The mandate of Client Solutions is to establish/deepen relationships with clients in a variety of segments by providing insurance and wealth solutions and other services through a wide array of channels. Clients include policyholders, active and terminating members of Group Retirement and Group Benefit employer plans, individual policyholders, association plan members and consumers. Direct response websites and web-based marketing campaigns are leveraged to both reach and sell to these plan members/ customer segments.
The Marketing Manager, Web Traffic leads the development, planning and implementation of digital marketing/web traffic strategy and programs on behalf of the Client Solutions business. This role is a key driver of digital marketing innovation and capabilities including sales generating websites/microsites, video, search, social media, webinars and mobile to deliver optimum online customer experiences and return on marketing investment.
To be effective the marketing manager will leverage strong integrated marketing communications and management skills including agency management, research, analysis and strategy to deliver business results through digital marketing channels in complex environments.
One of the key responsibilities of this role is web traffic acquisition, which includes developing and implementing marketing plans/campaigns to drive web traffic to select sales generating websites, launching new wealth and protection products into the web channel, and analyzing web traffic data with the view to increase traffic and sales.
This role is a key member of the team, and contributes to the success of the Client Solutions business unit objectives by acting as a digital subject matter expert. S/he will work closely with internal business partners to understand their business drivers and emerging needs in order to propose marketing solutions. The role will bring to the business an understanding of the growing role that digital marketing and emerging digital media play in the integrated marketing equation and will know how to communicate to internal partners how these marketing tactics help the business meet their objectives.
In-depth level of knowledge of digital marketing principles and practices
Passion to leverage technology and digital media to drive sales and outstanding customer experience
5 years demonstrated industry expertise driving strategic online, mobile, social, video capabilities to deliver digital marketing results in complex environments
Strong integrated marketing communications skills
Experience developing effective digital marketing plans and the ability to drive online sales
Demonstrated business acumen and ability to translate knowledge of the business strategies and goals into online marketing strategies
Strong presentation skills
Strong web analytic skills
Strong interpersonal and communication skills required to facilitate and build effective relationships with key stakeholders
Results oriented and well organized with a sense of urgency and an ability to meet tight deadlines
Sound knowledge of financial services industry, products, services, distribution channels