Overview

Responsibilities

What You'll Do

The Marketing Program Managers are accountable for the marketing and profit & loss of one or more marketing programs within the Direct Marketing team product lines and/or marketing areas: term life, travel accident, and guaranteed issue whole life. With a focus on long- and short-term marketing profit, Program Managers work with the Director of Creative Development and Strategic Acquisition to formulate campaign strategy, plan, organize, and implement the marketing initiatives needed to reach the Direct Marketing overall goals for growth in marketing share and profit.

Segment Analysis:

Conduct thorough analysis of customer segment insights to identify key demographics, preferences, and behaviors for focus.
Utilize data-driven insights to understand customer needs, pain points, and opportunities within each segment.

Strategy Development

Develop and implement targeted marketing strategies for customer segments.
Collaborate with cross-functional teams to align marketing strategies with overall business objectives.
Partner with the direct marketing team to develop and execute multi-channel marketing campaigns, including direct mail and digital initiatives, to effectively reach and engage the target customer segments.
Utilize marketing automation tools to analyze campaign results and optimize campaign performance.

Performance Measurement:

Establish key performance indicators (KPIs) to measure the success of marketing campaigns and initiatives at the customer segment level.
Analyze campaign performance and based on analysis recommend proposed course corrections, to the Direct Marketing leadership team.
Develop campaign proformas for Direct Marketing leadership review and approval.

Collaboration and Stakeholder Management:

Working with Data Analytics, Audience Selection, and Mail Operations teams to formulate sound test designs that will validate new programs, new creative, or changes in program direction.
Collaborate with product teams, sales, and other departments to ensure alignment of segment marketing strategies with overall business goals.
Effectively communicate segment-specific insights and recommendations to stakeholders.
Conduct regular campaign kickoff and retro meetings, reviewing campaign direction, review results, and educate stakeholders on key insights and priorities to ensure alignment and support for initiatives.
Communicating to required constituencies (in and out of Direct Marketing) so that key partners are aware and well informed of the strategic direction and performance of Direct Marketing team.

Execution:

Provide creative direction and develop direct mail marketing tactics with agencies, ensuring key deliverables and the creative integrity of the design and copy.
Develop creative and messages appropriately aligned to the AAA Life brand. This responsibility will include working with legal and compliance to assure creative is appropriate for the competitive and regulatory environment.
Performing the required work to implement the individual executions of campaigns, new and existing.

Other duties as required:

Additional responsibilities will include assisting in the preparation of annual marketing strategy and business plans for the Direct Marketing unit.
Assisting in the preparation of budgets and sales plan reporting.
Maintaining awareness of the competitive environment, insurance industry and key industry regulations which may impact their program and/or business model and strategic objectives of Direct Marketing overall.

Qualifications

Qualifications

Bachelor’s degree in marketing, Business, or a related field preferred.
5+ years of proven experience in relevant marketing roles.
Insurance marketing experience a plus
Strong analytical skills with the ability to interpret quantitative and qualitative data.
Experience with direct mail and digital marketing channels.

While performing the duties of this job, the employee is frequently required to stand, walk, sit, use hands to finger, handle, or feel, talk, hear and concentrate. Specific vision abilities required by this job include close vision, distance vision, depth perception, and ability to adjust focus.

This job requires the ability to perform duties contained in the job description for this position, including, but not limited to, the above requirements. Reasonable accommodation will be made for otherwise qualified applicants as needed to enable them to fulfill these requirements.

AAA Life Insurance Company

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Direct Marketing Program Manager