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Digital Marketing Manager

Digital Marketing Manager

Overview

The Digital Marketing & Experience team at Fidelity Life and eFinancial is looking for a Digital Marketing Campaign Manager to contribute to our growing direct-to-consumer business. Reporting to the Director of Digital Marketing, the Digital Marketing Campaign Manager will work closely with the digital marketing team including digital analytics, creative and UX, and our external agency partners to profitably grow our various paid and organic channels.

 

The Digital Marketing Campaign Manager is responsible for designing and executing paid and organic digital campaigns, optimizing traffic, improving website conversion, and growing lead generation and online sales.

 

In addition to supporting digital marketing, the Digital Marketing Campaign Manager will be responsible for managing the enterprise’s reputation campaigns, including Net Promoter Score and Trustpilot.  This is a new role on a growing team with excellent experiential and career growth prospects for the right candidate.

 

Fidelity Life is a leading provider of financial security for middle market consumers. With a history of innovation, the company is redefining the life insurance industry with patented products and processes. Fidelity Life pioneered the use of predictive analytics to streamline the new business process and revolutionize the speed with which policies can be issued. Established in 1896, Fidelity Life enjoys a long track-record of success and continues to build its reputation of sound fiscal management and customer-focused innovation.

 

In concert with Fidelity Life, eFinancial is an online and call-center-based insurance agency with a proven direct-to-consumer life insurance model. Using a proprietary and patented sales technology platform, eFinancial operates call centers in Chicago, IL; Seattle, WA; and Tempe, AZ. eFinancial’s licensed agents and representatives reach thousands of consumers each day to help meet their unique life insurance needs – often with just a single phone call. To complement this channel, the company recently expanded to offer an entirely digital purchase experience.

 

Together, Fidelity Life and eFinancial are revolutionizing the life insurance industry to make life insurance more accessible and affordable for everyday Americans. With an integrated marketing, product manufacturing, and controlled distribution system, the enterprise is uniquely positioned for growth. 

Responsibilities

  • Manage strategy, plans and execution of paid media campaigns to optimize lead generation and conversion. Work with agency partners on campaigns including paid search, display, social, video and native
  • Define and execute continuous A/B and multivariate testing across multiple formats, websites, and landing pages. Leverage rigorous analyses to identify actionable insights that increase response and conversion performance
  • Strengthen our PPC and SEO strategies, in concert with agency partners, by monitoring keywords, search queries, and campaign trends to find areas for growth and improvement (platforms such as Google Ads, Microsoft Ads, YouTube)
  • Partner with agency and internal digital analytics teams to analyze performance data across entire funnel from ad impression to sale, and identify cross-channel wins and potential areas for optimization or testing
  • Manage development and secure approvals of creative assets for digital media and campaigns including search ads, display ads, landing pages and other formats where applicable. Process may include writing creative briefs and basic copy
  • Manage Net Promoter Score and Trustpilot programs across brands to increase response rates and results. Continue to test and refine program strategies and plan. Establish regular cadence of reporting and analysis
  • Identify, assess, and advance new paid media programs. Provide business case and rationale for recommendations. Manage plans to operationalize program launch and performance
  • Over time, oversee organic social media strategy, campaigns, creative and reporting
  • Harness customer, prospect and third-party data to identify and address target audience refinement and campaigns
  • Serve as SME on digital marketing landscape, best practices in SEM and SEO, account beta opportunities, and new platforms to test
  • Manage digital performance dashboards and prepare monthly reports that highlight marketing and business results, issues, and going forward plans
  • Develop and deliver effective presentations to keep key stakeholders informed and engaged regarding digital program strategies, plans, results, and learnings
  • Effectively manage cross-functional relationships within the company (i.e., Marketing, Sales, IT, Product, Operations, Finance, Legal), and external Agencies (i.e., SEO, SEM, Websites)

Qualifications

  • Bachelor’s Degree in Marketing or equivalent field required. MBA a plus
  • 7+ years of digital marketing/advertising required preferably in insurance, financial services, or performance marketing sectors
  • Demonstrated achievement in defining strategies, plans and tactics across a range of digital media including SEM, SEO, website, and landing page optimization
  • Proven experience managing a portfolio of projects and marketing campaigns across brands and digital channels. Well-honed project management skills to ensure projects are delivered on time and on budget
  • Advanced experience with marketing and advertising tools/platforms including Google Analytics/Google Ads account management, Facebook Ads/Facebook Business Manager, Microsoft Ads, VWO (testing), and Invoca. Knowledge of and experience with Google Tag Manger, Marketo, and Hootsuite a plus
  • Solid track record for developing and deploying A/B test-learn-iterate strategies to optimize paid media programs, websites, and landing page performance – ideally in consumer lead generation and conversion context
  • Knowledge of and experience with SEO platforms including SEMrush, MOZ, Ahrefs etc.
  • Exceptional verbal and written communication skills with strong attention to detail. Experience preparing and critically reviewing copy, developing performance updates and management presentations and presenting program results to colleagues and stakeholders
  • Self-starter who enjoys taking initiative to drive and deliver results. Comfort in managing with ambiguity, and applying creative problem-solving skills
  • Passionate about data and analytics to present results in a clear and logical manner, and glean insights for continuous growth and improvement
  • Advanced MS Office proficiency including Excel and PowerPoint. Experience with data visualization tools like PowerBI, Tableau, and Google Data Studio a plus
  • A curious mindset which is constantly asking “why” and “so what” to improve performance and identify new opportunities
  • Thrives in a fast-paced, collaborative, and results-driven environment

EEOC/Other

eFinancial/Fidelity Life is an equal opportunity employer and supports a diverse workplace. As an eFinancial employee, you will be eligible for Medical and Dental Insurance, Health Savings Accounts, Flexible Spending Accounts (Health, Dependent Care & Transit), Vision Care, 401(K), Short-term and Long-term Disability, Life and AD&D coverages.

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