Foresters Financial Services Head, Enterprise Products and Sales Marketing in New York, New York

Head, Enterprise Products and Sales Marketing

Marketing
New York, New York

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Description

About Foresters Financial

Foresters Financial has a dual objective; the first centered on the well-being of family and community; and, the second business-oriented. Foresters Financial is an international financial services provider with a unique history that began in 1874 when Foresters Financial set out to provide access to life insurance for average working families. More than 140 years later, Foresters Financial provides investment, life insurance, retirement and savings solutions that help families achieve their long-term financial goals. During this time, Foresters Financial has remained steadfast in its commitment to help improve family well-being and, each year, Foresters Financial invests millions to support causes that enrich the lives of families and communities.

Purpose of role

The Head, Enterprise Products and Sales Marketing role is a new position within Foresters Financial reporting to the Global Chief Strategy, Marketing and Innovation Officer (CSMIO). This person will be leading the Marketing teams located in the US, Canada and UK that support the strategic business units (SBU) of Foresters Financial. This position will partner with business leaders across the three countries to lead a customer-centric marketing organization that aligns with the 2025 strategy. This role will require oversight of deploying results-oriented Marketing campaigns across all SBUs to support the distributors and agents, it may also require direct response marketing at a later stage; working closely and collaboratively with the product groups to improve product targeting based on customer needs; supporting distribution partners based on distribution segmentation; and, working closely and collaborating with Corporate Marketing on corporate branding and value proposition initiatives.

This position will work closely with business executives and functional leaders in marketing, technology, distribution, operations, and other corporate shared services to support Foresters Financial short- and long-term goals.

Marketing strategy will be driven by maximizing both member and Foresters Financial value over time.

Key responsibilities/accountabilities

This position will have functional responsibility covering the following areas:

  • Marketing strategy, planning and budgeting for intermediary and direct response channels

  • Results-oriented marketing campaigns and oversight of marketing agencies in the countries

  • Experience and insights execution (i.e. Net promoter score, voice of customer, customer journey programs)

  • Business templates for the regions (business & marketing plans, campaign approvals, P&Ls, measurements / campaign tracking)

  • Regional dashboards and executive reporting for awareness, engagement, acquisition, conversion, engagement, retention, satisfaction and other business objectives

  • Oversight of CRM

  • Price/product positioning

  • Membership engagement

  • Brand stewardship in conjunction with Corporate Marketing

In addition to the functional requirements this position will be responsible for a strategic focus in these areas:

Marketing Vision & Strategy

  • Create a vision and goals for the regions that will advance the strategic agenda of the SBUs

  • Create alignment to our 2025 strategy

  • Create a strong culture across the region that is focused on customer (including Agents) centricity and delivering on purpose

  • Oversee a strategy that is based in research (quantitative, qualitative, primary, and secondary)

  • Collaborate closely with other senior executives and members of their teams to ensure that the marketing groups’ efforts are proactive, value-added and impactful

Marketing

  • The primary objective of this position is to deliver strategic results-oriented marketing programs

  • Provide advice on strategic marketing to the SBUs, standardizing approach, plans and measurements and providing hands-on direction with the SBU’s marketing efforts

  • Evaluate and select Tools to help the intermediaries

Marketing Campaign Analytics

  • Develop a roadmap for building the marketing analytics function and then overseeing execution

  • Building strong skills and capabilities in research and marketing analytics

  • Use the most advanced techniques in multivariate analysis and research to improve marketing

  • Work with the Portfolio Analytics function in coordination with the product leaders that combines Marketing and Risk to develop and optimize Lifetime Value of customer

  • Work with Portfolio Analytics to understand and optimize Agent performance and share-of-wallet.

  • Manage departmental budgets and set up quantifiable metrics

  • Ensure all dashboards reflect elements of the 2025 strategy where possible with particular focus on Delivering on Purpose

  • Work with portfolio management to understand the quality and risk of our portfolio

Marketing Dashboards

Establish a set of metrics that are used to manage and report on our business at country and region levels.

Success metrics may include:

  • Financial targets by Customer, Product and Distribution – Premium and Profitability

  • Marketing Profitability by Distribution segments and other campaign metrics

  • Agent Metrics (awareness, engagement, sales, other…)

  • Membership Engagement Metrics

  • Net Promoter Score

Product Development Support

  • Partner with Product leaders to ensure that each product has a clearly defined value proposition, positioning and strategy statement that is easily understood and compelling. This position will have significant input on product development from a consumer perspective, ensuring appropriate prioritization of customer needs.

  • Ensure that product upsell/downsell/cross-sell strategy is clearly established.

  • Ensure that new product development initiatives are developed in collaboration with the product leads.

Membership

  • Work directly with the Membership team to develop member benefits and engagement strategies to drive high involvement of our members in our family and community activities

  • Increase awareness, interest and engagement of members and Agents in delivering the difference

Special Initiatives:

  • Partner closely with Corporate Marketing to provide input in the development of value proposition, positioning and branding. Spearhead global initiatives such as market segmentation, customer needs, product concept testing and benefits analysis, including price and product positioning and distribution segmentation

  • Develop a customer experience strategy across all touch points and continuously leverage customer insights to evolve the experience and opportunities for Foresters Financial

  • Work with LIMRA to benchmark customer experience

Leadership and Development

  • Build a highly effective Marketing organization

  • Determine skill gaps in marketing talent and work with Talent Development to develop a strategic human resource plan to strengthen the Marketing function

  • Increase cross-SBU collaboration to increase best practices sharing and learnings

  • Strengthen and continuously build out Foresters Financial marketing capabilities including digital

Marketing Functional Review

Continuously review and enhance all Marketing processes, such as:

  • Campaign strategies and tactics

  • Measurements, CRM, communication, websites etc., that enable the overall Marketing function to operate efficiently and effectively

  • Review all third party business partners such as outsourced service providers to ensure that Foresters Financial is getting the expertise it requires

  • Review campaigns and communications and continuously test messaging and impact

One Year Key Success Factors

  • Establish a marketing strategy/plan by SBU that closely aligns to the 2025 strategy and creates value for the business and engagement for the families and communities

  • Develop dashboards and rich marketing analytics for executive level reporting on all business units. Create discipline for creating MIS for internal marketing management.

  • Support the prioritized DTC strategy at culmination of decision

  • Cultivate strong relationships throughout the complex organization for affecting change

Key qualifications/competencies

  • 20 years of experience in a similar senior marketing role managing USA, Canada and / UK. USA-based experience would be preferred.

  • Experience in Insurance and Asset Management business preferred

  • Understand the company’s strategic vision and be able to and translate the strategic view into SBU marketing plans

  • Expertise in benchmarking and creating customer experience across all touch-points

  • Strong experience working with intermediaries/distributers

  • Experience executing marketing strategies across the countries with multiple SBUs. Ability to work across and influence to support development of new ideas. Comfortable with senior leadership.

  • Experience in Digital Marketing

  • Experience in fraternal preferred but not required

  • Challenger Brand Experience, competing effectively with fewer resources than the market leaders

  • Experience in executing results-driven marketing campaigns including planning and analysis

  • Experience in leading multiple teams across countries

  • Experience with TV and Internet media, the role of media for demand generation, and best practices with respect to media measurement. Experience creating and executing Digital Marketing (such as, SEO/SEM, Display, Retargeting, Email, Affiliate, Programmatic, Real Time Bidding, Social, Mobile Marketing, eCommerce) is also important to the role

  • Undergraduate degree in marketing; an MBA is preferred

Foresters Financial is committed to supporting diversity and accessibility. If you require an accommodation throughout the recruitment process, we will work with you to meet your needs.