Western & Southern Financial Group

Senior Marketing Manager - Gerber Life Insurance

Job Locations US-NY-WHITE PLAINS
ID
2021-14981
Category
Marketing & Public Relations
Type
Full Time

Overview

The Senior Marketing Manager role will be an essential contributor to the direct to consumer channel team. The role will span across direct response channel principles including strong knowledge in digital channels, including connected tv and digital video channel strategy. The Sr. Marketing Manager will also assist in driving audience and brand strategies across the orginzation leveraging cross-channel opportunities to interact with audiences differently to drive profitable policies acquired across all products.

 

The ideal candidate will be a highly knowledgeable in direct to consumer channels and can think tactically as well as strategically. A successful Senior Marketing Manager must have great enthusiasm for all things marketing and great knowledge of relevant techniques and principles. Be an excellent communicator and have demonstrated success in delivering growth in prior roles related to implementation of core direct to consumer campaigns.  Key performance metrics for success in this goal will be exceeding operating plan metrics measured by Policies and CAP (customer annualized premium)  against product level profitability metrics (Return on Sales & IRR)

Responsibilities

  • Expert in Video Media channels including YouTube, CTV, OTT, and Direct Response Television (DRTV) approaches, with a proven track record of success driving business through these media chanenls.  Including deep understanding in leveraging overall Cost per Action from Telelvision, as well as the metrics needed in Call Center as well as Website thru-put.
  • Knowledable in both digital and offline direct to consumer channels and how they work together (Halo) for a broad cross channel strategy and approach)
  • Direct Channel Management:  Manage end-to-end direct response channel programs as assigned.  Ensure robust strategies and tactics across contact frequency, audience selection, creative, and production efficiencies to meet sales goals at target profitability levels.  Develop and maintain channel forecasts.  Ensure backend analysis for test-and-learn capabilities.  Oversee related third-party relationships.  Collaborate with Operations and IT on process, analysis, and enhancements.
  • Contractual experience – managing and negotiating new performance based deal structures .
  • Data knowledge & experience - Strong data knowledge and utilization, understanding how data moves securely in the ecosystem and how to leverage it for improved campaign processes.  Data knowledge and experience - MDB (current & future state).  Understanding lead follow-up processes, and how to move lead data through the data system for timely follow-up agasinst campaigns.
  • Budget and Profitability Measurement:  Work with VP Channel Management to ensure budget (approx. $15 million) revenue and return on sales/Internal Rate of Return profitability measures are aligned against targets and can be delivered successfully, goal of approximately 50k policies annually.
  • Partner with Prospect and Existing customer audience leads to assist in project plan and execution of core audience tests with alignment against key audience strategies
  • Experience managing others: possibile oversight of 1-2 direct reports

Qualifications

  • Thought Leader in Direct to Consumer Marketing with KPI focused mind-set
  • Advanced end-to-end campaign execution and analysis
  • Advanced project management and collaboration
  • Branding knowledge
  • Experience with Insurance or Financial Services products strongly desired.

Educational Requirements:

 

  • Bachelor’s degree in Marketing ; Master's degree preferred
  • 7+ years direct to consumer marketing experience; Significant experience managing product marketing across channels (online and offline) with a record of driving results with marketing innovation/growth

Computer Skills and Knowledge of Hardware & Software Required:     

  • Microsoft Suite & COGNOS

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