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Head of Performance Media
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
The Digital Marketing team is responsible for the strategy and execution of multi-million-dollar media investments to drive profitable growth for the enterprise and garner strategic learnings/insights to inform future marketing and business initiatives. Programs include Performance Media, Local Acquisition Media and Test & Learn.
Performance Media, part of Digital Marketing, is responsible for the planning, execution and optimization of Paid Search (SEM), Lead Aggregators and Affiliate Marketing tactics.
The Head of Performance Media is a key leadership position on the Digital Marketing team, and will serve as a strategic partner to various groups within Marketing and other AORs as it relates to driving profitable growth by leveraging Performance Media as a business driver. This position reports directly to the Director, Digital Marketing and will regularly engage with senior leaders in Marketing. S/he will be in charge of building a best-in-class Performance Media team that is regarded as a key business driver in attaining Allstate’s growth & profitability targets, advancing Allstate’s marketing capabilities & sophistication and hiring & developing talent with key skills in media, analytics & ad tech.
Key Responsibilities
• Establish a best-in-class Performance Media function via (a) hiring & developing top tier Talent (b) driving operational excellence in media buying (c) embedding data & analytics in every decision-making process (d) optimizing ad tech stack and (e) delivering marketing thought leadership and strategic business acumen
• Manage media investments of >$50MM, and accountable for planning/forecasting, financial performance (new business sales & customer life time value), managing seasonality/variances/changing competitive strategies – thereby, acting as a “P&L owner” of his/her assigned budget
• Proactively incorporate “Outside-In” perspectives and innovative media buying/optimization practices by keeping abreast of competitive strategies, emerging trends and technology
• Business owner of all Performance Media contracts responsible for maximizing long-term value for Allstate
• Uphold Brand Excellence and Legal/Compliance guidelines related to Creative Assets and Marketing Messaging to ensure programs are held to a common standard to achieve success
• Responsible for developing annual Performance Media strategy and plan in partnership with Marketing Strategy & Planning, Measurement Science and external partners (e.g. Google)
• Engage Measurement Science continuously to glean actionable insights from program performance, and implement strategic as well as tactical optimization based in such recommendations
• In partnership with Measurement Science, develop and maintain a Performance Media scorecard that will serve as an Executive Summary of the health of all programs
• Work closely with media partners (Google/Microsoft, Lead Aggregators, Affiliates) to drive accountability for strong results, transparency into data/targeting/optimization, testing new capabilities and cost savings
• Constantly demonstrate Allstate’s Leadership Principles in execution of one’s own responsibilities as well as in leading the team
• Build/Lead a high-performance team, drive SMART goal-setting discussions, provide regular performance feedback and proactively conduct development discussions
• Manage various vendor/supplier relationships
Job Qualifications
• Bachelor's Degree in Business, Statistics, Marketing, Engineering or a related field required. MBA or Master’s Degree preferred
• At least 10 years of previous work experience in Digital Media (Performance Media/Paid Search preferred)
• Experience working in Marketing, Media and/or Analytics in the Financial Services or Insurance industry preferred
• At least 5 years of experience leading teams of 5+
• Hands-on experience working with a broad spectrum of ad tech and analytics solutions (SEM Bid Mgmt. Platforms (DS, Kenshoo, etc.), DMPs, DSPs, Digital Analytics (Adobe, Google, etc.), Tableau, etc.)
• Experience managing media budgets of > $25MM
• Ability to think strategically and execute at a tactical level equally well
• Ability to influence decision-making in a highly matrix environment
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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