Direct Hire | Insurance | Ft. Lauderdale, FL | Apply Now –
POSITION SUMMARY
Our client is a well-respected home insurance carrier operating solely in the state of Florida. The company sells through both a network of agents across the state as well as through an in-house direct sales team. The Director of Acquisition Marketing and Analytics is responsible for defining and executing the lead generation and customer acquisition strategy for the direct sales channel. This role will report to the CMO, with 2 or more direct reports, and will partner closely with the sales team. The ideal candidate is a seasoned direct and/or digital marketing professional with a proven track record of creating, implementing and optimizing highly effective demand generation and acquisition strategies with an emphasis on search and display advertising, email and direct mail.
The Director of Acquisition Marketing and Analytics also oversees marketing information management, manages all prospecting and lead databases and oversees all marketing analytics and reporting including attribution for all marketing programs. The position will also help manage the company website properties and is responsible for all technology support for marketing systems, architecture, Salesforce CRM, as well as all technology platforms used to promote and support the business. This hands-on position serves as a liaison to both internal systems and external resources, and is the project manager for various new development or software initiatives.
ESSENTIAL DUTIES AND RESPONSIBILITIES
- Develop lead generation strategies and campaign optimization based on analytics.
- Maintain and use the company’s Marketing Information System to produce regular reporting focused on KPIs and the efficacy of marketing and sales initiatives.
- Perform regular maintenance and development on the system to increase and improve reporting capabilities.
- Use data for optimization of initiatives showing improvement over time.
- Develop and propose annual and multi-year plans for direct mail and other direct marketing efforts. Plan, monitor, execute, measure, and analyze all direct mail programs and initiatives as they relate to overall marketing goals.
- Provide strategic framework for search and display advertising plans and supervise progress/effectiveness and optimization efforts. Work closely with senior management to define strategic objectives for digital marketing and aid in developing platforms and marketing plans to increase revenue. Hands-on experience and expertise required.
- Oversee list management for all online and offline marketing efforts, manage lead and data acquisition, and maintain the list data for online campaigns. Source prospect lists and design programs to acquire leads. Assist with targeting strategy, append internal data as needed and produce targeted direct mail lists as needed.
- Coordinate with outside vendors to ensure proper targeting.
- Establish, maintain and manage the company’s lead generation efforts within SalesForce CRM and oversee lead scoring efforts.
- Maintain and use the company’s Google Analytics accounts, as well as other similar platforms, such as Moz, Optimizely, etc.
- Oversee all technical interfaces related to the company’s web presences, including the Content Management System.
- Provide technical support for all marketing campaigns and maintain all aspects of all marketing technology systems.
- Provide daily and weekly market research, reporting and analysis on all marketing results, including but not limited to Website Traffic, Direct Mail, Digital Advertising, TV Advertising, Radio Advertising, Out of Home Advertising, SEO, Email Marketing, Mobile Applications and Social Media.
- Provide market research, reporting and analysis on behavioral, demographic and geographic characteristics of customer segments, as well as the market at large. Assist in defining customer profiles and niche market opportunities.
- Collaborate with Sales, Underwriting, Customer Service and IT to increase sales, improve the customer experience, and provide accurate information.
- Support channel development strategies for eCommerce transactions with a focus on goals and objectives, including but not limited to digital quoting capabilities and customer-facing account interfaces.
- Lead, supervise and mentor two direct reports.
DESIRED SKILLS AND EXPERIENCE
- 5-10 years of direct mail, digital marketing and statistical or analytical experience.
- Strong knowledge of social media channels, online applications, PPC, SEO, HTML, keyword strategy, and web content creation.
- Hands on experience in Google Adwords, Bing Ads and other pay per click is required.
- Strong knowledge of direct e-mail campaign management, including legal and industry standard compliance around opt-in and unsubscribe list management. Experience in Exact Target preferred.
- Experience in Salesforce, lead management, CRM, and lead scoring required.
Lead life-cycle management including marketing automation, drip and nurturing campaigns, lead scoring, funnel and conversion optimization. - Experience in audience tracking and attribution modeling/reporting using a variety of platforms, especially Google Analytics or Sitecatalyst (Omniture), internal phone system reporting, etc.
- Experience managing and maintaining a Content Management System. Sitefinity (Telerik) experience preferred.
- Must be an expert at using Microsoft Excel, and all other Microsoft Office Applications.
- Strong knowledge of Microsoft SQL server (SQL) and query writing is preferred, but not required.
- Must be a creative thinker and problem solver, thrive in fast paced environment, prioritize and oversee multiple projects at once, have attention to detail and work well with cross functional teams.
- High degree of self-motivation to learn new methodologies that will enhance job performance
- Big picture thinker and experience in a dynamic, high-growth environment.
- Effective business communication skills (both verbal and written)
- Excellent time management and organizational skills – must be detail-oriented and thorough
- Strong interpersonal communication skills and presentation skills; Ability to effectively interact with individuals in all areas of the organization, and ability to distill large amounts of data into a few important takeaways or action items.
OVERVIEW OF COMPENSATION AND BENEFITS
- Competitive salaries and bonus program.
- Comprehensive Health, Dental and Vision Insurance for you and your eligible dependents.
- Work/Life Balance and Flexible hours.
- 401K Savings Plan with Company match.
- Company Paid Life Insurance.
- A variety of Voluntary Benefits through AFLAC.
- Flexible Spending Accounts.
- 8 Paid Holidays per year and 2 Floating Holidays.
- Opportunities for Growth and Advancement.
