Note: The job is a remote job and is open to candidates in USA. Farmers Insurance is a company driven by purpose and a commitment to making a real difference in people’s lives. The Senior Director of Digital Acquisition & Growth will lead the strategy and execution of performance marketing efforts to drive profitable growth across the insurance portfolio, working closely with various departments to optimize the digital sales funnel.
Responsibilities
- Define and execute a comprehensive Performance Marketing strategy, aligned with our company goals
- Develop a full funnel plan in partnership with Brand Media and optimize it on a weekly basis
- Own end-to-end performance across the digital sales funnel, including media, onsite experience, and downstream conversion
- Drive continuous optimization using A/B testing, and incrementality testing
- Lead a geo-based and audience focused strategy to maximize conversion efficiency across states and DMAs
- Partner with Analytics to design and operationalize a robust measurement framework leveraging MMM and incrementality testing
- Partner with Sales/Contact Center to improve leads, conversion, and experience across digital-to-call journeys
- Establish KPIs for a comprehensive Marketing Dashboard
- Lead relationships with partners such as Google, Meta, and Microsoft
- Proactively identify new partners, pilots, platforms for growth opportunities
- Effectively manage large budget, ensuring efficient allocation and positive ROI
- Adhere to insurance regulations and advertising standards
- Develop forecasts, and scenario planning
- Identify opportunities for incremental investment and cost efficiencies
Skills
- 5+ years in performance marketing, digital media, or growth marketing
- Experience managing large scale budgets, ideally in the insurance or financial industry
- Proven track record of driving measurable business outcomes
- Deep expertise in performance channels: paid search, paid social, SEO, web, etc
- Strong understanding of attribution models (MMM) and incrementality testing
- Experience with analytical tools and insight extraction
- Demonstrated ability to lead and develop high performing teams
- Strong stakeholder management skills across peers and executive leadership
- High School Diploma or equivalent required
- Bachelors degree required
- Experience in insurance or financial services
- Experience operating across full funnel
- Experience with hands-on analytics, and martech
- Strong verbal communication and listening skills
- Strong written communication skills
- Demonstrated analytical skills
- Demonstrated problem solving skills
- Demonstrated time management and priority setting skills
- Ability to manage multiple competing priorities
- Knowledgeable with CMS platforms (Adobe Experience Manager), web site analytics (GA) and Search Engine Optimization (SEO) tools
- Ability to influence internal and/or external constituents
- Excellent collaboration and team building skills
Benefits
- Bonus Opportunity (based on Company and Individual Performance)
- 401(k)
- Medical
- Dental
- Vision
- Health Savings and Flexible Spending Accounts
- Life Insurance
- Paid Time Off
- Paid Parental Leave
- Tuition Assistance
Company Overview