AVP – Digital Strategy
Lincoln Financial
AVP – Digital Strategy
Lincoln Financial
Insurance, retirement, and financial services provider
Alternate Locations: Charlotte, NC (North Carolina); Fort Wayne, IN (Indiana); Omaha, NE (Nebraska); Radnor, PA (Pennsylvania)
Work Arrangement:
Hybrid : Employee will work 3 days a week in a Lincoln office
Relocation assistance: is not available for this opportunity.
Requisition #: 76893
As the AVP, Digital Strategy, you will provide leadership and functional expertise across complex digital initiatives within Workplace Solutions. You will define and drive the multi-year digital vision across portal, mobile, text, and self-service channels, align AI and automation investments to business outcomes, and serve as a senior business voice in technology and product planning. You will own the strategy, roadmap, and performance of broker, plan sponsor, employer, and employee digital experiences, while directing platform initiatives through the full development lifecycle.
• Establishes and implements priorities, directs departmental performance, shares expertise, and develops talent through hiring, training, feedback, and stretch opportunities to ensure strong results.
• Leads user and stakeholder engagement to understand user activities, needs and mindsets, as well as market and business requirements.
• Establishes an integrated digital roadmap across broker, employer, and employee ecosystems, including strategy and roadmaps for portals and self-service capabilities such as onboarding, enrollment, billing, claims/service requests, reporting, and status.
• Leads the coordination and creation of design mockups and complex UX designs, collaborating with internal and external stakeholders to ensure consistent experiences and scalable design patterns.
• Drives modernization and enhancement of digital platforms and experiences across web and mobile, improving speed-to-market, accessibility, usability, resiliency, adoption, straight-through processing, and reducing call volume and manual touchpoints.
• Creates and maintains the strategic narrative and executive-ready materials needed to support investment decisions.
• Partners with Distribution leaders to ensure digital tools improve ease of doing business, advisor productivity, and retention.
• Leverages VOC, analytics, usability testing, and journey measurement to identify friction and inform end-to-end journey design and optimization across acquisition, onboarding, service, renewal, and issue resolution.
• Sets experience standards alongside CX across design, content, navigation, and identity/access, ensuring consistency across portals and customer-facing applications.
• Identifies and directs updates to organizational initiatives and content for RFP responses, sales collateral, digital communications, and marketing materials, partnering with appropriate stakeholders to ensure consistent enterprise messaging and business alignment.
• Supports product portfolio initiatives by ensuring digital experience, servicing, and reporting capabilities align with product strategy and market needs.
• Champions internal technology and AI optimization, including leadership of the marketing technology team, with a focus on efficiency and improved delivery.
Must-haves:
· 10+ years of experience in digital strategy, technology, digital marketing, or related disciplines that directly align with the responsibilities of the role
· 4+ years of managerial, supervisory, and/or demonstrated leadership experience
· Effectively and responsibly uses AI tools in daily work, validates AI-generated outputs, and identifies opportunities to improve productivity, decision-making, and outcomes for themselves, colleagues, and the organization
· Demonstrates excellent organizational skills with the ability to prioritize workload and multi-task while maintaining strict attention to detail
· 4 Year/Bachelor's degree or equivalent work experience (4 years of experience in lieu of Bachelor's)
Nice-to-haves:
· Experience with Group Benefits and/or Retirement Plans
Applications for this position will be accepted through December 4th, 2026, subject to earlier closure due to applicant volume
What’s it like to work here?
At Lincoln Financial, we love what we do. We make meaningful contributions each and every day to empower our customers to take charge of their lives. Working alongside dedicated and talented colleagues, we build fulfilling careers and stronger communities through a company that values our unique perspectives, insights and contributions and invests in programs that empower each of us to take charge of our own future.
What’s in it for you:
Clearly defined career tracks and job levels, along with associated behaviors for each of Lincoln's core values and leadership attributes
Leadership development and virtual training opportunities
PTO/parental leave
Free financial counseling, health coaching and employee assistance program
Tuition assistance program
Work arrangements that work for you
Effective productivity/technology tools and training
The pay range for this position is $152,250 - $243,600 with anticipated pay for new hires between the minimum and midpoint of the range and could vary above and below the listed range as permitted by applicable law. Pay is based on non-discriminatory factors including but not limited to work experience, education, location, licensure requirements, proficiency and qualifications required for the role. The base pay is just one component of Lincoln’s total rewards package for employees. In addition, the role may be eligible for the Annual Incentive Program, which is discretionary and based on the performance of the company, business unit and individual. Other rewards may include long-term incentives, sales incentives and Lincoln’s standard benefits package.
About The Company
Lincoln Financial (NYSE: LNC) helps people to confidently plan for their version of a successful future. We focus on identifying a clear path to financial security, with products including annuities, life insurance, group protection, and retirement plan services.
With our 120-year track record of expertise and integrity, millions of customers trust our solutions and service to help put their goals in reach.
Lincoln Financial Distributors, a broker-dealer, is the wholesale distribution organization of Lincoln Financial. Lincoln Financial is the marketing name for Lincoln Financial Corporation and its affiliates including The Lincoln National Life Insurance Company, Fort Wayne, IN, and Lincoln Life & Annuity Company of New York, Syracuse, NY. Lincoln Financial affiliates, their distributors, and their respective employees, representatives and/or insurance agents do not provide tax, accounting or legal advice.
Lincoln is committed to creating an inclusive environment and is proud to be an equal opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status.
Follow us on Facebook, X, LinkedIn, Instagram, and YouTube. For the latest company news, visit our newsroom.
Be Aware of Fraudulent Recruiting Activities
If you are interested in a career at Lincoln, we encourage you to review our current openings and apply on our website. Lincoln values the privacy and security of every applicant and urges all applicants to diligently protect their sensitive personal information from scams targeting job seekers. These scams can take many forms including fake employment applications, bogus interviews and falsified offer letters.
Lincoln will not ask applicants to provide their social security numbers, date of birth, bank account information or other sensitive information in job applications. Additionally, our recruiters do not communicate with applicants through free e-mail accounts (Gmail, Yahoo, Hotmail) or conduct interviews utilizing video chat rooms. We will never ask applicants to provide payment during the hiring process or extend an offer without conducting a phone, live video or in-person interview. Please contact Lincoln's fraud team at [email protected] if you encounter a recruiter or see a job opportunity that seems suspicious.
Additional Information
This position may be subject to Lincoln’s Political Contribution Policy. An offer of employment may be contingent upon disclosing to Lincoln the details of certain political contributions. Lincoln may decline to extend an offer or terminate employment for this role if it determines political contributions made could have an adverse impact on Lincoln’s current or future business interests, misrepresentations were made, or for failure to fully disclose applicable political contributions and or fundraising activities.
Any unsolicited resumes or candidate profiles submitted through our web site or to personal e-mail accounts of employees of Lincoln Financial are considered property of Lincoln Financial and are not subject to payment of agency fees.
Lincoln Financial ("Lincoln" or "the Company") is an Equal Opportunity employer and, as such, is committed in policy and practice to recruit, hire, compensate, train and promote, in all job classifications, without regard to race, color, religion, sex, age, national origin or disability. Opportunities throughout Lincoln are available to employees and applicants are evaluated on the basis of job qualifications. If you are a person with a disability that impedes your ability to express your interest for a position through our online application process, or require TTY/TDD assistance, contact us by calling (866) 922-6543.
This Employer Participates in E-Verify. See the E-Verify notices.
Este Empleador Participa en E-Verify. Ver el E-Verify avisos.
Insurance, retirement, and financial services provider
Lincoln Financial Group offers life insurance, annuities, and retirement income products through its network of affiliated companies, and also provides securities and investment advisory services via affiliated broker-dealers. Its products combine insurance coverage or retirement-focused contracts with investment options, where customers fund premiums, choose subaccounts or riders, and receive benefits such as death benefits, living benefits, or guaranteed income in retirement. The company differentiates itself with a family of affiliated brands and distributors that coordinate life, annuity, and advisory products under one umbrella. Its goal is to help individuals and families protect loved ones, plan for retirement, and achieve financial security through integrated protection and investment solutions.
Explore more opportunities at Lincoln Financial