JOB DESCRIPTION: MARKETING MANAGER
OBJECTIVE:
Under the direction of the agency manager, plan, lead and control an effective marketing function to ensure the development, maintenance and growth of a viable and profitable organization.
DUTIES:
1. Keep abreast of trends, techniques, demographics, products and statistics, and research, and develop new and improved selling tools, based on that knowledge.
2. Screen, recommend, and develop training aids to be used in the development of a professional production staff.
3. Assist and/or design forms to streamline processing of business.
4. Coordinate advertising activity.
5. Control and direct the distribution/revision, improvement of agents' manuals and agency procedure manual as it relates to production and marketing.
6. Conduct feasibility studies to develop additional or improved sources of revenue to the agency.
7. Keep abreast of our position in the industry and the position and role our competitors play.
8. Design and implement producer/employee incentive programs.
9. Research and recommend improved data-processing reports to help develop better performance measurement criteria for marketing efforts, which includes promotional materials.
10. Control direct-mail solicitation and prospecting system, and recommend improvements.
11. Research and participate in developing new markets, new niche markets, associations, and facilities.
12. Participate in seminars and classes.
13. Coordinate marketing- and industry-development bulletins to keep producers and staff well informed about industry developments.
14. Oversee sales center activity as it relates to agency marketing objectives and activity.
15. Monitor and recommend actions related to keeping companies' overall mix of business, new account growth, and profitability, in line with agency objectives.
16. Coordinate carrier contact to help agency present an overall image of professionalism and control to our carriers.
17. Perform other duties as required and assigned.
AUTHORITY:
1. Training of agents and staff in new products and producers and staff in sales aid use.
2. Hiring, firing, and promotion of marketing department staff and salary administration.
3. Approve seminar and training attendance by marketing department staff.
- Approval of expense accounts and travel and entertainment expenditures of marketing personnel other than self.
5. Approval of position description/charter and organizational changes in the marketing department.
6. Responsibility for coordinating contact between agency and carrier.
7. Responsibility for preparing of agency marketing program and introducing it to producers, staff, and carriers once it is approved by management.
8. Developing marketing department budget for approval by management.
PERFORMANCE-MEASUREMENT CRITERIA:
Criteria to measure my achievement of stated duties should include:
1. Contribution to production, income and growth objectives outlined in agency plan.
2. Contribution to agency mix of business outlined in agency plan.
3. Contribution to forecast of premium and mix of business with respect to each carrier, as outlined in agency plan.
4. Control over expenses to comply with budget.
5. Maintenance of proper lead-development program, to meet a proper level of new business, as in agency plan (specifically for the commitments made by the sales center).
6. Ability to anticipate shifts needed in marketing strategy, to keep pace with changes in marketplace.