Marketing Acquisition Manager

Marketing Acquisition Manager

Location:
Haywards Heath
Salary:
Competitive
Department:
Commercial
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We’re First Central Insurance & Technology Group (First Central for short), an award-winning innovative insurance and technology organisation, delivering market-leading motor insurance, underwriting, distribution, finance, technology and legal services.
 

We’re on the hunt for a talented Marketing Acquisition Manager to join our Commercial and Marketing team in Haywards Heath, West Sussex.

As a key part of a new team working in an agile and fast paced environment, you'll drive the development of the acquisition channels for our new home proposition that is due to launch early next year.

You'll be responsible for defining the strategy for direct and price comparison website channels and working with internal stakeholders as well as leading third party partners to implement them. You'll also be responsible for defining an external communications launch plan as well as social media strategy for home and leading on its execution.

Post launch you'll be responsible for optimising the traffic to our home product as well optimising cost per acquisition for each channel. You'll carry out a brand audit, set up targets for key KPIs and implement strategies to achieve them. You will be constantly innovating to ensure we are ahead of the market.

To be successful in this role, you'll need to:

  • Be experienced in managing direct acquisition channels with a solid track record of consistently delivering financial metrics across paid and organic media (e.g. PPC / SEO)

  • Preferably have experience of working with price comparison websites

  • Have experience of working in a start-up environment with high growth focus

Job responsibilities:

  • Design and implement acquisition strategy for Direct and PCW distribution channels and specific campaigns to optimise and drive growth of Home insurance
  • Manage the acquisition budget and analysis of performance of both the Diirect and PCW marketing campaigns, identifying opportunities for optimising results and implementing them as agreed
    • Ensure rigorous test & learn approach and benefit tracking
  • Set up, track and deliver to targets on customer and financial KPIs, regularly reporting on performance
  • Direct channel
    • Oversee the day to day management and delivery of campaigns across a full range of media in line with planned budgets and targets
    • Design and implement social media strategy including paid media and organic reach to support driving Home Insurance new business
    • Set up and manage social media channels for home
    • Continuously track and optimise the traffic to the home product
    • Implement strategies to continuously grow organic traffic to then drive people through the funnel
    • Work with the Digital team to ensure end-to-end tracking of the funnel is in place and relative information can be used to drive activity performance improvements
  • Develop Brand awareness and trust to drive new business generation liaising with the Brand team
    • Carry out a brand audit for First Central in relation to home. Identify key brand KPIs for Home and set up targets and performance tracking.
    • Design strategies to improve Home brand KPIs and implement them.
  • Third party agencies management
    • Establish and manage the relationship with agencies at a strategic level  including management of pitch processes, contract and pricing negotiations, and performance reviews to ensure they are meeting their objectives
    • Oversee briefing and day to day management of the agencies
  • Working with the relationship manager, develop good relationships with price comparison websites, identify opportunities for joint initiatives to drive traffic to the home products.
  • Work collaboratively with the rest of the Commercial & Marketing team to ensure best practices leveraged and experienced shared
  • Ensure quality of content used also from a SEO perspective as well as alignment with Home insurance strategy as well as Customer and Brand strategy,
  • Keep abreast of industry developments and best practice including compliance
  • Responsibility for maintaining department risk registers (as applicable), providing evidence and commentary for controls, updates for Mitigation Actions and maintaining control matrices and attestations. Also, to ensure that your employees are aware of their responsibility to identify and report risk

Job-specific competencies

Experience & knowledge

  • Must be experienced in managing direct acquisition channels with a solid track record of consistently delivering financial metrics across paid and organic media (e.g. PPC / SEO)
  • Experience of working with price comparison websites is preferable
  • Experience in working in a start-up environment with high growth focus
  • Experience of working with agencies to deliver direct marketing and social media campaigns for clearly defined and targeted customer segments
  • Experience of optimising CPA and increasing organic growth
  • Must have experience of working with regulated products (but not necessarily in insurance)
  • Experience of embedding, tracking and reporting on customer and financial metrics
  • Experience of managing third party at both strategic and day to day level to deliver on agreed performance metrics
  • Experienced of working under Agile (Scrum) methodology is preferable

Skills & Qualifications

  • Proficient in Microsoft applications
  • Working knowledge of Adobe Omniture, Google Analytics and other conversion and MVT tools to be able to identify and execute on improvement areas
  • Strong analytical skills, the ability to identify problems and find effective solutions
  • Good time management and organisation skills
  • Leadership and relationship management skills, an influencer
  • Good communication skills at all levels
  • Deadline driven with the ability to perform under pressure
  • Flexible in approach and comfortable with both teamwork and independent working
  • Strong customer focus and discipline in focusing on targeted customer segments
  • Able to create compelling content for social media channel and for digital acquisition channels

Behaviours

  • Highly entrepreneurial in their approach and working well in fast pace environment
  • Self-motivated and enthusiastic
  • An organised and proactive approach
  • Ability to work on own initiative and as part of a team
  • Highly collaborative
  • A flexible approach and positive attitude
  • Execution focus and results driven
  • Strives to drive business improvements to contribute to the success of the business

What can we do for you? 

We believe we can offer you a great working environment as we’re so passionate about our people. Here are just some of the benefits and perks that we offer…
 

  • Fantastic training and development opportunities
  • Employee benefit packages to suit your lifestyle
  • Flexible working
  • YOUday – we give you an extra day off to celebrate a special day
  • The opportunity to take a paid day off each year to do charity work
  • A health cash plan
  • Help with travel expenses
  • The opportunity to buy additional holiday
  • Company pension scheme
  • Group life assurance
  • Enhanced maternity and paternity pay
  • Professional subscription fees paid
     

Employee wellbeing is high on the agenda here too. We provide a weekly free fruit delivery, discounted membership at a local health club and access to an Employee Assistance Programme, which promotes physical and emotional wellbeing at work and at home. In addition, we provide wellbeing events throughout the year to support physical and mental health.

For further information on what we can offer and to learn more about this role, feel free to contact our dedicated Recruitment team.

Are you the person we’re looking for? If so, we look forward to hearing from you!

We pride ourselves on being a great place to work. Check out our Glassdoor page to see what our employees think about working here.

We’re happy to discuss flexible working during the recruitment process .

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glassdoor

86% of people would recommend a friend to work at First Central

Based on 150 Glassdoor reviews (October 2021)

Benefits

View all benefits >

Flexible working

We support colleagues who wish to work flexibly whilst meeting the needs of the business.

YOUday

We give you an extra day off to celebrate a special day.

Holiday Extra

Not only do you get a generous holiday entitlement, you can also buy additional leave.

Volunteering

Get a day off each year to take part in volunteering activities.

Health cash plan

Claim money back on your healthcare costs, such as dental check-ups and eye tests.

Season ticket loan

We provide interest-free loans to cover the cost of season tickets for rail, bus or car parking.