Director, Marketing Activation

Root was founded on the belief that car insurance is broken, and we set out to change it. We’re harnessing the power of technology to revolutionize this archaic, complicated industry. Using machine learning and mobile telematic platforms, we’ve built one of the most innovative insurtech companies in the world.

The Opportunity

At Root, we’re harnessing the power of technology to revolutionize car insurance. Using machine learning and mobile telematic platforms, we’ve built one of the most innovative insurtech companies in the world. As the Director of Marketing Activation, you will help lead Root's approach to marketing across multiple channels. 

At Root, we've intentionally inverted the traditional marketing model, with our data scientists playing the lead role in optimizing established channels and exploring new ones. We’re looking for a strategic leader who can partner with our data-science-led marketing team to guide channel, creative, and messaging plans. This role requires someone who thrives at the intersection of creative marketing strategy and rigorous data analysis. As we continue to grow current channels, we are always looking to optimize them through creative testing. As we enter new channels, we are looking for leadership in planning how we show up in these channels and how all of our channels work together.
The majority of this work will focus on direct to consumer channels, although there will be some oversight of existing and new partnership channels, such as our work with Toyota and Hyundai, to name a few. 

Salary Range:  $144,000 - $180,000 (STI & LTI Eligible)
Root is a “work where it works best” company. This means we will support you working in whatever location that works best for you across the US.

How You Will Make an Impact

• Craft comprehensive go-to-market strategies for media selection and high-level messaging direction
• Establish standardized processes for marketing launches to ensure consistency and quality
• Explore new media partners while shifting focus to v2 tests with those that show early promise, validating incrementality and laying the groundwork for efficiency
• Partner with our in-house creative team, vendors, and agencies on creative campaigns and messaging strategies
• Advise on our measurement tools to help deepen our understanding of how brand awareness drives business outcomes
• Manage a team of three marketers who are focused on our partnership and agency channels

What You Will Need to Succeed

• 5+ years in a data-driven, marketing leadership capacity where marketing decisions are informed by analytics
• Proven background in large-scale, cross-channel marketing launches for national brands
• Deep expertise in taking new products/experiences to market through marketing and advertising
• Demonstrated success with "cold starts" in new marketing channels and audiences
• Experience with mid-upper funnel marketing R&D initiatives 
• General understanding of CRMs, including email and SMS configuration
• Experience leading A/B testing and data-driven optimization programs
• Exceptional cross-functional leadership skills

As part of Root's interview process, we kindly ask that all candidates be on camera for virtual interviews. This helps us create a more personal and engaging experience for both you and our interviewers. Being on camera is a standard requirement for our process and part of how we assess fit and communication style, so we do require it to move forward with any applicant's candidacy. If you have any concerns, feel free to let us know once you are contacted. We’re happy to talk it through.

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