Dir Marketing - MC06AE

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Director, Media Execution

Position Overview

This role will be responsible for providing leadership, strategic direction and management of various direct marketing programs in Personal Lines, to drive new business at an acceptable return on investment. The Director will lead and operate a complex media spend portfolio, maintain financials and is personally responsible for an annual marketing budget of ~$40 million annually. Including accountability for maximizing the utilization of the budget using strategies and tactics with the greatest impact. In partnership with team members across analytics and creative, responsibilities include oversight of the creation and optimization of marketing programs/campaigns, measuring and tracking success, vendor relationship management, process improvement, and creative and testing strategy. The ideal candidate has a strong background in marketing and expertise in execution, as well as experience in data centric and strategic roles.

• Strategy
  • Develops and implements the strategic marketing plans for the Personal Lines organization.
  • Directs and oversees organization's marketing policies, objectives, and initiatives.
  • Innovates on new channels and sources with high consumer value, developing new business, profit opportunities while providing measurable results on all campaigns.
• Portfolio management
  • Inform strategic roadmaps and initiatives across Personal Lines Marketing with strong understanding of long term goals. Leads the strategic development, execution and optimization of marketing programs tied to PL strategic objectives.
  • Provide ongoing negotiation, planning, execution and optimization of marketing campaigns to achieve acceptable ROI and top line annual written premium objective.
  • Develop annual Operating Plan and oversee preparation of monthly outlook/forecast
  • Drive results to quarterly, weekly, and daily objectives via a rigorous operational roadmap. Ensure alignment with overall company and marketing goals.
  • Implement data based decisions and assess tradeoffs between risk vs. capacity, product mix and risk appetite to deliver profit goals.
  • Review competitors and external resources to understand marketing best practices and innovation across media channels, verticals, products, etc.,
  • Strive for continuous improvement in cost per acquisition seeking optimized target, mix and deployment of campaigns, using new data and technology.
• Communication
  • Oversee complex media campaign and test implementation through management of program analytics, creative design and development. This includes program lifecycle development, from idea conception, to implementation, to launch with appropriate communication to keep leaders informed of urgent or relevant updates.
  • Manages relationships with internal stakeholders (including, but not limited to Underwriting, Product, Legal and Operations), and external relationships with vendors, affiliates and counterparts.
  • Create and present materials that clearly articulate business results, outcomes or strategy for a variety of audiences, including the marketing team, senior management, and appropriate cross functions.
• Leadership
  • Leads and directs professionals through a team focused approach, facilitated by creating an inclusive and collaborative work environment.
  • Responsible for staff development referring to skills and knowledge attained for both personal development and career advancement.
  • Acts with integrity, influences others and drives accountability.
  • Demonstrates adaptability and resourcefulness.
  • Engages the workforce, champions change, encourages innovation and creativity.
  • Pursues and promotes continuous learning.

• A minimum of 10+ years marketing experience
• Direct marketing experience required, including media production, execution and optimization in some or all of the following channels: direct mail, TV, print, search, display, email.
• Must understand direct marketing channels and can properly set mix across channels to achieve the best business outcome.
• Sales and marketing experience in P&C Industry, database marketing, and research skills are a plus.
• Superior project execution and organizational skills, ability to prioritize multiple tasks.
• Critical thinking and problem solving, deals with concepts and complexity comfortably.
• Consulting, advises various business units regarding program development, potential partnerships and campaign execution.
• Quantitative marketing, understanding of direct marketing acquisition economic dynamics, basic understanding of accounting principles and solid understanding of financial reporting.
• Strong leadership abilities with solid organizational and business knowledge.
• Ability to work across multiple environments, strong interpersonal skills, including written and verbal communication.
• Strong customer focus (both internal and external customer).