Director, Digital Acquisition & Growth

Farmers Insurance Careers

1d•Hybrid

About The Position

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.

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
High School Diploma or equivalent required. Bachelors degree required.
Experience in insurance or financial services
Experience operating across full funnel
Experience with hands-on analytics, and martech
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.

Responsibilities

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