Digital Expansion Consultant
Company: AFLAC
Location: Columbus
Posted on: August 7, 2022
Job Description:
Job Summary Develop and focus on media optimization strategies
in partnership with Actuary to drive profitable cost per
acquisition lead generation tactics via paid search, paid social
and other digital lead generation tactics. Leverages internal and
external data points to optimize media, to drive lowest cost per
acquisition at the highest persistency rates, to drive
profitability for Aflac and Tier 1. Principal Duties &
Responsibilities
- Oversees the day to day buying strategy for paid digital lead
generation efforts, to include but not limited to paid search
keyword optimizations, paid social re-targeting and market or state
specific targeting optimizations to drive persistency and earned
premium.
- Develops tests and keyword strategies based on input from the
Actuary and Sales Analytics teams, to drive profitable sales
through lead generation channels.
- Provides hourly and daily optimization recommendations based on
Aflac/Tier 1 first party data for all paid digital lead generation
efforts.
- Analyzes hourly, weekly, monthly, and geographic performance
for all paid digital lead generation efforts.
- Develops and enhances keyword models to drive profitable and
persistent business for Aflac/Tier 1
- Understands objectives of multiple business units and partners
with them to target and deliver profitable sales for Aflac/Tier
1.
- Responsible for digital lead generation optimizations that
drive YoY incremental lead volumes and sales, as well as increases
in earned premium via and the sales portal.
- Partners with vendors (Google/Facebook) and agencies to remain
at the forefront of new technology and targeting capabilities for
digital lead generation efforts and re-targeting.
- Delivers consistent reports on performance and optimizations to
keep leadership informed of current trends and proposed
adjustments.
- Collaborates with tactical digital lead generation team members
to ensure all ads are legal, compliant and on brand prior to
launch.
- Performs other related duties as assigned Education &
Experience Required
- Bachelors Degree technology, computer science, marketing,
public relations, communications, business administration
- 6+ years of job related experience
- at least three years leading projects/teams in multiple
business environments Relevant experience in the insurance industry
media and advertising, digital asset development, management and
innovation Or an equivalent combination of education and experience
Job Knowledge & Skills
- Demonstrated familiarity with Aflac's Marketing Department and
cross functional teams (preferred)
- Demonstrated familiarity with agency and vendor interaction and
project management
- Excellent presentation skills & comfort interacting with
internal and external senior level executives
- Self-starter with demonstrable initiative
- Deep understanding of consumer, producer and business owner
behavior combined with creativity and nimbleness to deal with
complexity and to quickly identify solutions and sources of
value
- Strong project management skills and proven ability to manage
multiple diverse projects at any given time
- Ability to collaborate and work effectively with colleagues in
a variety of marketing and sales disciplines Competencies
- Acting with Integrity - Clearly states goals and beliefs; lets
people know his/her true intentions; does what he she said they
would do; follows through on commitments
- Communicating Effectively - Expresses ideas and information in
a clear and concise manner; tailors message to fit the interests
and needs of the audience; delivers information in a manner that is
interesting and compelling to the listener
- Pursuing Self-Development - Demonstrates ambition and desire to
move forward in his/her career; engages others in discussions about
career development; seeks feedback on ways to increase his/her
performance; takes advantage of opportunities to build new skills
and capabilities
- Serving Customers - Builds strong relationships with customers;
stays aware of customer needs, concerns and satisfaction; responds
promptly to customer questions and requests; effectively
manages
- Supporting Change - Enthusiastically participates in new change
initiatives and programs; focuses on reasons why changes will work
and how they will be beneficial
- Supporting Organizational Goals - Actively supports
organizational goals and values; demonstrates enthusiasm toward the
companys goals and mission; aligns actions around organizational
goals
- Working with Diverse Populations - Shows respect for the
beliefs and traditions of others; encourages and promotes practices
that support cultural diversity; discourages behaviors or practices
that may be perceived as unfair, biased, or critical toward people
with certain backgrounds
Keywords: AFLAC, Columbus , Digital Expansion Consultant, Professions , Columbus, Georgia
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