Industry: Accounting, Finance & Insurance•
5 - 7 years
Posted 42 days ago
Travelers is seeking a sales-savvy social media marketer to expand, evangelize and optimize its social selling training and coaching programs for its Field sales force. Primarily focused on the LinkedIn suite of tools, the Social Selling Marketing Manager will help U.S.-based underwriting and sales teams improve their social selling skills and deepen social connections with independent insurance agents as well as prospects and customers, initially in business insurance but potentially in personal lines as well. Reporting to the Senior Director of Social Media Marketing, the Social Selling Marketing Manager will create and execute a training and coaching plan in collaboration with Field leaders to engage their teams with LinkedIn, Elevate and Sales Navigator.
S/he will work toward specific training goals and continually seek to understand how Field sales practices are evolving to position social selling in the context of how Travelers sells. In parallel, the Social Selling Marketing Manager will focus on evolving our Elevate content strategy and continually growing the library of content available to Field sales teams, including original and third-party stories.
The successful candidate possesses a unique combination of skills and experience, from deep social media marketing best practices to a persuasive presentation style and the ability to translates sales needs into scalable marketing programs. S/he is energized by the way social is changing b2b marketing relationships and has the tenacity and tolerance for ambiguity needed to explore ways to showcase the impacts of social selling while helping to persuade business leaders to invest resources in building up social selling as an important capability for the Field sales force.
Primary Job Duties & Responsibilities
Partner with business unit marketing and sales staff to enable field staff to better leverage social platforms, content and techniques in their sales-related roles and responsibilities
Collaborate with business unit marketing and sales staff to develop and execute against a training and coaching plan to meet training targets, including not only the number of Field sales representatives trained but also the number of priority Field sales organizations trained
Enhance and optimize ongoing coaching touch points to maintain engagement with the program
Constantly create and revise training material and coaching follow-up content, including but not limited to email marketing programs, decks, PointDrives and self-service video and audio material
Continually feed new Travelers and third-party content to LinkedIn Elevate to serve the needs of specific sales organizations and industry segments
Measure Elevate usage and field sales team attitudes, including success stories on a regular basis
Research sales team practices and align social selling opportunities to current and future sales processes
Collaborate and influence sales executives to integrate social selling into existing practices
Continue Sales Navigator Pilot with National Accounts (large commercial market), Construction, and Technology business units, setting specific deliverables and targets for engagement and developing measurement opportunities, reading out regularly on results and finding ways to engage the participants (e.g. leaderboards).
Identify and develop new training integration opportunities (e.g. new sales representative onboarding)
Minimum of 4 years of experience. General knowledge of digital media concepts.
Education, Work Experience & Knowledge
Bachelor’s degree in Marketing or related field, or equivalent experience.
Minimum 4 years’ experience with social media marketing, 5-7 preferred
At least one year of experience with social selling programs and platforms, with a preference for LinkedIn
Experience in sales support or marketing working closely with sales teams in a digital first environment, regardless of industry, is a strong plus
Experience in insurance and/or financial services desirable.
Job Specific & Technical Skills & Competencies
Highly collaborative, team-oriented leader who promotes effective working relationships
Skilled at inspiring a shared vision, persuasive and able to motivate and influence others regardless of level
Possesses strong verbal and written communication skills, and listens well
Strong presentation skills
Strong time and project management skills
Comfortable with ambiguity
Creative thinker who comes up with solutions “outside the box” when presented with novel or complex challenges.