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Sr. Digital Adoption Analyst at Lincoln Financial in Greensboro, NC

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Alternate Locations: Greensboro, NC (North Carolina); Hartford, CT (Connecticut); Radnor, PA (Pennsylvania)


Relocation assistance is not available for this opportunity.


Requisition #41724


About the Company


Lincoln Financial Group provides advice and solutions that help empower people to take charge of their financial lives with confidence and optimism. Today, more than 17 million customers trust our retirement, insurance and wealth protection expertise to help address their lifestyle, savings and income goals, as well as to guard against long-term care expenses. Headquartered in Radnor, Pennsylvania, Lincoln Financial Group is the marketing name for Lincoln National Corporation (NYSE: LNC) and its affiliates.



The Role


This position will provide direction to lead go-to-market planning and facilitate user adoption of digital initiatives for his/her assigned area(s) of responsibility. S/he will develop and implement key performance indicators to analyze consumer behavior, adoption trends, gather customer feedback, and provide subject matter expertise to design resources, including external partners, regarding opportunities to further evolve the design of digital platforms to deliver an optimal customer experience.




  • Maintains knowledge on current and emerging developments/trends for assigned area(s) of responsibility, assesses the impact, and collaborates with senior management to incorporate new trends and developments in current and future solutions.
  • Directs and enhances organizational initiatives by positively influencing and supporting change management and/or departmental/enterprise initiatives within assigned area(s) of responsibility.
  • Identifies and directs the implementation of process improvements that significantly improve quality across the team, department and/or business unit for his/her assigned area(s) of responsibility.
  • Provides subject matter expertise to team members and applicable internal/external stakeholders on complex assignments/projects for his/her assigned area(s) of responsibility.
  • Provides direction on complex assignments, projects, and/or initiatives to build and enhance the capability of his/her assigned area(s) of responsibility.
  • Effectively collaborates with stakeholders, including business, Digital, Distribution, and IT resources, to develop and implement complex go-to-market plans to successfully onboard customers for new digital initiatives
  • Advises business and IT stakeholders on approaches to enhance user digital experience to maximize customer engagement across web and other online devices based on analytics and tracking of customer feedback
  • Advocates integration of user experience best practices into design prior to implementation of customer digital initiatives
  • Consults management & stakeholders on user experience concepts such as reachability, convenience of service & purchase, personalization, ease of use, consistency, and flexibility
  • Conducts usability research, user interface testing, and usability reviews to recommend user-centric approaches and support development of prototypes
  • Surveys all aspects of customer digital interactions to identify customer pain-points, challenges, and hurdles; advises on approaches to eliminate and enhance customer adoption
  • Validates customer feedback and advises IT resources, including external partners, to continuously innovate to improve digital adoption and sustainability of customer experience initiatives
  • Identifies gaps in customer-facing touchpoints and communications; recommends digital approaches to improve consumer awareness and engagement
  • Builds relationships with various external stakeholders (e.g., distribution, broker firms) to promote digital solutions and gain their buy-in
  • Develops communications to inform stakeholders of upcoming changes and to reassure that customer expectations will be managed throughout rollouts of digital initiatives
  • Remains current on digital & user interface as well as trends in consumer behaviors, recommends new tools and methods to align digital approaches
  • Develops and implements approaches to track customer digital interactions, analyze behavior, and derive customer insights; presents findings to management to improve quality of user experience and facilitate adoption of digital initiatives
  • Develops key performance indicators/metrics to track and assess of user adoption of digital initiatives; provides feedback to design resources to further evolve digital capabilities
  • Leverages data analysis to create, assess, and refine digital approach and streamline customer touchpoints




  • 4 Year/Bachelor's degree or equivalent work experience (4 years of experience in lieu of Bachelor's) (Minimum Required)




  • 5 – 7+ Years marketing analytics, consumer experience/customer insights and/or consumer marketing or other experience directly aligned to the specific responsibilities for this position (Required)
  • Strong experience with reporting, data collection and analysis
  • Ability to travel up to 25% #LI-KM1




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.

Lincoln Financial Group (“LFG”) 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 (including pregnancy), age, national origin, disability, sexual orientation, gender identity and expression, veterans status, or genetic information.  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 260-455-2558.


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