New York Life is seeking a dynamic and innovative marketer to shape and drive the go-to-market strategy for its wealth management business. This role serves as the lead strategic marketer for the business, responsible for translating enterprise and business priorities into integrated marketing strategies that strengthen advisor engagement, deepen client relationships, and accelerate growth across the wealth management business. From digital campaigns, cross-selling opportunities, thought leadership, investment insights, and relationship-deepening programs to consumer content development, this individual will help shape how New York Life brings its wealth management value proposition to market.
While the role is primarily focused on marketing to consumers, it also requires close partnership with financial advisors and internal stakeholders to ensure marketing strategies and programs effectively support advisor-led client and prospect engagement.
What Youll Do:
The ideal candidate brings deep knowledge of the investment and wealth management space, experience developing marketing strategies that resonate with consumers, and a strong understanding of how to support IARs and financial advisors in delivering those efforts. This is a dynamic, high-visibility role for a self-starter who can operate independently, collaborate effectively across teams, and influence stakeholders across a complex organization.
• Lead the development and execution of comprehensive marketing strategies for New York Life’s wealth management business.
• Help advisors bring New York Life’s full suite of financial capabilities to market by developing integrated marketing strategies, positioning, and content that connect wealth management offerings with broader financial planning needs and relationship-deepening opportunities.
• Create and manage integrated marketing programs across channels, including digital campaigns, relationship-deepening initiatives, thought leadership, investment insights, and consumer-facing content.
• Act as the primary marketing thought partner to business leadership, bringing an external market perspective and clear recommendations on growth opportunities, client needs, competitive differentiation, and go-to-market priorities.
• Develop compelling messaging and content that resonates with consumers seeking wealth management guidance, while aligning with New York Life’s broader brand and value proposition.
• Serve as the lead marketing partner to wealth management leadership, Eagle Strategies, and cross-functional stakeholders, influencing decisions and aligning focus around the highest-value growth opportunities.
• Identify and activate cross-sell opportunities that connect consumers to relevant wealth management solutions and the broader New York Life protection offerings.
• Oversee the creation of thought leadership and investment insights content that helps position New York Life as a trusted source of guidance and supports meaningful consumer engagement.
• Collaborate with wealth management leadership, product, sales, legal, compliance, and analytics teams to ensure marketing efforts are aligned to business priorities and audience needs.
• Establish the measurement framework for wealth management marketing, using data, market intelligence, and performance insights to optimize investment, inform strategic decisions, and demonstrate business impact.
• Monitor market trends, consumer behavior, and competitive activity to identify opportunities to strengthen New York Life’s wealth management marketing approach.
What Youll Bring:
• 10+ years of marketing experience, with significant experience in wealth management, asset management, investments, or financial services marketing.
• Strong knowledge of the investment and wealth management landscape, including consumer needs, market trends, and advisor-led relationship models.
• Demonstrated experience developing consumer-facing marketing strategies and campaigns within financial services or wealth management.
• Experience supporting financial advisors, RIAs, or advisor distribution channels through marketing programs, content, or engagement strategies.
• Proven ability to develop and execute multi-channel marketing strategies that drive awareness, engagement, and business impact.
• Experience building campaigns and content across digital marketing, thought leadership, relationship marketing, and sales enablement.
• Strong strategic thinking skills with the ability to connect marketing activity to business objectives and outcomes.
• Excellent written and verbal communication skills, with the ability to develop compelling, audience-focused messaging.
• Strong project management and organizational skills, with the ability to manage multiple priorities in a fast-paced environment.
• Ability to work independently, take initiative, and drive work forward with limited oversight.
• Collaborative mindset with strong interpersonal skills and the ability to build relationships across cross-functional teams and senior stakeholders.
• Bachelor’s degree in marketing, business, communications, finance, or a related field. MBA preferred.
Pay Transparency
Salary Range: $140,000-$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.
Company Overview
At New York Life, our 180-year legacy of purpose and integrity fuels our future. As we evolve into a more technology-, data-, and AI-enabled organization, we remain grounded in the values that drive lasting impact.
Our diverse business portfolio creates opportunities to make a difference across industries and communities—inviting bold thinking, collaborative problem-solving, and purpose-driven innovation. Here, you’ll find the rare balance of long-standing stability and forward momentum, supported by an inclusive team that honors tradition while embracing progress.
As a Fortune 100 mutual company, we offer a place to grow your skills, contribute to meaningful work, and deliver solutions that matter. Your ideas drive what’s next, and your growth powers it.
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.