Director of Digital Marketing (On-Site)

Who is Cover Whale?

Cover Whale is an InsurTech company that provides commercial insurance to America's independent truck drivers and small trucking fleets. We employ data to make our roads safer and look for exceptional humans to help us make our vision a reality. Our ambition is to combine our passion for improving safety with leading expertise in data science and industry-leading AI/ML/FL practices to not only identify good drivers but also make our drivers and the roads they travel safer. We realize that the commercial trucking industry is the backbone of the American supply chain; here at Cover Whale, our goal is to drive progress in the trucking industry by providing innovative, dynamic insurance solutions that open new horizons of possibilities to drivers, fleet owners, and everyone in between.

Founded in 2019, Cover Whale recently closed a $15.5M seed funding round (the largest InsurTech seed round raised in North America) and is scaling rapidly. For more information, please visit our website at www.coverwhale.com

The Role

This position will focus on designing and implementing marketing programs and campaigns that engage insurance agents (B2B) and policyholders (B2C) at various stages of their Cover Whale journey.

Note: This is an on-site role with the requirement to be in the office at least 4 times per week.

Responsibilities:

• Develop and manage all programs along the agent and policyholder lifecycle including activation, nurturing, abandonment, retention, and win-back in order to maximize premium and ROI.
• Take a customer-centric and data-driven approach to marketing, targeting agencies, agents, and policyholders with personalized messaging and content at various stages of their Cover Whale journey.
• Manage, test, and optimize account-based marketing (ABM) programs to penetrate larger agency relationships.
• Own the data: what do we have (can we get)? What do we (can we) measure? What does it mean? How do we apply it for maximum performance?
• Use marketing automation tools to execute and optimize campaigns.
• Use both online and physical marketing tactics when creating campaigns
• Guide, develop, and test content strategy.
• Be passionately collaborative with any and all Cover Whale professionals who need to participate in the ideation, development and execution of campaigns, including our Marketing, Business Development, RevOps, and Customer Service teams, as well as our external marketing agencies.
• Produce excellent work when assignments have nice, long lead times, as well as those other times when, well, they don’t. (Ok, being honest here, they never do. We’re a start-up.)
• Be able to interpret any level and depth of direction, and work to fully research, understand and then develop program and campaign requirements. Conduct necessary research to see the nuances of each assignment and audience. Be a fearless question-asker.
• Manage team members as the Marketing function at Cover Whale grows.

Compensation:

The Expected base pay for the role will be between $140,000-$160,000 per year at the commencement of employment. However, base pay if hired will be determined on an individualized basis and is only part of the total compensation package, which, depending on the position, may also include discretionary bonus and other Cover Whale-sponsored total rewards/benefits.

Requirements

Education and Experience:

• At least 7-10 years of experience in marketing, preferably in a customer-centric role.

Must-Have Skills/Abilities

• Expertise in designing, testing, and implementing digital marketing campaigns in complex industries.
• Demonstrable understanding of the relevant channels and how to build multi-channel campaigns including email, social media, search, online advertising, as well as offline marketing channels and tactics.
• Proficiency in defining realistic campaign metrics/KPIs that enable you to assess performance and create strategies for improving campaigns over time.
• Strong analytical skills and ability to use data to understand behavior and preferences, as well as working with data teams to source data and define data requirements.
• Ability to develop messaging and content strategy for campaigns, as well as guide content professionals in content creation.
• Experience in the insurance industry or similar environments. Experience in Tech is a plus. Experience in the trucking industry is a super-plus. (We know it’s rare, but we gotta ask anyway.)
• Comfortabl