Kristin Lane
Head of Brand Strategy, Advertising and Customer Engagement
As Head of Brand Strategy, Advertising & Customer Engagement at MassMutual, Kristin leads a team responsible for ensuring the brand remains top-of-mind to all audiences. We sit at the center of value creation for the organization driving long-term customer growth and demand for MassMutual’s solutions.
We lead a brand strategy that creates relevance for MassMutual in the lives of consumers, most recently through the Uncomfortable Truths consumer platform. Recognizing that a relationship with the category often starts with a wake-up call, MassMutual set out to normalize taboo financial conversations – and it worked. 55% of Americans attribute their ability to take on tough financial topics to MassMutual. In 2023, we took home a Silver Effie in the Finance category, and won the YouTube Grand Prix for Big Screen, Bigger Results in digital.
Kristin’s domain includes brand and advertising strategy, paid media, CRM, sports partnerships including the Boston Red Sox & NHL, sports hospitality, and relationships with MassMutual’s extended roster of agency partners across creative and media.
Kristin lives on the South Shore of Massachusetts with her husband, their 10-year-old son, a Cavalier King Charles and two rescue kitties. Kristin has a passion for interior design and her home will be featured in House Beautiful next Spring. Prior to her current role, she was an executive at Arnold Worldwide in Boston and a partner at Forty Forty, a boutique brand agency.
We lead a brand strategy that creates relevance for MassMutual in the lives of consumers, most recently through the Uncomfortable Truths consumer platform. Recognizing that a relationship with the category often starts with a wake-up call, MassMutual set out to normalize taboo financial conversations – and it worked. 55% of Americans attribute their ability to take on tough financial topics to MassMutual. In 2023, we took home a Silver Effie in the Finance category, and won the YouTube Grand Prix for Big Screen, Bigger Results in digital.
Kristin’s domain includes brand and advertising strategy, paid media, CRM, sports partnerships including the Boston Red Sox & NHL, sports hospitality, and relationships with MassMutual’s extended roster of agency partners across creative and media.
Kristin lives on the South Shore of Massachusetts with her husband, their 10-year-old son, a Cavalier King Charles and two rescue kitties. Kristin has a passion for interior design and her home will be featured in House Beautiful next Spring. Prior to her current role, she was an executive at Arnold Worldwide in Boston and a partner at Forty Forty, a boutique brand agency.