Nationwide Mutual Insurance Company.
Leads paid digital promotions campaigns for Personal and Affinity lines of business. This position is part of the Digital COE, will report to the AVP, Digital Promotions and Optimization, and will support product marketing partners to help efficiently deliver on demand generation business goals.
Duties and Responsibilities:
Lead the strategy and execution of paid digital media campaigns for identified business lines.
Manage agency representatives to build digital campaigns that align with the strategy.
Manage project plans, timelines, and budgets for paid campaigns.
Responsible for meeting or exceeding key metrics for each campaign.
Present digital media plans and results to the assigned lines of business teams.
Work with internal and external agencies to deliver assets needed for campaign launch.
Oversee set up of paid campaign tracking using partners such as Google Analytics and MarketShare Action.
Thoroughly test campaign tracking and setup prior to launch, which includes: confirming destination URLs and associated parameters/values; ensuring campaign landing pages load correctly, confirming valid CTAs and on-page tracking tags are in place and working; ensuring unique phone numbers assigned are validated and route correctly.
Develop and execute the testing plan for identified lines of business.
Perform periodic quality assurance on active campaigns related to tracking.
Assist with landing page A/B and multivariate testing, including test setup, execution and results reporting.
Experience leading, optimizing and reporting on digital marketing campaigns, with a specific understanding of tracking.
Experience with a marketing analytics tool (i.e. Google Analytics).
Experience with Marketing Attribution tools/services.
Ability to perform keyword research utilizing a variety of tools.
Must have a strong grasp of core digital media tactics, including paid social.
Ability to collaborate with various groups, both internal and external, including design, development, social media and analytics
JOB SUMMARY: Develops, executes and directs multiple complex local and national digital marketing strategies and initiatives (i.e. web, internet, social media, mobile, etc.) and creative. Partners to define, track & measure ROI and desired results. Serves as the central point of contact to manage and direct agency relationships in support of specific lines of business. Manages virtual teams, large budgets, internal & external creative resources and tactical experts to develop and deliver integrated marketing communications plans on time and on budget. Integrates marketing initiatives across businesses to drive efficiency & effectiveness of the brand.
RELATIONSHIP: Reports to Director/AVP/VP. May have direct reports based on organizational structure. May be responsible for virtual and project teams.
Partners with other Marketing disciplines to refine B2B & B2C marketing strategies and initiatives to achieve business goals. Develops, executes and directs large-scale and highly visible digital projects strategies and plans.
Develops creative and digital briefs. Partners to define, track and measure campaign metrics and results for ROI optimization. May serve as the central point of contact to manage and direct AOR and other agencies.
Directs internal and external creative resources, agency relationships and tactical experts in the timely development, execution and integration of marketing communications plans. Responsible for multimillion dollar campaign budgets, delivery timeliness, efficiency and brand effectiveness. Consults with legal and compliance as needed to ensure regulatory compliance for all client facing communications.
Provides internal consulting services to business unit leadership and to external partners and vendors.
Conducts analysis, gathers and selects sources of information to determine digital trends, and develops digital marketing recommendations. Must manage projects to set budget.
Performs other related duties as assigned.
Education: Undergraduate degree in Marketing, Communication, Advertising or related field preferred. Masters degree is desirable.
Experience: Typically 9 or more years of related experience in marketing, advertising, sponsorships, campaigns, media or brand management. Primary job function must have been one of the aforementioned. Agency experience preferred.
Knowledge: Expert experience in marketing principles and methdologies including marketing through digital sources. Prefer in-depth knowledge of assigned role.
Skills/Competencies: Well demonstrated creative judgment and familiarity developing advertising campaigns, sponsorships or brand initiatives An ability to think both creatively and strategically. The ability to effectively manage multiple projects simultaneously, perform under pressure and pay close attention to detail while staying focused on the big picture. Ability to manage productive agency partnerships. Excellent organizational , interpersonal and written/verbal communication skills as the driver of projects, initiatives and campaign plans. Insurance and/or financial services product knowledge a plus. Managerial experience may be necessary.
Values: Regularly and consistently demonstrates the Nationwide Values and Guiding Behaviors.
Staffing Exceptions to the above minimum job requirements must be approved by the: VP and HR VP.
Overtime Eligibility: Not Eligible (Exempt).
Working Conditions: Normal office environment. Travel may be required.
ADA: The above statements cover what are generally believed to be principal and essential functions of this job. Specific circumstances may allow or require some people assigned to the job to perform a somewhat different combination of duties.
Job Evaluation Activity: 11/2012 CB, PYC
Job Function/Family: COM/DGT
Nationwide Mutual Insurance Company.
Website : http://www.nationwide.com
Nationwide is a company where every voice is heard and valued. We understand the importance of associates with different backgrounds, experiences and perspectives coming together to serve our customers. "I am proud of our associates and agents who help protect what matters most to our customers," Nationwide CEO Stephen S. Rasmussen said. "It’s our commitment to diversity and inclusion that helps us meet our On Your Side promise every day. From our board of directors to our executive team to our associates and agents, we know we can accomplish great things together."