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Director, Digital Marketing
Pacific Life
Aliso Viejo, CA, United States
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Job Description
In collaboration with the overall Marketing team, this digitally savvy, customer-centric, and data driven person will lead the vision, strategy and execution for web, email, and social and will play a pivotal role in driving growth of the division’s digital marketing plans.
Essential Duties and Responsibilities:
• Lead a team of web, email and social media professionals.
• Work cross-functionally with other business units such as marketing services, product, operations, and sales to advance strategic initiatives and implement the resulting digital marketing strategies.
• Manage and direct all email, web, and social media campaign strategy and execution, reporting and analysis.
• Creatively develop and refine demand and lead generation programs and processes through email, web, webinars, online media, retargeting, and social channels to accelerate the sales cycle.
• Define key measures of success, present KPIs, and provide transparency into performance of those initiatives through regularly scheduled reports to management, the product marketing team, and channel owners.
• Assist with defining the ROI of all proposed plans and report on the actual ROI post-implementation based on a rigorous system of scorecard performance.
• Understand and report on traffic trends, funnel analysis, customer behavior.
• Direct and manage security and regulatory requirements related to managing security groups, ensuring appropriate content to different audiences, supporting audit-related tasks, and writing/maintaining department procedures.
• Manage and represent to external partners and vendors when defining requirements that require integration with third-parties.
• Generate and implement test strategies to drive qualified traffic and revenue-building activities.
• Collaborate with and leverage the shared services teams to ensure digital marketing’s success including strategy, customer experience, and analytics.
Minimum Qualifications & Experience:
• BA/BS with significant coursework in marketing or IT.
• 8+ years’ experience in direct or database marketing, with at least 6+ years in email/web/social marketing at the strategic, technical and analytical levels.
• Strong management experience; ability to lead and mentor a team.
• Thorough knowledge of interactive best practices like CAN-SPAM Act.
• Knowledge of and comfort with a variety of online tools, inclusive of marketing automation platforms, content management systems, CRM, and web analytics.
• Experience in developing and sustaining A/B testing, use data, and analytics to track effectiveness of implemented programs.
• Financial industry experience preferred but not required.
• Creative thinking, exceptional analytical skills coupled with solid business foundation.
• An innovative, positive, and self-directed attitude – interested in “figuring out” solutions.
• Excellent oral/written communication and presentation skills.