Digital Marketing Specialist

Pan-American Life Insurance Group (PALIG) is seeking a Digital Communication Specialist who will be responsible for planning and applying various technical solutions to execute a variety of digital marketing content and messages in support of U.S. Marketing’s marketing campaigns and programs including optimizing lead management, campaign automation, and data driven personalized marketing strategies to drive agent engagement, foster sales and build brand awareness. Additionally, the Digital Communication Specialist will manage and maintain content and front-end functionality for U.S. Marketing’s websites.

ESSENTIAL FUNCTIONS:

Actively develop and coordinate digital marketing and communication initiatives to establish and maintain a marketing presence and increase sales opportunities:

• Coordinate digital marketing communications and campaigns in a business-to-business environment to provide consistent visibility for our brand offerings.
• Collaborate with management and other marketing and sales team members to gain a solid understanding of the value propositions that we support to enhances our messaging capabilities.

Develop and execute email marketing programs in accordance with overall marketing communication plans and objectives:

• Utilize the capabilities of marketing automation tools, including AI, to develop, monitor and measure impactful email campaigns.
• Translate functional requirements into technical development action plans
• Develop and execute email nurture and drip campaigns and triggered communications to influence audience behavior.
• Enhance supplied content and graphics to apply best practices necessary to influence communication effectiveness.
• Apply knowledge of data sources, including Salesforce, to facilitate email campaigns; validate data; customize and segment lists and maintain data hygiene to support campaign goals.
• Ensure the accuracy of the message campaigns by proofreading the content and running test scenarios to ensure that the messages function as intended.

Implement and maintain content of various websites in support of the organization’s marketing and sales initiatives:

• Develop and update content and design elements on various websites serving the needs of business-to-business and direct consumers to support overall communication and branding initiatives, taking direction from business partners and management, as well as using initiative to identify recommended changes.
• Collaborate with marketing and sales team members to evaluate content needs and web-based communication methods.
• Use drag and drop features as well as Hypertext Markup Language (HTML) and Cascading Style Sheets (CSC) to develop text content and front-end functionality (i.e. data capture, linked content) for the sites.
• Exercise proper control to ensure that content undergoes appropriate review and sign off prior to publication and is updated as necessary to meet marketing and compliance requirements.
• Develop landing pages to expand content offerings and capture information to develop sales leads and enhance marketing reach, collaborating with web, mail, webinar, social, print and event activities.
• Utilize search engine optimization (SEO) knowledge, key words and other techniques to optimize site visibility and improve tracking capabilities in our target markets.

Measure and evaluate the effectiveness of digital marketing campaigns and website content:

• Identify and capture key metrics available via marketing automation and website measurement tools.
• Develop spreadsheets, databases, dashboards and report documents to facilitate data analysis.
• Present data in actionable and understandable formats to meet the needs of various audiences ranging from peers to executives.
• Contribute to the evaluation of campaign and content effectiveness and make recommendations for actionable approaches for improving performance and engagement metrics.
• Continue to strengthen digital marketing skills through available educational opportunities, vendor tools, industry research and available resources.

KEY REQUIREMENTS:

• Bachelor’s degree in marketing communications, digital marketing, computer science or related field and three years of related work experience. In lieu of degree, an additional 4 years of related work experience can be substituted.
• Prior experience with customer relationship management (CRM) and marketing automation systems
• Experience and working knowledge using Adobe Creative Suite products
• Familiarity with the creation and development of HTML coding and communications including experience with Dreamweaver software
• Working experience with third-party tools for email deployment and engagement.
• Experience in the Insurance or Financial services industry is preferred
• Experience with social media campaign experience is preferred
• Previous experience with Salesforce or similar CRM system and previous experience with Marketo or similar marketing automation system is preferred

KEY SUCCESS FACTORS:

• Knowledge of principles and methods for showing, promoting and selling products or services, such as marketing strategy, product demonstration, sales techniques and sales control systems.
• Accomplishes tasks by focusing on all areas involved; ensures all associated processes and tasks are completed; vigilantly watches over/checks processes and tasks to ensure accuracy.
• Maintains an open mind; performs a wide variety of tasks and changes focus as demands change; transitions smoothly from one task to another as customer demands change.
• Proactively takes action to accomplish objectives and goals; seeks and suggests ways to improve current processes.
• Effectively manages one’s time to ensure work is completed effectively; coordinates own time in conjunction with others to avoid conflicts; leverages available resources to maximize efficiency.
• Plans and prioritizes tasks to ensure work is completed accurately and in a timely manner.
• Works harmoniously with others to get results; responds positively to instructions and procedures; shares information with everyone on a project
• Maintains current knowledge of applicable computer software and systems

Pan-American Life Insurance Group Offers:

• Comprehensive Compensation Packages (base & bonus) which for this role can range from $58,700 to $83,700, depending on experience
• Comprehensive Benefits Package: Medical, Dental, 401K, Paid Time Off, and Tuition Reimbursement, etc. are some examples. New hires are eligible for medical and dental coverage on the first of the month following 30 days of service.  

Who We Are:

Pan-American Life Insurance Group (PALIG) serves the life, accident, and health insurance needs of individuals and businesses in 49 U.S. states, the District of Columbia, Puerto Rico and the U.S. Virgin Islands through its U.S. based member companies - Pan-American Life Insurance Company and Pan-American Assurance Company.

At Pan-American Life, our employees are our greatest asset. We are grateful for the collaborative efforts of our employees and partners, and for the confidence of the policyholders whose life and health we protect. It is through this long-standing commitment that Pan-American Life continues to succeed.

Pan-American Life is an Equal Opportunity Employer/Drug Free Workplace.