Director, Owned Channel Strategy

**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, Owned Channel Strategy to build and advance the firm's email, lifecycle, social, and owned audience engagement strategy. This role will make owned channels more strategic, personalized, measurable, and automated across financial advisor, institutional investor, client, prospect, and boutique audiences. Reporting to the Head of Cross-Channel Marketing, this leader will own email strategy, contact strategy, segmentation, nurture journeys, testing, personalization, marketing automation use cases, and owned-channel governance. The role will manage the Manager, Email Marketing and Manager, Organic Social Media, setting a shared standard for audience engagement, channel effectiveness, brand consistency, and compliant execution. This role will partner closely with the Director, Cross-Channel Activation to ensure email, automation, and organic social strategies are integrated into broader campaign plans, while retaining clear accountability for owned-channel strategy, performance, and continuous improvement. **What You'll Do** Own the email and owned-channel strategy for NYLIM, with a focus on lifecycle engagement, nurture programs, segmentation, personalization, testing, automation, and performance optimization. - Lead, coach, and prioritize work for the Manager, Email Marketing and Manager, Organic Social Media, ensuring both roles have clear goals, strong execution standards, and a shared approach to audience engagement. - Develop audience-centered contact strategies for financial advisor, institutional investor, client, and prospect audiences, including frequency, prioritization, suppression, segmentation, and journey logic. - Design and evolve nurture journeys, triggered communications, newsletters, campaign sequences, event follow-ups, and content engagement programs that support business priorities and deepen audience relationships. - Serve as the business lead for marketing automation use cases, helping define requirements for CRM, marketing automation, audience data, dynamic content, journey orchestration, and measurement capabilities. - Identify responsible AI-enabled opportunities to improve owned-channel planning, content adaptation, audience segmentation, QA, reporting synthesis, and journey performance. - Lead the development of email testing strategies, including subject lines, content hierarchy, calls to action, personalization, audience splits, send timing, templates, and journey optimization. - Establish email and owned-channel governance standards, including contact strategy, template strategy, content hierarchy, brand alignment, accessibility, compliance considerations, approval requirements, and performance reporting practices. - Monitor and analyze owned-channel performance, audience behavior, list health, deliverability, engagement quality, social signals, website engagement from owned traffic, and conversion indicators, translating insights into recommendations for ongoing improvement. - Partner with Product Marketing, Segment Marketing, Brand, Content, Sales, BI, Technology, Marketing Operations, Complia…