Director, Cross‑Channel Activation

About New York Life Investment Management

With over $800 billion in assets under management, NYLIM is aPensions & 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…