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Director, Marketing Personal Lines Direct to Consumer

Liberty Mutual Strategic Ventures

Liberty Mutual Strategic Ventures

Marketing & Communications
Boston, MA, USA
Posted on Tuesday, July 2, 2024

Director, Marketing Personal Lines Direct to Consumer

Job Locations US-MA-Boston
Position Type
Minimum Salary
USD $133,200.00/Yr.
Maximum Salary
USD $246,900.00/Yr.
Typical Starting Salary
190,000 to 200,000
Flexible Time Off Annual Accrual - days
Application Deadline

Pay Philosophy

The typical starting salary range for this role is determined by a number of factors including skills, experience, education, certifications and location. The full salary range for this role reflects the competitive labor market value for all employees in these positions across the national market and provides an opportunity to progress as employees grow and develop within the role. Some roles at Liberty Mutual have a corresponding compensation plan which may include commission and/or bonus earnings at rates that vary based on multiple factors set forth in the compensation plan for the role.


As Director of Marketing for Personal Lines in the US, you will be responsible for developing the strategy for direct-to-consumer communications across channels, primarily email and direct mail, to deliver an exceptional customer experience and KPI outcomes for the Liberty and Safeco brands. In addition to overseeing the customer marketing strategy, you will also serve as a people leader, managing 6 individual contributors. The scope of this role includes more than 300 transactional emails and approximately 30 value-add marketing campaigns. You will own the strategy for one of US Retail Market’s most impactful levers with over 140M consumer touches annually.

Key Responsibilities:

  • Develop strategy for direct-to-consumer communications to deliver a great customer experience and increase retention, digital adoption, cross-sell, and customer feedback. Oversee implementation and optimization of campaigns in market.
  • Lead and inspire a team of 6 marketing professionals, providing guidance, coaching, and support.
  • Collaborate with teams across USRM, especially Product, Experience, Claims, Analytics and other Marketing teams to develop, measure, and optimize campaigns and broader strategic programs such as customer journeys, loyalty rewards or proactive retention. Define the role of comms within larger strategic programs.
  • Partner with research to gain customer insights. Translate campaign data, analytic insights, and direct customer feedback into new campaigns, campaign optimizations and new test ideas.
  • Manage vendor relationships and directly oversee a budget of approximately $3.5M, maintaining an expense-mindset and always seeking cost efficiencies.
  • Stay up-to-date with industry trends, best practices, and emerging marketing technologies to inform our comms strategy.
  • Foster a culture of testing, innovation and continuous improvement. Maintain a high rate of testing. Build strategy and pilots to leverage AI in comms.
  • Positively contribute to the culture of the team, Marketing department, and US Retail Markets, by role modeling collaboration, courage & accountability, transparency, fairness & inclusion, gratitude, and optimism. Motivate a team by connecting our work to the company's broader mission and empowering the team.


  • Available to be in the Boston Back Bay office, fully engaged, at least two days per week. Ability to travel occasionally to Portsmouth NH also preferred.
  • Analytic acumen. Ability to outline and discuss pros and cons of various analytic approaches for campaign measurement. Ability to build solid business case valuations of campaign work and prioritize accordingly. Willingness to self-serve for basic campaign metric reporting.
  • Forward Thinking. Ability to develop innovative strategies and lead a team in large scale initiatives that support business priorities.
  • Strong communication and presentation skills with proven ability to build relationships and influence stakeholders
  • Good understanding of agile methodology and interest in martech a plus.
  • Experience as a people leader or mentor and coach of less experienced employees preferred


  • Bachelor's degree in Marketing or Business plus a minimum of 10+ years of proven progressive experience in marketing-driven organization and a minimum of three years of proven team management and leadership experience
  • MBA or advanced degree preferred
  • Proven ability to integrate marketing strategies and programs across multiple sectors
  • Strong ability to effectively interact with all levels of the organization
  • Must possess strong analytical, strategic, project management, decision-making and problem-solving skills
  • Strong communication and interpersonal skills required

About Us

At Liberty Mutual, our purpose is to help people embrace today and confidently pursue tomorrow. That's why we provide an environment focused on openness, inclusion, trust and respect. Here, you'll discover our expansive range of roles, and a workplace where we aim to help turn your passion into a rewarding profession.

Liberty Mutual has proudly been recognized as a "Great Place to Work" by Great Place to Work® US for the past several years. We were also selected as one of the "100 Best Places to Work in IT" on IDG's Insider Pro and Computerworld's 2020 list. For many years running, we have been named by Forbes as one of America's Best Employers for Women and one of America's Best Employers for New Graduates as well as one of America's Best Employers for Diversity. To learn more about our commitment to diversity and inclusion please visit: https://jobs.libertymutualgroup.com/diversity-inclusion

We value your hard work, integrity and commitment to make things better, and we put people first by offering you benefits that support your life and well-being. To learn more about our benefit offerings please visit: https://LMI.co/Benefits

Liberty Mutual is an equal opportunity employer. We will not tolerate discrimination on the basis of race, color, national origin, sex, sexual orientation, gender identity, religion, age, disability, veteran's status, pregnancy, genetic information or on any basis prohibited by federal, state or local law.


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