Direct Marketing Program Manager

Why join?

Join us in revolutionizing an entire industry's customer engagement. We prioritize human connection through technology. If you're driven by purpose and want to make a meaningful impact on people's lives, this is the place for you. Our team challenges norms with the support of a trusted American brand.

• Purpose: A leading professional services firm found that AAA Life associates demonstrate some of the highest levels of commitment, empathy, and dedication when compared to top U.S. companies in a benchmark analysis.
• Growth: We have the privilege to offer our products to tens of millions of Americans that make up the AAA member base
• Focus is on “working families”, “everyday Americans”, “ordinary citizens”, “mainstream population” “average income households”, providing life insurance products that truly impact people's lives (more information will be provided in the interview).
• Team (Culture): USA Today named us a 2024 top US workplace

Who are we looking for?

The Program Manager will be responsible for developing marketing strategies for specific customer and/or products lines within our direct mail and digital channels.

How will you contribute?

The Marketing Program Managers are accountable for the marketing and profit & loss of the Direct Marketing team product lines: term life, travel accident, and guaranteed issue whole life. With a focus on long and short-term marketing profit, Program Managers work with the Director of Creative Development and Strategic Acquisition to formulate campaign strategy, plan, organize, and implement the marketing initiatives needed to reach the Direct Marketing overall goals for growth in marketing share and profit.

Segment Analysis:

• Conduct thorough analysis of customer segment insights to identify key demographics, preferences, and behaviors for focus.
• Utilize data-driven insights to understand customer needs, pain points, and opportunities within each segment.

Strategy Development

• Develop and implement targeted marketing strategies for customer segments.
• Collaborate with cross-functional teams to align marketing strategies with overall business objectives.
• Partner with the direct marketing team to develop and execute multi-channel marketing campaigns, including direct mail and digital initiatives, to effectively reach and engage the target customer segments.
• Utilize marketing automation tools to analyze campaign results and optimize campaign performance.

Performance Measurement:

• Establish key performance indicators (KPIs) to measure the success of marketing campaigns and initiatives at the customer segment level.
• Analyze campaign performance and based on analysis recommend proposed course corrections, to the Direct Marketing leadership team.
• Develop campaign proformas for Direct Marketing leadership review and approval.

Collaboration and Stakeholder Management:

• Working with Data Analytics, Audience Selection, and Mail Operations teams to formulate sound test designs that will validate new programs, new creative, or changes in program direction.
• Collaborate with product teams, sales, and other departments to ensure alignment of segment marketing strategies with overall business goals.
• Effectively communicate segment-specific insights and recommendations to stakeholders.
• Conduct regular campaign kickoff and retro meetings, reviewing campaign direction, review results, and educate stakeholders on key insights and priorities to ensure alignment and support for initiatives.
• Communicating to required constituencies (in and out of Direct Marketing) so that key partners are aware and well informed of the strategic direction and performance of Direct Marketing team.

Execution:

• Provide creative direction and develop direct mail marketing tactics with agencies, ensuring key deliverables and the creative integrity of the design and copy.
• Develop creative and messages appropriately aligned to the AAA Life brand. This responsibility will include working with legal and compliance to assure creative is appropriate for the competitive and regulatory environment.
• Performing the required work to implement the individual executions of campaigns, new and existing.

Other duties as required:

• Additional responsibilities will include assisting in the preparation of annual marketing strategy and business plans for the Direct Marketing unit.
• Assisting in the preparation of budgets and sales plan reporting.
• Maintaining awareness of the competitive environment, insurance industry and key industry regulations which may impact their program and/or business model and strategic objectives of Direct Marketing overall.

Position Breakdown:

• Strategy 35%
• Performance analysis and reporting on campaign profit, progress, and recommendations using data provided by the Reporting and Analytics team 35%
• Campaign collaboration execution 15%
• Compliance and project management 15%

What do you offer?

• Bachelor’s degree in marketing, Business, or a related field preferred.
• 5+ years of proven experience in relevant marketing roles.
• Insurance marketing experience a plus.
• Strong analytical skills with the ability to interpret quantitative and qualitative data.
• Experience with direct mail and digital marketing channels.
• PM21

What can we offer?

• Enjoy a hybrid work environment that promotes work-life balance.
• Comprehensive medical, dental, and vision coverage starting from your first day.
• Employer 401k match and employer contribution to a pension plan.
• Generous PTO and paid parental leave to support your family needs.
• Opportunities for associate engagement in various social programs and community involvement initiatives backed by the company.