AVP, Growth Marketing

About the role.

This is the perfect role for someone who wants to leave their mark on a brand's evolution. They are comfortable building a plan and delegating the execution, but also always willing to jump in and do the work alongside their team.

Our new AVP of Growth Marketing will lead an integrated advertising approach that strongly reflects the brand's essence in order to drive quality member (policyholder) growth. The must haves include: a knack for analytics and the ability to organize data in an insightful way; a strong understanding of (and curiosity for!) modern-day martech and advertising tools (making sure that we have a command of our systems); strong communication and presentation skills; the ability to articulate strategy and results to their team as well as a room of non-marketers; and a love for new challenges. B2C and B2B experience is a plus.

The position will report to the CMO and will be based out of our White Plains, NY office. We have a hybrid workplace, with 2 days in the office and 3 at home.

What you'll do.

STRATEGY & EXECUTION

• Set the strategy for marketing acquisition strategy and execution in collaboration with our CMO.
• We are a marketing team that looks to drive consumer demand to our independent brokers. In industry terms, our marketing approach is largely B2C and our distribution model is B2B2C. In this role, you take on creating a seamless experience for the prospect!
• Drive quality growth through lead generation, conversion, and brand awareness.
• Develop and oversee a cohesive multi-channel approach, including SEM/SEO, display, paid social, direct mail and email.
• Own external agency and vendor relationships, including performance marketing agency and data partners.
• Work with creative team to map out online and offline journeys
• Write smart briefs to direct content & creative teammates on necessary assets and content (ads, landing pages, etc.).
• Organize internal and external stakeholders to develop a test and learn strategy and deliver insights to marketing initiatives to help improve performance.
• Support in the development of upper funnel awareness strategy and brand advertising.

AUDIENCE DEVELOPMENT

• Responsible for researching, evaluating and purchasing valuable 3rd party data sources and martech.
• Partner with external data vendors and teams to continue to refine data collection and activation process.
• Work in strong collaboration with data operations and IT to ingest those data sources and ensure that our execution is flawless.
• Maintain data security and privacy standards by working closely with security and legal teams.

TEAM

• Lead the performance marketing team through helpful communication, analytical thinking, and thoughtful team-building.
• This role will be responsible for managing a team (3-5) + agency and consulting partners to deliver against growth objectives.

SALES & PURE ADVISORS COLLABORATION

• Our sales funnel includes online discovery + an online request form + an offline broker channel or a direct-to-consumer solutions (PURE Advisors) so many many steps! This person must work closely with these teams to create an efficient and flawless experience for the prospect consumer.
• Work closely with PURE Advisors to create a clean handoff from marketing to sales for the consumer (on the phone, via digital and direct mail).

BUDGET

• This role has oversight over the performance media budget and will be responsible for strategic allocation and channel development.
• Establish and manage annual operating budgets and work closely with Finance.

INSIGHTS & ANALYTICS

• Monitoring various marketing campaigns and adjusting them based on key learnings.
• Close the gap between data and dashboards and create actionable insights and the ability to communicate those insights.

What we're looking for.

• We don't need to get into the nitty-gritty! The job description above gives you the context. More importantly:
  
  • You take on challenges with rigor.
  • You have experience and interest in finding and influencing a niche audience (we aren't a Superbowl brand).
  • Your teammates call you a difference-maker and know they can count on you to get it done.

About the Marketing team at PURE.

We are a mighty team of marketers, comms professionals, designers, content creators, project managers, email specialists, writers, and analysts, committed to helping PURE intelligently and creatively grow. We are a lean-in, nimble team, on a mission to be bold, break-thru storytellers and foster a remarkable experience for each other.