Beth M. Hirschhorn
Executive Vice President, Global Brand and Marketing
Beth M. Hirschhorn is Chief Marketing Officer, executive vice president, Global Brand, Marketing and Communication (GBMC) and a member of MetLife’s executive group. In this role, Hirschhorn’s primary focus is continuing MetLife’s transformation to becoming a world class brand, marketing and customer centric leader. She is responsible for growing MetLife’s iconic brand, aligning company strategy with customer values and effectively managing advertising and promotion, eBusiness, creative services and conferences and events. Previously, Hirschhorn was senior vice president and chief marketing officer of MetLife, leading the global brand and marketing services division.
As MetLife has grown from a prominent U.S. player to a leading global insurer, Hirschhorn has led key strategic initiatives for the company designed to dramatically improve the customer experience and strengthen MetLife’s reach and market share. These include a reinvention of the life insurance buying experience with a patent-pending underwriting process and expanded web and phone distribution, as well as a multi-year transformation of MetLife’s marketing mix from traditional channels to industry-leading digital, sports and entertainment marketing. 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 the reinvigoration and expansion of MetLife’s advertising and blimp marketing programs internationally.
Prior to being named CMO, Hirschhorn managed marketing for MetLife’s U.S. Individual and Institutional Businesses. 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 joined MetLife in 2002 to lead an expansion of the Institutional Retirement & Savings division. In this role, she developed and managed a broad range of income and retirement products for companies in need of quality products, plan solutions and employee benefits programs. She served on MetLife’s pension policy committee, and was also responsible for thought leadership and public relations activities, public policy advocacy and creating educational tools and materials for the workplace.
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 is currently a director on MetLife’s Hyatt Legal board, a member of the Pension Research Council Advisory board at the Wharton School, and is chairperson of LL Global – the parent of insurance industry trade groups LIMRA International and LOMA. She has recently been named Financial Communications Society’s Marketer of the Year and Advertising Women of New York’s Working Mother of the Year. Hirschhorn received an undergraduate degree from Cornell University and an MBA from New York University’s Stern School of Business.