Digital Marketing Director

Posted on Jun 29 Charlotte, NC

Where good people build rewarding careers.

Think that working in the insurance field can’t be exciting, rewarding and challenging? Think again. You’ll help us reinvent protection and retirement to improve customers’ lives. We’ll help you make an impact with our training and mentoring offerings. Here, you’ll have the opportunity to expand and apply your skills in ways you never thought possible. And you’ll have fun doing it. Join a company of individuals with hopes, plans and passions, all using and developing our talents for good, at work and in life.

Job Description


: Provide strategic marketing leadership to three (3) separate teams:  (1) Performance Media, (2) Local Acquisition Media, and (3) Test & Learn.  Supervise company relationships with two separate advertising agencies.  Build, develop, mentor, and lead high-performing teams, drive SMART goal-setting discussions, provide regular performance feedback, and proactively conduct development discussions.  Serve as P&L owner of an annual marketing budget in excess of $50 million.  Responsible for planning, forecasting, financial performance (new business sales and customer lifetime value), managing to seasonality, variances, and changing competitive strategies. Will build in-house media buying capabilities by setting strategic vision, creating organizational design and processes, hiring and developing top-tier talent, optimizing advertising technology stack, and embedding a highly data-driven culture.  Lead strategy and execution of search engine marketing (SEM) campaigns to acquire new customers efficiently and profitably.  Execute media programs with lead aggregators and affiliates for multiple product lines, including Homeowners, Auto, and Motorcycle insurance.  Leverage data and advanced analytics to optimize performance media campaigns to produce improved results.  Lead local acquisition media programs to drive profitable growth at the local level by promoting Allstate Exclusive Agents.  Execute directory media programs in partnership with LinkMedia360 and partners such as Yellow Pages (Print + Digital), Yelp, and others.  Build partnerships with various marketing areas such as regional marketing, digital transformation, as well as with the field and Insurance Agents to ensure that media recommendations to the Agents are comprehensive and supported by data-driven insights.  Lead execution of “test & learn” projects through working with cross-functional groups as well as external vendors and suppliers to deliver key learnings that inform the company’s future marketing direction.

Job Qualifications


: Bachelor’s degree (or foreign educational equivalent) in Business Administration, Digital Marketing, Computer Engineering, or a related field and 5 years of experience running marketing campaigns that leverage digital marketing and analytics, OR, alternatively, a Master’s degree in one of the enumerated fields and 3 years of experience as stated above. Also requires: 2 years’ experience applying digital marketing and advanced analytics concepts within the Financial Services or Insurance industry to deliver actionable insights and recommendations; 2 years’ experience building and mentoring professional Marketing teams by setting strategic vision, hiring and developing talent, and procuring and optimizing advanced marketing technologies; 3 years’ experience managing external vendors in the digital marketing and analytics space; and  3 years’ experience selecting and using marketing technology for analytics, data visualization, media buying, and optimization; technology must include: Analytics: At least three (3) of the following:  Adobe Analytics, Google Analytics, Webtrends, or SAS; Data Visualization: DOMO and Tableau; Media Buying and Optimization: At least three (3) of the following: DoubleClick Campaign Manager, DoubleClick Search, AdWords, or Bing Ads.

The candidate(s) offered this position will be required to submit to a background investigation, which includes a drug screen.

Good Work. Good Life. Good Hands®.

As a Fortune 100 company and industry leader, we provide a competitive salary – but that’s just the beginning. Our Total Rewards package also offers benefits like tuition assistance, medical and dental insurance, as well as a robust pension and 401(k). Plus, you’ll have access to a wide variety of programs to help you balance your work and personal life -- including a generous paid time off policy.

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