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Head of Lead Generation


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.




The Head of Lead Generation will own the strategy and execution for all lead generation activities (lead volume, lead quality and efficiency of spend) to ensure Farmers meets its profitable growth targets.




  • Responsible for the coordination of marketing Farmers products, across different lines of business, to prospects and customers.  
  • Aligns with respective product/line of business organizations to understand biggest areas of potential growth due to price,competitiveness and profitability.
  • Recommends the amount and management of the ad budget across current and new channels (e.g. paid search, social, display, aggregators/affiliate and all other media channels e.g. TV, radio, CTV, OLV etc.)
  • Responsible for all media investment pertaining to the Farmers brand which includes lead team that establishes strategy and implements media investment for all brands.  
  • Owns vision and implementation for MarTech stack to enable all required data, analytics and execution
  • Responsible for the strategic direction for all local brand marketing and advertising tools and capabilities for Farmers agents.  Lead all efforts to build and execute on evolution of base agency marketing performance package.
  • Ensure intra and inter-channel optimization of marketing investment. Create processes for continual test and learn and optimization of all campaign elements including ad copy, landing pages, website, media, and affiliates
  • Ensure ongoing improvement in performance in digital marketing whether via data and MarTech, new lead generation channels or partners, or other innovation.




  • Team of direct reports that will manage and execute all digital marketing activities including media planning, buying, campaign management,  Test and Learn and all the required enabling technology as well as Agency Growth Program (for local marketing). 
  • 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 behaviors 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's Degree from accredited college or university or equivalent experience; MBA preferred 




  • 15 years experience in lead generation with proven track record of driving results
  • 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
  • Proven track record of succeeding as a change agent in a large organization
  • Expertise in digital marketing, advanced marketing analytics and MarTech




  • 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 strong analytical skills, including Test & Learn and 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.



Job Location(s): US - CA - WdlndHills-6301, US - RW - Remote Work - Farmers

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

Nearest Major Market: Los Angeles

Apply now »