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Director, Digital Marketing
The Travelers Companies
Hartford, CT, United States
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Primary Job Duties & Responsibilities
Under general direction, develop on-going strategy and optimization of lead based revenue from selling lead breakage within Travelers buying channels (online and call center). Apply digital marketing techniques to effectively monetize non converting leads utilizing an appropriate mix of platforms and partnerships. Apply and manage methods to improve fee based revenue through technology and process opportunities (testing, segmentation, user experience, etc.)
Develop reporting and analysis frameworks to understand and source key performance indicators to measure monetization effectiveness as well as potential sale cannibalization over time that would include current performance trajectory, trending, revenue forecasts, testing performance that will help the business identify the overall success of the program as well as any efforts for improving engagement, adoption, throughput and overall customer experience.
Work collaboratively internally with call center teams and online quoting application stakeholders to develop and improve overall engagement, program adoption and subsequently revenue production for the program among a large contingent of call center insurance agents who are responsible for secondary monetization opportunities for prospects who may not be interesting in proceeding with a Travelers product but who are still shopping for auto and property insurance policy quotes.
Continuously manage and evaluate current lead break partnerships and existing revenue deal negotiates to focus on constant improvement of the program. In addition, identify new potential distribution partnership opportunities within the P&C landscape to challenge current distribution partners for Travelers lead breakage including but not limited to: media buying platforms and companies, national and local insurance agencies, other P&C carriers, insurance/financial adjacent institutions.
Be the lead digital media strategist/digital account manager for a new media distribution channel the team is building out that will deliver a Traveler’s ad platform to strategic external financial service companies and will subsequently need digital media expertise to assist in operationalizing the Traveler’s ad platform within their domains for the best ad experience for both website visitors and insurance based advertisers buying media on the platform. Will be responsible for assisting the strategic partner maximizes their revenue yield generation for placing ads within their website properties which strengthen the overall partnership.
Work collaboratively with a Solution Engineer (to create the consumer experiences unique to each strategic account and drive technical changes within the platform to suit Publishers’ unique requirements, as needed), Business Development Lead (responsible for selling the Travelers ad platform to strategic partners and securing partnership agreements), Finance (to help the business development lead model out each opportunity pro forma), and the Direct Markets Leadership to help develop the target pursuit strategy and to help us understand what the market appetite is for our marketplace service.
Other duties as assigned.
Company Information
Solid reputation, passionate people and endless opportunities. That's Travelers. Our superior financial strength and consistent record of strong operating returns mean security for our customers - and opportunities for our employees. You will find Travelers to be full of energy and a workplace in which you truly can make a difference.
Job Summary
Under General Direction, accountable for the development and implementation of digital marketing strategy, content, media and related technologies through specific channels (search engine optimization, websites, landing pages, display, mobile, social and/or email) that support organizational marketing objectives for entire online customer journey (engagement, acquisition, and/or retention of business). Position manages others. General Direction: Establishes procedures for attaining specific goals and objectives in a broad area of work. Generally final results are reviewed. (Typically applies to a manager or expert/top level professional.)
Minimum Qualifications
Minimum of 5 years of experience.
Education, Work Experience & Knowledge
Bachelor's degree in marketing or other related field or equivalent experience preferred. Typically 6-8 years of experience. Thorough knowledge of digital media concepts. Preferred experience as a digital marketer/account manager for a strong brand or agency. Experience in insurance and/or financial services desirable. Thorough knowledge of data-driven content marketing. General knowledge on how to research and target wants/needs of various audiences. General Knowledge: Possesses sufficient knowledge to perform most work in normal situations.) Thorough Knowledge: Possesses advanced knowledge of subject matter in order to solve unusual as well as common work problems.
Job Specific & Technical Skills & Competencies
Advanced analytical skills as well as verbal and written communication skills. Intermediate time and project management skills. Maintains Intermediate skills and understanding of digital advertising landscape. Intermediate ability to evaluate effectiveness of programs. Demonstrated flexibility and intermediate ability to think outside the box. Intermediate Leadership Skills, including ability to: Coach and develop employees. Leverage Differences. Manage in participative manner. Manage change effectively. Inspire others and promote a vision. Understand and navigate organization. Align resources to accomplish key objectives. Intermediate skill/competency level: demonstrates solid knowledge and ability; can apply the competency with minimal or no guidance, in the full range of typical situations. Requires guidance handling novel or more complex situations Advanced skill/competency level: demonstrates advanced knowledge and ability; can apply the competency in new or complex situations. May guide other professionals.
Physical Requirements
Operates standard office equipment (Frequently) Sitting (can stand at will) (Frequently) Use of Keyboards, Sporadic 10-Key (Frequently)
Equal Employment Opportunity Statement
Travelers is an equal opportunity employer.