AD Marketing Broad Media

Working here means having every opportunity to achieve your goals – and to help others accomplish theirs, too. Join our team as we help shape the future. Assistant Director, Personal Insurance Broad MediaReporting to the Director of Media Execution, the Assistant Director, Personal Insurance Broad Media is responsible for supporting the development and execution of the marketing strategy that drives the growth and profitability of the Personal Lines Broad Media Programs. Increase customer focus in marketing campaigns to drive broader market opportunity and/or increase marketing efficiency.Monitoring/Analyzing Key Performance Indicators of Broad Media Programs – Apply tactical understanding of direct‑to‑consumer marketing techniques, targeting/segmentation strategies, economic drivers, testing strategies, creative development and messaging, and results analysis to support continuous improvement.Collaborate with other functional areas – Sales, Marketing Data & Analytics, Creative, Customer Research and Product teams to identify opportunities to improve and maximize results across individual programs.Accountable for the following tasks –Manage the budget for broad media programs, providing accurate forecasts and accounting of spend.Leverage data to capture insights and determine opportunities to optimize campaigns as well as develop a healthy pipeline of testing opportunities that will drive improved results.Manage media and measurement platforms and tools to purchase media, gain insights and optimize performance.Own the monitoring of results, working with the analytics team to identify trends and areas of opportunity, as well as produce accurate forecasting.Manage Broad Media marketing mix to meet volume goals, without degradation to response quality.Create and present materials that clearly articulate business results, outcomes, or strategy for a variety of audiences.Manage flow of information to management and appropriate sales/operational units to retain appropriate engagement in executing operating plan.Tactical Execution of Broad Media Programs – Act as communication hub for Broad Media Marketing Programs, collaborating with Strategy, Creative, Production, Procurement, Analytics, Forecasting/Finance.Manage Direct Buying of CBS Media – Plan, negotiate pricing and execute media buys.Apply AI-driven Solutions – Streamline workflows and improve overall marketing productivity.Commitment to Quality Control – Verify correctness of source codes linked to phone numbers and URL landing pages; availability of phone numbers for reuse; and accuracy of creative.QualificationsMinimum of five (5) years experience in direct‑to‑consumer marketing planning and execution of Broad Media programs (Direct Response Television, CTV, Audio, Out of Home).At least two (2) years focused on insurance, ideally personal auto and homeowners insurance.Proven expertise in targeting/segmentation strategies, modeling, economic drivers, creative testing strategies and results analysis across Broad Media programs.Tactical mastery of media buying, planning, creative development, channel optimization, and performance management.Strong knowledge of industry trends, competitor strategies, and their impact on program growth.Deep understanding of planning and budgeting of marketing campaigns with excellent project management skills.Ability to work collaboratively in a matrixed managed environment with exceptional influencing skills.Results‑driven and metrics oriented, thriving in a fast‑paced and goal‑oriented organization.Track record of success working in a deadline‑driven environment.Excellent written and verbal communication skills.CompensationThe listed annualized base pay range is $104,800 – $157,200. The base pay is one component of The Hartford’s total compensation package, which may include short‑term or annual bonuses, long‑term incentives, and on‑the‑spot recognition.