Director, Search Marketing

The world isn’t standing still, and neither is Allstate. We’re moving quickly, looking across our businesses and brands and taking bold steps to better serve customers’ evolving needs. That’s why now is an exciting time to join our team. As a leader in a corporation with 83,000 employees and agency force members, you’ll have a hand in transforming not only Allstate but a dynamic industry. You’ll have opportunities to take risks, challenge the status quo and shape the future for the greater good.

You’ll do all this in an environment of excellence and the highest ethical standards – a place where values such as integrity, inclusive diversity and accountability are paramount. We empower every employee to lead, drive change and give back where they work and live. Our people are our greatest strength, and we work as one team in service of our customers and communities.

Everything we do at Allstate is driven by a shared purpose: to protect people from life’s uncertainties so they can realize their hopes and dreams. For 89 years we’ve thrived by staying a step ahead of whatever’s coming next – to give customers peace of mind no matter what changes they face. We acted with conviction to advocate for seat belts, air bags and graduated driving laws. We help give survivors of domestic violence a voice through financial empowerment. We’ve been an industry leader in pricing sophistication, telematics, digital photo claims and, more recently, device and identity protection. We are the Good Hands. We don’t follow the trends. We set them.

Job Summary:

The Director, Search Marketing is accountable for managing all aspects of organic and paid search for the Allstate Enterprise including Allstate, National General, and select Allstate Protection Services.

Key Responsibilities:

• Create and manage content and tagging strategies to increase organic traffic to Allstate enterprise websites through keyword selection, content requirements for key web pages, and meta tag development
• Partner with creative and UX teams to influence copy development, site design, and other relevant tactical elements to promote organic best practices
• Lead Paid Search strategies across account structure, bid strategy, forecasting, budget management, search copy, and adjacent performance media tactics like Google Performance Max
• Manage in-house search marketing team and maintain productive, collaborative relationships across brand media and lead generation teams
• Collaborate with Finance & Analytics team on forecast, budget management, learning agenda, optimization, and other advanced analytics testing
• Collaborate with Consumer Marketing & Creative team on content strategies and creative production
• Maintain productive relationships with Google, Microsoft, and other key media partners
• Proactively identify search innovations to test, including implications of AI on search
   

Supervisory Responsibilities:

This job does have supervisory duties.

Education and Experience:

• Bachelor's Degree or equivalent experience; May also have advanced degree
• 12 or more years of related Experience
   

Certificates, Licenses, Registrations:

• Google Ads Search Certification
• Microsoft Advertising Certification
   

Functional Skills:

• Managerial experience, both with direct reports and cross-functional talent.
• Capability to work with cross-functional team balancing strong collaboration while respectfully challenging ideas based on craft experience when needed.
• A thinker and a doer that takes a strategic view of the possible to craft strategic vision with hands-on-keyboard expertise to make real.
• Ability to ground strategies and tactics in financial and analytical terms that argues the business potential within a financial services organization.
• Strong relationship-building skills with media and technology partners; experience negotiating contractual terms in partnership with legal and operation colleagues.
• Strong written and verbal communication skills and ability to influence decision-making in a matrix environment.
• Hands-on experience with a range of ad tech products including SA360, DV360, Google Analytics, and Omniture. Experience using emerging AI tools preferred.
• Previous experience within insurance, finance, retail, or regulated businesses preferred.
   

Allstate prides itself on offering our employees a robust Total Rewards package which includes base salary.  The base range offered for the role is: $165-220K and may vary based on internal equity, and job-related skills, knowledge and experience; among other factors.  Other financial components may be added as part of the competitive compensation package, in addition to a full range of benefits, depe