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Manager, Marketing Strategy (Channel Lead)

Company: Protective Life
Location: Birmingham
Posted on: November 11, 2019

Job Description:

The Manager, Marketing Strategy is responsible for developing and leading the implementation of go-to market strategies across various channels of distribution to drive profitable sales growth. In partnership with Sales, Market Planning, and Marketing Services, this individual will define target audiences, develop and articulate offering value propositions and establish end-to-end communication, promotion, lead generation and event strategies to support the sale of life insurance, annuity and investment products as well as the recruitment of new distributors in their assigned channels.


  • Serves as a sales channel liaison, representing the needs of assigned distribution channel(s) within the marketing organization and serving as subject matter expert on channel customers, requirements and best practices
    • Establishes go-to-market strategies for assigned channels inclusive of defining target audiences, developing and articulating offering value propositions and establishing end-to-end communication, promotion, lead generation and event strategies.
      • Partners with Marketing Shared Services to translate strategic vision into tactical marketing plans inclusive of key messaging, content and creative development, media and medium selection, and campaign calendaring
        • Ensures consistent messaging is utilized throughout the organization by partnering with sales and internal training teams to align messaging and positioning
          • Collaborates with Program Delivery and Marketing Analytics teams to establish key performance indicators and tracking mechanisms to measure the effectiveness and return of marketing programs. Applies learning in efforts to continuously improve results and impact.
            • Acts in relationship management role with key internal and external channel partners
              • Manages marketing budget at a project/initiative level
                • Evangelizes marketing messages throughout the enterprise, communicating plans, expected outcomes and benefits in writing and through presentations with various audiences
                  • Performs other duties as assigned
                    Strives to develop and drive initiatives that align with key corporate values:-- Do the Right Thing-- Serve People-- Build Trust-- Simplify Everything

                    • 7+ years' experience marketing in the financial services industry
                    • Bachelor's degree in Marketing or related discipline is required. Advanced degrees, relevant executive education and industry designations or licenses, a plus
                    • Proven ability to create sound marketing strategies resulting in sales growth and customer satisfaction
                    • Demonstrated knowledge of life insurance and annuity products, distribution channels, advanced planning concepts and overall life insurance and retirement planning industry
                    • Experience with and knowledge of varied marketing approaches and mediums, including but not limited to print, direct mail, search engine marketing, paid advertising, email, social media, web, interactive and mobile
                    • Understanding of best practices of marketing analytics and measurement
                    • Strong understanding of legal, compliance and suitability issues related to the sales and marketing of insurance and investment products
                    • Demonstrated ability to collaborate and partner with sales teams and other constituents to identify, prioritize and deliver on marketing initiatives
                    • Strong relationship development and negotiating skills among internal and external business partners and team members
                    • Excellent oral and written communication skills
                    • Strong organizational and analytical skills

Keywords: Protective Life, Birmingham , Manager, Marketing Strategy (Channel Lead), Executive , Birmingham, Alabama

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