Advertising Director

This is a fully remote position, open to applicants in United States.

📋 Description

• The Director of Advertising is tasked with spearheading Generali's B2C paid media strategy, enhancing brand visibility, and driving performance marketing initiatives across all digital platforms.

• Reporting directly to the VP of B2C Marketing, this position oversees a team that encompasses community engagement, email marketing, and analytics, ensuring seamless collaboration across channels to boost acquisition, retention, and brand trust.

• This role is responsible for the strategy, execution, and optimization of paid advertising across search, social, display, and emerging AI-driven platforms.

• The Director utilizes data, experimentation, and customer insights to maximize ROI, enhance conversion rates, and solidify Generali's market presence.

• Own the comprehensive paid media strategy across search, social, display, video, and emerging channels.

• Create integrated advertising plans that align with acquisition, retention, and brand awareness objectives.

• Manage relationships with agency partners and internal teams to ensure effective and efficient campaign execution.

• Supervise budget allocation, forecasting, and pacing across all paid media channels.

• Ensure all advertising complies with regulatory standards for travel insurance.

• Lead Generali's advertising strategy on AI-powered platforms (e.g., Google AI Overviews, Microsoft Copilot Ads, conversational ad formats).

• Collaborate with analytics and content teams to optimize ad copy and landing pages.

• Assess emerging AI advertising products and evaluate their strategic relevance to the brand.

• Directly manage the Community Manager, Email Manager, and Analytics Manager, ensuring cohesive alignment across all channels.

• Integrate paid media efforts with email, social, community engagement, and website optimization initiatives.

• Maintain consistent messaging, targeting, and customer experience across all customer touchpoints.

• Cultivate a collaborative environment that promotes experimentation, innovation, and data-driven decision-making.

• Work with the Analytics Manager to establish KPIs, dashboards, and reporting frameworks for all paid channels.

• Utilize data to pinpoint optimization opportunities, enhance conversion rates, and lower acquisition costs.

• Lead A/B and multivariate testing for advertisements, landing pages, and audience strategies.

• Track competitive trends and evaluate performance against industry benchmarks.

• Present performance insights and strategic recommendations to senior leadership.

• Oversee the Email Manager's strategy for lifecycle, promotional, and transactional email initiatives.

• Ensure email campaigns support paid media strategies and contribute to customer retention efforts.

• Align segmentation, personalization, and automation strategies with overarching marketing goals.

• Guide the Community Manager in enhancing brand presence across social media platforms, review sites, and AI-driven ecosystems.

• Ensure community insights are utilized to inform advertising, messaging, and customer experience enhancements.

• Provide support for crisis communication and reputation management as required.

• Manage relationships with media agencies, ad tech vendors, and platform partners.

• Oversee advertising budgets, ensuring efficient spending and strong ROI.

• Ensure all advertising content complies with legal, brand, and compliance standards.

⛳️ Requirements

• 8-12 years of experience in digital advertising, performance marketing, or growth marketing.

• Demonstrated success in managing multi-channel paid media programs with substantial budgets.

• Experience in leading teams across various digital disciplines (email, social, analytics, paid media).

• Strong understanding of AI-driven advertising and emerging ad formats.

• Proficiency with Google Ads, Meta Ads, and programmatic platforms.

• Strong analytical capabilities with experience using analytics tools (Google Analytics, Adobe Analytics).

• Experience in ad campaign testing and audience segmentation.

• Exceptional communication and presentation skills.

• Ability to collaborate cross-functionally and influence stakeholders at all levels.

• Strong project management and organizational abilities.

• Preferred: Experience in the travel, insurance, or other regulated industries.

• Preferred: Familiarity with SQL.

• Preferred: Experience in managing agency partners and large advertising budgets.

🏝️ Benefits

• Generous employer contributions for health, dental, and vision insurance.

• Paid maternity and paternity leave.

• Scholarship program for employee dependents.

• Company matching on 401k contributions.

• Employee Assistance Program (EAP).

• Company-paid short-term and long-term disability insurance.

• Company-paid life insurance.

• Voluntary pet insurance.

• Voluntary legal benefits.

• Discounts on travel insurance.

• Time-off policies that include vacation days, sick days, personal days, holidays, and volunteer days (VTO).