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Head of Digital Sales


We are Farmers!

Join a team of diverse professionals at Farmers to acquire skills on the job and apply your learned knowledge to future roles at Farmers. Farmers Insurance also offers extensive training opportunities through the award winning University of Farmers named by Training magazine amongst top 10 corporate training units in the world.




Responsible for all facets of Digital Sales strategy and delivery for Farmers Insurance, in concert with overall Enterprise Distribution/Sales strategy. This includes establishing digital roadmap in partnership with product, underwriting, distribution and IT to create digital experiences (i.e. lead generation, quoting) via Farmers digital assets and partner websites to capture digital insurance shoppers and contribute to GWP growth goals. Includes working across the enterprise to determine the role of the digital channel in concert with our agent strategy, ensuring we bulid omnichannel, digital experiences that are market competitive and meet customer preferences in a digital age. Responsible for aligning with growing Partnership organization to develop the digital ecosystem/technology integration to interface with new 3rd party/lead gen sources. Lead search engine optimization (SEO) strategy to increase organic traffic to the site in addition to paid channels. Key partner to IT with implementation of the SAFe agile delivery model; leadership with Personal Lines to portfolio manage investments and human resources against the largest company priorities, such as expansion into direct, largely digital states. Work with other marketing disciplines such as Creative and Media to insure Famers digital assets tell a creative story that is consistent with our advertising campaign. Advise Distribution on lead management roadmap and technology enablement to ensure new initiatives will result in the highest lead capture and conversion. This leadership role is also responsible for staying abreast of digital experience trends and recommending partnerships and/or technology to accelerate company growth initiatives. They will work closely with Legal and Compliance to ensure that Farmers digital assets meet all applicable industry standards (i.e. ADA).  Further, they will partner with the Farmers direct sales and exclusive agent channels to identify complementary strategies and lead handoff to increase new business yield. 




•    Manages cross-disciplinary Strategy and Operations team that includes Senior Project Managers and Product Owners, Content Operations and SEO design/implementation
•    Drives strategy for design work, in partnership with UX team, across farmers.com, agent sites and mobile app to capture and maximize online shopping behavior
•    Align with newly-formed partnership team to strategize on driving growth through partner scale with digitally native experiences
•    Leverage new technology and introduce industry best practices to bring new solutions to the table in the Digital Sales suite
•    Focuses on streamlining and prioritizing workflow across the Digital Sales team while influencing the day-to-day activities of the agile Sales Value Stream teams in partnership with IT
•    Consults on lead management flows with Sales Operations and Distribution Analytics teams to ensure leads are routed based on performance and yield
•    Partner to implement agent-facing technology solutions, leveraging learning from current Digital Sales customer-facing experiences
•    Interface with Marketing & Distribution Analytics teams to ensure that all site and lead management experiences are designed to maximize market share growth
•    Utilize customer research to ensure Farmers creates data-driven Digital experiences that are shaped by customer/agent feedback and behavioral patterns
•    Provides insight into prospect/customer journey maps and competitive trends to ensure Farmers products will meet customer needs and maintain a competitive edge in the marketplace
•    Bring best practices of agile workflow management to prioritize large projects and backlog items with the largest business value. Drive a culture of MVP (minimum viable product) delivery and A/B testing to scale the programs that drive the most business value
•    Collaborates to implement an agile delivery model in partnership with business leads across the enterprise




•    Team of direct reports that will manage and execute all digital sales activities by shaping the product roadmap through lean business cases, product features and stories, partnering with IT to deliver with quality
•    Recruiting, selecting and developing talent while enthusiastically supporting mentorship, workforce development and succession planning
•    Initiate and lead organizational change in a complex, omnichannel business unit with numerous stakeholders and a renewed focus on growth with the clear Marketing goal of driving Leads to the business
•    Model behaviours to deliver sustainable business growth and subsequent financial value
•    Create and promote an environment that fosters trust, confidence and inclusiveness while encouraging a test and learn culture




•    Bachelor Degree from accredited college or university; MBA preferred but nor required
•    Candidate will have managed visible, omnichannel brands with a large, consumer-facing presence
•    Experience with managing and developing large teams, including identifying and mentoring exceptionally strong talent
•    Proven track record of working with and influencing cross-functional senior executives
•    Experience with digital technology, agile implementation and proven track record of succeeding as a change agent in a large organization




Requires strong strategic thinking, analytical, problem-solving, innovation, written and presentation skills. Strategic thought leader with experience distilling large concepts into understandable plans and action items that can be consumed by the organizaiton.  Must be very strong in pulling together disparate data sources to identify strategic implications.  Strong business and financial acumen skills.




Must possess advanced communication skills (including platform and presentation). Must be extremely detail-oriented with the ability to lead a room to a consensus. Strong critical thinking and problem-solving abilities are critical to success in this role. Ability to negotiate with internal and external parties to derive maximum investment efficiencies and effectiveness.



Want to learn more about our culture & opportunities? Check out farmers.com/careers and be sure to follow us on Instagram and LinkedIn!

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