Direct Hire | Insurance | Birmingham, AL | Apply Now –
Our client, a specialty insurance company serving both consumers and business entities across the US through a portfolio of brands, is seeking a Sr. Director, Digital Strategy to own, plan, execute and optimize the performance of online marketing, sales and self-service capabilities.
Reporting to the Chief Marketing Officer, the Sr. Director, Digital Strategy aggregates all pertinent consumer and company information to develop an effective online sales strategy and marketing plan to further the client’s brand awareness and consideration across electronic mediums. S/he will utilize consumer insights and analysis to develop strategic solutions that deliver a differentiated online customer experience and advanced results in terms of targeting, awareness, consideration, user experience, and ultimately online sales.
The Sr. Director, Digital Strategy will be responsible for the development of the client’s direct-to-consumer web sales channel with accountability for the online user experience, user interface, lead generation, application process, mobile strategy, and sales results. The Digital team also stewards the brand, manages the development of brand campaigns and sponsorships from creative development through media plan execution and reporting.
RESPONSIBILITIES
- With this rapidly growing online ambition complementing the client’s consumer marketing focus, executive level talent is needed with a deep understanding and broad practical experience in online acquisition, cross-sell/up-sell, retention and servicing programs, inclusive of all elements necessary for their enablement; digital marketing, website design and development and dependent technologies.
- S/he needs to be depended on for strategic thinking around digital, developing a clear vision of our online future, as well as managing the planning and execution that leads to the realization of such vision.
- Directs, develops and leads company-wide projects to drive digital strategy, web sales, and brand marketing inclusive of advertising and sponsorship initiatives.
- Create and develop digital advertising campaigns to promote the company’s brand promise and drive online traffic to our website and social sites
- Lead company-wide digital brand strategy and integration initiatives to drive awareness and consideration
- Assist in the development of the company’s brand strategy through interpreting research and applying consumer insights to internal objectives
- Establish and oversee the company’s brand identity standards policies
- Serve as a lead liaison with the company’s digital agency on related projects
- Lead the development of strategy and activation of any future corporate sponsorships, inclusive of advertising, promotions and communications
- Share with senior leadership team on Digital Strategy & Marketing activity, coverage, media impressions/ad equivalency value and ROI of specific campaigns
REQUIREMENTS / QUALIFICATIONS:
- Ability to set business vision and strategy and successfully plan for the implementation of those strategies
- Experience in gathering, interpreting and applying consumer insights to drive consumer and customer engagement
- Demonstrated leadership success and high degree of credibility in communicating effectively and negotiating with internal audiences, including strong presentation skills
- Some history of brand and advertising fundamentals, focused on financial products
- Solid understanding of the direct-to-consumer user experience and optimizing the web sales funnel from site visits to completed applications
- Strong understanding of the role of a brand within the financial services industry
- Demonstrated talent in agency management and B2C marketing
- 10+ years of Digital Marketing experience leading large scale web development initiatives or managing multi-channel directives, preferably with accountable digital KPI’s based on performance
- Demonstrated experience and deep understanding of translating business needs into detailed business requirements and the ability to articulate and produce/ direct the creation of documentation that can be easily translated to technical specs
- Ability to Influence across the organization, (e.g. product development, IT, sales, compliance) to develop differentiated offerings (inclusive of product, service, customer experience) unique to the digital channels
- Life Insurance and/or financial institution experience highly desired
- Strong knowledge of web analytics tools and an ability to work closely with business units and database groups to create web site behavior reporting, tracking, analysis, and optimization
- Strong knowledge of competitor or ‘best in class’ functionality and a keen ability to prioritize tasks to deliver quick yet meaningful results
- Some Mobile and Social experience preferred
- Demonstrated ability working in a highly regulated environment
- Excellent communication and presentation skills – able to present complex solutions to senior executives
- Excellent people management skills
KEY SELECTION CRITERIA / CONSIDERATIONS
- 10+ years of Digital Strategy experience leading large scale web development initiatives or managing multi-channel directives, preferably with accountable digital KPI’s based on performance
- Experience should include five (+) years of professional experience in insurance/financial services emphasizing ecommerce, online sales, consulting, or marketing. Minimum of 3 years demonstrated ability to successfully lead cross-functional work teams on large-scale corporate level business projects.
- Ability to think creatively and strategically, but willingness to “roll up your sleeves” and manage the details of a communications project execution
- High energy and the ability to manage multiple initiatives simultaneously. Works well under pressure and inspires others with passion
- Strong relationship development and negotiating skills; able to earn respect and trust among internal and external business partners and team members
- The ideal candidate will have a bachelor’s degree in Marketing, Brand Management, or equivalent area of study
