Vice President, Digital Marketing Strategy and Operations

SelectQuote Insurance Services - Overland Park, KS (30+ days ago)3.1


Overview
SelectQuote is a leading insurance brokerage comprised of three core divisions: Life Insurance, Medicare Insurance, and Auto and Home insurance. SelectQuote’s value proposition is a simple one: “We Shop. You Save.” Across all three divisions, SelectQuote offers products from over 20 A-Rated carriers to serve our customers. During one conversation with a SelectQuote licensed sales agent, customers can shop several leading insurance companies to ensure they get the right protection at the right price.

SelectQuote’s marketing organization is focused on generating qualified leads across three business divisions. SelectQuote is in a period of rapid growth, and in the current Fiscal Year, the company will utilize its multi-million marketing budget to generate over a million leads for our licensed sales agents. Multiple marketing channels are leveraged to drive these leads, including: Television, Radio, Pay-per-Click, Partnership Marketing, Affiliates, Aggregators, SEO, and social.

To help drive rapid growth, SelectQuote is seeking a digital leader to drive the following marketing channels: Search Engine Marketing, Pay per Click Networks, Search Engine Optimizaiton, Retargeting, Social, Display, Affiliate, and all emerging digital channels. The ideal candidate will be a digital thought leader with expertise across all digital marketing channels and experience designing digital lead generation strategies. While the ideal candidate must be a strategic leader, the candidate must also have “hands-on” execution experience and “know-how” to successfully lead the implementation of digital marketing campaigns.

Responsibilities
Collaborate with leadership to define strategic objectives, success metrics, tactical plans, and marketing budgets across multiple channels including SEM, SEO, Pay-per-Click Networks, Display, Retargeting, and Social
Manage both internal and agency partners to assess digital execution strategies and performance and make rapid changes where necessary to improve talent and create a best in class team.
Work hand in hand with Data Science and Marketing Analytics to utilize data science and machine learning to improve Lifetime Value outcomes.
Develop marketing strategies to grow new and/or underutilized digital marketing channels at SelectQuote
Design strategic approach for utilizing content to drive Search Engine Optimization
Drive conversion of prospective consumers to active customers through funnel optimization including creative, segmentation/targeting, and landing pages
Manage portfolio of agency partners (search, social) and internal teams in planning, execution and reporting on performance of digital marketing programs
Partner with A/B testing and experimentation teams and creative services as needed to design campaigns that improve consumer acquisition and retention, including landing page optimization
Develop an in-depth knowledge of SelectQuote’s most-profitable target segments across each individual business unit, and develop digital marketing strategies to target those customers
Develop and optimize KPIs that vary across all business units to produce the highest possible profit margins
Serve as the internal digital marketing subject matter expert for marketing team and keep current with best practices in digital, social, affiliate and content marketing
Lead and grow a lean organization of digital marketing professionals to drive results across all of our business units
Qualifications
Demonstrated competence, understanding, and “hands-on” experience in all facets of digital marketing (e.g. SEM, SEO, mobile, display, social media, retargeting, PPC networks, ) with ability to turn digital activity into meaningful marketing and business results
Strong analytical skills and experience implementing margin-based bidding approaches to maximize return on investment
Manage the development and execution of digital marketing campaigns, employing an integrated mix of digital lead generation tactics
Ability to keep multiple irons in the fire: managing existing digital marketing efforts while continuously evaluating potential new acquisition channels for future testing and possible scaling
Work independently with minimal direction while successfully meeting project objectives and managing multiple tasks within strict deadlines
Strong written communication and presentation skills; comfortable with high degree of interaction with senior leadership team
High degree of accountability
Ability to lead cross functionally: peers, executive leadership, and the working team
Entrepreneurial spirit and willingness to roll-up your sleeves to get work done
Self-motivated with an extremely strong sense of urgency
Flexibility to adapt and change as priorities evolve
Experience in lead generation/direct response marketing extremely desirable
Training and Experience
Bachelor’s Degree in Marketing, Communications, Business, Statistics, Economics or similar major
10+ years deep expertise in driving lead generation and consumer acquisition campaigns across all PPC digital marketing channels including Paid Search, SEO, Paid Social, Display, Pay per Click networks, and Dynamic Retargeting
5+ years’ experience directly managing paid search marketing and search engine optimization
Experience managing both in-house and agency teams to collaboratively drive performance strongly preferred
Proven top of funnel focus: history of driving growth with innovative prospecting and demand generation campaigns at scale from first impression through conversion
Experience with long-funnel analysis: exposure to tracking and optimizing events that occur after the conversion.
Strong analytical, mathematical skills, and forecasting/budgeting background
Ability to ‘cut through the clutter’ – identify which data is relevant to drive decision making, and use that data to succinctly make a persuasive argument
Proven experience as player and coach with ability to execute while managing others
Experience at a company specializing in lead generation is highly preferred