Plymouth Rock, founded in 1982 by Jim Stone, former Massachusetts Insurance Commissioner, is a privately held insurance company that writes personal and commercial lines of business in the Northeastern United States. Today, Plymouth Rock, with more than $1billion in premiums underwritten and serviced, is comprised of a group of companies that were started or acquired to expand product offerings, channels of distribution, and the geographic footprint. With more than 800,000 policyholders, Plymouth Rock writes insurance through more than 800 independent agents.
The Plymouth Rock Group employs over 1,600 people and is headquartered in Boston, Massachusetts.
GENERAL PURPOSE OF JOB:
We are searching for that person who is ready to take charge of an established direct marketing organization and turn it into an industry model through the creation of integrated direct distribution channels. This position will be the company’s focal point for tying it all together; Web Marketing – Direct Mail – Sales Advertising –, all with disciplined Metrics Management to support sales and build out a thriving alternate and complimentary direct distribution channel.
In a company that is very data driven, the person we need must be motivated by achieving results through measurement of allowable acquisition costs and other key lead/sales metrics while enhancing marketing efforts in campaign after campaign to produce steadily improving ROI.
We are seeking a team player who can function in a high visibility role, reporting to the Direct Division President who in turn reports to the CEO.
The ideal candidate will have extraordinary analytical skills and in-depth modeling experience including econometric analysis, cohort analysis, multi variant analysis, attribution systems, response models, and life-time value calculations while translating such analytical information into actionable marketing plans.
ESSENTIAL DUTIES AND RESPONSIBILITIES:
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Lead a team of 10 marketing professionals (6 direct reports) on a vast array of direct marketing tactics and efforts including Direct Mail, Paid Search, Display, Online Affiliates and Aggregators, Print, in person events, Lead Providers, and strategic partnerships across multiple insurance products while optimizing the return for our various distribution channels.
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Manage the creation, maintenance, and enhancement of all marketing reports. This includes the on-going implementation and optimization of a proprietary marketing attribution model. Give direction and oversight over the various Microsoft Access and SQL databases containing customer experiences and marketing touchpoints. This also includes the functional ownership of the Enterprise online analytics platform (Adobe-Omniture SiteCatalyst).
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Represent the marketing viewpoint on various cross-departmental or technical initiatives including the continued improvement of the eSales (online quoting and binding) platform.
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Lead an aggressive expansion of the Central Assurance Agency, through direct marketing initiatives in various Eastern and Northeastern states. Collaborate with existing 3rd party insurance carrier partners to ensure the quality and volume of business is acceptable. In conjunction with the President of the Agency seek additional agency appointments, with respected insurance carriers by conducting in person or web based “roadshows”, the development of P&L projections, and the creation of various acquisition models.
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Continue the distribution expansion for the Teachers Insurance product through additional agency appointments and strategic partnerships.
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Implement sophisticated validation and scoring models for all online leads, while maximizing ROI for both the direct and agent channels.
EDUCATION AND EXPERIENCE:
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Minimum educational level of a bachelor’s degree, graduate degree strongly preferred.
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Management experience to be measured in leadership, and communication skills as well as organization size and structure.
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We want someone who is “results” oriented who thinks and acts like an entrepreneur.
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Proven track record for driving results to meet/exceed revenue goals and overall business objectives.
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A track record of developing and implementing marketing strategies that have generated growth in revenue with double digit ROI is a must.
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Experience dealing with consumer databases, demographic and psychographic analysis.
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Experience managing third party vendor relationships and maximizing value of vendor support while maintaining budgetary discipline.
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Marketing management in the insurance industry, with preference to the auto insurance industry is strongly preferred.
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Very advanced organizational and time management skills are required.
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Possess excellent advanced analytical skills, with experience using specified data software analytics packages such as Emblem and VBA excel capabilities.
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Problem-solving skills and decision-making ability are essential.
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Possess excellent communication and interpersonal skills.
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Able to work in a team environment.
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Supervisory or lead experience with demonstrated ability to lead teams effectively, train personnel, and communicate/enforce policies and procedures.
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Ability to manage complex projects with interdependent timelines and deadlines.
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Experience developing database marketing analytics, such as customer profiling, segmentation analysis, data mining, and other types of quantitative and qualitative analysis to improve program effectiveness.
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Experience in collaborating with partners for data selection, list targeting, mail production, analytics, delivery performance and fulfillment.
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Proven track of managing the design, execution and optimization of marketing initiatives across multi-channels.
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Experience in consultative selling and identifying opportunities for new business development.
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