VP, Digital Marketing and Customer Acquisition - Jewelers Mutual Insurance Company - Neenah, WI

About JM:
The Jewelers Mutual Group is comprised of a diversified and growing group of entities; they work in harmony to support the growth and success of the jewelry industry in the United States and Canada. They encompass Jewelers Mutual Insurance Group®, JM Care Plan™, JM Insurance Services, LCC, JM Shipping Solution™ and Zing by Jewelers Mutual Group. The company has made significant investments in its core insurance platform, and it continues to invest in its digital capabilities as a key driver of future business growth and expansion.

Jewelers Mutual Insurance Company is the only property and casualty insurance company focused exclusively on serving the jewelry industry. Founded in 1913 by jewelers, for jewelers, the company has grown and thrived since its inception. Jewelers Mutual has been A+ (Superior) rated by A.M. Best for 33 consecutive years. It has also been recognized for its financial strength and operational excellence as a Wards Top 50 Company for the last nine years in a row and for eight of the last 12 years. Headquartered in Neenah, Wisconsin, the company has more than 350 employees and writes in excess of $245 million in direct written premium annually. The company’s well-capitalized position, along with available surplus, allows it to fund many of the strategic investments and growth initiatives underway today.

In the past three years, Jewelers Mutual has sought to expand its service offerings; it is in the process of investing in a multi-faceted, innovative strategic growth plan intended to create additional products and/or businesses beyond its current core businesses. The company will continue to explore strategic investments or potential acquisitions that either align with its core businesses or will support ventures that expand their reach into the jewelry industry

Position Summary:
The Vice President, Digital Marketing & Customer Acquisition will have international P&L accountability and oversight for all eCommerce initiatives, including but not limited to, digital marketing, consumer experience and the use of data & analytics for a high-volume business portfolio that serves the jewelry industry. This executive leadership role will be responsible for our company’s brand awareness, SEM initiatives, digital programs, eCommerce customer acquisition, SEO tactics and data driven strategies. In partnership with cross-functional business owners, the incumbent will be accountable for developing an end-to-end digital vision that will enhance our business performance and understanding of our customer experiences through improvements in our systems, processes and operations.

At Jewelers Mutual, we are proud to work in an agile environment. The VP, Digital Marketing & Customer Acquisition will lead the product development life cycle, drive A/B testing initiatives across key customer touchpoints and channels, lead the advancement of personalized customer experiences, enhance the usage of embedded analytics throughout the customer lifecycle, implement marketing automation opportunities and enable digital cross-sell capabilities.

The ideal candidate will possess a “digital first” mind-set and have demonstrated experience in marketing and supporting world class omni channel experiences by leveraging technology, consumer insights and advanced data modeling techniques. The incumbent will be expected to create and support a culture of digital innovation and continuous improvement across Jewelers Mutual. This critical leadership role will provide strategic direction and oversight to a team of marketing and digital professionals, as well as partner with key internal and external stakeholders, including our business, technology and data teams.

Consumer Insights

• Partner with business owners to drive innovative customer experiences that maximize conversion metrics and drive profitable growth across a variety of acquisition channels. Ability to determine which segments are profitable and develop customized plan(s)to target them.
• Leverage data interactions and enhanced modeling techniques to develop a 360-degree view of the customer and deliver a world-class customer experience across a variety of products and services.
• Conduct research and performs gap analysis of digital channel product line and customer segmentation.
• Dive heavily into the market and continuously engage consumers to understand shopping behavior and drive increased usability of services
• Work with the data science team to develop, test and implement retention techniques through nurturing and targeted messaging campaigns.

Technical Acumen

• Align digital investments in technology and data to lead the transformation of digital experiences that will support an enhanced customer experience across the entire policy lifecycle.
• Exhibit familiarity with the latest trends, technologies, and methodologies in Direct digital marketing, website design, mobile applications, content creation, and social media.
• Lead all aspects of digital operations and run-the-business activities that foster a culture of innovation and continuous improvement.
• Collaborate with technology and data science teams to leverage technology, data and analytics capabilities that will enhance customer insights and generate personalized and engaging experiences.
• Work with data science team to develop strategies that increase lifetime value and customer loyalty; explore loyalty programs to reinforce strategy.
• Must have familiarity with agile methodology, software development and be a subject matter expert for emerging technology services that could improve JM’s digital platforms. Strong analytics and data driven insight capabilities that provide valuable insights to JM’s customer lifecycle.
• Capable of driving, owning, and partnering on the execution of core digital related projects. Monitor and report progress to the EVP of Strategic Programs and Chief Technology Officer to keep executive management informed of development efforts.

Digital Marketing and Brand Awareness

• Guide the organization to deliver on the promise that is inspired by our JM brand; driving awareness that fuels increased market share and sales of our products and services.
• Partner with external advertising agencies and internal stakeholders to develop a strategy that ensures our JM brand promise is threaded throughout the customer experience and acquisition channels.
• Develop and lead a variety of digital marketing initiatives to increase brand awareness and achieve new business growth expectations.
• Lead Digital and eCommerce revenue planning, forecasting, and reporting and manage internal communication of performance relative to forecast.
• Must have a deep understanding of consumer shopping behavior and trends; including new and emerging acquisition channels.

Communication, Stakeholder Management and Execution

• Partner with Customer Care and claims teams to monitor customer satisfaction, service levels and retention metrics.
• Create, monitor and present monthly performance reports to senior executives, key business owners and various support functions.
• Work with executive stakeholders, business leaders, and IT to develop and align product roadmaps with business needs.
• Lead post-launch analysis to ensure changes to products and services online are create a positive end user experience.
• Establish and execute on Key Performance Indicators (KPI’s) and strategic performance measurements for the Digital channel P&L: Includes Net Promoter Scores (NPS), app ratings, and Call Center metrics.
• Partner with internal technology leaders regarding third-party products and integrations to assess viability, cost and licensing impacts and developing recommendations for the Strategic Investment Board.

LEADERSHIPRESPONSIBILITIES
Carry out leadership responsibilities in accordance with the organization's policies and applicable laws. Responsibilities include interviewing, hiring, and training employees; planning, assigning, and directing work; appraising performance; rewarding and disciplining employees; addressing complaints and resolving problems.

QUALIFICATIONS

• Proven track record in leading a successful digital marking and customer acquisition team and success as a motivational team-builder; a developer of staff, coach and mentor.
• Collaborative style; believes in building lasting partnerships across stakeholders, shares information and resources, and operates collaboratively across functions with analytics, IT, distribution, claims and others.
• Must be a working manager, capable of operating in a fast-paced, agile, and entrepreneurial environment, able to handle pressure well, be self-motivated and detail- oriented
• Brings a high energy level to the role and the team. Knows when to “roll up the sleeves” and lead by example and when to delegate effectively. Approaches the role and the organization with an innovative and results-driven mindset.
• Brings superior project management ability and demonstrates high standards regarding the quality and thoroughness of business and technical analysis.
• Results-driven versus process-driven. Demonstrates the ability to manage upward and downward; present facts and ideas to Executives and Board of Directors in a respectful manner yet with a willingness to challenge when appropriate.
• Demonstrates a strong character with a high level of integrity and strong ethical standards in a manner that builds trust and confidence.
• Represents well as a company and community ambassador.

EDUCATION AND/OR EXPERIENCE

• Bachelor’s degree in a related business field, Master’s degree preferred
• 8 -12 years of related experience required