Director, Field Marketing Programs and Activation

New York Life•New York, NY

26d•$140,000 - $180,000•Hybrid

About The Position

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.

Requirements

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

Nice To Haves

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.

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.