Direct Response Marketing Manager

BASIC FUNCTION

Strategically lead and manage the execution of direct response marketing programs to support sales strategies and meet business, revenue and profitability objectives. Lead, present and execute direct response plans that translate overall cross-sell strategies and meet business, revenue and profitability objectives.

Design direct marketing tests, ongoing program forecasting, response tracking and results analysis that support key hypotheses and deliver statistically valid results that drive actionable learnings. Partner with cross-functional teams (including the consumer sales contact center, corporate marketing, finance, etc.) to drive successful end-to-end campaign execution.

Manage key relationships with external vendor outlets (such as agencies and fulfillment houses) to produce world-class marketing programs that drive sales results.

DIMENSIONS

• Direct Supervision: 1-2
• Management: 1-2
• Exempt: 1-2

PERSONNEL DECISIONS

Select, train, evaluate, and reward direct reports within corporate, Human Resources, and divisional policies and guidelines. Coordinate, manage and monitor external vendor operations, including planning and execution of resource management.

SUBORDINATES

• Marketing Coordinator(s)
• Possibly Database Marketing Manager and Database Marketing Team (currently reporting directly to Executive Director, Specialty Products)

ENVIRONMENT

The Direct Response Marketing division is responsible for developing and executing the full scope of consumer marketing initiatives to meet sales objectives on behalf of the consumer insurance operations. The incumbent plans appropriate activities, staffing as well as internal and external (e.g. agency) resources necessary to handle business demands throughout the year.

These activities include identifying requirements, establishing clear and achievable objectives and outsourcing direct mail and other campaigns as required.

WORKFLOW

The incumbent’s work is initiated by the marketing, consumer sales, and other corporate goals and objectives as established by the Executive. The incumbent provides the necessary leadership to launch new direct marketing programs as well as to maintain and optimize existing ones within the various areas of the Company’s marketing initiatives.

This includes, but may not be limited to: paid search, marketing analytics, media management, email marketing, marketing optimization and marketing operations.

The incumbent assures that the direct response marketing staff is properly trained and motivated to accomplish goals and provides the direct report assistance to ensure informational and resource availability.

Primary responsibly will include working with business associates (both internal and external) to plan, manage and coordinate all direct response marketing campaigns, specifically:

• Leading a collaborative team to drive ideas/campaigns from concept to completion through various marketing mediums, including television, newspaper, web and email;
• Partnering with cross-functional teams (including Consumer Sales Contact Center, segment marketers, channel partners, web operations, corporate marketing, finance, etc.) to drive successful end-to-end campaign execution;
• Effectively manage external relationships (with agencies, media, vendors, and the like) to create ad mail superior direct marketing products on time and within budget;
• Performing ongoing response tracking and results analysis to accurately assess the impact of direct response programs and adapting/improving as necessary;
• Proactively identify opportunities for process improvement and product enhancement within direct marketing channels (direct mail, email outbound telemarketing, web, etc.);
• Developing informed controls and efficient testing strategies to optimize marketing ROI, customer acquisition/retention and enrollment behavior; and,
• Formulating and managing budgets, evaluation production processes to minimize costs and marketing continuous recommendations to ensure optimal marketing ROI and manage to budget specifications.

KNOWLEDGE

This position requires a minimum of a bachelor’s degree and 5-7 years of direct response marketing experience (including strategy, execution and marketing operations) or a closely related field (advertising). The incumbent must have a proven track record executing direct response programs that meet revenue/profitability goals and business/consumer objectives (strategy, execution and analysis of direct mail, email, web, sales support, telemarketing/call center, etc.). This position requires a strong knowledge of marketing and sales within the health insurance products for the consumer marketplace.

Demonstrated ability to effectively manage internal and external cross-functional relationships (including advertising and marketing agencies, list brokers, media, fulfillment, vendors, etc.) is critical as is the ability to lead a team to achieve goals on behalf of the sales-based consumer division. The ideal candidate will possess strong leadership, analytical, strategic-thinking and project management skills.

Excellent verbal, written, visual and interpersonal communications skills are crucial as is the energy and motivation to drive results in an innovative environment. The incumbent should possess agent and/or client-side experience managing B2B direct response program development and execution.

THINKING REQUIREMENTS

The incumbent is responsible for developing integrated consumer direct response marketing programs. Some initiatives are governed by underwriting, corporate and/or CMS guidelines as well as standard corporate procedures and legal restrictions for product promotion.

The incumbent organizes the direct response programs on behalf of the Consumer Insurance Resource Center. As a newly developed, entrepreneurial operation, the incumbent is expected to assist in the creation of a consumer-driven culture and encourage the pursuit of continuous improvements to remain competitive in the marketplace.

INTERFACING AND INTERPERSONAL SKILLS

The incumbent has daily interaction with his/her direct reports, peers and all levels of management as well as external vendors (including agencies and fulfillment outlets). The incumbent provides regular direction, guidance and oversight to direct reports as well as the management staff of external vendors.

AUTHORITY AND DECISION MAKING

The incumbent assures the attainment of consumer sales objectives. The incumbent provides guidance to direct reports in meeting sales and retention goals. Problems encountered by the incumbent are also resolved under existing corporate operating policy, government regulations or precedent. Approval is required only in those situations where changes have broad corporate impact.

PRINCIPAL ACCOUNTABILITIES – ACTIVITY and END RESULT

• Activity: Plan direct response marketing campaigns.

End Result: Ensure sales and retention objectives are met.

• Activity: Design and execute direct marketing tests that support key hypotheses.

End Result: Deliver statistically valid results and drive actionable learnings that contribute to business growth.

• Activity: Partner with cross-functional teams (including consumer contact center and corporate marketing, among others).

End Result: Drive successful end-to-end campaign execution in alignment with sales and retention strategies of product, sales and marketing operations.

• Activity: Continually manage external relationships with agencies and vendors.

End Result: Create world-class direct efforts on time and within budget.

• Activity: Perform ongoing tracking and results analysis.

End Result: Accurately assess the impact of direct response marketing programs.

• Activity: Identify opportunities for process improvement and reducing execution complexity

End Result: Maintain a strong, innovative marketing environment to continually promote the Company’s products and services.