AVP, Healthy Paws Marketing and Media Lead - Military Veterans

Healthy Paws is a top-rated pet health insurance provider in the United States. Our compassion for pets drives us to offer a great insurance product, hire the best employees, and offer an extraordinary caliber of service. Everything we do is driven by our love of animals and providing an exceptional experience to pet parents who have enrolled their furry family members with us.

The AVP, Marketing & Media Lead at Healthy Paws Pet Insurance is a pivotal leadership role focused on driving brand awareness and generating new business opportunities. This highly visible position requires a strategic thinker with a deep understanding of digital marketing and media dynamics in the insurance sector. The ideal candidate will lead innovative marketing campaigns, optimize digital media strategies, and enhance overall brand presence.

The position will report into the Healthy Paws VP of Marketing, ideally in our Philadelphia, PA office.

1. Strategic Planning and Execution:
   • Develop and implement comprehensive paid media strategies aligned with Healthy Paws' marketing goals and brand objectives.
   • Collaborate with leadership to define clear KPIs for paid media campaigns.
2. Creative Direction:
   • Oversee the creative design process for all paid media assets, ensuring consistency with brand guidelines and messaging.
3. Media Buying and Optimization:
   • Manage relationships with media vendors and platforms to optimize ad placements and budgets across various channels, including social media, search engines, and networks.
   • Monitor and analyze campaign performance, making data-driven decisions to optimize ROAS.
4. Team Leadership and Collaboration:
   • Lead and mentor a cross-functional team of marketing leads, designers, and copywriters, fostering a collaborative and high-performing work environment.
   • Coordinate with external creative agencies and freelance designers to execute on high-quality campaign projects when needed.
5. Market Analysis and Research:
   • Lead market research efforts to identify customer preferences and industry trends.
   • Utilize audience segmentation and targeting techniques to enhance campaign effectiveness and reach.
6. Budget Management:
   • Develop and oversee the Marketing budget, ensuring efficient allocation of resources across campaigns. Prepare regular budget reports and forecasts, analyzing variances and making recommendations for optimization.
7. Reporting and Performance Analysis:
   • Prepare comprehensive reports on campaign performance, presenting insights and recommendations to senior leadership. Use A/B testing and performance metrics to continually refine and improve creative designs and media strategies.
8. Brand Advocacy and Awareness:
   • Act as a brand ambassador, ensuring that all paid media initiatives reflect Healthy Paws' mission and values.
9. Compliance and Best Practices:
   • Ensure all media and creative deliverables comply with industry regulations and best practices, including advertising standards and data privacy laws.
10. Innovation and Trend Exploration:
    • Stay updated on the latest trends in paid media and creative design, incorporating innovative tactics and technologies into campaigns to enhance effectiveness.

• 10+ years experience in Marketing & Media with a proven track record of expanding product distribution through direct-to-consumer efforts. Prior insurance experience preferred, but not required.
• Demonstrated track record of growing channel distribution via Affiliate & Aggregator marketing.
• Education: Bachelor's degree or equivalent years of experience.
• Deep knowledge of the Paid Media, Email, Social, Affiliate and Aggregator channels to properly drive pet insurance enrollments.
• Strong organizational and communication skills, polished verbal, written, and presentation skills.
• Forecasting and budgeting experience and strong financial acumen.
• Demonstrated strategic planning and organizational leadership capabilities.
• Exceptional relationship management and influencing skills; able to work successfully across multiple stakeholders to influence outcomes and drive results.