Michael Atwell Email & Phone Number

Hartford, Ct, Us

Hartford, Connecticut Area

Started the direct to consumer division for Small Commercial resulting in consistent year over year premium growth, achieving over $100MM in WP. Responsibilities include media optimization and planning, expense management, business development, and vendor management. Overall focus on media spend that drives demand generation and call center staff alignment, cost effective marketing programs that drive top line growth and long term profit. Manage a multi million dollar marketing budget across a wide range of media platforms, including Digital, Print and TV. Lead the Data and Analytics' group focusing on segmentation modeling, customer quality, product cross sell, and strategic reporting and analysis.

Hartford, Connecticut Area

Lead the strategic planning and management of the direct to consumer multi-channel media budget of $125 million for Consumer Markets Division. Responsible for media mix optimization, budget allocation, and portfolio management for direct mail, print media, direct response TV, and digital media. Proficient in media optimization to drive monthly and year end goals and objectives. Thrive on driving creative initiatives to propel core business unit to overachieve growth expectations within budget parameters. Oversee the execution of the proper media mix to achieve core acquisition and profitability targets. Responsible for day to day execution, direction and productivity monitoring of marketing media portfolio. Execute appropriate mix of online and offline media channels; including Direct Mail, direct response TV, Online Search and Display and multiple print vehicles utilizing media mix optimization and multi channel attribution methods to achieve monthly and annual targets. Align media execution with optimal seasonal productivity and operational capacity to maximize end to end productivity to achieve corporate objectives. Align state level media plan and marketing opportunities with expected competitiveness, economic factors and overall state performance expectations to maximize media opportunities. Evaluate advancement of new initiatives and media opportunities to increase brand recognition and demand generation to better maximize overall media efficiency and ROI. Manage relationships with Product, Finance, Operations, Legal and Underwriting as well as external partners and media vendors.

Responsible for annual planning and monthly forecasting of quotes and policies for the Direct to Consumer programs. Aligned monthly transaction forecast with operational staff capacity.Managed monthly and annual marketing media and non media budget.Analyzed media source, and state level trends to provide accurate monthly transaction forecast.Provided financial economics (Acquisition cost, ROI, growth expectations) on new marketing strategies and growth initiatives. Managed monthly media execution of Direct Mail and Newspaper programs in conjunction with Online and Direct Response TV media to achieve monthly and annual growth targets.

Tracked and summarized new business transactions (quotes / polices) by marketing channel for Media Director.Coordinated monthly forecast with Media Program Managers and summarized for Planning Director.Assisted in media budget monthly report and reconciliation. Provided monthly and annual transaction forecast for Affinity Segment.