SVP of Digital Marketing
Company: P&C / Life / Health Insurance, Norwalk, CT
Posted on: September 15, 2018
The SVP, Digital Marketing is a critical role with significant responsibilities and visibility at the executive leadership level of the organization. The SVP, Digital Marketing will own our digital customer acquisition efforts, with a charge of growing new online sales from our current rate of about 100,000 annually, to a mid-term target of 500,000. This leader must have a deep understanding of the digital ecosystem, and experience in acquiring customers for a subscription-based or insurance-like businesses. This SVP will help shape the voice of Company through our online content and social strategy. He/she will generate organic traffic and sales, working with our digital delivery team on optimal site structure, content and performance. We’re looking for someone with experience in the full customer lifecycle - digital acquisition, fulfillment, communication, service, and retention. This person must have a passion for online marketing, with particular expertise in all online acquisition channels, including email, search, display, affiliate, lead-gen and mobile.
Responsibilities Drive a quality audience to visit and engage with Company USA’s digital platforms with a goal of hitting advertising, transactional, revenue, and profitability targets. Lead, but also be hands-on in the visualization, execution, and administration of a variety of acquisition programs not limited to display, search, email, promotional, contextual, sponsorship, and affiliate missives Leverage the resources of third-party partners (agencies, publishers, analytics providers and other professional services), as well as internal teams to accomplish stated goals Evolve the Company USA digital acquisition practice through the expansion and optimization of existing media relationships, while finding new sources of qualified homeowners who are eligible for our repair plans across the United States Expand Email program for existing customers and prospects, for partner programs, and direct to consumer initiatives. Create and implement strategies and roadmaps to enable us to meet stated acquisition targets across all digital platforms Oversee account management of all digital media partners, responsible for managing budget and financial targets Work closely with internal teams and external vendors (including agencies, publishers, and other professional services providers) to ensure content is optimized before it is published Monitor competitors and provide recommendations to ensure Company USA maximizes market share within the category Work with design team(s) on creation of digital acquisition assets to drive transactional and advertising revenue through the ongoing optimization of all transactional landing pages based on an ongoing testing program Manage all paid-for activity across all digital platforms Ensure Company USA continues to grow market share across our key products Qualifications 15+ years’ experience, with a proven track record in digital marketing, online customer acquisition and fast track campaign optimization Proven track record of success creating, executing, and optimizing effective online marketing campaigns Superior analytical and metrics-driven focus Ability to develop and manage budgets Decision-maker who can analyze results, determine next steps and execute with success Experience working with internal teams and external agencies in the creation of assets needed to satisfy digital campaign requirements Experience negotiating with publishers, media networks, affiliates and other sources of paid acquisition Experience with ad and paid search serving platforms Excellent analytical skills with experience of delivering reports and ensuring recommended actions Relevant experience within a content planning or marketing environment Experience within insurance and/or subscription marketing a strong plus
Keywords: P&C / Life / Health Insurance, Norwalk, CT, New England, SVP of Digital Marketing, Advertising, Norwalk, Northeast
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