Director, Field Marketing Programs and Activation

New York Life; New York (NY); Hybrid; USD 140,000 - 180,000; Full time

Benefits offered by this job

Leave programs

Adoption assistance

Student loan repayment programs

Job summary

New York Life seeks a strategic Field Marketing leader to oversee activation, adoption, engagement, and growth across the full Field Marketing value stream, driving programs that help financial professionals attract and retain clients. The role blends business strategy, marketing expertise, and operational leadership to connect efforts, align priorities, and deliver measurable outcomes.

This is a people leadership role responsible for managing a team while guiding multiple complex initiatives,

Qualifications

• Excellent communication, collaboration, and influencing skills.
• Proven ability to navigate ambiguity, solve complex business problems, and drive results through cross‑functional teams.
• 10+ years of experience in marketing, sales enablement, program management, business strategy, or related functions.
• 3+ years of people leadership experience.

Responsibilities

• Develop and execute strategies that drive awareness, engagement, and adoption of marketing and prospecting programs.
• Create go-to-market and activation plans that help sales professionals understand the value of available programs and incorporate them into their businesses.
• Identify opportunities to improve program performance through enhanced communications, awareness, and field engagement strategies.
• Monitor adoption trends and performance metrics to identify opportunities, remove barriers, and improve outcomes.
• Collaborate with stakeholders across marketing, sales, field leadership, operations, compliance, product, and technology teams.
• Translate field feedback into actionable recommendations that improve programs and user experiences.
• Coach, mentor, and develop a team responsible for program activation and field engagement.
• Foster a culture of accountability, innovation, collaboration, and continuous improvement.

Skills

Communication skills

Collaboration

Influencing skills

Ambiguity navigation

Cross-functional leadership

Job description

Location Designation: Hybrid - 3 days per week

Role Overview

We are seeking a strategic and execution-oriented leader to oversee activation, adoption, engagement, and growth across the full Field Marketing value stream, including programs and capabilities that help financial professionals find more, keep more, and win more clients.

This role is responsible for developing and executing strategies that increase awareness, utilization, and business impact across a broad portfolio of field and corporate-led marketing and prospecting programs, including digital marketing tools - websites, email marketing, and social media solutions - local event marketing programs, lead generation programs, client retention programs, and other initiatives designed to support the field across the full client acquisition and retention journey.

The role requires someone who will blend business strategy, marketing expertise, and operational leadership to connect efforts across the value stream, align priorities across program areas, and drive field adoption and measurable outcomes. They will work cross-functionally with partners across marketing, distribution, sales enablement, product, operations, compliance, and field leadership to ensure programs are effectively launched, promoted, supported, and optimized.

This is a people leadership role responsible for managing and developing a team while leading multiple complex initiatives simultaneously.

What You\'ll Do

• Develop and execute strategies that drive awareness, engagement, and adoption of marketing and prospecting programs.


• Create go-to-market and activation plans that help sales professionals understand the value of available programs and incorporate them into their businesses.


• Identify opportunities to improve program performance through enhanced communications, awareness, and field engagement strategies.


• Monitor adoption trends and performance metrics to identify opportunities, remove barriers, and improve outcomes.


• Collaborate with stakeholders across marketing, sales, field leadership, operations, compliance, product, and technology teams.


• Translate field feedback into actionable recommendations that improve programs and user experiences.


• Coach, mentor, and develop a team responsible for program activation and field engagement.


• Foster a culture of accountability, innovation, collaboration, and continuous improvement.

What You\'ll Bring

• Excellent communication, collaboration, and influencing skills.


• Proven ability to navigate ambiguity, solve complex business problems, and drive results through cross‑functional teams.


• 10+ years of experience in marketing, sales enablement, program management, business strategy, or related functions.


• 3+ years of people leadership experience.

Preferred Skills

• Experience working directly with sales professionals, advisors, agents, consultants, or other customer‑facing business owners.


• Strong leadership experience with a demonstrated ability to build, develop, and motivate high‑performing teams.


• Strong project and portfolio management capabilities, including managing multiple complex initiatives simultaneously.

Job Level: LEVELMG2

Pay Transparency

Salary Range: $140,000-$180,000

Overtime eligible: Exempt

Discretionary bonus eligible: Yes

Sales bonus eligible: No

Actual base salary will be determined based on several factors but not limited to individual's experience, skills, qualifications, and job location. Additionally, employees are eligible for an annual discretionary bonus. In addition to base salary, employees may also be eligible to participate in an incentive program.

Please note: This role requires FINRA licensed and/or FINRA Associated Person pre-hire fingerprinting.

Our Benefits

We provide a full package of benefits for employees - and have unique offerings for a modern workforce, including leave programs, adoption assistance, and student loan repayment programs. Based on feedback from our employees, we continue to refine and add benefits to our offering, so that you can flourish both inside and outside of work.

Our Commitment to Inclusion

At New York Life, fostering an inclusive workplace is fundamental to who we are and how we serve our communities. We have a longstanding commitment to creating an environment where individuals can contribute their best and succeed together. This foundation is rooted in our core values of humanity and integrity, ensuring that every employee feels valued and supported. By embracing a broad range of perspectives and experiences, we achieve greater success and fulfill our promise of providing financial security and peace of mind to families across all communities.

Recognized as one of Fortune's World's Most Admired Companies, New York Life is committed to improving local communities through a culture of employee giving and volunteerism, supported by the Foundation. We are proud that due to our mutuality, we operate in the best interests of our policy owners.