Advertising Director

Paid Media Strategy & Execution

• Own the end-to-end paid media strategy across search, social, display, video, and emerging channels.
• Develop integrated advertising plans that support acquisition, retention, and brand awareness goals.
• Manage agency partners and internal teams to ensure campaigns are executed efficiently and effectively.
• Oversee budget allocation, forecasting, and pacing across all paid channels.
• Ensure all advertising adheres to regulatory requirements for travel insurance.

AI-Driven Advertising & Brand Visibility

• Lead Generali’s advertising strategy across AI-powered platforms (e.g., Google AI Overviews, Microsoft Copilot Ads, conversational ad formats).
• Partner with analytics and content teams to optimize ad copy and landing pages.
• Evaluate emerging AI ad products and determine strategic fit for the brand.

Cross-Channel Leadership

• Directly manage the Community Manager, Email Manager, and Analytics Manager, ensuring alignment across channels.
• Integrate paid media with email, social, community engagement, and website optimization efforts.
• Ensure consistent messaging, targeting, and customer experience across all touchpoints.
• Foster a collaborative environment that encourages experimentation, innovation, and data-driven decision making.

Performance Optimization & Analytics

• Partner with the Analytics Manager to define KPIs, dashboards, and reporting frameworks for all paid channels.
• Use data to identify optimization opportunities, improve conversion rates, and reduce acquisition costs.
• Lead A/B and multivariate testing for ads, landing pages, and audience strategies.
• Maintain monitoring of competitive trends and benchmark performance against industry standards.
• Present performance insights and strategic recommendations to senior leadership.

Email & Lifecycle Marketing Oversight

• Oversee the Email Manager’s strategy for lifecycle, promotional, and transactional email programs.
• Ensure email campaigns support paid media efforts and contribute to customer retention.
• Align segmentation, personalization, and automation strategies with broader marketing goals.

Community & Reputation Management Oversight

• Guide the Community Manager in strengthening brand presence across social platforms, review sites, and AI-driven ecosystems.
• Ensure community insights inform advertising, messaging, and customer experience improvements.
• Support crisis communication and reputation management efforts when needed.

Vendor, Budget & Compliance Management

• Manage relationships with media agencies, ad tech vendors, and platform partners.
• Oversee advertising budgets, ensuring efficient spend and strong ROI.
• Ensure all advertising content meets compliance, legal, and brand standards.

Requirements

• 8-12 years experience in digital advertising, performance marketing, or growth marketing.
• Proven success managing multi-channel paid media programs with significant budgets.
• Experience leading teams across multiple digital disciplines (email, social, analytics, paid media).
• Strong understanding of AI-driven advertising and emerging ad formats.
• Expertise with Google Ads, Meta Ads, and programmatic platforms.
• Strong analytical skills with experience using analytics platforms (Google Analytics, Adobe Analytics).
• Experience with ad campaign testing and audience segmentation.
• Excellent communication and presentation skills.
• Ability to work cross-functionally and influence stakeholders at all levels.
• Strong project management and organizational skills.

Qualifications

• High School Diploma or Equivalent (GED) required.
• Bachelor’s Degree in a related field or equivalent experience required.
• Master’s degree or relevant certifications (Google Ads, Meta Blueprint, etc.) preferred.