Director, Owned Channel Strategy

New York Life; New York (NY); On-site; USD 137,000 - 190,000; Full time

Job summary

New York Life Investments (NYLIM) is seeking a Director, Owned Channel Strategy to elevate email, lifecycle, social, and owned-audience engagement. You will own strategy, segmentation, personalization, testing, automation, and governance across advisor and institutional audiences.

Reporting to the Head of Cross-Channel Marketing, you will lead the email strategy and collaborate with multiple teams to ensure compliant, measurable, and brand-aligned programs. This is a senior strategic role.

Qualifications

• 7 to 10+ years of experience in email marketing, lifecycle marketing, CRM, marketing automation, or digital engagement.
• Experience leading or mentoring marketing team members and setting standards.
• Proven ability to develop email strategies, nurture journeys, segmentation, testing, and performance optimization.
• Hands-on experience with email or marketing automation platforms and CRM systems.
• Understanding of advisor/institutional/B2B audiences in regulated environments is preferred.

Responsibilities

• Own the email and owned-channel strategy with lifecycle engagement, segmentation, personalization, testing, automation, and performance optimization.
• Lead and coach the Manager, Email Marketing and Manager, Organic Social Media to set goals and execution standards.
• Develop audience-centered contact strategies for key audiences and design nurture journeys and content programs.
• Be the business lead for marketing automation, defining CRM data, journey orchestration, and measurement capabilities.
• Identify AI-enabled opportunities to improve planning, content adaptation, QA, and reporting within governance.

Skills

Email marketing

Lifecycle marketing

CRM

Marketing automation

Owned-channel strategy

Education

Bachelor's degree in Marketing/Business/Finance

Tools

Marketing automation platforms

CRM systems

Campaign tagging

Job description

Alternate locations: Jersey City, NJ (New Jersey); New York, NY (New York)

About New York Life Investment Management

With over $800 billion in assets under management, NYLIM is a Pensions & Investments' Top 30 Largest Money Manager and one of the largest global asset managers serving institutional, retail and insurance clients. NYLIM brings together the firm’s global investment teams under one unified brand, combining specialized expertise with the strength and stability of New York Life.

Our platform is built on disciplined active management, deep investment capabilities and a long-term partnership approach designed to deliver enduring value across market cycles and help clients navigate the next era of investing.

More powerful, together, we combine the agility of specialized investment teams with the scale and longevity of a leading mutual institution.

Role Summary

New York Life Investments (NYLIM) is seeking a Director, Owned Channel Strategy to build and advance the firm's email, lifecycle, social, and owned audience engagement strategy. This role will make owned channels more strategic, personalized, measurable, and automated across financial advisor, institutional investor, client, prospect, and boutique audiences.

Reporting to the Head of Cross-Channel Marketing, this leader will own email strategy, contact strategy, segmentation, nurture journeys, testing, personalization, marketing automation use cases, and owned-channel governance. The role will manage the Manager, Email Marketing and Manager, Organic Social Media, setting a shared standard for audience engagement, channel effectiveness, brand consistency, and compliant execution.

This role will partner closely with the Director, Cross-Channel Activation to ensure email, automation, and organic social strategies are integrated into broader campaign plans, while retaining clear accountability for owned-channel strategy, performance, and continuous improvement.

What You'll Do

Own the email and owned-channel strategy for NYLIM, with a focus on lifecycle engagement, nurture programs, segmentation, personalization, testing, automation, and performance optimization.

• Lead, coach, and prioritize work for the Manager, Email Marketing and Manager, Organic Social Media, ensuring both roles have clear goals, strong execution standards, and a shared approach to audience engagement.
• Develop audience-centered contact strategies for financial advisor, institutional investor, client, and prospect audiences, including frequency, prioritization, suppression, segmentation, and journey logic.
• Design and evolve nurture journeys, triggered communications, newsletters, campaign sequences, event follow-ups, and content engagement programs that support business priorities and deepen audience relationships.
• Serve as the business lead for marketing automation use cases, helping define requirements for CRM, marketing automation, audience data, dynamic content, journey orchestration, and measurement capabilities.
• Identify responsible AI-enabled opportunities to improve owned-channel planning, content adaptation, audience segmentation, QA, reporting synthesis, and journey performance.
• Lead the development of email testing strategies, including subject lines, content hierarchy, calls to action, personalization, audience splits, send timing, templates, and journey optimization.
• Establish email and owned-channel governance standards, including contact strategy, template strategy, content hierarchy, brand alignment, accessibility, compliance considerations, approval requirements, and performance reporting practices.
• Monitor and analyze owned-channel performance, audience behavior, list health, deliverability, engagement quality, social signals, website engagement from owned traffic, and conversion indicators, translating insights into recommendations for ongoing improvement.
• Partner with Product Marketing, Segment Marketing, Brand, Content, Sales, BI, Technology, Marketing Operations, Compliance, Website Strategy & Operations, and the Director, Cross-Channel Activation to translate priorities into effective email, social, and owned-channel programs.
• Partner with Global Data & Tech Solutions on platform capabilities, tagging, campaign setup, QA processes, data hygiene, and execution readiness.
• Ensure email, social, and owned-channel activation reinforces the NYLIM brand story and creates a consistent, relevant experience across audience touchpoints.

What You'll Bring

• 7 to 10+ years of experience in email marketing, lifecycle marketing, CRM, marketing automation, owned-channel strategy, or digital engagement, preferably in financial services, asset management, B2B, or another regulated environment.
• Experience managing or mentoring marketing team members, with the ability to set direction, improve standards, prioritize work, and help channel specialists grow.
• Proven ability to develop email strategies, nurture journeys, segmentation approaches, testing plans, contact strategies, and performance optimization routines.
• Hands-on experience with email or marketing automation platforms, CRM systems, audience data, campaign tagging, email reporting, deliverability, and compliance-aware campaign execution.
• Understanding of advisor, institutional, intermediary, professional buyer, or complex B2B audience journeys preferred.
• Ability to translate business and content priorities into audience-centered email, social, and owned-channel programs that are measurable, compliant, and aligned to brand standards.
• Experience partnering with cross-functional internal teams and external partners.
• Comfort using AI and automation tools to improve planning, personalization, testing, QA, reporting, content adaptation, and workflow efficiency within appropriate governance standards.
• Strong analytical judgment, attention to detail, writing instincts, and ability to interpret performance data into practical recommendations.
• Bachelor's degree in marketing, Communications, Business, Finance, or a related field preferred.

What You'll Get

• A role within a globally recognized financial institution with a strong purpose and long-term client orientation.
• Exposure to investment, market, and client engagement priorities across advisor, institutional, and boutique audiences.
• The opportunity to help build a more personalized, automated, measurable, and audience-centered owned-channel capability.
• Collaboration with internal stakeholders and external agency partners.
• Access to professional development resources and opportunities to expand digital, data, automation, AI, and investment marketing expertise.

Pay Transparency

Salary Range: $137,000-$190,000

• 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.

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. Click here to discover more about our comprehensive benefit options or visit our NYL Benefits Site.

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. Click here to learn more about New York Life's leadership in this space.

Job Requisition ID

94276

Job Level

LEVELMG2

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