Marketing Director Lead Aggregators

Job Summary

• The Marketing Director(Lead Aggregators) is responsible for Farmers Insurance portfolio of Lead Aggregators.
• This key role within the Lead Generation team will manage relationships with 3rd party aggregators, a portfolio of Clicks, Warm Transfer Calls, and Data Leads.
• This role will focus three core responsibilities: Build a Best In Class Aggregators Team, Develop Go-To Market strategies with all key aggregator partners, and work cross functionally across Enterprise Marketing, Distribution, and Product to drive profitable growth.
• This is a data driven role with an emphasis on a high conversation rate and an increased return on investment.
• Lead Aggregators are a core pillar of Farmers Lead Generation Strategy, this role is empowered to set a vision and roadmap for Clicks, Call, and Data Leads across the enterprise and will be a Performance Marketing Leader at Farmers.

Essential Job Functions

• Leads and develops a team of Lead Aggregators.
• Builds a strong team culture of continued improvement, operational excellence and subject matter expertise.
• Develops advanced Go-To-Market strategies to drive the highest quality leads into the top of the Farmers funnel.
• Utilizes a data driven approach to lead generation, accounting for volume, quality, conversion, and cost. Builds strong relationships with aggregator partners, and ensures Farmers is leading within the rapidly evolving aggregator space.
• Partners across the enterprise with Product, Distribution, IT to ensure aggregator strategy is aligned with business needs.
• Integrate product profitability trends, distribution needs, and all while managing to a marketing ROI.
• Partners closely with Farmers. com, Call Centers, and Agents.
• Supports lead monetization efforts.
• Works with Farmers IT to ensure Aggregator API technology, and data feedback loops are implemented.
• Design and creates standardized reporting of lead aggregation.
• Creates, maintains, and communicates analysis relating to the effectiveness of aggregation to ensure appropriate budget allocation.
• Oversees campaign performance, daily, weekly, monthly. Ensures accurate and timely reporting and forecasting.
• Develops, maintains, and continually refines processes to ensure sustainable and profitable growth.

Physical Actions

This role, whether performed virtually or in an office setting, will include normal and customary distractions, noise, and interruptions. Sits or stands for extended periods of time, up to a full work shift. Occasionally reaches overhead and below the knees, including bending, twisting, pulling, and stooping. Occasionally moves, lifts, carries, and places objects and supplies weighing 0-10 pounds without assistance. Listens to, interprets, and differentiates auditory information (example others speaking) at normal speaking levels with or without correction. Visually verifies and reads information. Visually locates material, resources and other objects. Ability to continuously operate a computer for extended periods of time, up to a full work shift. Physical dexterity sufficient to use hands, arms, and shoulders repetitively to operate keyboard and other office equipment up to a full work shift.

Education Requirements

Experience Requirements

• 7-10 years experience in digital marketing required.
• Experience in media and analytics/aggregator lead buying preferred.
• Insurance industry experience preferred.