Lead Digital Marketing Manager
Northbrook, Il
Lead at #4 Programmatic rated brand Allstate Digital Marketing (2017)Allstate brought digital media in house in 2014, I was the 2nd hire to help design, implement and grow the Allstate Digital team. The team grew to 9 plus a small Ad Ops group. As a leader I built standard business operating procedures, scoped out overarching digital strategies and org design, and continuously improved collaboration with cross functional marketing teams.Day to day I owned the Specialty lines of business representing over $13MM in annual budget and responsible for digital strategy, planning, buying and executing with our full service AdTech partners and in collaboration with the Integrated Marketing teams. The full funnel strategy (branding - direct buys and sponsorships- consideration and acquisition - programmatic & data driven) included display, paid social, video, mobile, streaming radio, data syndication, addressable digital/CRM, native, and custom content.Worked closely with Analytics to set up and measure KPIs of brand lift and Cost Per Acquisition with multi-touch attribution.