Assistant Vice President, Integrated Campaigns & Growth

About the role

Great Eastern is strengthening how it uses customer data, marketing technology and personalisation across paid and owned media, digital channels and distribution to improve performance across the customer funnel. As Assistant Vice President, Integrated Campaigns & Growth, you will work closely with the Head of MarTech & Growth to lead priority growth campaigns from strategy through execution and optimisation, bringing together the right audiences, channels, customer journeys and conversion levers. You will work with specialists across Performance Marketing, the Salesforce CoE, creative and communications, UX design, digital platforms, analytics and distribution.

Key responsibilities

• Lead priority growth campaigns end to end, defining the opportunity, target audience, value proposition, campaign mechanics and success measures, and working with channel specialists to deliver the intended customer and commercial outcomes.
• Shape a full-funnel approach across paid and owned media, digital and assisted channels, connecting acquisition, engagement, lead generation, nurturing, routing and follow-through.
• Establish campaign-level targets and economics, combining assumptions on audience opportunity, lead volumes, channel performance, conversion and expected return.
• Orchestrate integrated execution across Performance Marketing, the Salesforce CoE, creative and communications, UX design, digital platforms, analytics and distribution.
• Maintain an integrated view of performance across the funnel, identifying where value is created or lost and prioritising interventions.
• Drive cross-channel experimentation and in-flight optimisation, working with internal specialist teams and external agencies and partners.
• Work with distribution and platform teams to improve lead quality, follow-through and funnel throughput.
• Codify learnings, benchmarks and proven interventions into reusable playbooks and apply them to subsequent campaigns.

Required profile

• Deep experience in growth marketing and data-led, multi-channel campaigns, with a strong understanding of acquisition, engagement, lead generation and conversion.
• Understanding of growth economics, including audience sizing, funnel conversion, cost per lead or acquisition, customer value and return.
• Broad working knowledge of performance marketing, AdTech, CRM, customer data and segmentation, marketing automation, digital journeys, experimentation, measurement and attribution.
• Typically 8+ years of relevant experience; experience in insurance, banking or another regulated consumer business is advantageous.
• Ability to bring specialist teams together around a common growth objective and to take accountability for business and regulatory compliance risks.