Director, Cross-Channel Activation

Location Designation: Hybrid - 3 days per week 

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, Cross-Channel Activation to lead the day-to-day operating model for integrated marketing campaigns across paid media, email, organic social, and content distribution. This role connects business priorities, brand narratives, investment insights, and audience needs into coordinated channel plans that deepen engagement with financial advisors, institutional investors, clients, prospects, and boutique audiences.

Reporting to the Head of Cross-Channel Marketing, the Director will serve as the activation lead for the cross-channel pod. This leader will translate annual and quarterly priorities into clear activation plans, manage campaign sequencing and dependencies, coordinate agency and internal partners, and ensure campaigns are delivered with disciplined governance, consistent brand expression, and measurable outcomes.

The team does not own website strategy or operations. However, this role is accountable for ensuring cross-channel programs drive qualified traffic and meaningful engagement to relevant NYLIM business website content and digital experiences, in partnership with the Website Strategy & Operations team.

What You'll Do

• 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.


• Identify opportunities to improve workflows, reduce manual effort, apply AI-enabled processes responsibly, and increase the speed, quality, and consistency of campaign activation.


• Surface performance insights, operational risks, resource constraints, and optimization recommendations to the Head of Cross-Channel Marketing and relevant stakeholders.


• Support a culture of disciplined planning, data-informed decision making, continuous improvement, and high-quality execution across the cross-channel pod.

What You'll Bring

• 8 to 12 years of marketing experience, preferably in asset management, financial services, B2B marketing, or another regulated environment.


• Demonstrated experience leading integrated marketing activation across paid media, owned channels, email, organic social, content distribution, business website traffic generation, and agency-managed programs.


• Strong understanding of financial advisor, institutional, intermediary, or professional buyer journeys, with the ability to translate audience needs into practical channel plans.


• Experience managing cross-functional campaign processes, operating rhythms, calendars, agency partners, reporting routines, budgets, and senior stakeholder expectations.


• Working knowledge of campaign measurement, digital tagging, media performance, email and social metrics, website engagement analytics, and optimization practices.


• Ability to balance strategic judgment with execution discipline, moving complex work forward while maintaining accuracy, brand consistency, and regulatory awareness.


• Experience using or implementing AI, automation, or workflow tools to improve campaign planning, production, QA, reporting, or performance analysis.


• Excellent communication, collaboration, problem-solving, and organizational skills, with the ability to influence peers and partners in a matrixed environment.


• 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 integrated, measurable, and modern cross-channel marketing capability.


• Collaboration with Collaboration with internal stakeholders and external agency partners.


• Access to professional development resources and opportunities to expand digital, data, automation, and investment marketing expertise.

#LI-AM1

Job Level: LEVELMG2

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.​

Recognized as one of Fortune’s World’s Most Admired Companies, New York Life is committed to improving local communities through a culture of employee giving and volunteerism, supported by the Foundation. We're proud that due to our mutuality, we operate in the best interests of our policy owners. To learn more about career opportunities at New York Life, please visit the Careers page of www.NewYorkLife.com.

Job Requisition ID: 94277

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