Director, Cross-Channel Activation at New York Life | New York City, NY | $137K/yr – $190K/yr

New York Life

Director, Cross-Channel Activation

New York City, NY (Hybrid)

$137K/yr – $190K/yrDirector/Executive8+ years expFull time

Posted 3 weeks ago

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Job Summary

Own the cross-channel activation engine for asset management marketing, turning annual priorities into coordinated campaigns across paid, email, social, and content. Drive governance, KPI alignment, and agency coordination to deliver consistent brand experiences for advisors, institutions, and clients.

Integrated Activation: Own planning, sequencing, and post-campaign optimization across paid, email, social, and content distribution.
Governance & KPIs: Establish briefs, calendars, QA, destination specs, and reporting aligned to business objectives.
Cross-Functional Leadership: Coordinate with Product Marketing, Brand, Content, Sales, BI, Ops, Compliance, and agencies to move from brief to launch to measurement.

Job Description

Lead the integrated activation process across paid media, email, organic social, and content distribution, ensuring campaign plans are audience-centered, coordinated, and aligned to business and brand priorities.
Partner with the Head of Cross-Channel Marketing to convert annual and quarterly priorities into actionable campaign plans, activation calendars, operating routines, and performance readouts.
Run the cross-channel activation rhythm, including intake, prioritization, channel sequencing, workback planning, launch readiness, status meetings, dependency management, and post-campaign optimization discussions.
Manage and develop the Manager, Paid Media & Activation, ensuring paid media strategy, agency execution, audience targeting, budget pacing, testing, and optimization are integrated into broader campaign plans.
Coordinate closely with the Manager, Email & Marketing Automation to ensure email, automation, organic social, and owned-channel strategies support the broader campaign experience while preserving clear channel accountability.
Partner with Product Marketing, Segment Marketing, Brand, Content, Sales, BI, Technology, Marketing Operations, Compliance, Website Strategy & Operations, and external agencies to move campaigns from brief to launch to reporting.
Establish and maintain campaign governance, including briefs, calendars, workback schedules, tagging standards, QA expectations, approval checkpoints, destination requirements, and reporting inputs.
Ensure cross-channel activation reinforces the NYLIM brand story and creates a consistent experience across advisor, institutional, client, prospect, and boutique-facing touchpoints.
Lead agency coordination for campaign activation, ensuring paid media, content distribution, and channel partners are aligned to strategy, timelines, budgets, destination needs, and measurement expectations.
Partner with stakeholders to define KPIs, reporting cadences, dashboard requirements, test plans, and performance narratives that connect channel activity to business objectives.