Corporate Strategy Director, Lifestyle - AARP Services, Inc.

Washington, DC
Jun 14, 2019
Jul 14, 2019
Full Time
Business Unit Description

AARP Services, Inc.

AARP is a nonprofit, nonpartisan organization, with a membership of nearly 38 million that helps people turn their goals and dreams into 'Real Possibilities' by changing the way America defines aging. With staffed offices in all 50 states, the District of Columbia, Puerto Rico, and the U.S. Virgin Islands, AARP works to strengthen communities and promote the issues that matter most to families such as healthcare security, financial security and personal fulfillment. AARP also advocates for individuals in the marketplace by selecting products and services of high quality and value to carry the AARP name. As a trusted source for news and information, AARP produces the world's largest circulation magazine, AARP The Magazine and AARP Bulletin

ASI is a service organization managing the licensing of the AARP brand and related assets and overseeing the provider relationships that deliver products and services to the 50+ population.

ASI's mission is to inspire new and innovative business practices, guide consumers to make informed choices, and deliver products and services that better fulfill life-stage needs


AARP Services, Inc (ASI) Strategy, Innovation and Research team supports ASI in the development of short and long-term strategic plans and product development initiatives.

The Strategy Director is a key member of the Strategy, Innovation and Research team and partners with members of the ASI Leadership team to lead the development of cross-cutting and overarching strategies for ASI. Examples of areas for strategy development may include defining corporate vision, new whitespace areas, strengthening current operating models, or developing an in depth strategy and roadmap for a current area of focus (e.g., Lifestyle). The Director takes a consumer centric approach to identify key needs of consumers/members, identifies market trends, provides relevant environmental landscape, interviews internal and external experts, identifies new business or operating model, and works with a cross functional team of ASI/AARP stakeholders to identify strategy recommendations. Will develop ASI strategy documents both presentation and prose and will socialize internally and present to senior management for approval. Key responsibilities include:

  • Identify and evaluate new consumer needs states, business opportunities, product and service solutions that further the company's strategic growth objectives
  • Cultivates deep understanding of consumers/members through human center design including assessing needs, identifying pain points/barriers, ideating value proposition and solutions, and estimating demand
  • Cultivates deep understanding of marketplace including conducting relevant marketplace assessments, mapping competitive landscape, understanding revenue models, and identifying and building the case for ASI's business model and opportunity
  • Develops and presents strategic recommendation and roadmaps and gains consensus with a cross/functional team of ASI/AARP stakeholders
  • Forges and maintains relationships with key stakeholders across ASI/AARP ecosystem including senior executives
  • Actively participates in the development of new concepts, new product development and implementation plans including evaluating new business models
  • Reports to the VP of Strategy & Innovation and is not a supervisory position but requires the ability to lead, coordinate teams, and support processes directly and through matrix management
  • Responsibilities and work assignments contribute significantly to the achievement of ASI's overall goals and objectives. This position contributes to outcomes that directly impact the ASI and AARP dashboards. Makes recommendations on strategy, operating plan, and key strategic priorities to the ASI and LOB Leadership teams.
  • Requires significant independent judgment, strategic evaluation, assessment, and recommendation, while sorting through a high degree of diverse challenges. Evaluates complex data, concepts, information, and resources and develops working frameworks and detailed solutions.
  • Participates in strategic initiatives which will require significant coordination across the ASI enterprise, with the ASI Leadership Team, and with AARP. .
  • Works as part of the team and is called upon for a degree of autonomy and independent judgment, with appropriate management check-ins and communication.

  • Completion of an advanced degree, preferably an MBA in Marketing, Business Management, or a related discipline (or equivalent) with a minimum of 10+ years of experience in consulting, strategy development, marketing, or product development. Experience in Lifestyle sector (travel, hospitality, dining, retail, discount and loyalty programs) and developing new strategic areas of focus, business models, and working with emerging companies a plus.
  • Proven strategic thinker with prior experience in identifying, analyzing, developing, and supporting the launch of innovative new products, marketing strategies, and programs leveraging customer insights, market trends, environmental scan, and creative solutions.
  • Leadership experience in integrating strategies and execution across large organizations with cross-functional experience. Proven matrix lead experience.
  • Ability to assess strategic options for potential revenue and engagement growth, overall value, and risk assessment. Ability to develop an implementation plan from strategies.
  • Proven leadership skills and management experience at all levels within an organization (up, across, down) and effectiveness in a matrix organization.
  • Results oriented, decisive, and analytical, leading to creative solutions, while managing key stakeholder involvement.
  • Good communicator (written, presentation) and excellent interpersonal skills. Exhibit positive, enthusiastic attitude with member focus, while motivating others to lead.
  • Demonstrated ability to understand and respond to the needs of target audiences and member segments.

Benefits Offered

AARP offers competitive benefits with a 401K, 100% company funded pension plan, health, dental, vision and life insurance, STD/LTD, paid vacation and sick, and other benefits.

Equal Employment Opportunity

AARP is an equal opportunity employer committed to hiring a diverse workforce and sustaining an inclusive culture. AARP does not discriminate on the basis of race, ethnicity, religion, sex, color, national origin, age, sexual orientation, gender identity or expression, mental or physical disability, genetic information, veteran status, or on any other basis prohibited by applicable law.


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