AD Marketing, Broad Media

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Assistant Director, Personal Insurance Broad Media

Reporting to the Director of Media Execution, the Assistant Director, Personal Insurance Broad Media is responsible for supporting the development and execution of the marketing strategy that drives the growth and profitability of the Personal Lines Broad Media Programs. 

Accountable for an annual $15MM+ marketing budget for National TV, Connected TV, Audio and other broad reach programs.  Achieve associated Response and Conversion transactional objectives at agreed upon profitable cost per metrics through media strategy development, tactical execution, performance measurement, and overall program optimization.

This role will have a Hybrid work arrangement, with the expectation of working in the Hartford, CT office 3 days a week (Tuesday through Thursday).

Responsibilities:

Strategic Direction for Broad Media Programs

Identify and implement innovative media strategies that lead to program enhancements to increase growth potential and/or reduce acquisition costs.  Increase customer focus in marketing campaigns to drive broader market opportunity and/or increase marketing efficiency.

Monitoring/Analyzing Key Performance Indicators of Broad Media Programs

Apply tactical understanding of direct-to-consumer marketing techniques, targeting/segmentation strategies, economic drivers, testing strategies, creative development and messaging, and results analysis to support continuous improvement of Broad Media Programs.  Collaborate with other functional areas such as Sales, Marketing Data & Analytics, Creative, Customer Research and Product teams to identify opportunities to improve and maximize results across the individual programs.  

Accountable for the following tasks:

• Manage the budget for broad media programs, providing accurate forecasts and accounting of spend

• Leverage data to capture insights and determine opportunities to optimize campaigns as well as develop a healthy pipeline of testing opportunities that will drive improved results

• Manage media and measurement platforms and tools to purchase media, gain insights and optimize performance

• Own the monitoring of results, working with the analytics team to identify trends and areas of opportunity, as well as produce accurate forecasting

• Manage Broad Media marketing mix to meet volume goals, without degradation to response quality

Create and present materials that clearly articulate business results, outcomes, or strategy for a variety of audiences.  Manage flow of information to management and appropriate sales/operational units to retain appropriate engagement in executing operating plan

Tactical Execution of Broad Media Programs

Act as communication hub for Broad Media Marketing Programs, collaborating with Strategy, Creative, Production, Procurement, Analytics, Forecasting/Finance. 

• Effectively manage relationships with key vendor partners to ensure clear communication, alignment on strategic priorities, and high-quality execution

• Manage direct buying of CBS media; effectively plan, negotiate pricing and execute media buys

• Apply AI-driven solutions to streamline workflows and improve overall marketing productivity

• Commitment to Quality Control – As a backup to Production, responsible for verifying correctness of source codes linked to phone numbers and URL landing pages; availability of phone numbers for reuse; and accuracy of creative

Qualifications:

• A minimum of five (5) years experience in direct-to-consumer marketing planning and execution of Broad Media programs.  Broad Media Programs include, but are not limited to, Direct Response Television (short form and long form), CTV, Audio and Out of Home advertising.  A minimum of two (2) of these years focused on insurance, ideally in the personal auto and homeowners insurance industry. 

• Proven expertise in direct-to-consumer marketing, including targeting/segmentation strategies, modeling, economic drivers, creative testing strategies and results analysis across the Broad Media programs.

• Tactical mastery of multiple aspects of direct marketing including media buying, planning, creative development, channel optimization, and performance management. 

• Strong knowledge of industry trends, competitor strategies, and the impacts those have on program growth

• Deep understanding of planning and budgeting of marketing campaigns, with excellent project management skills

• Able to work collaboratively in a matrixed managed environment with exceptional influencing skills to gain support for new ideas and approaches.

• Results driven and metrics oriented; prefers the challenge of a fast-paced and goal-oriented organization.

• Track record of success working in a deadline-driven environment

• Excellent written and verbal communication skills.

• This role will have a Hybrid work arrangement, with the expectation of working in the Hartford, CT office 3 days a week (Tuesday through Thursday).

Compensation

The listed annualized base pay range is primarily based on analysis of similar positions in the external market. Actual base pay could vary and may be above or below the listed range based on factors including but not limited to performance, proficiency and demonstration of competencies required for the role. The base pay is just one component of The Hartford’s total compensation package for employees. Other rewards may include short-term or annual bonuses, long-term incentives, and on-the-spot recognition. The annualized base pay range for this role is:

Equal Opportunity Employer/Sex/Race/Color/Veterans/Disability/Sexual Orientation/Gender Identity or Expression/Religion/Age