Jobs Home > Job Search > The Hartford Financial Services Group Inc > Director, Advertising and Branding

Director, Advertising and Branding: The Hartford Financial Services Group Inc

Overview of the Position

Based in Hartford, CT, we are currently seeking a marketing professional with experience managing multi-channel advertising campaigns, with an emphasis on strategy and planning along with world-class execution. This individual will have a leadership role and be responsible for the ongoing development and implementation of Advertising for The Hartford and its business lines. Ideally, the candidate will bring experience in developing integrated strategies, defining and extracting value from program analytics, managing communications development for Brand and Direct Channel initiatives within a multi-channel distribution environment and be able to lead day-to-day management of creative process and our agencies. This position will be help drive ideas/campaigns from concept to completion, including messaging strategy, creative, production and to partner with Business Units (BU) in on-going measurement/improvement. He/She will be expected to help drive advertising process along with BU partners as well as partnering with other "Centers of Excellence" to deliver marketing ideas which "succeed" our target audience(s) with fully integrated marketing efforts.

Primary responsibility is working with Business Units to plan, manage, and coordinate all direct response marketing campaigns; specifically:

• Prepare marketing/creative briefs
• Oversee production and deployment of campaigns
• Manage creative agency relationships
• Monitor performance goals as defined/led by BU
• Ensuring the right team is engaged to develop 360 programs that succeed our target (PR, Sponsorship, etc. as well as advertising).
• Ensuring communications on strategy are executed efficiently and consistent with the enterprise brand
• Partner with BU on measuring/tracking progress and adapting/improving as part of a learning culture
• Maintaining alignment with overall brand positioning and product positioning throughout creative executions.
• Interfacing with multiple lines of business to ensure synergy of messaging and best spend of advertising dollars for company-wide ROI.
• Recommending appropriate mix of multiple channels to achieve results, potentially including mass marketing (TV, radio, outdoor) and direct marketing (direct mail, e-mail, outbound telemarketing, bill messaging), although primary focus will be DRTV.
• Develop and proactively manage project timelines
• Understanding informed controls and efficient testing strategies to optimize marketing ROI, customer acquisition/retention and purchase behavior.
• Working with BU to understand insights into their identified high-potential segments and develop the target-specific programs ensuring the right offers/messages are going to the right segments.
• Interacting effectively with Business Unit Partners, Finance, IT, Analytics team and Operations to achieve program objectives
• Managing external advertising agencies and cross-functional teams to deliver communications strategies and executions that are designed to strengthen the relationship between the brand and its customers.
• Adjusting marketing strategy to meet changing market needs and competitive pressures
• Ensuring effective and timely analysis of marketing results
• Formulating and managing budgets; evaluating production processes to minimize costs; making continuous recommendations to ensure optimal marketing ROI and manage to budget specifications
• Managing legal reviews of communications

Candidate Profile
A successful candidate will demonstrate a deep knowledge and understanding of advertising and direct response marketing, and possess 6 to 8 years experience in implementing integrated advertising and marketing campaigns (TV, print, direct mail, e-marketing and more).
A successful candidate will have a proven track record in analytics, strategic marketing planning and project team leadership. He/She will understand the mechanics of how to develop memorable advertising and possesses strong creative insight and judgment. They will also posses an ability to understand both the "big picture" and "the details". They will have managed the creative process from strategy to execution, working closely with both internal business stakeholders and internal and external resources.

• 10+ years experience in marketing/communications with at least 5 years working within the Consumer Services Industry or Financial Services Industry or industry with relevant experience (specifically within a disciplined marketing organization).
• A minimum of 5-7 years experience working with Advertising Agency management, and familiarity with a variety of marketing channels (including direct response)
• BA/BS Required. Graduate degree preferred.
• Ability to have critical thinking is essential for this position.
• Outstanding leadership skills.
• The ability to work effectively and efficiently with other areas both internally and externally is essential in order to succeed.
• Implement internal and external programs, projects, maintaining consistency of the corporate brand image
• Experience managing complex agency relationships is required
• Ensuring internal and external consistency with standards that are established across all business channels
• Strong verbal and written communication skills and project management skills are critical
• The ability to balance creative thinking with analytic ability to achieve out of the box and solutions driven thinking
• Responsible for managing the development of brand communications to include agency briefing and creative development and execution across multiple company division
• Manage external agency partners to ensure strategic and creative consistency across consumer connection points
• Thought leader/idea champion - continuously seeks and drives new ideas and better ways of growing business.
• Ability to influence others and sell ideas/concepts
• Strong analytical and problem solving skills
• Results-oriented - balances and constantly reprioritizes competing initiatives in order to achieve goals. Sets goals and measures progress and adapts as needed based on learning's.
• Motivation, creativity and desire to work in fast-paced environment
• Ability to think strategically and keep abreast of the latest marketing innovations.
• Direct response campaign development and multi-media experience a must
• Experience and understanding of branding strategies, drafting creative briefs, and managing tactical programs to completion.
• Strong creative skills and understanding of the creative process
• Excellent organization and management skills with the ability to multi-task
• Demonstrated superior ability to think independently, strategically, and effectively prioritize projects
• Ability to work well in cross-functional and with geographically dispersed teams and create strong internal partnerships

About The Hartford
Founded in 1810, The Hartford Financial Services Group, Inc. (NYSE: HIG) is one of the largest investment and insurance companies based in the United States, with offices in the United States, Japan, the United Kingdom, Canada, Brazil and Ireland.

The Hartford is a leading provider of investment products - annuities, mutual funds, college savings plans - as well as life insurance, group and employee benefits, automobile and homeowners' insurance, and business insurance. The Hartford serves millions of customers worldwide - including individuals, institutions, and businesses - through independent agents and brokers, financial institutions, and online.

After nearly 200 years in business, The Hartford is known for its superior customer service and continued operational excellence.

What Is The Compensation Opportunity?
At The Hartford, our compensation philosophy is simple: we pay competitive base salaries as well as short- and long-term incentives, and we reward performance. In addition, you will be eligible to participate in our comprehensive benefits program including medical insurance, a 401(k) Plan, an Employee Stock Purchase Plan and more.


* The Hartford is an Equal Opportunity Employer * ** No Agencies, Please ** PLEASE APPLY USING THIS BUTTON ONLY