Director, Marketing - Direct Mail and Email Acquisition

Job Summary

The Director of Direct Mail & Email Marketing leads customer acquisition and lifecycle communications for our Farmers Workplace Solutions (FWS) insurance business across Auto, Home, and Bundled products. This role is responsible for designing and executing data-driven DM and Email strategies that increase new policy binds, improve renewal rates, reduce churn, and drive higher lifetime value (LTV) and contribution margin.

 

This leader ensures all communications support underwriting goals, reflect accurate rating and eligibility rules, and align with FWS partners requirements. The role requires deep expertise in regulated communications, customer segmentation, offer testing, and cross-channel orchestration.

Key Responsibilities

Insurance-Specific Strategy & Leadership

• Develop the Direct Mail and Email strategy to drive profitable policy growth aligned to business goals (NB Premium, PIF, Retention, Loss Ratio, Combined Ratio).
• Lead a high-performing CRM team responsible for acquisition, onboarding, renewal communications, and win-back.
• Build a multi-product lifecycle communication ecosystem that improves quote-to-bind rate, enhances cross-sell (Home to Auto, Auto to Umbrella), and supports multi-line bundling strategies.
• Partner with Underwriting and Product to ensure messaging accuracy, eligibility logic, and rate change guidance.

 

Campaign Development & Execution

• Own end-to-end development of Direct Mail and Email programs including list strategy, suppressions, risk-based segmentation, personalized premiums, and dynamic customer journeys.
• Manage Direct Mail production vendors and ensure delivery accuracy, state-by-state disclosures, and compliance language.
• Lead development of triggered Email journeys such as quote abandonment, mid-term updates, endorsement changes, and renewal offer reminders.

 

Testing & Optimization for Insurance KPIs

• Establish a rigorous test-and-learn agenda focused on improving quote-to-application rates, bind rates, customer lifetime value.
• Build value-based optimization strategies prioritizing segments with strong LTV and lower predicted loss ratios.
• Partner with Analytics to leverage predictive models.

 

Data, Segmentation & Regulatory Compliance

• Own customer list management, data hygiene, suppression windows, and insurance-specific regulatory requirements (e.g., TCPA, CAN-SPAM, state regulatory disclosures).
• Ensure DM/Email content adheres to state-specific insurance rules, rate filings, coverage language, and mandatory policy disclosures.
• Work with Compliance and Legal to approve communications for each state and product line.
• Collaborate with IT and Data Engineering to maintain secure and accurate data pipelines for customer and prospect datasets.

 

Measurement, Reporting & Forecasting

• Develop dashboards and reporting tied to core insurance metrics:
• Present executive-ready insights with clear recommendations to improve conversion and book quality.
• Forecast DM and Email volumes, CPL, expected binds, and premium impact across products.

Essential Job Functions

Set Strategic Direction for the Marketing Department. Directs the development and execution of short and long-term business and strategic plans. Develop and enhance the current digital presence for digital marketing campaigns and customer facing processes. Develop and enhance the current direct mail campaign strategy and processes. Negotiate and manage all 3rd party partner relationships. Negotiate contracts and monitor 3rd party partner results. Develop, recommend and implement Direct Mail, Lead Aggregator, Internet campaigns utilizing approved budgets, current/enhanced technology and partnerships. Approves, prioritizes, and develops business justification for change requests on the digital platform. Reports status of the all marketing channels to management on a regular and adhoc basis. Leads teams members on various projects and provides strategic direction to direct reports. Demonstrates sustained performance in managing and inspiring staff.

Education Requirements

Bachelor's degree required. MBA preferred.

Experience Requirements

• Minimum 8 years' professional experience creating, testing and implementing digital platforms and direct mail marketing campaigns
• 5 or more years' experience managing staff

 

Preferred qualifications include:

• 8–12+ years of CRM, Direct Mail, or Email experience; insurance, financial services, or other regulated industries required.
• Strong understanding of insurance economics (loss ratio, retention, NB premium, policy lifecycle).
• Experience managing communications in regulated environments with state-by-state compliance.
• Expertise with CRM and automation tools (Braze) and DM production vendors.
• Proven ability to drive measurable improvements in conversion, retention, and LTV.
• Demonstrated leadership managing teams, agencies, and cross-functional stakeholders.
• Strong analytical and data segmentation skills; ability to tie communications to business outcomes.
• 5+ years of people management experience, leading, supporting, and developing a team of 5+ people.

Special Skill Requirement

Excellent understanding of various digital platforms, customer facing tools, and direct mail processes. Proven track record negotiating and managing 3rd party partner relationships.