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New York Life Names Michelle Bottomley CMO To Build ‘Connected Experiences’

“The leadership and expertise Michelle brings to the CMO role put us in a great position to develop the connected experiences that today’s clients expect," says NY Life EVP Matt Grove.

Michelle Bottomley, a marketing vet who has managed the brand identity for agencies and advertisers, has joined New York Life as CMO.

In addition to being charged with the usual messaging and branding duties of CMO, Bottomley’s new role may also take advantage of her recent appointment to the board of audio and electronics equipment brand Bose. While sound might have little to do with life insurance, New York Life’s goals are similar to most marketers at this moment: figuring out how to use emerging technologies like audio and voice to generate engagement with consumers.

“The leadership and expertise Michelle brings to the CMO role put us in a great position to develop the connected experiences that today’s clients expect,” says Matt Grove, executive vice president, who oversees the company’s individual life business, as well as New York Life’s service, technology and strategic planning functions. Bottomley will report directly to Grove.

“Michelle’s experience in building customer-centric marketing programs driven by data, digital content and branded experiences will help New York Life tighten its connection to current and prospective clients, and support our 12,000 agents in their efforts to help Americans successfully plan for their futures,” Grove adds.

Most recently, Bottomley served as CMO at Staples. During her stint at Staples, which lasted from June 2017 through this past April, Bottomley was focused on promoting the office supplies chain’s recent emphasis on delivery in North America.

Before her Staples period, Bottomley served as Global Chief Marketing and Sales Officer at the human resources consultancy Mercer. She has also held the CMO title at credit card issuer Barclaycard following a 10-year run at Ogilvy & Mather, where Bottomley last served as COO of the WPP Group agency’s New York office.

About The Author
David Kaplan David Kaplan @davidakaplan

A New York City-based journalist for over 20 years, David Kaplan is managing editor of GeoMarketing.com. A former editor and reporter at AdExchanger, paidContent, Adweek and MediaPost.