AVP, Digital Marketing Strategy & Innovation

Assurant is a leading global business services company that supports, protects, and connects major consumer purchases. As the AVP Digital Marketing Strategy & Innovation, you will develop and implement insights-driven digital marketing strategies to drive growth and enhance consumer engagement across digital channels.

Responsibilities:

• Develop digital and content strategies for priority verticals, client types and customer journeys, ensuring alignment to LOB strategy, client and consumer objectives
• Define digital channel and content strategies across consumer touchpoints, including web, mobile, social, email, paid media and partner/client-owned channels
• Partner with Growth Marketing, IT and Marketing COEs to prioritize and sequence work, ensuring efficient and effective allocation of resources and budget
• Oversee development of digital and content strategy briefs, frameworks, playbooks and tools that guide planning and execution across teams
• Define the content strategy, components and channel guidance needed to support priority consumer journeys across LOB-owned platforms, client-owned touchpoints and broader digital channels
• Lead digital and content strategy for key LOB-managed consumer platforms, partnering with Growth Marketing, IT, UX/UI and other teams to prioritize enhancements, guide execution and improve performance
• Partner with Growth Marketing and IT in support of product launches, growth initiatives, platform or site enhancements
• Establish and track key performance indicators (KPIs) to evaluate success of digital marketing initiatives and optimize performance
• Partner with internal research teams and external partners to conduct research to uncover insights and better understand customer needs for key Consumer audiences
• Develop and maintain buyer personas and journeys for Consumer audiences to inform digital and content strategies and plans
• Lead marketing message testing to understand message resonance, clarity, comprehension and effectiveness with target audiences
• Lead marketing research to inform consumer digital and content strategies, including journey design, content development, campaign strategy, personalization and experience optimization
• Lead digital sales enablement pilots as the LOB subject matter expert, partnering with Enterprise Marketing, IT, CX, Innovation, Growth Marketing and other teams to test and scale AI-enabled personalization, digital assisted selling and other capabilities that improve consumer engagement, conversion and growth
• Conduct small-scale pilots to test new marketing ideas, campaigns or channels. Monitor and evaluate pilot projects for scaling across clients and/or verticals
• Partner with Growth Marketing, Data Analytics, IT, CX, Product and Operations teams to develop reporting and dashboards to inform digital marketing decisions, strategies and recommendations
• Analyze and report on marketing performance, providing best practices, insights and recommendations for optimization
• Develop content strategies and messaging frameworks that guide how Connected Living engages consumers across priority journeys, channels and touchpoints
• Define what content, tools, templates and experience components are needed to support consumer acquisition, onboarding, engagement, claims, servicing, retention and cross-sell/upsell
• Partner with Growth Marketing, IT, UX/UI and Marketing COEs to translate content strategies into digital requirements, experience recommendations and channel-specific guidance
• Establish content governance standards, including content ownership, reuse, localization, approval workflows, measurement and ongoing optimization
• Develop templates, playbooks and guidance that can be adapted across key accounts, verticals, products and regions
• Manage and maintain consumer messaging frameworks, content architecture and channel guidance to ensure consistency, relevance and effectiveness across touchpoints
• Partner with Enterprise Marketing and technology teams to ensure content is structured, governed and supported by the right marketing technology to enable content management, personalization, measurement, search visibility, AI-enabled discovery and scalable deployment
• The AVP Digital Marketing Strategy & Innovation will have up to three direct reports including Marketing Directors and Managers
• Management of advertising budget and marketing technology expenses

Requirements:

• Bachelor's degree in Marketing, Advertising, Business Administration or other related field
• 15+ years relevant experience in marketing with strong focus in digital marketing, consumer marketing, e-commerce, marketing research and analytics
• 10+ years with direct management experience leading a team of marketers
• Direct experience with developing, executing and measuring successful digital marketing & content strategies
• Direct experience with managing digital and traditional marketing efforts and channels from concept through to production
• Experience with all types of traditional and digital media channels including paid advertising, owned channels, social, email, web, mobile, partner/client-owned channels and emerging digital platforms
• Excellent people skills; ability to build relationships, navigate cross-functional teams and internal/external resources
• Comfortable working in matrixed environments
• Desire to work in a fast-paced environment with complex and changing market dynamics
• Marketing or Advertising agency experience or in-house agency within a large Fortune 500 company strongly preferred
• 10+ years direct management experience leading a team of 5+ marketers
• Direct experience managing paid media plans and advertising campaigns
• Direct experience in digital and content strategy and e-commerce
• Deep understanding of martech and analytics tools including Salesforce Marketing Cloud, sales enablement tools, Google Analytics, PowerBI