Position Summary
The Senior Marketing Manager, Digital Lead Generation will report to the 2nd VP, Individual Markets Marketing, and is responsible for Individual Markets (IM) digital client acquisition strategies. Working in close partnership with stakeholders across the organization, you will evaluate, develop, implement, and measure IM demand and lead generation campaigns for Guardian, Guardian Network® agencies, and/or individual financial representatives.
This role is aligned to high priority initiatives. Main responsibilities will include:
- Partnering with key stakeholders in the development of lead and demand generation strategies for net new client acquisition
- Supporting local agency and financial representative (FR) lead/demand generation strategies for net new client acquisition
- Designing content experiences and journeys to nurture leads for new client acquisition
- Creating the marketing message framework and assets to support campaigns, including but not limited to... email (copy and subject lines), social media, and website content
- Collaborating with content, strategy, design, and Enterprise Digital teams to create digital experiences as needed to support acquisition campaigns
- Partnering with enterprise Digital and Corporate Marketing teams to develop or enhance digital experiences and/or product quote tools in support of IM demand/lead gen campaigns
- Partnering with broader organization to develop strategic campaign initiatives to ensure a consistent consumer experience across the brand
Key stakeholders will include: Individual Markets, Data, IM Marketing, Compliance, Legal, Enterprise Digital, Corporate Marketing, Distribution and Enterprise IT.
You are
An innovative, independent thinker who collaborates with colleagues across the organization to achieve results and drive business outcomes. Your skills include strategy development and hands on creation of marketing assets.
You will
- Partner with key stakeholders in the development and activation of IM client acquisition strategies
- Determine the end-to-end digital acquisition experiences that are aligned with Enterprise Digital to ensure a consistent consumer experience and execute in partnership with key stakeholders
- Partner with data teams to identify target markets, size the opportunity and measure outcomes across all points of the sales funnel
- Design nurture experiences and journeys that support IM business objectives
- Create effective marketing messaging through A/B testing, iterations, test and control groups.
- Recommend segmentation strategies, testing plans for optimization and key performance indicators
- Monitor digital acquisition campaign performance and use metrics to optimize results
- Establish campaign specific KPIs and success metrics, sharing results in digestible campaign dashboards
- Use metrics to evaluate campaign performance, gain insights, and adjust tactics accordingly
- Collaborate with the enterprise digital team in the planning and activation of paid media and social media strategies
- Build quarterly plans with detailed campaign information
- Ensure that the components of each campaign/project are consistent throughout all omnichannel touchpoints (social, web, search engine marketing, retargeting etc.)
- Enable local agencies and FRs to activate demand/lead gen programs in support of agency business objectives
- Collaborate with business partners in Compliance to achieve approval of marketing content
- Partner with business partners in Marketing to execute marketing campaigns in Salesforce Marketing Cloud or other platforms
Location
- On campus at a Guardian location (NYC, Holmdel, Bethlehem, Stamford, Pittsfield) with work from home flexibility
- Up to 15% travel within US.
You have
- Bachelor’s degree or equivalent of 7+ years experience in digital marketing
- Extensive knowledge of the insurance industry
- Experience leading multiple, highly visible projects simultaneously
- Proven and measurable experiences designing and executing digital lead gen and acquisition campaigns
- Strong understanding of marketing and campaign strategy
- Understanding of the customer lifecycle and can build strategies to improve experiences at each stage and drive conversion
- Advanced project management and organization skills
- Strong analytical, interpersonal and verbal/written communication skills
- Attention to detail that ensures overall success
- Ability to adapt to changes in fast paced, dynamic environment
- Openness to change and new ways of working, including the ability to execute new strategies and tactics to drive results
- Experience drafting business and user requirements to support enhancements to enterprise Digital acquisition experiences or tools
Our promise
Through skill-building, leadership development and philanthropic opportunities, we provide opportunities to build communities and grow your career, surrounded by diverse colleagues with high ethical standards
We offer
- Meaningful and challenging work opportunities to accelerate innovation in a secure and compliant way.
- Competitive compensation package.
- Excellent medical, dental, supplemental health, life and vision coverage for you and your dependents with no wait period.
- Life and disability insurance.
- A great 401(k) with company match.
- Tuition assistance, paid parental leave and backup family care.
- Dynamic, modern work environments that promote collaboration and creativity to develop and empower talent.
- Flexible time off, dress code, and work location policies to balance your work and life in the ways that suit you best.
- Employee Resource Groups that advocate for inclusion and diversity in all that we do.
- Social responsibility in all aspects of our work. We volunteer within our local communities, create educational alliances with colleges, drive a variety of initiatives in sustainability.
About Guardian
Guardian has been helping people protect their futures and secure their lives for 160 years. Every day, we serve approximately 29 million people through a range of insurance and financial products. We help people and their families pursue financial security and well-being in life, health, and wealth. We help companies take care of their employees. And we help people recover and thrive after unexpected loss.
From our founding in 1860, when a community of immigrants joined together to insure and protect their businesses and families, doing the right thing for our policyholders and customers has guided everything we do. Our dedication to customers has helped us remain one of the most highly rated in client satisfaction and financial strength . And as one of the largest mutual insurance companies, we know what matters most: putting the needs of our customers first. Because everyone deserves a Guardian. Learn more about Guardian at www.GuardianLife.com .
© Copyright 2021 The Guardian Life Insurance Company of America, New York, NY
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Equal Employment Opportunity
Guardian is an equal opportunity employer. All qualified applicants will be considered for employment without regard to age, race, color, creed, religion, sex, affectional or sexual orientation, national origin, ancestry, marital status, disability, military or veteran status, or any other classification protected by applicable law.
Job Field: Marketing
Shift: Day Job
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