Vice President, Consumer Marketing

Safeco is actively recruiting for an experienced marketing leader searching for an opportunity to build a dynamic consumer marketing program and organization. The Vice President of Consumer Marketing is a newly created position within Safeco that will provide thought leadership to the Safeco organization by planning, developing and communicating the Company’s strategic market position, corporate branding strategy, and tactical marketing and advertising programs in support of the profitable growth of the company’s product lines – auto, home, small-commercial and specialty insurance.Faced with a challenging business environment where growth is harder to come by, Safeco is seeking a marketing leader who can bring credible marketing expertise to this renewed and rapidly evolving organization.The successful candidate will manage Safeco’s advertising agency relationship and will direct corporate branding initiatives, multi-channel marketing (including direct-to-consumer), lead generation efforts, sponsorships, retention programs and other consumer-facing communications.The primary responsibilities will be to plan and execute marketing, advertising and promotional programs and initiatives by performing the following duties personally or through direct reports/staff:Drive Safeco’s consumer messaging platform to existing and potential customers – in an effort both to win new business and retain existing policyholders.
Communicate product and other competitive advantages to consumers and distribution partners.
Launch a new branding strategy for Safeco and build brand equity through traditional and non-traditional marketing efforts.
Lead the development of programs and plans in support of retail customer-oriented efforts and diverse markets.
Work closely with the business lines and Product Marketing to recommend marketing programs that will help achieve targeted growth, profit, and market share performance relative to corporate goals and general and specific trends within the industry and the economy.
Select and partner with outside advertising, direct marketing, and other agencies/firms to achieve the aforementioned objectives, and to develop tactical and strategic marketing campaigns by leveraging these outside resources. Employ non-traditional/alternative media strategies to break through the clutter of current insurance advertising environment.
Working closely with senior leaders and Product Marketing staff, establish clear priorities for allocation of resources to the marketing initiatives likely to produce the highest returns for the company.
Plan and oversee the organization's advertising and promotion activities, including mass media, online, print, and other direct and indirect advertising and promotional channels.
Develop key marketing metrics and prepare marketing performance reports to track program effectiveness..
Identify infrastructure and software needs to create a leading-edge direct marketing capability.
Work with internal and external writers, designers, and other advertising professionals to develop highly effective marketing and promotional materials that will move the business forward.
Establish effective oversight and control of the marketing budget to ensure that objectives are achieved within stated budget parameters.
Work closely with Marketing and Research & Competitive Analysis staff (located in another organizational unit) to evaluate market responses to marketing and advertising programs, pricing policies, and product promotions. Ensure the timely adjustment of marketing tactics and plans to meet changing market and competitive conditions.
Work closely with Product and Distribution Management staff (located in another organizational unit) to evaluate and prioritize various geographic markets to determine where marketing and advertising investments will achieve the highest rates of return.
Recommend changes in basic structure and organization of marketing group, as necessary, to ensure the effective fulfillment of objectives assigned to it and provide the flexibility to move swiftly in relation to marketing challenges and opportunities.To be considered further, the selected candidate will possess the following skills, experience & education:Demonstrated success as an accomplished manager and marketing strategist capable of working effectively with top management and key decision-makers.
Experience running a successful brand or product organization; demonstrating the ability to make things happen while negotiating the subtleties of a matrixed organization structure.
Strong knowledge/experience within the insurance industry preferred. Property and casualty insurance industry experience ideal.
Demonstrated experience and success in building a corporate brand; leading direct-to-consumer marketing campaigns, including direct mail and Internet advertising; and working with all forms of advertising media.
Strong track record of success; confident and swift in your approach to providing credible thought leadership, but secure enough to work well as a member of a larger management team.
An in-depth understanding of strategic marketing and direct marketing methods.
Solid interpersonal skills to work efficiently and professionally within the organization; lead others willing and enthusiastically into new realms.
Confident and flexible team player; “competitive spirit”.
High-energy, driven individual who operates with a bias for action and a strong sense of urgency.
Strategic thinker who is highly analytical and good with research and “the numbers,” but able to move quickly when the appropriate direction is established and agreed upon.
Proven ability to maximize return with minimal expense.
Excellent communicator, with strong written, presentation and speaking skills.
Proven experience with Internet marketing – able to market across all advertising media.
EDUCATION -- MBA preferred; undergraduate degree in Business, Marketing or a related field required.
Fluency in Spanish a plus.
Must be able to travel nationally when required; out-of-town travel is required approximately 10-15% of the time.
REQUIREMENTS
Please refer to the Job Description for the qualifications.