Manager, Digital Channel
Employment Type : Full-Time
We are a growing company that invests in our most important asset; our people! We offer many opportunities for growth, and we are committed to providing a beneficial career experience for all of our associates.
AAA Life is looking for a Digital Channel Manager who will be responsible for the sales growth and ongoing management of paid digital marketing programs. Your primary responsibility is to ensure that digital marketing campaigns are effectively managed across all paid digital channels. You will work as an interface between AAA Life’s digital agency partners and internal teams to manage critical aspects of digital programs including campaign strategy, test planning, implementing optimization techniques, and coordination of analytics results to ensure campaign effectiveness.
Position Responsibilities
- Oversee all aspects of paid media campaigns, from the planning phase through deliverables coordination, execution, communication, and results tracking. Paid media programs currently consist of paid search, aggregator partner ads, paid social media, and display advertising.
- Grow paid media channels through the development and management of new marketing strategies and tactics including audience management, automation, and A/B testing. Identify areas that need to be optimized to improve click through, leads, sales, and conversion.
- Manage growth and optimization of paid digital programs aimed at driving awareness and generating website traffic that ultimately converts into sales.
- Partner with marketing management and project managers to establish and manage the budget for AAA Life’s digital agency partners. Understand the drivers of budget variance and be able to explain and/or present to a senior audience.
- Influence, inform, and engage cross functional teams within a large organization. Provide strategic guidance across paid digital programs and projects as it relates to consideration of the overarching customer experience.
- Partner with digital marketing teams to build integrated marketing journeys that utilize all digital channels to drive conversions.
- Collaborate with key individuals in the Marketing Department and external agency to develop and maintain a backlog for paid Marketing initiatives, including business plans with both ROI assessments and qualitative value assessments.
Develop materials and participate in executive meetings, presenting current status of external agency work. Effectively communicate successes, challenges, timelines and future needs for project implementations and/or any related business process re-engineering.
Partner with digital content teams to oversee the internal review process for creative development by external agency partners. Ensure that all paid advertising has approvals from the required stakeholders, including but not limited to marketing leadership, legal/compliance, and AAA clubs.
Coach and mentor direct reports and other team members, educating team on technical knowledge and providing advice and direction on growth and development of non-technical skillsets.
Evaluate new marketing channels, competitive benchmarking, best practices, new technology, and technical capabilities to identify opportunities to improve engagement, and sales.
Stay current on Digital Marketing best practices, industry standards and CAN-SPAM compliance. Apply them to the execution of campaigns. Seek process improvements to increase effectiveness and efficiency.
Required Skills
- Achieves Results/Has Bias for Action - Achieves stretch results. Strong bias for action with sense of urgency and high energy. Practices collaborative working environment to achieve more.
- Uses Effective Communication Skills - Candid, clear and concise in communication. Effectively matches style, tone and method to audience. Connects with intended audience. Manages communication and feedback within the organization.
- Displays Leadership/Team Orientation - Works collaboratively to achieve organization’s success. Effectively uses position and interpersonal skills, mobilizes and inspires others to take action (situational leadership). Willing and able to lead beyond area of expertise.
- Customer Focus - Has ability to look from customer’s view. Viewed as business partner by external and internal customers. Anticipates customer needs to ensure no barriers to doing business.
- Business Management – Demonstrates sound business principles and planning processes and defines and measures results.
- Strategic Effectiveness – Demonstrates an organization-wide perspective and customer understanding.
- Technical/Professional Skills - Hold self and others to high standards. Strives to stay ahead of technical/professional expertise, is proactive and inspires others to stay current in areas of technical expertise.
- Project and Time Management – Ability to effectively manage time and the time of others to ensure all initiatives stay on schedule
Required Experience
Required Experience
- Bachelor’s degree in marketing, advertising or business or related discipline.
- 8+ years of professional experience leading paid campaigns on Facebook, Google, Yahoo, and Bing, with a focus on engagement, conversion, and sales.
- 3+ years of management experience, with proven ability to lead and grow a team.
- 3+ years of leading on-going programs with external agency partners.
- 3+ years of experience managing paid advertising budgets (minimum of $1M/year but preferably more).
- A proven track record of delivering multi-year business growth through scaling paid media campaigns.
- Demonstrated ability to leverage analytics and work with complex datasets to understand performance, optimize campaigns, drive decision-making, and measure outcomes.
- Understanding of DSP advertising platforms (e.g. DV360) and integrations with in-house data sources (CRM, DMP).
- Solid understanding digital marketing concepts and implementations.
- Excellent verbal and written communication skills, persuasive in presenting complex data and concepts to groups. Ability to communicate ideas in both technical and user-friendly language.
- Strong organizational skills; phenomenal attention to detail with a desire to learn quickly; operates with urgency, focus and discipline.
- Exhibit personal accountability, self-motivation, enthusiasm, and positive attitude while performing as a team player.
- Experience working with marketing automation tools to track ads performance a plus.
- Ability to thrive in a fast-paced environment with competing demands
Additional Experience Preferred
- Experience in Financial Services
- Experience working in an Agile team environment
- Experience in Project Management
- Google Ads certified