AVP, Digital Marketing Strategy & Innovation

Assurant

3d•$122,400 - $204,400

About The Position

As the AVP Digital Marketing Strategy & Innovation, you will be responsible for developing and implementing insights-driven digital marketing strategies, plans and campaigns that drive growth for the Global Connected Living Line of Business (LOB), with an emphasis on strengthening consumer engagement and performance across digital channels and touchpoints. You will lead the digital and content strategy and planning process for Global Connected Living. You will partner with Growth Marketing, IT, UX, CX, Marketing Centers of Excellence (COEs), and other cross-functional teams to plan and prioritize work aligned to business goals and consumer objectives. You will collaborate with Growth Marketing leadership to ensure broader plans and campaigns support key accounts and products. You will be responsible for defining the digital and content strategies that guide how we engage consumers across priority verticals, client types and customer journeys. You will use marketing research to gain a deep understanding of each target audience, their needs and pain points — shaping leading experiences that reduce friction and drive growth. You will use marketing pilots to test new marketing initiatives, channels and tactics, ensuring the LOB invests in the most impactful marketing strategies. You will partner with Growth Marketing, IT, UX, and other business stakeholders to identify opportunities and scale successful marketing pilots with clients.

Requirements

Bachelor's degree in Marketing, Advertising, Business Administration or other related field
15+ years relevant experience in marketing with strong focus in digital marketing, consumer marketing, e-commerce, marketing research and analytics.
10+ years with direct management experience leading a team of marketers.
Direct experience with developing, executing and measuring successful digital marketing & content strategies.
Direct experience with managing digital and traditional marketing efforts and channels from concept through to production.
Experience with all types of traditional and digital media channels including paid advertising, owned channels, social, email, web, mobile, partner/client-owned channels and emerging digital platforms.
Excellent people skills; ability to build relationships, navigate cross-functional teams and internal/external resources.
Comfortable working in matrixed environments.
Desire to work in a fast-paced environment with complex and changing market dynamics.

Nice To Haves

Marketing or Advertising agency experience or in-house agency within a large Fortune 500 company strongly preferred.
10+ years direct management experience leading a team of 5+ marketers.
Direct experience managing paid media plans and advertising campaigns.
Direct experience in digital and content strategy and e-commerce.
Deep understanding of martech and analytics tools including Salesforce Marketing Cloud, sales enablement tools, Google Analytics, PowerBI.

Responsibilities

Develop digital and content strategies for priority verticals, client types and customer journeys, ensuring alignment to LOB strategy, client and consumer objectives.
Define digital channel and content strategies across consumer touchpoints, including web, mobile, social, email, paid media and partner/client-owned channels.
Partner with Growth Marketing, IT and Marketing COEs to prioritize and sequence work, ensuring efficient and effective allocation of resources and budget.
Oversee development of digital and content strategy briefs, frameworks, playbooks and tools that guide planning and execution across teams.
Define the content strategy, components and channel guidance needed to support priority consumer journeys across LOB-owned platforms, client-owned touchpoints and broader digital channels.
Lead digital and content strategy for key LOB-managed consumer platforms, partnering with Growth Marketing, IT, UX/UI and other teams to prioritize enhancements, guide execution and improve performance.
Partner with Growth Marketing and IT in support of product launches, growth initaitives, platform or site enhancements.
Establish and track key performance indicators (KPIs) to evaluate success of digital marketing initiatives and optimize performance.
Partner with internal research teams and external partners to conduct research to uncover insights and better understand customer needs for key Consumer audiences.
Develop and maintain buyer personas and journeys for Consumer audiences to inform digital and content strategies and plans.
Lead marketing message testing to understand message resonance, clarity, comprehension and effectiveness with target audiences.
Lead marketing research to inform consumer digital and content strategies, including journey design, content development, campaign strategy, personalization and experience optimization.
Lead digital sales enablement pilots as the LOB subject matter expert, partnering with Enterprise Marketing, IT, CX, Innovation, Growth Marketing and other teams to test and scale AI-enabled personalization, digital assisted selling and other capabilities that improve consumer engagement, conversion and growth.
Conduct small-scale pilots to test new marketing ideas, campaigns or channels.
Monitor and evaluate pilot projects for scaling across clients and/or verticals.
Partner with Growth Marketing, Data Analytics, IT, CX, Product and Operations teams to develop reporting and dashboards to inform digital marketing decisions, strategies and recommendations.
Analyze and report on marketing performance, providing best practices, insights and recommendations for optimization.
Develop content strategies and messaging frameworks that guide how Connected Living engages consumers across priority journeys, channels and touchpoints.
Define what content, tools, templates and experience components are needed to support consumer acquisition, onboarding, engagement, claims, servicing, retention and cross-sell/upsell.
Partner with Growth Marketing, IT, UX/UI and Marketing COEs to translate content strategies into digital requirements, experience recommendations and channel-specific guidance.
Establish content governance standards, including content ownership, reuse, localization, approval workflows, measurement and ongoing optimization.
Develop templates, playbooks and guidance that can be adapted across key accounts, verticals, products and regions.
Manage and maintain consumer messaging frameworks, content architecture and channel guidance to ensure consistency, relevance and effectiveness across touchpoints.
Partner with Enterprise Marketing and technology teams to ensure content is structured, governed and supported by the right marketing technology to enable content management, personalization, measurement, search visibility, AI-enabled discovery and scalable deployment.
The AVP Digital Marketing Strategy & Innovation will have up to three direct reports including Marketing Directors and Managers
Management of advertising budget and marketing technology expenses