AVP, Digital Media Strategy – Tampa, FL

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

Apply Now

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