Online Marketing Manager

About the role...

• This role is responsible for managing strategic customer acquisition.
• They will develop and execute online marketing campaigns with cross functional teams to achieve a specific business objective.

What you'll accomplish...

• Lead the planning, development and execution of targeted media program-specific investments.
• Develops and executes integrated marketing programs with cross-functional teams designed to track and analyze success metrics.
• Works with digital marketing teams to develop online advertising plans/creative strategy and establish individualized volume and revenue targets.
• Develops and executes online marketing campaigns to achieve a specific business objective.
• Manages applicable online marketing tactics to program such as customer acquisition (that is, pay per call and pay per click programs, affiliates).
• Manages budget, coordinates contracts/insertion orders, accruals, etc.
• Manages key vendor relationships such as pay per call/click, affiliate partners and shopping comparison engines.
• Tests and optimizes advertising creative, landing pages and conversion funnels.
• Partner with Digital teams to prioritize site experience and optimization activities to achieve program success.
• Partner with Call Center management to ensure volume and quality of calls in the pay per call program.
• Utilizes competitive industry and business analysis to document market opportunities and define campaign program requirements.
• Pursues and tests new opportunities with current and potential partners.
• Coordinates campaign activity to deliver against specific targets. Consult with Digital team leadership and product/application managers to develop strategies to deliver on program targets.
• Coordinates and gains leverage from web analytics team to support campaign analysis and optimization of aggregator programs and customer list analytics/segmentation.
• Creates and maintains key reports and dashboards, traffic and acquisition reports, campaign reports, and forecasts.
• Oversee timely program creative delivery, trafficking and rotation to allow for continuous optimization.

Physical actions...

• Job is performed in-person at a Farmers office or virtually at an approved alternative work location.
• The physical work environment is indoors and climate-controlled with adequate lighting and ventilation.
• Normal and customary distractions include background noise produced by office equipment and chatter among people, as well as interruptions.
• Frequently sits for prolonged periods of time, up to a full shift.
• Occasionally moves about the workplace including, navigating stairs, ramps, and level or uneven surfaces.
• Occasionally moves, pushes, pulls, lifts, carries, and/or places objects or materials weighing up to 25 pounds without assistance.
• Frequently uses shoulders, arms, hands, and fingers to manipulate equipment, tools, and objects necessary to perform job duties.
• Frequently performs fine motor tasks such as typing, mousing, or writing, up to a full shift.
• Rarely performs movements such as bending, stooping, crouching, kneeling, twisting, and reaching overhead or below the knees.
• Possesses clear vision, with or without correction, to visually read and verify information.
• Relies on depth perception and peripheral vision to navigate the work environment visually by identifying barriers, changes in terrain and locating objects.
• Possesses adequate hearing, with or without correction, to communicate with co-workers, respond promptly to auditory signals or alarms, and discern sounds essential for maintaining safety and productivity in the workplace.
• Jobs in this category require rare, if any, travel.

Physical environment...

Education needed...

• High School Diploma or equivalent required.
• Bachelor’s degree preferred. MBA preferred. 

Experience needed...

• Seven years of online marketing experience with a strong hands-on knowledge of online media, search engine marketing, and best practices.
• Proven experience handling aggregator (pay per call/pay per click) programs, managing acceptable acquisition costs, with strong focus on lead quality.  
• Demonstrated success managing and building relationships to drive customer acquisition or sales.
• In-depth understanding of website and key levers that impact traffic and conversion rates.
• Familiar with creating programs that are strictly measured against quantitative ROI-based objectives.

Special skills needed...

• Strong verbal and written communication skills.
• Demonstrated ability to secure 'buy-in' and convince others regarding best approach.
• Goal oriented team player with a positive attitude.
• Excellent time management skills.
• Strong relationship building.