Director, Owned Channel Strategy

New York Life • New York, NY

3d • $137,000 - $190,000 • Hybrid

About The Position

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.

Requirements

• 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.

Responsibilities

• 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.

Benefits

• Leave programs
• Adoption assistance
• Student loan repayment programs
• Professional development resources
• Opportunities to expand digital, data, automation, AI, and investment marketing expertise

What This Job Offers

• Job Type: Full-time
• Career Level: Director