Marketing Director

Position Summary: The Marketing Director will lead the company’s marketing strategy with a strong emphasis on product marketing to support wholesale, retail, and direct insurance sales. This role partners closely with product leaders, sales heads, and the Automation Engineer to drive pipeline growth, improve conversion, and boost retention. Responsibilities include overseeing brand development, digital and event marketing, AI-powered campaigns, and market-aligned messaging. As part of the leadership team, the Marketing Director represents marketing across executive, partner, and cross-functional teams.

Supervisory Responsibilities:

• Provide strategic leadership and mentorship to a team of SEO/SEM and digital marketing professionals, driving performance and innovation.
• Direct content strategy to ensure alignment with brand messaging, audience engagement, and product lifecycle objectives.
• Supervise graphic designers and creative contributors to uphold brand standards, visual consistency, and creative excellence.
• Manage partner channel developers to identify and grow strategic marketing distribution opportunities.
• Oversee and evaluate third-party marketing vendors and agencies to ensure alignment with goals and maximize return on investment (ROI).
  
  

Essential Tasks:

• Lead product marketing and messaging strategies across all insurance products, business divisions, and brands.
• Align marketing initiatives with product lifecycle stages in close collaboration with program development and product management teams.
• Partner with division leaders to support wholesale, retail, and direct sales channels through integrated, results-driven campaigns.
• Drive brand-building initiatives, ensuring consistent and market-relevant positioning for all products and the company overall.
• Oversee digital marketing efforts, including web analytics, SEO/SEM, and AI-powered marketing automation and optimization.
• Collaborate with the Automation Engineer to monitor and improve key performance indicators (KPIs), campaign effectiveness, pipeline growth, lead generation, and retention strategies.
• Manage co-marketing opportunities with insurance carriers and distribution partners; oversee event planning, logistics, and brand representation.
• Implement agile marketing methodologies, including sprint planning, roadmap prioritization, and iterative campaign delivery.
• Present marketing performance insights and strategic updates to executives, sales leadership, brokers, and external partners.
• Direct copywriting, messaging, and creative development for campaigns, ensuring alignment with brand voice, product positioning, and customer needs.
  
  

Core Competencies:

• Leadership: Display leadership skills and ability to motivate fellow employees
• Ability to Analyze and Solve Problems: Skill in recognizing challenges, exploring options, and implementing effective solutions in a timely manner
• Attention to Detail: A strong focus on completing tasks and projects accurately and thoroughly
• Communication Skills: Capable of expressing ideas clearly in both verbal and written forms and engaging with various audiences
• Timely Task Completion: Ability to finish tasks and projects efficiently, managing resources and priorities effectively
• Team Collaboration: Willingness to work together with others, promoting teamwork and supporting shared goals
• Client Focus: Dedication to understanding and addressing the needs of clients and stakeholders to ensure their satisfaction
• Dependability: Acknowledgment of the importance of being present and punctual.
• Creative Thinking: Openness to suggesting new ideas and methods to improve processes and outcome
• Organizational Skills: Capability to prioritize tasks and manage multiple projects simultaneously
• Adaptability: Willingness to adjust to changing situations and priorities, showing resilience in a dynamic work environment
  
  

Experience and Education:

• Bachelor’s degree in Marketing, Business, Communications, or a related field; Master’s degree (MBA or similar) strongly preferred.
• 10+ years of progressive marketing experience, with at least 5 years in a leadership or director-level role, preferably in insurance, financial services, or regulated industries.
• Proven experience developing and executing integrated marketing strategies across digital, traditional, and partner channels.
  
  

Licensing and Credentials:

• American Marketing Association Professional Certified Marketer (PCM) preferred.
• Google Ads or Analytics Certification preferred.
• Pragmatic Institute Product Marketing Certification optional but preferred.
  
  

Systems:

• SEO/SEM Platforms: Proficient in managing and optimizing campaigns using tools such as Google Ads, SEMrush, and Moz for search visibility and performance.
• CRM Systems: Experienced with platforms like Salesforce and Zoho CRM for managing customer data, segmentation, and sales/marketing alignment.
• Analytics & Reporting Tools: Skilled in data-driven decision-making using Google Analytics 4 (GA4), Tableau, and Looker for campaign performance tracking, insights, and ROI analysis.
• Marketing Automation Platforms: Advanced user of tools like HubSpot and Marketo to drive nurturing, email marketing, and multichannel campaign automation.
• Event & Partnership Marketing Tools: Familiar with platforms used for event management, co-marketing, and partner enablement (e.g., Cvent, Splash, Goldcast, or similar).
  
  

Physical Requirements:

• Ability to lift 25 pounds
• Repeated use of sight to read documents and computer screens
• Repeated use of hearing and speech to communicate on telephone and in person
• Repetitive hand movements, such as keyboarding, writing, 10-key
• Walking, bending, sitting, reaching and stretching in all directions
• Ability to travel as needed
  
  

Notice to Recruiters and Staffing Agencies: To protect the interests of all parties, Higginbotham Insurance Agency, Inc., and our partners, will not accept unsolicited potential placements from any source other than directly from the candidate or a vendor partner under MSA with Higginbotham. Please do not contact our team members or send unsolicited potential placements.