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Manager, Digital Marketing
Allstate
Charlotte, NC, United States
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Where good people build rewarding careers.
Think that working in the insurance field can’t be exciting, rewarding and challenging? Think again. You’ll help us reinvent protection and retirement to improve customers’ lives. We’ll help you make an impact with our training and mentoring offerings. Here, you’ll have the opportunity to expand and apply your skills in ways you never thought possible. And you’ll have fun doing it. Join a company of individuals with hopes, plans and passions, all using and developing our talents for good, at work and in life.
Job Description
Directory Marketing is a group within the Digital Marketing team of MARA, and is responsible for the management of Yellow Pages and other directory-related programs. This team is designed to provide profitable growth support to Allstate Exclusive Agents by identifying and managing Directory partners that efficiently drive consumer leads to them.
The Manager, Directory Marketing will be responsible for managing directory-related programs that help drive leads to Allstate Exclusive Agents. This includes management of traditional Yellow Pages publishers (Print/Internet/Mobile products); additionally, it includes management of "hybrid-directory" partners such as Yelp, Better Business Bureau, Manta.
Job Responsibilities
• Manage all Corporate directory partners/programs to drive efficient leads to Exclusive Agents and generate profitable growth for Allstate
• Work with YP partners on specific Print/Internet/Mobile products, negotiate PPC/Subscription rates, monitor results and optimize programs to maximize efficiency & effectiveness
• Drive profitable item growth and manage programs to meet/exceed established cost-per-sale goals
• Manage all aspects of Allstate's Yelp relationship, as well as partnerships with other hybrid-directories (e.g. BBB, Manta)
• Manage a multi-million-dollar media budget including forecasting seasonality, variance, etc.
• Manage external Media Agency responsible for placing Corporate and Agent directory ads. Work with Agency on optimizing performance of Corporate placements; additionally, assist Agency with identifying impactful/efficient Agent-level directory products that Agents invest in directly
• Partner with Regional Field Sales Professionals and occasionally work with Agents directly on their Online presence and Local Directory Programs
• Routinely meet with potential media/publishing partners to evaluate new offerings/opportunities and to increase knowledge of the Category
• Work with Regional Marketing to communicate new news and/or product offerings to Regional Field Sales Professionals and Local Agents
• Work with strategy & planning partners to ensure alignment on business goals; and, work with Measurement to enhance tracking of programs, resulting in higher profitable growth for Allstate
• Work with Allstate Measurement to better understand overall value/profitability of customers acquired through Directory business, leverage data to inform investment decisions and drive more profitable business for Allstate
• Meet with directory partners and other publishers regularly to review program performance and discuss potential optimizations
Job Qualifications
• Bachelor's Degree required - Marketing concentration preferred
• Minimum of 7 years of previous work experience in Marketing, with emphasis on Digital Media -- Directory Marketing experience is a major plus
• Aptitude to build and maintain strong cross-functional working relationships
• Ability to manage Campaigns across numerous directory partners, includes traditional YP directories and Hybrid-directories such as Yelp
• Manage an external Digital Media Agency responsible for placing Corporate and Agent directory ads
• Analyze reported data and provide optimization recommendations
• Capacity to organize and manage detail work
• Excellent Excel/MS Office skills
The candidate(s) offered this position will be required to submit to a background investigation, which includes a drug screen.
Good Work. Good Life. Good Hands®.
As a Fortune 100 company and industry leader, we provide a competitive salary – but that’s just the beginning. Our Total Rewards package also offers benefits like tuition assistance, medical and dental insurance, as well as a robust pension and 401(k). Plus, you’ll have access to a wide variety of programs to help you balance your work and personal life -- including a generous paid time off policy.
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Allstate generally does not sponsor individuals for employment-based visas for this
position.
Effective July 1, 2014, under Indiana House Enrolled Act (HEA) 1242, it is against public policy of the State of Indiana and a discriminatory practice for an employer to discriminate against a prospective employee on the basis of status as a veteran by refusing to employ an applicant on the basis that they are a veteran of the armed forces of the United States, a member of the Indiana National Guard or a member of a reserve component.
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