Lead Generation Leader

Our client is a legacy finance/insurance company that has made a big investment over the past 5+ years in hiring innovative digital talent that will allow them to become truly consumer focused.

This position manages the growth and development of digital lead generation, including Paid and Vertical Search. A core focus of the position is to drive efficient sales leads to our 12,000 agents through media optimization, keyword analytics and A/B testing. This position works closely with our Digital Content team and our Web Properties team to create landing page experiences that improve lead conversions as well as provide paths to engaging and educational prospect experiences.

  • Hand’s on management of existing Paid Search programs to generate agent leads within ROI targets
  • Develop and execute new lead acquisition strategies with an emphasis on lead quality
  • Manage relationships with external vendors
  • Create prospect media plans and forecasting
  • Prepare strategic briefs for marketing content in support of prospecting programs, and communicate strategy and messaging objectives to the Content team
  • Work closely with Website Properties and Content teams to identify areas for A/B testing of prospect landing pages, create test plans and proformas, and measure and analyze results
  • Understand the end-to-end lead funnel and as time allows, work on projects to enhance post-acquisition lead activities

Requirements

  • Deep understanding of Paid Search best practices; Google Adwords certified
  • Experience using a bid management platform
  • Must be highly analytical with demonstrated ability to organize and interprete data for actionable insights
  • Experience managing digital lead generation programs
  • A/B testing experience
  • Web analytics and online sales forecasting expertise
  • Strong understanding of Paid Search and Display best practices
  • Skilled in creating and presenting plans and test strategies
  • Advanced Microsoft Excel and PowerPoint capabilities

 

 
Algorithms create flexibility in the workplace, but can serve as a barrier between managers and employees. It’s imp… via @annetteeskenazi