As MetLife progresses in its transformational journey toward becoming a world class, customer centric company, having a deep and methodological understanding of our consumers, their needs, and how they currently experience MetLife is paramount to our success. Listening to customers and acting on their unique insights is a key component of our global strategy and this role will be instrumental in shaping customer relationships through a robust understanding of consumer behavior drivers, and by managing, enhancing and expanding our consumer and employee engagement program.
Summary of Responsibilities:
The Director of Sponsorships & Promotions is an experienced marketer with a personal passion for popular culture and the marketing acumen to leverage the public’s interest in sports, entertainment and lifestyle platforms into meaningful results for the MetLife brand.
This person supports experiential marketing for MetLife and the activation of MetLife’s various sports, entertainment and cultural affiliations. This position also creates targeted promotions (including but not limited to sweepstakes, contests and social media engagement campaigns), leveraging the same, to attract prospective customers, generate consumer excitement and build brand preference for MetLife in the marketplace while contributing to global employee engagement. The incumbent works to ensure that all of MetLife’s sponsorships—including MetLife Stadium, the PGA TOUR, The New York Yankees, and the highly visible MetLife blimp program — are heavily publicized, promoted and work in concert with the balance of the company’s marketing activities and advertising campaigns to maximize their collective media exposure and business impact.
To do so requires the Director of Sponsorships & Promotions to:
Be both creative and results-oriented.
Develop a deep and insightful understanding of MetLife’s business goals, internal organization, customers, brand positioning/consumer proposition, marketing objectives and associated metrics for the purpose of assessing the potential application of experiential marketing and consumer promotion solutions.
Bring a keen understanding of experiential marketing as a discipline, including an experienced track record in:
1) evaluating new sponsorship and branded-content opportunities globally
2) an understanding of, and ability to interact with, the various inter-dependent entities within the sports and entertainment worlds: spokespersons, athletes, entertainers, agents, team management, leagues, other sponsors and television networks
3) developing strategically-sound consumer engagement programs and promotions, such as sweepstakes, contests and hospitality events
4) executing all tactical aspects of an event or sponsorship program, including but not limited to: vendor management, negotiating contract terms (with appropriate counsel from MetLife officers and the Law Dept.), logistical trouble-shooting, and problem resolution.
5) deliver meaningful business ROI from MetLife’s various sponsorships
This position will be instrumental in the creation of an annual experiential marketing calendar of events and for actively promoting upcoming events internally so that MetLife’s various lines-of-business can fully exploit these events as business-building opportunities.
The Director will have direct management of one direct-report associate and is responsible for all aspects of managing the ongoing operations of the brands activation at MetLife Stadium, including: short and long term strategies for maximizing the media value of the partnership as an advertising vehicle; calculating this media value; managing vendors; developing and maintaining relationships with property executives; and working closely with internal partners (Public Relations, Internal Communications, Internet, etc.) to continually develop new strategies, programs and campaigns to further enhance the impact of MetLife Stadium.
Principal Responsibilities:
Ensure that all sponsorships and events work in concert with corporate and LOB marketing efforts to enhance MetLife’s brand image, increase awareness and drive consumer preference.
Develop consumer promotions aimed at generating interaction and engagement with MetLife.
Contribute to strategic planning and lead the execution of sports marketing efforts at MetLife, partnering with senior company leaders to identify their needs, match opportunities, and exploit business opportunities.
Interact regularly with senior MetLife executives and salespeople to develop short-term and long-term sports and event marketing strategies, plans and programs. Continually adapt plans as needed to address their shifting needs with regard to sponsorship/event programs and promotions.
Work closely with the Law and Procurement Departments to ensure that all contracts and deals are compliant with MetLife protocols and that any potential liabilities for MetLife have been identified and are mitigated.
Lead the evaluation of new sponsorship and branded-content opportunities (e.g., product/brand placement)
Work hand-in-hand with MetLife’s public relations and digital marketing professionals to actively drive media coverage of MetLife’s promotional campaigns.
Required Qualifications
Bachelor’s degree in marketing, communications, or a related field of study.
7+ years of experience in marketing and sponsorship.
In order to post for this position, you need the proper work authorization to work in the country where the position is located and not require relocation assistance
Preferred Qualifications
High energy with a passion for sports and entertainment.
Maturity and ability to interface effectively with senior MetLife leaders, senior television executives (network and cable), event producers and league executives (e.g., PGA, NFL).
Superb customer service skills, professionalism and diplomacy.
Able to craft and deliver presentations to MetLife’s most senior management.
Exceptional organizational, project management and vendor management skills.
Ability to handle multiple, complex assignments in a fast-paced environment with tight deadlines and uncertainties.
Ability to judiciously consult managers, but make sound business decisions quickly, when necessary, in pressured situations.
Manage budget and reporting for marketing activities in excess of $20 million per year.
Excellent analytical skills to identify and measure meaningful marketing results.
Proven negotiation and vendor management skills.
Manage and motive two direct-reports.
Requires international travel and working evenings, weekends and holidays due to sports and event calendars.
Travel
10-20%
