Location Designation:Hybrid - 3 days per week

Business Unit Overview

In Marketing, you'll dive into a world of diverse opportunities, crafting innovative campaigns, managing impactful content and fostering meaningful connections with key audiences. Collaborate with experts across disciplines, leveraging data and insights to drive decision-making, unlock new growth potential and optimize our differentiating capabilities.

Role Overview:

New York Life is embarking on an ambitious journey to deliver industry-leading digital experiences for our customers and agents/advisors. This is a transformative role where creativity meets purpose. Beyond simple content, this role is about the strategy and execution of digital content and copy that guides consumers/clients through end-to-end digital experiences while establishing NYL and keeping our agents/advisors front and center as the trusted partners to help guide financial decisions with expertise and empathy. This role is also about shaping content for us to attract, recruit and retain agents and advisors in the growth of their small business. In this role you have the opportunity to blend your domain knowledge and craft to ensure every digital interaction resonates, engages, and empowers.

We are seeking a strategic and innovative Director of Digital Content Strategy to lead and unify digital content strategy across customer and financial advisor/agent digital experiences. This role will drive the development of seamless, cohesive content experiences that connect users with the right information, guidance, and resources to improve financial well-being and grow their businesses. By partnering across marketing, product, design, and technology teams, this leader will shape content that builds trust, drives engagement, and empowers users to make informed decisions.

What You'll Do:

Unified Content Strategy Development:

• Define and implement a comprehensive digital content strategy that aligns with NYL's brand, digital product, marketing, and business objectives.
• Collaborate with marketing, product, customer experience, and field teams to ensure consistent messaging across web, app, and other digital platform/product experiences
• Develop scalable frameworks, templates, and guidelines to ensure content consistency, accessibility, and quality across digital touchpoints.
• Lead efforts to integrate generative AI tools to accelerate content ideation, creation, and optimization while maintaining quality and compliance standards.
• Partner with technology, product, and design partners to drive content extensibility (e.g., build once, deploy everywhere) through identification and implementation of technology and other tools (e.g., headless content management systems)

Content Creation & Execution:

• Oversee the development of high-impact content for digital products, including macro copy, microcopy, FAQs, benefits, solutions, and educational resources.
• Translate complex financial topics into clear, actionable, and empathetic content tailored for customer and agent/advisor audiences.
• Partner with UX designers to align copy with visual elements for clear, engaging user experiences.
• Manage a small team of managers, contract writers and agency partners to ensure quality execution of content deliverables.

Information Architecture & Navigation:

• Lead the development and refinement of unified and consistent cross-department, cross-product navigations, taxonomy, and labeling systems to ensure intuitive content discovery for both customers and agents no matter what product they are using
• Partner with SEO, marketing, and product teams to optimize content for search, discoverability, engagement, and conversion/completion.

Measurement & Optimization:

• Establish content KPIs and partner with analytics and testing teams to measure effectiveness.
• Develop and execute content testing strategies to refine language, improve conversion rates, and enhance customer engagement.
• Use insights from research, analytics, and VOC programs to drive continuous content improvement.

Leadership & Collaboration:

• Champion content strategy as a core element of NYL's digital ecosystem by influencing senior stakeholders and collaborating across teams.
• Build alignment with IT, marketing, product, and agent support teams to create a seamless content experience across channels.
• Develop and deliver training programs to scale best practices in content strategy.

What You'll Bring:

• Bachelor's degree in Communications, Journalism, Marketing, or related field; relevant experience considered.
• Minimum of 10 years of experience in content strategy, UX writing, or digital content leadership.
• Experience leading content strategy in complex ecosystems with multiple stakeholder groups.
• Expertise in creating content strategies that unify marketing, product, and customer experience goals.
• Strong experience in SEO, accessibility, and content optimization best practices.
• Experience with AI-powered content creation tools and their role in enhancing content delivery.
• Excellent communication and presentation skills with a track record of building alignment across teams.
• Experience in financial services and/or life insurance is highly preferred.

Portfolio **You must include a portfolio or content examples as a document or link with your resume when applying. Please DO NOT use file sharing software such as Drop Box or Google Docs as we cannot access them.**

"Our team works with dynamic digital products to revolutionize financial services.

Every effort impacts millions of people and fuels the dreams of families, the strength of communities, and the stability of generations to come. At New York Life, we don't just build careers; we build legacies." - Kelly Smith, Head of Product Design

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Pay Transparency

Salary Range:$140,000 - $205,000

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 Diversity Promise

We believe in a diverse workforce because it is our mission to advocate for the financial security and success of people in every community. This is why diversity, equity, and inclusion (DEI) are guiding principles that are embedded in our brand and our culture. Click here to learn more about how we have been recognized for our leadership.

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 theFoundation.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:91649