Back to jobs
Job Description
Job Summary
The director of Performance Marketing will lead the strategy, execution, and optimization of all lower funnel marketing efforts across digital channels, including paid search (SEM), PMAX, organic search (SEO, GEO), paid social, web, chatbot, etc.
The objective of this role is to deliver profitable growth across product insurance portfolio, working in close partnership with Brand Media, Heads of Business, Sales Center, analytics, and Finance.
Essential Job Functions
- Define and execute a comprehensive Performance Marketing strategy, aligned with our company goals
- Develop a full funnel plan in partnership with Brand Media and optimize it on a weekly basis.
- Own end-to-end performance across the digital sales funnel, including media, onsite experience, and downstream conversion.
- Drive continuous optimization using A/B testing, and incrementality testing,
- Lead a geo-based and audience focused strategy to maximize conversion efficiency across states and DMAs.
- Partner with Analytics to design and operationalize a robust measurement framework leveraging MMM and incrementality testing.
- Partner with Sales/Contact Center to improve leads, conversion, and experience across digital-to-call journeys.
- Establish KPIs for a comprehensive Marketing Dashboard.
- Lead relationships with partners such as Google, Meta, and Microsoft
- Proactively identify new partners, pilots, platforms for growth opportunities
- Effectively manage large budget, ensuring efficient allocation and positive ROI
- Adhere to insurance regulations and advertising standards
- Develop forecasts, and scenario planning
- Identify opportunities for incremental investment and cost efficiencies
Experience Requirements
- 5+ years in performance marketing, digital media, or growth marketing
- Experience managing large scale budgets, ideally in the insurance or financial industry
- Proven track record of driving measurable business outcomes
- Deep expertise in performance channels: paid search, paid social, SEO, web, etc.
- Strong understanding of attribution models (MMM) and incrementality testing
- Experience with analytical tools and insight extraction
- Demonstrated ability to lead and develop high performing teams
- Strong stakeholder management skills across peers and executive leadership
Education Requirements
High School Diploma or equivalent required. Bachelors degree required.
Special Skill Requirement
- Experience in insurance or financial services
- Experience operating across full funnel
- Experience with hands-on analytics, and martech
Additional Qualification
Strong verbal communication and listening skills. with strong written communication skills. Demonstrated analytical skills. with demonstrated problem solving skills. Demonstrated time management and priority setting skills. with the ability to manage multiple competing priorities. Seeks to acquire knowledge in area of specialty. is knowledgeable with CMS platforms (Adobe Experience Manager), web site analytics (GA) and Search Engine Optimization (SEO) tools. Ability to influence internal and/or external constituents. Excellent collaboration and team building skills.
Physical Actions
Job is performed in-person at a Farmers office or virtually at an approved alternative work location. The physical work environment is indoors and climate-controlled with adequate lighting and ventilation. Normal and customary distractions include background noise produced by office equipment and chatter among people, as well as interruptions. Frequently sits for prolonged periods of time, up to a full shift. Occasionally moves about the workplace including, navigating stairs, ramps, and level or uneven surfaces. Occasionally moves, pushes, pulls, lifts, carries, and/or places objects or materials weighing up to 25 pounds without assistance. Frequently uses shoulders, arms, hands, and fingers to manipulate equipment, tools, and objects necessary to perform job duties. Frequently performs fine motor tasks such as typing, mousing, or writing, up to a full shift. Rarely performs movements such as bending, stooping, crouching, kneeling, twisting, and reaching overhead or below the knees. Possesses clear vision, with or without correction, to visually read and verify information. Relies on depth perception and peripheral vision to navigate the work environment visually by identifying barriers, changes in terrain and locating objects. Possesses adequate hearing, with or without correction, to communicate with co-workers, respond promptly to auditory signals or alarms, and discern sounds essential for maintaining safety and productivity in the workplace. Jobs in this category require rare, if any, travel.
Physical Environment
This position operates in an open office working environment which will include normal and customary distractions, noise, and interruptions.