Direct Hire | Financial Services | Tampa, FL | Apply Now
This position, based in Tampa, leads the growth and development of Digital Media Strategy for the direct-to-consumer (DTC) division of a $20B financial services organization. The core focus of this position is the development of strategies and media plans to grow sales in the digital / DTC channel by leading the creation and execution of sustainable prospect acquisition programs.
RESPONSIBILITIES
- Lead a digital media team to develop and execute acquisition strategies across the company’s direct-to-consumer business units to achieve sales and ROI objectives
- Own all digital POEM (paid, owned and earned media) initiatives and optimize existing programs to grow sales within efficiency targets, including Paid Search, Display, and other Lead Generation programs
- Develop and execute plans to test new digital media opportunities to drive sales, including Addressable Display opportunities via Programmatic buying, and Social/Content Marketing
- Prepare strategic briefs for marketing creative in support of programs, and communicate strategy and messaging requirements to the Creative team; Participate in the creative process, ensuring that all marketing collateral supports strategic positioning
- Identify areas for A/B testing, create test plans and proformas, and measure and analyze results
- Participate in the development of the annual sales plan, all business forecasts, and all new media placements
- Manage costs associated with all media placements and vendors
- Use direct marketing techniques to evaluate and improve current programs
- Evaluate emerging digital media strategies and provide thought leadership and perspective
REQUIRED QUALIFICATIONS & EXPERIENCE
- 10+ years of marketing experience with a focus on digital marketing programs and media placements
- Proven track record of success in driving visits and sales within efficiency targets via online marketing programs and media placements
- Proven ability to structure and execute online A/B tests using rigorous direct marketing techniques
- Proven ability to work collaboratively with a technical team to implement projects
- Able to work at both the strategic and tactical levels with diverse groups from throughout the organization as well as external stakeholders
- Able to operate within a team environment while consistently meeting deadlines
- Bachelors degree in Marketing, Computer Science, Communications, or related field is required
- Masters degree preferred
- Must have Direct Response experience
- Must have experience managing a team of digital media marketers
- Must have experience managing digital marketing programs and media placements where the primary objective was lead generation and sales
- Must have experience working with external vendors on digital marketing programs
- Must have web analytics and online sales forecasting expertise
- Must have A/B testing experience
- Must have strong understanding of Paid Search and Display best practices
- Knowledge of Microsoft application suite is a must
- Must have very strong analytical and communication skills
- Must be able to manage multiple priorities and be highly productive while working with a great sense of urgency to consistently meet deadlines
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