Strategic Client Leadership for Insurance Accounts
Serve as the senior lead across insurance-focused client accounts (home, auto, and related product lines), acting as their trusted partner and business advisor
Develop and guide comprehensive digital marketing strategies that span paid media, CRM, content, and automation—with a focus on quote generation, policy sales, and customer lifetime value
Lead high-level planning meetings, campaign reviews, and growth strategy sessions with insurance clients and internal teams
Translate complex insurance business objectives and product portfolios into actionable digital strategies and communicate them clearly across creative, media, and development teams
Navigate insurance industry regulations, compliance requirements, and marketing guidelines in all strategic recommendations
Understand and optimize for insurance-specific metrics including quote-to-bind ratios, cost per policy, customer acquisition cost by product line, and lifetime value by customer segment
Actively apply AI-driven tools and techniques to optimize campaign performance, improve personalization, and streamline workflows
Advanced Digital Strategy & Execution - Insurance Focus
Lead digital campaign planning and audience targeting strategies across platforms including Meta, Google, LinkedIn, and YouTube with insurance-specific audience segmentation (homeowners, renters, auto insurance shoppers, bundle seekers, etc.)
Own the development and optimization of sophisticated customer journey strategies tailored to insurance purchase behavior—from initial awareness through quote comparison, application, binding, and policy renewal
Develop multi-touch attribution models that account for the extended consideration cycles typical in insurance purchasing decisions
Design and execute strategies for seasonal insurance marketing opportunities (moving season, back-to-school auto insurance, weather-related home insurance awareness, open enrollment periods)
Create targeting strategies that leverage life event triggers (home purchases, vehicle purchases, marriage, relocation, policy renewal dates)
Define campaign KPIs, budget allocations, and messaging priorities based on insurance product goals and advanced market insights
Oversee planning and execution of lead generation campaigns optimized for insurance quote funnels and comparison shopping behavior
Ensure campaigns align with key performance metrics across the funnel—from awareness and quote requests to policy conversion and retention
Create and present strategic campaign briefs, recommendations, and comprehensive post-campaign performance analysis with insurance-specific benchmarking
Insurance Industry Expertise & Market Intelligence
Maintain deep understanding of home and auto insurance market dynamics, competitive landscape, and consumer behavior trends
Stay current on insurance industry trends, regulatory changes, and emerging marketing best practices
Understand insurance product positioning including coverage types, policy features, pricing strategies, and competitive differentiation
Leverage knowledge of insurance shopping behaviors including multi-carrier comparison, quote aggregators, direct-to-consumer models, and agent-assisted channels
Apply expertise in insurance customer personas including first-time buyers, policy switchers, bundle seekers, and renewal customers
Develop strategies that address insurance-specific objections and decision factors (price sensitivity, coverage concerns, claims reputation, customer service quality)
Team Leadership & Mentorship
Mentor other Client Strategists and Digital Account Strategists, providing strategic insight, digital-first thinking, insurance industry knowledge, and ongoing guidance
Partner with department leadership to improve internal digital tools, workflows, and collaboration between teams
Lead by example in digital best practices, strategic thinking, and insurance marketing expertise
Share insurance industry insights and best practices across the broader agency team
Guide development of sophisticated CRM campaigns including email journeys, automations, and advanced list segmentation via tools like High Level, HubSpot, or Salesforce tailored to insurance sales cycles
Design nurture sequences for insurance quote abandonment, policy renewal reminders, cross-sell opportunities (home + auto bundling), and retention campaigns
Develop re-engagement strategies for lapsed policyholders and quote non-converters
Analyze customer behavior and engagement data to provide strategic recommendations for optimization across the insurance customer lifecycle
Identify and define high-impact opportunities to improve quote-to-policy conversion, reduce abandonment, and increase multi-policy household penetration
Create CRM segmentation strategies based on policy type, coverage level, claims history, renewal timing, and household characteristics
Lead creative brief development and guide internal teams on translating advanced insurance-focused digital strategy into execution
Performance Analytics & Optimization
Monitor, analyze, and collaborate to optimize campaign and account performance through advanced data-driven decision making with insurance-specific KPIs
Track performance across all digital channels using platforms like Google Analytics, Meta Business Suite, and ad platforms with custom insurance conversion tracking
Build and present comprehensive monthly performance reports with clear KPIs including cost per quote, quote-to-bind rate, cost per policy, customer lifetime value, retention rate, and strategic optimization tactics
Provide actionable insights that drive continual improvement and strategic evolution based on insurance market benchmarks
Optimize campaigns for insurance-specific conversion events including quote starts, quote completions, application submissions, and policy bindings
Client Success & Agency Growth
Build lasting client relationships rooted in digital marketing results, transparency, forward-thinking strategy, and deep insurance industry knowledge
Lead onboarding for new insurance accounts and projects to ensure strategic alignment and operational clarity
Collaborate with business development to identify growth opportunities and scope new digital initiatives within insurance and related verticals
Own revenue planning, budget tracking, and invoicing in coordination with account and project teams
Position 321 as a thought leader in insurance marketing innovation
WHAT YOU HAVE
Required Experience & Qualifications
6+ years in digital marketing strategy, client strategy, account management, or marketing consulting—preferably in an agency environment
3+ years of direct experience marketing insurance products, specifically home and auto insurance (personal lines focus required)
Demonstrated success managing high-value insurance client relationships and leading complex digital marketing campaigns in the insurance sector
Deep understanding of insurance sales funnels, quote generation processes, and policy conversion optimization
Proven success in managing and optimizing paid media campaigns (Google Ads, Meta, LinkedIn, YouTube, etc.) at scale with demonstrated results in insurance lead generation and policy acquisition
Experience supervising or mentoring a team; skilled at coaching and guiding direct reports in digital marketing excellence
Advanced expertise in full-funnel digital marketing tactics including paid digital advertising, CRM, email strategy, and content-led conversion with specific application to insurance marketing
Experience with CRM platforms (e.g., HubSpot, High Level, Salesforce) and sophisticated customer lifecycle planning for insurance sales cycles
Understanding of insurance-specific compliance requirements and advertising regulations
Knowledge of insurance industry metrics, benchmarks, and performance standards
Familiarity with insurance technology platforms and quote generation systems
Strong understanding of advanced digital KPIs (ROAS, CAC, CTR, LTV, etc.) and performance optimization with insurance-specific metrics (CPQ, quote-to-bind, cost per policy)
Comfort with AI tools and innovation platforms to support campaign performance and workflow efficiency
Excellent communication and presentation skills, with the ability to simplify complexity and build buy-in with senior stakeholders in the insurance industry
Meticulous attention to detail and exceptional organizational skills
Proficiency in Google Suite, ClickUp, and marketing analytics platforms
A proactive, solutions-focused mindset and a deep passion for client success, peer mentorship, and digital marketing innovation
Nice to Haves
Certification in Google Ads, Meta Blueprint, or HubSpot Academy courses
Experience with insurance comparison platforms and aggregator marketing strategies
Knowledge of property & casualty insurance licensing or insurance industry certifications
Experience with other insurance product lines (life, health, commercial)
Familiarity with insurance agency management systems and quoting platforms
Experience marketing during Annual Enrollment Periods (AEP) or Open Enrollment Periods (OEP)
Understanding of telematics, usage-based insurance (UBI), and insurtech innovations
Experience with insurance-specific attribution modeling and multi-touch conversion tracking
Knowledge of marketing automation tools, SEO, or GA4
Experience leading digital transformation initiatives for insurance clients or agencies
Background in regulated industries beyond insurance (healthcare, financial services, legal)
REPORTING STRUCTURE
This position reports to the SVP of Strategy or Director of Client Success. This position directly manages and mentors Client Strategists and Digital Account Strategists.
