AVP, Direct Marketing Strategy
Overview of the Position
Reporting to the Vice President of The Hartford's Personal Lines Direct Marketing Strategy, the AVP Direct Marketing Strategy leads the Marketing Acquisition and Customer Loyalty/Retention team and is responsible for the development of marketing strategies that drive profitable growth for The Hartford's AARP Auto and Homeowners Program. This position is focused on delivering acquisition, customer retention/loyalty and content marketing strategies across the entire marketing funnel from pre-acquisition through retention. The position collaborates across the organization to build annual marketing plans and key strategic initiatives, while ensuring a consistent application of our brand positioning and creative standards across all customer touch points. The role is based in Hartford, CT.
Responsibilities:
Accountable for the development and execution of annual marketing plans, strategic marketing initiatives, and testing strategies focused on new customer acquisition and retention to maximize profitable growth for the Personal Lines business.
Leads the development of local and national integrated marketing programs, including planning and budgeting, creative development, in-market execution in partnership with execution and analytics teams, and ongoing continuous improvement activities.
Accountable for identifying and leveraging consumer insights to inform segmentation and targeting strategies, and translating into measurable marketing programs within and across multiple marketing channels including television, print, direct mail, and digital marketing campaigns. Integrates Voice of Customer into all marketing strategies with an emphasis on social listening, internal voice of customer tools, 3rd party insights and reviews, etc.
Accountable for the end-to-end customer engagement strategy (omni-channel) to on-board customers, build/nurture relationships with customers with the ultimate goal of improving retention and loyalty.
Oversee the cross-sell and up-sell strategy across all marketing channels, reaching customers through their channel of choice.
Responsible for the Content Marketing strategy to amplify The Hartford's voice and ensure flawless execution across multiple channels and platforms (e.g., social media, YouTube, etc.).
Manage and develop internal creative team, and coordinate creative needs with internal and external resources. Reviews creatives to ensure brand and positioning consistency across all channels and across the entire customer experience.
Translate Personal Lines business strategy into tangible marketing test-and-learn initiatives, including value proposition development and messaging execution. Collaborate cross-functionally to develop actionable plans that provide a rich customer experience.
Identify and partner on key market research initiatives. Track competitor activity and identify new opportunities and/or key gaps in our marketing strategies.
Candidate Profile:
A minimum of ten years' experience in marketing required, with significant expertise in financial services direct marketing. Marketing experience must consist of leading full cycle multi-channel (with an emphasis on digital) experience in house or at an agency. Please note this does not include experience managing agencies exclusively.
An undergraduate degree in marketing or a related discipline required; an MBA or other relevant advanced degree preferred.
Skilled in the development of foundational marketing strategies, including segmentation and targeting, value proposition/positioning development, and strategic planning. Able to identify business trends, changes in market conditions, and competitor activity and respond accordingly. Successful track record of experience in the development of comprehensive marketing plans.
Strategic Leadership - ability to drive both short and long-term growth and profitability. Tactical mastery of multiple aspects of direct marketing including planning, demand creation, creative development, channel optimization, and performance management.
Ability to work collaboratively in a matrixed environment with exceptional influencing skills to gain support for new ideas and approaches required.
Superior critical thinking and problem solving - resourceful at achieving objectives/ results. Able to sort through complex data to identify the core issues and develop a plan of action to resolve. Analytical - ability to convert analysis into insights, sustainable strategies, and actionable plans. Strong communication and influence skills clear, concise, and persuasive in style. Ability to build strong relationships with cross-functional teams, partners and vendors.
Energized by an entrepreneurial environment. Comfortable making decisions with limited information and resources. Self-reliant/proactive and has a pioneering spirit. Takes initiative and follows-through on commitments to achieve results. Continuous improvement mindset.
Minimum of five years of leadership experience in financial services direct marketing, ideally in the personal auto and homeowner's insurance industry preferred.
Required: results driven and metrics oriented; prefers the challenge of a fast-paced and goal oriented organization.
Extensive experience successfully managing a sizable non-media budget of $3M or greater.
Effective project management and organizational skills, with the ability to manage multiple complex initiatives and skills to lead the execution of marketing plans and track program performance.
Leadership skills (described below):
Deliver Outcomes. Demonstrate a bias for speed and execution that serves our shareholders and customers.
Operate as a Team Player. Work inclusively to drive solutions for the good of The Hartford.
Build Strong Partnerships. Demonstrate integrity and build trust with others.
Strive for Excellence. Motivate yourself and others to achieve high standards and continuously improve.
About The Hartford: With more than 200 years of expertise, The Hartford (NYSE: HIG) is a leader in property and casualty insurance, group benefits and mutual funds. The company offers a full complement of business insurance coverages, auto and home insurance, employee benefits and a family of mutual funds to help its customers prepare for the unexpected, protect what is most important to them, and prevail in the event the unexpected happens. Headquartered in Hartford, Conn., the company has approximately 17,500 employees located throughout the country. The Hartford reported 2014 revenues of $18.6 billion. Throughout its history, the company has delivered on its promises to agents, brokers and customers, insuring some of the nation's most historic construction projects, such as the Golden Gate Bridge and the Hoover Dam. The Hartford has also paid claims related to some of America's largest disasters, including the Great Chicago Fire of 1871, the San Francisco Earthquake of 1906, the September 11 terrorist attacks, and more recently, Hurricane Katrina and Storm Sandy. The Hartford's biggest competitive advantage is its employees. We hire a broad range of talented teammates from diverse backgrounds and cultures. We look for teammates who share our vision to be an exceptional company celebrated for financial performance, character, and customer value. The Hartford is widely recognized for its service excellence, sustainability practices, and trust and integrity. The company has been recognized by:
Human Rights Campaign as a 2015 Best Place to work for LGBT Equality (2009-2015)
Dow Jones Sustainability Index as a leader in corporate sustainability (2014)
Carbon Disclosure Project on the 2014 Climate Leadership Index (2014)
GI Jobs as a 2014 Military Friendly Employer (2010-2014)
Military Times Edge as a 2015 Best for Vets Employer (2010-2015)
Ethisphere Institute as a World's Most Ethical Company (2008-2012, 2014, 2015)
U.S. EPA with the annual Climate Leadership Award (2014-2015)
Visit our website to learn more about The Hartford's recognition. More information about the company and its product offerings is available at www.thehartford.com. Join us on Facebook at www.facebook.com/TheHartford. Follow us on Twitter at www.twitter.com/TheHartford. The Hartford is an equal employment and affirmative action employer. All qualified applicants will receive consideration without regard to race, color, sex, religion, age, national origin, disability, veteran status, sexual orientation, gender identity or expression, marital status, ancestry or citizenship status, genetic information, pregnancy status or any other characteristic protected by law. The Hartford maintains a drug-free workplace and is committed to building inclusion and leveraging diversity.
. Apply now!Estimated Salary: $20 to $28 per hour based on qualifications.
Reporting to the Vice President of The Hartford's Personal Lines Direct Marketing Strategy, the AVP Direct Marketing Strategy leads the Marketing Acquisition and Customer Loyalty/Retention team and is responsible for the development of marketing strategies that drive profitable growth for The Hartford's AARP Auto and Homeowners Program. This position is focused on delivering acquisition, customer retention/loyalty and content marketing strategies across the entire marketing funnel from pre-acquisition through retention. The position collaborates across the organization to build annual marketing plans and key strategic initiatives, while ensuring a consistent application of our brand positioning and creative standards across all customer touch points. The role is based in Hartford, CT.
Responsibilities:
Accountable for the development and execution of annual marketing plans, strategic marketing initiatives, and testing strategies focused on new customer acquisition and retention to maximize profitable growth for the Personal Lines business.
Leads the development of local and national integrated marketing programs, including planning and budgeting, creative development, in-market execution in partnership with execution and analytics teams, and ongoing continuous improvement activities.
Accountable for identifying and leveraging consumer insights to inform segmentation and targeting strategies, and translating into measurable marketing programs within and across multiple marketing channels including television, print, direct mail, and digital marketing campaigns. Integrates Voice of Customer into all marketing strategies with an emphasis on social listening, internal voice of customer tools, 3rd party insights and reviews, etc.
Accountable for the end-to-end customer engagement strategy (omni-channel) to on-board customers, build/nurture relationships with customers with the ultimate goal of improving retention and loyalty.
Oversee the cross-sell and up-sell strategy across all marketing channels, reaching customers through their channel of choice.
Responsible for the Content Marketing strategy to amplify The Hartford's voice and ensure flawless execution across multiple channels and platforms (e.g., social media, YouTube, etc.).
Manage and develop internal creative team, and coordinate creative needs with internal and external resources. Reviews creatives to ensure brand and positioning consistency across all channels and across the entire customer experience.
Translate Personal Lines business strategy into tangible marketing test-and-learn initiatives, including value proposition development and messaging execution. Collaborate cross-functionally to develop actionable plans that provide a rich customer experience.
Identify and partner on key market research initiatives. Track competitor activity and identify new opportunities and/or key gaps in our marketing strategies.
Candidate Profile:
A minimum of ten years' experience in marketing required, with significant expertise in financial services direct marketing. Marketing experience must consist of leading full cycle multi-channel (with an emphasis on digital) experience in house or at an agency. Please note this does not include experience managing agencies exclusively.
An undergraduate degree in marketing or a related discipline required; an MBA or other relevant advanced degree preferred.
Skilled in the development of foundational marketing strategies, including segmentation and targeting, value proposition/positioning development, and strategic planning. Able to identify business trends, changes in market conditions, and competitor activity and respond accordingly. Successful track record of experience in the development of comprehensive marketing plans.
Strategic Leadership - ability to drive both short and long-term growth and profitability. Tactical mastery of multiple aspects of direct marketing including planning, demand creation, creative development, channel optimization, and performance management.
Ability to work collaboratively in a matrixed environment with exceptional influencing skills to gain support for new ideas and approaches required.
Superior critical thinking and problem solving - resourceful at achieving objectives/ results. Able to sort through complex data to identify the core issues and develop a plan of action to resolve. Analytical - ability to convert analysis into insights, sustainable strategies, and actionable plans. Strong communication and influence skills clear, concise, and persuasive in style. Ability to build strong relationships with cross-functional teams, partners and vendors.
Energized by an entrepreneurial environment. Comfortable making decisions with limited information and resources. Self-reliant/proactive and has a pioneering spirit. Takes initiative and follows-through on commitments to achieve results. Continuous improvement mindset.
Minimum of five years of leadership experience in financial services direct marketing, ideally in the personal auto and homeowner's insurance industry preferred.
Required: results driven and metrics oriented; prefers the challenge of a fast-paced and goal oriented organization.
Extensive experience successfully managing a sizable non-media budget of $3M or greater.
Effective project management and organizational skills, with the ability to manage multiple complex initiatives and skills to lead the execution of marketing plans and track program performance.
Leadership skills (described below):
Deliver Outcomes. Demonstrate a bias for speed and execution that serves our shareholders and customers.
Operate as a Team Player. Work inclusively to drive solutions for the good of The Hartford.
Build Strong Partnerships. Demonstrate integrity and build trust with others.
Strive for Excellence. Motivate yourself and others to achieve high standards and continuously improve.
About The Hartford: With more than 200 years of expertise, The Hartford (NYSE: HIG) is a leader in property and casualty insurance, group benefits and mutual funds. The company offers a full complement of business insurance coverages, auto and home insurance, employee benefits and a family of mutual funds to help its customers prepare for the unexpected, protect what is most important to them, and prevail in the event the unexpected happens. Headquartered in Hartford, Conn., the company has approximately 17,500 employees located throughout the country. The Hartford reported 2014 revenues of $18.6 billion. Throughout its history, the company has delivered on its promises to agents, brokers and customers, insuring some of the nation's most historic construction projects, such as the Golden Gate Bridge and the Hoover Dam. The Hartford has also paid claims related to some of America's largest disasters, including the Great Chicago Fire of 1871, the San Francisco Earthquake of 1906, the September 11 terrorist attacks, and more recently, Hurricane Katrina and Storm Sandy. The Hartford's biggest competitive advantage is its employees. We hire a broad range of talented teammates from diverse backgrounds and cultures. We look for teammates who share our vision to be an exceptional company celebrated for financial performance, character, and customer value. The Hartford is widely recognized for its service excellence, sustainability practices, and trust and integrity. The company has been recognized by:
Human Rights Campaign as a 2015 Best Place to work for LGBT Equality (2009-2015)
Dow Jones Sustainability Index as a leader in corporate sustainability (2014)
Carbon Disclosure Project on the 2014 Climate Leadership Index (2014)
GI Jobs as a 2014 Military Friendly Employer (2010-2014)
Military Times Edge as a 2015 Best for Vets Employer (2010-2015)
Ethisphere Institute as a World's Most Ethical Company (2008-2012, 2014, 2015)
U.S. EPA with the annual Climate Leadership Award (2014-2015)
Visit our website to learn more about The Hartford's recognition. More information about the company and its product offerings is available at www.thehartford.com. Join us on Facebook at www.facebook.com/TheHartford. Follow us on Twitter at www.twitter.com/TheHartford. The Hartford is an equal employment and affirmative action employer. All qualified applicants will receive consideration without regard to race, color, sex, religion, age, national origin, disability, veteran status, sexual orientation, gender identity or expression, marital status, ancestry or citizenship status, genetic information, pregnancy status or any other characteristic protected by law. The Hartford maintains a drug-free workplace and is committed to building inclusion and leveraging diversity.
. Apply now!Estimated Salary: $20 to $28 per hour based on qualifications.
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