AIG is seeking a Director of Direct Marketing with proven digital marketing success to join our team. We are looking for a proven winner to lead us in developing new, innovative digital marketing strategies and drive change in the way we currently direct market. As the Director of Direct Marketing for AIG Travel, you will lead the digital portion of the overall omni-channel direct marketing strategy working closely with best-in-class resources within AIG's customer analytics, data science, digital IT, direct marketing, and Travel division, as well as external marketing agencies. In addition to the direct marketing strategy development, you will have ownership of the analytics projects needed to make data-driven decisions.
This position will also have oversight of the entire sales funnel, both online and offline, with a focus on improving customer experience and sales optimization.
Reporting to the VP of Global Travel DM, this position will bring expertise in a wide range of online marketing channels, providing thought leadership for an information-based, data driven, direct marketing program. AIG is looking for a self-starter with outstanding project management and relationship management skills who can leverage cross-functional support throughout the organization.
What you will do
Be responsible for developing the digital marketing strategy in collaboration with the overall US Travel direct marketing omni-channel strategy.
Identify gaps in current strategy and execution, and provide thought leadership on new channels and technologies.
Manage all aspects of digital marketing strategy with a focus on scaling the direct marketing channel to drive profitable sales.
Lead external agencies and internal resources in the planning and execution of all web, SEO/SEM, email, and display advertising campaigns.
Manage external direct mail agency and internal resource supporting the direct mail channel.
Provide thought leadership on our social media presence and manage the monetization of social advertising within the overall digital marketing plans.
Measure and report performance of all direct marketing campaigns, and assess against goals (ROI and KPIs).
Collaborate with AIG's DOE Lab and Customer analytics teams on the development and execution of Design of Experiments across the entire sales funnel, including media channel optimization, prospect targeting, models, creative and landing page testing.
Utilize strong analytical acumen to evaluate customer experience data across all channels and make data-driven decisions.
Collaborate with multiple direct marketing specialists on the US direct marketing team to leverage expertise and ensure omni-channel optimization.
Champion marketing research studies to better understand customers, products and services in the DM channel.
Drive business results by building relationships and aligning with key players across the business including Direct Marketing, Digital Enablement, Underwriting, Actuary, IT, Analytics, Customer Insights, Science, and external partners.
Stay current with key industry developments, new product enhancements and trends.
What you bring to AIG
Required:
Bachelor's Degree, 6-9 years' experience, and proven direct marketing success with strong emphasis in digital marketing
Experience in Search, SEO, Paid Social, Owned, Earned, Email, Mobile
Prior experience with a digital advertising agency or corporate digital marketing function
Experience managing budgets and driving performance against targets and KPI's
Highly creative with experience in identifying target audiences and devising digital campaigns that engage, inform and motivate
Proven experience and comfort with marketing analytics, including strong campaign analytics experience and ability to lead internal data science and analytics teams on projects to support business objectives.
Strong verbal and written communication skills; ability to lead presentations to senior management
Excellent interpersonal relationships, capacity for information analysis, decision making, orientation to results
Strongly Desired:
Experience in optimizing landing pages and user funnels
Experience with A/B and multivariate experiments
Solid knowledge of website analytics tools (e.g., Google Analytics, NetInsight, Omniture, WebTrends)
Preferred:
Demonstrated experience in consumer insurance products
Experience working for large and complex organization
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