Director, Digital Marketing

The person in this role will serve as the lead for all aspects of owned digital marketing programs (websites, social, email, webinars, etc) for all companies of the HW Kaufman Group. Additionally, this role will lead the content marketing programs for all companies and the distribution of that content through digital channels.

This will be accomplished through personal efforts, management of an internal team, management of external vendors, and working with other marketing departments and their vendors.

Responsibilities

• Digital Marketing Program Performance: Drive continuous improvement in user engagement, spend, target penetration, and other relevant KPIs for all aspects of owned digital marketing programs:
• Establish key metrics for program performance that is in alignment with marketing strategy and standards
• Develop and deliver regular scorecards for reporting performance
• Hold self, team, and vendors accountable to meeting or exceeding scorecard expectations. Work with all available resources to identify and execute strategies and programs that will improve performance and stay within budget parameters
• Content Marketing: Drive familiarity of the brands through execution of a Content Marketing Strategy that demonstrates the breadth and depth of our team of Insurance Specialists, including:
• Working with both a directly managed team of marketing professionals and content marketing vendors to create compelling online content to highlight the expertise of our SMEs
• Develop and continue to refine the strategy and tactics for creating and distributing online content
• Leading a team of marketing professionals to effectively distribute this content via owned channels
• Working with the Sr Director of Marketing Services to create a strategy and distribution tactics via paid ad efforts through our ad agency
• Owned Digital Properties: Serve as the strategic and executional leader for establishing and optimizing the digital footprint internationally for all companies within the HW Kaufman Group. This includes:
• Selecting and managing a vendor to design and build a new, internationally integrated Burns & Wilcox web presence, meeting the needs of our teams and our clients
• Ensure all websites are in compliance with all applicable laws, regulations, and company policies
• Leading the efforts of the Social Media Team to drive engagement and follows within the E&S Insurance community and serve as a champion within the company to drive employee engagement with our owned pages and to drive employee social media behaviors that strengthen our brands
• Continue growth and expansion of the Burns & Wilcox email marketing program, ensuring ongoing performance improvements and creation of new, personalized emails programs via CRM integration
• Working with local teams and vendors, build new email programs for business units outside of North America that meet business objectives while ensuring 100% compliance with local and international laws and regulations.
• Salesforce CRM: Serve as the Marketing Team lead for the Salesforce Marketing Cloud and the integration of these tools into Salesforce CRM, this includes:
• Serve on corporate multi-departmental committees related to the use and implementation of CRM tools
• Consult with VP Marketing on the need for new or changes to existing Salesforce Marketing Cloud tools and other resources to hit our goals most efficiently
• Own the Marketing Team strategy and implementation of CRM, Marketing Cloud, and other client database tools
• Work with other Marketing Department Leaders to ensure their department’s programs and tools are leveraging and integrating with CRM opportunities

Qualifications

• 8-10 years or more in Corporate Marketing
• 5 or more years in digital marketing including websites, social media, and email marketing
• 5 or more years of personnel management
• 4 or more years of experience with Marketing Automation tools with preference to candidates with Marketing Cloud experience
• 3 or more years in content marketing, communications, or PR
• Experience with metrics-based marketing and demonstrated ability to meet or exceed goals
• 2 or more years of experience with CRM, with preference to candidates with Salesforce experience
• Strong communication skills, both written and presentation
• BA or BS in Marketing, advertising, communications, or business

About Our Company

The H.W. Kaufman Group is a global, forward-thinking specialty insurance organization that includes 15 companies with more than 2,000 professionals at 60 offices across the U.S., Canada and UK. With an ever-broadening group of companies in our portfolio, there is simply not a more unique professional experience in the specialty insurance business than joining one of the H.W. Kaufman Group organizations.

Equal Opportunity Employer

The H.W. Kaufman Group of companies is an equal opportunity employer. All employment decisions are based on business needs, job requirements and individual qualifications, without regard to race, color, religion, gender, gender identity, age, national origin, disability, veteran status, marital status, sexual orientation, genetic information or any other status or condition protected by the laws or regulations in the locations where we operate.