Digital Marketing Strategist - Programmatic
The Digital Marketing Strategist has responsibility for the execution of the enterprise programmatic strategy, ensuring alignment with individual business line strategies and other enterprise level solutions, while moving toward efficient online transactional capabilities, digital marketing opportunities, and delivery channel integration. Accountable for business metrics associated with the Internet channel and digital marketing including household penetration, lead generation, online sales, revenue and member satisfaction. Working with the Digital Marketing Manager and staff, Product Managers, internal departments, outside ad agencies and vendors, the Digital Marketing Strategist will strategize, develop and implement marketing plans that drive usage of consumer web sites, overseeing day-to-day aspects of programmatic marketing campaigns. Recommends marketing programs and provides creative direction to internal optimization teams. Participates in cross-functional project teams to drive projects. Interfaces with senior management and other key managers as needed to champion new ideas and report on program progress and results. Supports and contributes to the Internet Marketing Manager's planning, strategies and concepts.
o Develop strategy and implement programmatic marketing programs, continually optimizing programs for cost-efficiency. Evaluate and recommend optimizations to increase the profitability of the online channel. Establish department policy and procedures intended to facilitate role in achieving established short and long-term corporate goals. Establish department role in achieving and managing member relations’ standards. Oversee budget development and monitoring.
o Responsible for meeting or exceeding the business goals for programmatic programs and for meeting or exceeding goals for household penetration of the web site by reaching new member segments through digital marketing strategies and programs and the marketing of new products and improvements to online content and functionality. Leverage web statistics implementation to optimize web site content and functionality.
o Monitor campaign delivery and optimize media against campaign goals. Responsible for optimizing the value to members of the online distribution channel.
o Responsible for meeting or exceeding goals for visits to online content and online transactional capabilities. Increase web sales for travel, insurance and membership. Accountable for the success of new programmatic tests and ongoing campaign performance.
o Monitor new and potential digital marketing opportunities, such as identifying new audiences, media, and testing opportunities within programmatic ecosystem that support business goals and improve campaign performance.
o Ensure that all programmatic campaigns are consistent with, and support enterprise goals and business plans.
o Accountable for business metrics associated with the Internet channel including household penetration, lead generation, online sales, revenue and member satisfaction. Compile and deliver programmatic campaign reporting. Deliver recommendations based on analysis of metric data. Responsible for programmatic business performance metrics including CPM, CPL, CPA and conversion rates, overall ROI and more.
o Perform other duties and responsibilities as assigned or required. Gather best practices from AAA clubs and the AAA National office for the web site initiatives.
o Makes decisions daily that impact marketing plans, priorities and budgets. The employee must make decisions that support the business strategy and defers decisions to the Internet Marketing Manager. This position constructs marketing budgets, requiring some authority over expense allocation.
o Bachelors Marketing Preferred
o 4-6 years of hands-on, non-internship experience in programmatic media buying, campaign management, and optimization.
o Hands on experience with at least one major DSP; DV360 and Amazon DSP experience preferred.
o Excellent communication, interpersonal and leadership skills.
o Experience with activating and managing campaigns across CTV, OLV, Display, YouTube, and Audio
o Experience with competitive analysis, running brand lift studies and developing strategic plans.
o Manage outside vendors and agencies relationships.
o Must be a self-starter and enjoy working in a fast-paced team environment.
o Time management and prioritization skills.
o Occasional travel to off-site business meetings or conferences. (5% proficiency)
The starting pay range for this position is:
$99,500.00 - $132,900.00
Additionally, for full time positions, you will be eligible to participate in our incentive program based upon the achievement of organization, team and personal performance.
travel, entertainment, services and more!)
Auto Club Enterprises is the largest club within the national AAA federation. We have nearly 17,000 employees in 24 states helping more than 18 million members. The strength of our organization is our employees. Bringing together and supporting different cultures, backgrounds, personalities, and strengths creates a team capable of delivering legendary, lifetime service to our members. When we embrace our diversity – we win. All of Us! With our national brand recognition, long-standing reputation since 1900, and constantly growing membership, we are seeking career-minded, service-driven professionals to join our team.
“Through dedicated employees we proudly deliver legendary service and beneficial products that provide members peace of mind and value.”
AAA is an Equal Opportunity Employer
Our organization participates in E-Verify
The Automobile Club of Southern California will consider for employment all qualified applicants, including those with criminal histories, in a manner consistent with the requirements of applicable federal, state, and local laws, including the City of Los Angeles’ Fair Chance Initiative for Hiring Ordinance (FCIHO), the Unincorporated Los Angeles County (ULAC) regulation, and the California Fair Chance Act (CFCA).
AAA - The Auto Club Group (ACG) is the second largest AAA club in North America, serving more than 13+ million members across 14 U.S. states, the province of Quebec, Puerto Rico, and the U.S. Virgin Islands.
For over 100 years, AAA has provided safety, security, and peace of mind. ACG advances AAA’s mission by providing a full suite of products and services to millions of AAA Members, from roadside assistance to insurance to travel support. We pride ourselves on always being there when you need us, delivering the highest level of customer service and value to each and every member. We seek to be a trusted ally—on the road and throughout life’s journey.
AAA - The Auto Club Group belongs to the national AAA Federation, which is committed to improving the lives of our combined 60 million members across North America.
