Director - Traditional Marketing Strategy & Account Based Marketing

Overview:

At Legal & General America, we aim to make a positive difference in the lives of our customers, partners, colleagues, and the communities in which they live.  As a recognized market leader of term life insurance, we’re working to transform our business through innovation and technology to provide products and solutions that help American families secure their financial futures.

We are a future-focused company, passionate about what we do and how we do it. This means working with pace and energy to reach our goals and challenging ourselves to achieve more.  We strive to create a unique environment where balance between work and life is possible. Our employees' passion, dedication and hard work, as well as our career development opportunities, benefits, and employee activities contribute to our positive workplace culture.

As the Leader of our Traditional Marketing function, you will be instrumental in helping Banner Life & William Penn engage and elevate our brand awareness and drive business results (increased revenue, at existing operating expenses) across all marketing channels (email, blogs, video, advisor hub) for our business partners - both Brokerage General Agents, Insurance Marketing Organizations and Financial Institutions.

We are looking for a proven leader who brings a passion for clear, compelling storytelling in order to break down Term Life Insurance in an authentic and engaging way, while building brand trust and leadership. You will back up that storytelling with a data driven approach to measure ROMI and drive forward business objectives.

You will have in-depth knowledge of individual life insurance, including key competitors, trends, and differentiation amongst product, process, technology, and service. You will be able to take internal talking points, or PowerPoints and translate into a clear Creative Brief for internal and external marketing professionals to create creative assets.

The role calls for a strategic inclination including clear segmentation analysis (From Wealth Managers to BGAs to M&A Aggregators), persona development (from Principals to Case Managers). You will be a hands-on full-stack marketer capable of guiding and developing a small team of marketing professionals

• The Director, Marketing Strategy & Account Based Marketing (M&ABM) is responsible for leading BGA and FI segment insights, strategy and activation planning across all segments
• Specifically, the Director M&ABM is responsible for establishing the strategic segment analysis, approach and rationale for developing a connected ecosystem (tactics that connect with another and provide a seamless experience for Principals, Case Managers, and Sales decision makers across Agencies and channels, medium or devices.)
• Work with Distribution team to identify key opportunities to increase Engagement and ultimate take market share
• Coach, mentor, and oversee junior members of the Traditional Marketing team
• Identify macro current and emerging industry trends, and how they impact individual Term Life Market Share
• Provide a strategic POV (BGA/FI and Producer perspective) on creative, functional, and technical approach for marketing solutions throughout the entire lifecycle of a campaign
• Partner with Operations, Business Intelligence, Business Intelligence, team to determine meaningful KPIs and develop agenda for educating partners
• Develop deep understanding of Operations, B2B Partners, and Competitors
• Lead and participate in strategy development initiatives and brainstorms for programmatic ideation (a/k/a activation planning) with existing BGAs & DMs and new opportunities
• Effectively craft creative briefs and partner effectively with teams throughout campaign

Requirements:

10+ years of "Full-Stack" Life Insurance Marketing & Creative experience

Portfolio of exceptional written creative and campaign briefs, including after action reports

Expert in digital campaigns and concepts such as ecosystem development, content strategy, branded and unbranded communications, QR enabled DM, retargeting, search

As a leader – successfully grew multiple life insurance relationship revenues (either Producer Commissions, Carrier Premiums, or Vendor Fee Income)

Education

Bachelors degree, preferably in communications, journalism, public relations, or marketing

Experience/Knowledge

Thinking beyond Email e.g. Paid Social, QR embedded Direct Mail, Outbound Phone

Reduced Costs – by embracing future of work, with a Hybrid role can reduce FTEs by using brand and performance agencies more cost effectively

Improved Efficiency – with life insurance domain expertise to avoid creating rework or consuming too much internal Subject Matter Expertise.

Able to add value beyond creative –need to be a true thought partner to BGAs, FIs partners – e.g. co-branded activation campaigns

Skills

Excellent communication and organization skills

Energetic and Enthusiastic

Data driven creative problem solver

Ability to effectively assess critical and priority issues

Ability to manage difficult issues in a professional, courteous manner

Reports To

VP, Brokerage Distribution & Strategy

Staff

Manager of Account Based Marketing

Manager, Marketing Account Leader, BG

What’s in it for you?

The expected hiring compensation range for this position is $136,800 - $188,100 annually. This position is working on a remote basis.

The total compensation package for this position may include other elements, such as a sign-on bonus, long term incentives, and annual bonuses.  This role is eligible to participate in the Legal & General America Annual Incentive Plan. The current target payment for the position is 20% of base salary, modified for corporate and individual performance. Bonuses are pro-rated based on start date.  This role has 20 vacation days and 10 sick days that are accrued on a bi-weekly basis. Employees also have 9 paid holidays throughout the calendar year.

We have a competitive compensation and benefits package focused on your overall wellbeing.  Employee benefits include health, life, and dental insurance; 401K with company match up to 6% as well as a pension package; generous time off; and wellbeing initiatives throughout the year (we like doing fun stuff).  We’re big on professional development and we’ll support and mentor you in your career progression and expect you to help us pay it forward by helping us develop tomorrow's leaders and growth-focused professionals. We value our teams and our communities and believe in giving back. Enjoy time off to volunteer for those causes that matter most to you!

If hired, employee will be in an “at-will position” and the Company reserves the right to modify base salary (as well as any other discretionary payment or compensation program) at any time, including for reasons related to individual performance, Company or individual department/team performance, and market factors. The Company reserves the right to change benefits plans at any time.

We are an equal opportunity employer and value diversity at our company. We do not discriminate based on race, religion, color, national origin, sex, gender, gender expression, sexual orientation, age, marital status, veteran status, or disability status. We will ensure that individuals with disabilities are provided reasonable accommodation to participate in the job application or interview process, perform essential job functions, and receive other benefits and privileges of employment. Please contact us to request accommodation.