SelectQuote

Director of Digital Marketing

US-KS-Overland Park
Division
Senior

Overview

The ideal Director of Digital Marketing candidate is an emerging digital thought leader skilled in applying a “test and learn” approach for growing digital lead generation campaigns for SelectQuote’s term life, auto, home and Medicare supplement insurance businesses. The data-driven professional in this Direct to Consumer (DTC) role will be able to develop analytic insights to drive better performance and higher margins for all of the SelectQuote product lines. The Director of Digital Marketing will implement or supervise all paid search, display advertising, remarketing and social media direct response campaigns to drive measurable, inbound web and phone marketing results to support a nationwide sales team of licensed insurance agents. These digital channels are the backbone of our direct response marketing machine and complement the significant investment that SelectQuote has in DRTV, radio, and other lead generation tactics. The Director position will oversee a search marketing agency based in San Francisco for the term life business, an external social media agency, and an internal channel specialist who directly manages the Auto, Home and Senior search campaigns.

 

Based in our stunning new Overland Park, Kansas office, this position reports to the Vice President of Marketing The ideal candidate is a self-starter with a deep understanding of performance marketing tactics, analytics and testing who will be comfortable working with remote teams.

Responsibilities

  • Collaborate with leadership to define strategic objectives, success metrics, tactical plans, and marketing budgets across multiple channels including SEM, Display, Retargeting, and (Direct Response) Social
  • Drive conversion of prospective consumers to active customers through funnel optimization including creative, segmentation/targeting, and landing pages
  • Manage portfolio of agency partners (search, social and in house teams) in planning, execution and reporting on performance of digital marketing programs
  • Work with A/B testing and experimentation teams and creative services as needed to design features campaigns that improve consumer acquisition and retention, including landing page optimization
  • Develop an in-depth knowledge of SelectQuote’s most-profitable target segments across each individual business unit, and develop digital marketing strategies to target those customers
  • Analyze marketing campaign reporting to identify opportunities to deliver greater return on ad spend and higher profitability per lead. Develop and optimize KPIs that vary across all business units to produce the highest possible profit margins
  • Serve as the internal digital marketing subject matter expert for marketing team and keep current with best practices in digital, social, affiliate and content marketing
  • Interface with Sales management and Workflow teams to establish goals and successful campaign support
  • Develop a firm understanding of the SelectQuote CRM (and other technologies) in order to leverage all internal resources for marketing success and tracking

Qualifications

  • Demonstrate competence and knowledge of overall digital marketing (e.g. SEM, mobile, display, social media, retargeting, PPC/CPA etc.) with ability to turn digital activity into meaningful marketing and business results
  • Manage the development and execution of digital marketing campaigns, employing an integrated mix of digital lead generation tactics
  • Ability to keep multiple irons in the fire: continuously evaluating potential new acquisition channels for future testing and possible scaling
  • Work independently with minimal direction while successfully meeting project objectives and managing multiple tasks within strict deadlines
  • Strong written communication and presentation skills; comfortable with high degree of interaction with senior leadership team
  • Self-motivated with an extremely strong sense of urgency
  • Flexibility to adapt and change as priorities evolve
  • Experience in financial services marketing, and insurance in particular, strongly desirable
  • Proven top of funnel focus: history of driving growth with innovative prospecting and demand generation campaigns at scale from first impression through landing page, particularly with AdWords and other high-volume platforms
  • Strong analytical, mathematical skills, and forecasting/budgeting background
  • Ability to ‘cut through the clutter’ – ability to identify which data is relevant to drive decision making, and use that data to succinctly make a persuasive argument
  • Proven experience as player and coach with ability to execute while managing others

Training and Experience

  • Bachelor’s Degree in Marketing, Communications, Business, Statistics, Economics or similar major
  • 5-10+ years deep expertise in driving lead generation and consumer acquisition campaigns across all PPC digital marketing channels including Paid Search, Paid Social, Display, and Dynamic Retargeting
  • 5+ years’ experience directly managing paid search marketing
  • Experience managing both in-house and agency teams to collaboratively drive performance strongly preferred
  • Experience with long-funnel analysis: exposure to tracking and optimizing events that occur after the conversion.
  • Highly analytical and data driven: master in Excel, well versed in Adobe and/or Google Analytics, familiarity with A/B and multivariate testing, and continuous program optimization
  • Some travel required to San Francisco and potentially other SelectQuote offices

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