Marketing Director

Managing the over-arching email marketing strategy for The Baldwin Group personal insurance operating group, the Director of Optimization and Conversion is responsible for ensuring alignment and strategic development of the customer experience and optimizations with the primary goal of assisting the Guided Solutions Marketing team to meet marketing goals. It is key for the Director of Optimization and Conversion to have the ability to understand our customer and stakeholder needs, and key consumer and market insights to create as frictionless and streamlined experiences as is possible.
The Director of Optimization and Conversion has ownership over the customer experience through the strategic development of customer journeys via primarily through email and campaign landing pages. This role works in collaboration with the Director of Personal Insurance Campaigns and the email team to create and deploy customer journeys and strategic optimization initiatives and the Senior Director of Personal Insurance Marketing to whom this position is a direct report.
It is key for the Director of Optimization and Conversion to support the Senior Director of Personal Insurance Marketing in shaping the growth of the department, actively engaged in on-boarding new colleagues, and establishing methodology and best practice along with educating the wider company in department initiatives.

Objectives

• Leads the development and management of effective integrated customer experiences.
• Maintains a good working relationship with the key stakeholders throughout the planning cycle to align communication strategies.
• Assumes leadership of email campaign communication and presentation of optimization strategies to key stakeholders.
• Manages and supports the workload of optimization direct reports
• Builds and maintains strong client relationships by positioning Guided Solutions Marketing as strategic partner.
• Both inspires and challenges Retail and D2C partners with innovative CX experiences.
• Maintains a detailed awareness of relevant media research and new opportunities within different media channels.
• Provides thought leadership around integrated channel strategies, positioning Guided as an expert both internally and externally.

The role will require contribution to the growth of the department through development of best practice, training materials, and cross-department initiatives:

• Encourages innovation, process, and development of our optimization and CX strategy capabilities
• Support the development of junior members of the team
• Encourage collaborative team environment and a culture for shared learning
• Advocate strategic delivery and best practice implementation

Deliverables

• Develop our long-term vision and strategy to deliver an engaging email campaigns that meets customer needs and commerce goals.
• Develop and communicates email and landing page campaign optimization vision and strategy.
• Develop optimization roadmap. Communicate with key stakeholders to manage priorities and backlog to ensure we are delivering value to our customers and the business.
• Manage requirements discovery, high level requirements development, and user acceptance testing for digital CX solutions that impact the operating group.
• Develops and/or adopts department best practice and implements end-to end processes for optimizations.
• Liaises with external research teams to collate market and customer insight to support and justify CX and Optimization strategies.
• Analyzes data trends and performance to develop solid strategic plans.
• Executes QA, delivery timelines and implementation checklist to assist smooth transition to delivery.
• Defines custom measurement frameworks and templates.
• Initiates stakeholder planning ensuring relevant participation and contribution.

Skills

• Proven experience applying strategic thinking to complex integrated customer experiences, with a demonstrable track record in achieving and exceeding growth KPIs
• Solid email marketing growth performance with deep understanding of email marketing strategies, tactics, and metrics
• Track record in achieving client business KPS’s directly resulting from marketing activation.
• Be able to gather data for analysis and present in a clear and readable format to a variety of audiences
• Professional communication and presentation skills whether interacting with day-to-day contacts or senior leaders
• Solid ability to understand complex business needs, competitor offerings and industry trends and translate them to effective customer solutions
• Leadership abilities to be able to supervise the planning process
• A comprehensive understanding of different marketing capabilities and what they offer to enhance customer experiences
• Strong understanding of multi-channel marketing, ensure digital is fully embedded in all initiatives.
• Excellent written, oral and presentation skills, particularly the ability to articulate a compelling digital activation and customer story.
• Strong understanding of project management, demonstrable experience in leading preferable.

Experience

• 8+ years’ experience within the email marketing function (Salesforce MarketingCloud experience a plus)
• Practical experience managing and directing strategy for CX and Optimizations
• Project management, demonstrable leading experience

Important Notice:This position description is intended to describe the level of work required of the person performing in the role and is not a contract.  The essential responsibilities are outlined; other duties may be assigned as needs arise or as required to support the organization.  All requirements may be subject to reasonable accommodations to applicants and colleagues who need them for medical or religious reasons.

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The Baldwin Group will not accept unsolicited resumes from any source other than directly from a candidate who applies on our career site. Any unsolicited resumes sent to The Baldwin Group, including unsolicited resumes sent via any source from an Agency, will not be considered and are not subject to any fees for any placement resulting from the receipt of an unsolicited resume.