Senior Director, Offline Marketing

Description

The company is a Nasdaq-listed life insurance technology business. Its three-sided platform serves consumers, agents and carriers with instant online policies that need no medical exam, only a few health questions.

This role leads offline marketing across linear TV, OTT and streaming, podcast, radio and direct mail, owning performance, budget, measurement and tooling for these channels.

The goal is to grow offline significantly and sustainably from its current level, while keeping spend efficient.

This is a strategy role, not a channel operator role. You will set the long-term direction for how offline supports growth and decide where each next dollar goes, and why.

All work is judged through direct response metrics, so you need to be comfortable in that world. You also need to reason about the slower, harder-to-measure effects of broad-reach channels such as TV, and weigh both when making investment decisions.

Responsibilities

• Build and carry out the plan for continued fast growth of the offline program, finding new strategies, partners, inventory and formats that widen reach within efficiency targets.
• Set the multi-year offline strategy and own planning, execution and tracking across all channels against budget and growth goals.
• Own offline budget allocation and forecasting, balancing near-term efficiency against long-term growth across channels and partners.
• Track performance weekly and monthly using direct response measures such as CPL and ROAS, and make early adjustments to hit KPI targets.
• Develop and promote methods for judging the longer-term effects of broad-reach media, mainly TV, including halo on other channels, brand lift and delayed response. Turn these findings into investment decisions and explain them to senior leadership and Finance.
• Negotiate with agencies, networks, publishers and direct mail vendors for better rates, inventory access and accountability.
• Partner with Creative, Analytics, MarTech, Growth Product and Finance to improve every part of your channels.
• Design and run rigorous tests of new channels, formats, partners and tactics, then present results and propose changes to processes and the playbook.
• Act as the internal expert on offline and emerging channels such as streaming audio, connected TV and retail media, tracking trends, competitors, technology and best practice.

Requirements

• A proven record of growing offline channels substantially in-house at a fast-growing direct response B2C company.
• Fintech or Insurtech experience is preferred.
• A strategic mindset: you move from weekly numbers to a long-term vision, make clear tradeoffs and influence senior stakeholders.
• 8+ years in direct response marketing, including 5+ years running offline or multi-channel programs where customer acquisition was the main growth driver. You are fluent in DR metrics and accountable for them.
• Experience measuring the long-term impact of broad-reach media such as TV using MMM, geo-testing, lift studies and halo analysis. You can build an investment case where last-touch attribution falls short.
• Hands-on experience planning, buying and negotiating across Linear TV, streaming/OTT, podcast, radio and direct mail.
• Advanced Excel skills, plus experience with BI tools such as Tableau to generate insights.
• Experience working with AdTech, MarTech and Data teams to set platform and measurement priorities.
• A disciplined testing approach, iterating and scaling based on data-backed learning.
• You work autonomously, learn quickly and prioritize well in a high-velocity startup.

Conditions

This is a full-time, remote role.

The US national base salary range is $183,000 - $322,000. The range is set by role, level and location, and shows the minimum and maximum target for new hires across all US locations. Individual pay depends on work location, skills, experience, and relevant education or training.

The compensation figure covers base salary only and excludes bonus, equity and benefits.

The company does not discriminate on any protected basis and considers applicants with arrest and conviction records under the SF Fair Chance Ordinance.

Benefits

• Details of US benefits are published on the company's careers page.