Director, Digital Acquisition

MAPFRE•Webster, MA

7d•$140,000 - $210,000

About The Position

Mapfre is seeking a Director, Digital Acquisition to own and elevate the end-to-end customer acquisition journey across its Personal Lines portfolio. This high-impact role is responsible for driving growth by optimizing every stage of the funnel- from lead generation through quote to bind- while balancing conversion performance, customer experience, and profitability. The role involves shaping the digital acquisition strategy by leveraging data, AI-powered insights, experimentation frameworks, and cross-functional leadership. This is a unique opportunity for a strategic, hands-on leader to transform how customers engage, quote, and purchase insurance in a dynamic, innovation-driven environment.

Requirements

7+ years of experience in insurance, digital acquisition, or funnel optimization
Demonstrated success optimizing end-to-end customer acquisition journeys
Experience leveraging AI, predictive analytics, or automation tools in a business context
Strong understanding of insurance quoting processes and underwriting principles
Deep experience with A/B testing, experimentation frameworks, and data-driven optimization
Familiarity with AI/ML applications in marketing, digital experience, or conversion optimization
Strategic thinker with the ability to translate vision into execution
Proven ability to influence and align cross-functional stakeholders
Strong analytical, problem-solving, and communication skills
Passion for delivering customer-centric, innovative digital experiences

Responsibilities

Lead the end-to-end acquisition funnel, including leads, quote experience, and bind conversion
Define and execute a funnel optimization strategy aligned with growth and profitability objectives
Leverage AI-driven insights and predictive analytics to uncover new conversion opportunities
Establish and manage KPIs, performance metrics, and optimization frameworks
Design and continuously improve a best-in-class digital quote experience
Identify friction points and streamline the customer journey across touchpoints
Use AI-powered personalization to tailor quote pathways and enhance user engagement
Lead A/B testing and experimentation programs to continuously improve performance
Utilize AI tools to accelerate testing cycles and predict outcomes
Translate analytical insights into clear, prioritized actions that drive measurable impact
Champion the adoption of AI and machine learning solutions to enhance targeting, personalization, and funnel performance
Partner with Data Science teams to deploy predictive models for conversion optimization and fraud detection
Enable dynamic content optimization and advanced customer segmentation
Ensure AI usage is responsible, ethical, and compliant within insurance regulatory standards
Serve as a key integrator across Product, Pricing, IT, State Management, and Data & Analytics
Ensure alignment with underwriting strategy, profitability goals, and digital transformation priorities
Own and evolve the fraud prevention strategy across leads and quotes
Implement AI-driven fraud detection tools and predictive risk models to safeguard business performance
Develop and manage dashboards, reporting tools, and performance insights
Monitor funnel health and deliver actionable insights to senior leadership