Digital Marketing Manager (Onsite)

Overview

Summary of Responsibilities:

The Sr. Digital Channel Specialist is responsible for the ideation, development and execution of both digital (SEM, SEO, Site Optimization) and offline marketing campaigns. The Sr. Digital Channel Specialist is responsible for all aspects of the customer communication within their channels. This includes managing the brand's communication with consumers via marketing channels, recomending levels of spend to maxmize margin and ROS, owning the buisness impact of campaigns and optimizing the website marketing funnel. The Sr. Digital Marketing Specialist works closely with other marketing managers to maximize media mix, as well as other buisness units such as Compliance, ITSD and Finance to remain compliant and competitive in market and drive buisness growth. Support delivery of digital policies at the pre-defined margin level by product and exceed operating plan with sales optimization offers. Deliver efficient sales growth in the channel as well as improve quantitative analysis in channel and holistically cross channel and products. Responsible for direct and indirect operating plan budget of ~$8 mio. No direct reports.

Responsibilities

Position Responsibilities:

• Website management, development & IT (30%).

• Interpret multiple sources of data to extrapolate customer needs and interests, then use to design and enhance the consumer experience. Work independently to.

• Develop strategies and tactics to optimize results and execute.

• Identify and follow market and industry web trends to optimize user experience and build a first class digital experience.

• Define, design and create strategic website capabilities to generate traffic, then educate, guide and ultimately help to convert users to purchase a policy.

• Manage the development and maintenance of website content, graphics and backend functionality to ensure seamless operation of our digital properties.

• Partner with ITSD and external vendors for technology issues, including developing and maintaining functionality, systems integration, and collecting and integrating internet data for marketing database for both website and other related media campaigns.

• Ensure regulatory compliance by partnering with legal for content reviews.

• Site Optimization - A/B Testing (10%).

• Partner internally and externally to define new A/B & MVT test strategies to increase website productivity & convert visitors into leads, applications and policy holders.

• Support management of the end-to-end customer site experience increasing the overall productivity of purchase funnel (visitors > leads > applications) by measuring/analyzing site metrics, identifying enhancements and overseeing implementation.

• Channel Management (30%) - Paid Search, SEO.

• Manage direct response channel programs as assigned for channels listed above. Ensure robust strategies and tactics for paid search campaigns by understanding user intent through their web search queries, and develop efficiencies to meet sales goals at target ROS levels.

• Directly manage our paid search channel, working closely with partner agency to develop cohesive advertisements with high engagement that converts at a low CPCP. Develop strategies and tactics to optimize campaign results and execute.

• Directly manage SEO channel. Working closely with partner agencies to identify gaps in our webpages, structured data and content library to enhance and expand Gerber Life’s presence within organic search engine results.

• Utilize data from Google and other third parties and identify changes in user behavior searching for branded terms as well as non-brand terms related to life insurance. Use this data to help dictate our content strategy and ensure we create and host content relevant to prospective life insurance customers to maximize content investment.

• Help develop and maintain channel forecasts and budget.

• Analysis/Measurement (15%).

• Work with internal and external partners to define the method of tracking, measuring and analyzing of our paid search campaigns, organic channel and other website specific metrics (i.e. site & product funnels, A/B test scorecards, etc.).

• Create ways to improve paid search metrics – click through, CPA, CPCP, CPSV, response rates, sales.

• Analyze site traffic patterns, online buying behavior and customer engagement; design and develop content & SEO strategies to optimize.

• Vendor Management (10%).

• Directly manage multiple external agency/digital partners.

• Budgeting (5%).

• Work with Sr. Digital Marketing Manager to ensure budget, revenue and ROS targets are met.

Qualifications

Selection Criteria:

• Selection Criteria: Minimum 3-5 years experience in digital marketing, managing and optimizing paid media and/or websites.

• Direct to consumer and eCommerce experience.

• Managing digital marketing initiatives, understanding technology process and offline channels

• Demonstrated experience with website analytics tools, multi-variate testing platforms, DMPs, and search media buying tools. (Google Analytics, Oracle Blukai, Maxymiser, Google Optimize and Google SA360).

Work Setting:

• White Plain (onsite in an office setting).

Educational Requirements:

• Bachelor’s Degree in a related discipline (Marketing and/or Business Management, Digital Marketing) and equivalent work experience.

Computer Skills and Knowledge of Hardware & Software Required:

• Google Adwords, Google Analytics preferred, but not required.

Certifications & Licenses (i.e., Series 6 & 63, CPA, etc.):

• N/A.

Position Demands:

• Travel ~ 10%, locally and within US for business meetings, and industry conferences.

The salary ranges posted reflect our targeted base pay hiring range for the position. The final determination on base pay for any position will be determined based on multiple factors to ensure pay equity within the organization. Non-sales positions have the opportunity to participate in a bonus program. Sales positions are eligible for sales incentives whereby total compensation may exceed base salary depending on individual performance.

Note: Posted Hiring Salary Range