Snoopy goes global: Met Life CMO promoted to EVP of Global Brand

Steve’s breakdown: The article says “the company’s acquisition of naming rights for MetLife Stadium – home of New York’s Jets and Giants – as well as reinvigoration and expansion of MetLife’s advertising and blimp marketing programs internationally” were the hallmarks of her work as CMO. I smell account reviews over seas!

NEW YORK, NY: MetLife, Inc. today announced that Beth Hirschhorn has been named executive vice president of global brand, marketing and communications, effective November 1, 2011. Hirschhorn will continue to report to President and Chief Executive Officer Steven A. Kandarian and become a member of MetLife’s executive group. Previously, Hirschhorn was senior vice president and chief marketing officer.

“Beth’s expanded role reflects the importance I place on continuing MetLife’s transformation to becoming a world-class brand, marketing and customer centric leader. Through her efforts, we will strengthen MetLife’s ability to ensure that customers come to us, stay with us and buy more from us,” Kandarian said. “I am confident that Beth’s experience will add a valuable perspective to the Executive Group as we strive to make MetLife one of the most admired companies not just within the insurance industry, but within any industry.”

Since joining MetLife in 2002, Hirschhorn’s primary focus has been growing MetLife’s iconic brand, aligning company strategy with customer values and effectively managing advertising and promotion, eBusiness, creative services, conferences and events, and the Mature Market Institute – MetLife’s thought leadership arm.

Hirschhorn has led key strategic initiatives for the company designed to dramatically improve the customer experience and strengthen MetLife’s reach and market share. Hallmarks of these efforts include the company’s acquisition of naming rights for MetLife Stadium – home of New York’s Jets and Giants – as well as reinvigoration and expansion of MetLife’s advertising and blimp marketing programs internationally.

Prior to being named chief marketing officer, Hirschhorn managed marketing for MetLife’s U.S. individual and institutional businesses. In this role, she was responsible for value proposition development, customer and field communications, event marketing, multicultural marketing, sales planning and incentives, customer insights and market research.

Hirschhorn has 25 years of experience in the financial services industry. Prior to joining MetLife, she led JP Morgan Chase’s consumer financial services marketing unit. Her financial accountabilities included all fee and net interest income generated by the retail product portfolio as well as product development, customer management functions, and pricing and rate setting in managing the bank’s $60 billion deposit and proprietary money market fund portfolios.

Hirschhorn received her undergraduate degree from Cornell University and her MBA from New York University’s Stern School of Business.

MetLife, Inc. is a leading global provider of insurance, annuities and employee benefit programs, serving 90 million customers in over 50 countries. Through its subsidiaries and affiliates, MetLife holds leading market positions in the United States, Japan, Latin America, Asia Pacific, Europe and the Middle East. For more information, visit www.metlife.com.

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