digital marketing, or related disciplines.
• 4+ years of managerial or leadership experience.
• Effectively uses AI tools in daily work and validates outputs.
• Excellent organizational skills with ability to prioritize and multitask.
• Bachelor's degree or equivalent work experience.

Responsibilities

• Establishes and implements priorities; directs departmental performance and develops talent.
• Leads user and stakeholder engagement to understand needs and requirements.
• Defines an integrated digital roadmap across broker, employer, and employee ecosystems.
• Leads coordination of design mockups and complex UX designs with stakeholders.
• Drives modernization of digital platforms across web and mobile to improve speed, usability, and adoption.
• Creates executive-ready materials to support investment decisions.
• Partners with Distribution to improve advisor productivity and retention.
• Uses VOC, analytics, and journey measurement to optimize end-to-end journeys.

Skills

Digital strategy

Leadership

Stakeholder engagement

UX design

Digital platforms

AI usage

Education

Bachelor's degree or equivalent work experience

Job description

Be Aware of Fraudulent Recruiting Activities: Lincoln values the privacy and security of every applicant and urges all applicants to diligently protect their sensitive personal information from scams targeting job seekers. These scams can take many forms including fake employment applications, bogus interviews and falsified offer letters.

Lincoln will not ask applicants to provide their social security numbers, date of birth, bank account information or other sensitive information in job applications. Additionally, our recruiters do not communicate with applicants through free e-mail accounts (Gmail, Yahoo, Hotmail) or conduct interviews utilizing video chat rooms. We will never ask applicants to provide payment during the hiring process or extend an offer without conducting a phone, live video or in-person interview. Please contact Lincoln's fraud team at [e-mail] if you encounter a recruiter or see a job opportunity that seems suspicious.

Select how often (in days) to receive an alert:

Alternate Locations: Charlotte, NC (North Carolina); Fort Wayne, IN (Indiana); Omaha, NE (Nebraska); Radnor, PA (Pennsylvania)

Work Arrangement:

Hybrid : Employee will work 3 days a week in a Lincoln office

Relocation assistance:is not available for this opportunity.

Requisition #:76893

The Role at a Glance

What you'll be doing

• Establishes and implements priorities, directs departmental performance, shares expertise, and develops talent through hiring, training, feedback, and stretch opportunities to ensure strong results.
• Leads user and stakeholder engagement to understand user activities, needs and mindsets, as well as market and business requirements.
• Establishes an integrated digital roadmap across broker, employer, and employee ecosystems, including strategy and roadmaps for portals and self-service capabilities such as onboarding, enrollment, billing, claims/service requests, reporting, and status.
• Leads the coordination and creation of design mockups and complex UX designs, collaborating with internal and external stakeholders to ensure consistent experiences and scalable design patterns.
• Drives modernization and enhancement of digital platforms and experiences across web and mobile, improving speed-to-market, accessibility, usability, resiliency, adoption, straight-through processing, and reducing call volume and manual touchpoints.
• Creates and maintains the strategic narrative and executive-ready materials needed to support investment decisions.
• Partners with Distribution leaders to ensure digital tools improve ease of doing business, advisor productivity, and retention.
• Leverages VOC, analytics, usability testing, and journey measurement to identify friction and inform end-to‑end journey design and optimization across acquisition, onboarding, service, renewal, and issue resolution.
• Sets experience standards alongside CX across design, content, navigation, and identity/access, ensuring consistency across portals and customer-facing applications.
• Identifies and directs updates to organizational initiatives and content for RFP responses, sales collateral, digital communications, and marketing materials, partnering with appropriate stakeholders to ensure consistent enterprise messaging and business alignment.
• Supports product portfolio initiatives by ensuring digital experience, servicing, and reporting capabilities align with product strategy and market needs.
• Champions internal technology and AI optimization, including leadership of the marketing technology team, with a focus on efficiency and improved delivery.

What we’re looking for

Must-haves:

• 10+ years of experience in digital strategy, technology, digital marketing, or related disciplines that directly align with the responsibilities of the role
• 4+ years of managerial, supervisory, and/or demonstrated leadership experience
• Effectively and responsibly uses AI tools in daily work, validates AI-generated outputs, and identifies opportunities to improve productivity, decision‑making, and outcomes for themselves, colleagues, and the organization
• Demonstrates excellent organizational skills with the ability to prioritize workload and multi‑task while maintaining strict attention to detail
• 4 Year/Bachelor's degree or equivalent work experience (4 years of experience in lieu of Bachelor's)

Nice-to-haves:

• Experience with Group Benefits and/or Retirement Plans

Application Deadline

Applications for this position will be accepted through December 4th, 2026, subject to earlier closure due to applicant volume

What’s it like to work here?

At Lincoln Financial, we love what we do. We make meaningful contributions each and every day to empower our customers to take charge of their lives. Working alongside dedicated and talented colleagues, we build fulfilling careers and stronger communities through a company that values our unique perspectives, insights and contributions and invests in programs that empower each of us to take charge of our own future.

What’s in it for you:

Clearly defined career tracks and job levels, along with associated behaviors for each of Lincoln's core values andleadership attributes

Leadership development and virtual training opportunities

Free financial counseling, health coaching and employee assistance program

Tuition assistance program

Work arrangements that work for you

Effective productivity/technology tools and training

The pay range for this position is$152,250 - $243,600with anticipated pay for new hires between the minimum and midpoint of the range and could vary above and below the listed range as permitted by applicable law. Pay is based on non-discriminatory factors including but not limited to work experience, education, location, licensure requirements, proficiency and qualifications required for the role. The base pay is just one component of Lincoln’s total rewards package for employees. In addition, the role may be eligible for the Annual Incentive Program, which is discretionary and based on the performance of the company, business unit and individual. Other rewards may include long-term incentives, sales incentives and Lincoln’s standard benefits package.

About The Company

Lincoln Financial (NYSE: LNC) helps people to confidently plan for their version of a successful future. We focus on identifying a clear path to financial security, with products including annuities, life insurance, group protection, and retirement plan services.

With our 120-year track record of expertise and integrity, millions of customers trust our solutions and service to help put their goals in reach.

Lincoln Financial Distributors, a broker-dealer, is the wholesale distribution organization of Lincoln Financial. Lincoln Financial is the marketing name for Lincoln Financial Corporation and its affiliates including The Lincoln National Life Insurance Company, Fort Wayne, IN, and Lincoln Life & Annuity Company of New York, Syracuse, NY. Lincoln Financial affiliates, their distributors, and their respective employees, representatives and/or insurance agents do not provide tax, accounting or legal advice.

Lincoln is committed to creating an inclusive environment and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status.

Be Aware of Fraudulent Recruiting Activities

Lincoln will not ask applicants to provide their social security numbers, date of birth, bank account information or other sensitive information in job applications. Additionally, our recruiters do not communicate with applicants through free e-mail accounts (Gmail, Yahoo, Hotmail) or conduct interviews utilizing video chat rooms. We will never ask applicants to provide payment during the hiring process or extend an offer without conducting a phone, live video or in-person interview. Please contact Lincoln's fraud team at [e-mail] if you encounter a recruiter or see a job opportunity that seems suspicious.

Additional Information

This position may be subject to Lincoln’s Political Contribution Policy. An offer of employment may be contingent upon disclosing to Lincoln the details of certain political contributions. Lincoln may decline to extend an offer or terminate employment for this role if it determines political contributions made could have an adverse impact on Lincoln’s current or future business interests, misrepresentations were made, or for failure to fully disclose applicable political contributions and or fundraising activities.

Any unsolicited resumes or candidate profiles submitted through our web site or to personal e-mail accounts of employees of Lincoln Financial are considered property of Lincoln Financial and are not subject to payment of agency fees.

Lincoln Financial (\"Lincoln\" or \"the Company\") is an Equal Opportunity employer and, as such, is committed in policy and practice to recruit, hire, compensate, train and promote, in all job classifications, without regard to race, color, religion, sex, age, national origin or disability. Opportunities throughout Lincoln are available to employees and applicants are evaluated on the basis of job qualifications. If you are a person with a disability that impedes your ability to express your interest for a position through our online application process, or require TTY/TDD assistance, contact us by calling [phone].

This Employer Participates in E-Verify. See the E-Verify notices.