The Challenge
CNA Insurance needs a strategic Digital Marketing & External Communications Manager to orchestrate paid, owned, and earned channels across enterprise initiatives. You'll own the full funnel-from SEO/GEO governance to paid search optimization to media relations-driving measurable brand awareness, engagement, and demand generation at scale.
Your Mission
Audit and establish baseline KPIs across all digital channels (paid search, display, social, earned media); define measurement framework aligned to enterprise objectives
Take ownership of CNA's social media strategy-stabilize organic and paid programs, implement employee advocacy playbook, optimize posting cadence and content mix for engagement lift
Develop and socialize enterprise-level SEO/GEO governance standards; partner with IT and content teams to identify quick wins (site speed, schema, linking strategy)
Build vendor/agency management cadence; conduct resource audit to ensure cost efficiency and alignment with strategic priorities
Drive 15-25% YoY improvement in paid search ROAS; implement continuous optimization cycle across Google and Bing campaigns
Scale display advertising capabilities to support brand-building; A/B test creative, audience segments, and placements; report monthly performance vs. benchmarks
Execute 2-3 major awards submissions and secure 3+ industry recognitions to elevate thought leadership and earned media coverage
Establish quarterly business reviews with leadership on digital reputation, emerging issues, and campaign performance; provide strategic recommendations on high-visibility campaigns
KPIs You'll Own
Paid Search ROAS
Return on ad spend across Google and Bing paid search campaigns; target 15-25% YoY improvement through continuous optimization.
Social Media Engagement Rate
Likes, comments, shares, and follower growth across paid and organic social; track by business unit to optimize messaging and creative.
Display Advertising CPM & Conversion Rate
Cost per thousand impressions and conversion rates across display campaigns; optimize creative and audience segments monthly.
Earned Media Impressions & PR Coverage
Media placements, mentions, and estimated impressions from press releases and media relations; track brand sentiment and reach by market.
Organic Search Traffic & Rankings
Session volume and keyword ranking improvements; measure impact of SEO/GEO governance implementation across enterprise content.
Awards & Recognition Wins
Number of industry award submissions, placements, and wins; track ROI through earned media and brand lift.
Tools & Stack
Your Team
Your Manager
Marketing Leadership (SVP/VP of Marketing, likely)
Current Team
Implied team of integrated content creators, agency partners, and business unit marketing coordinators; exact headcount unknown
Backfill or new expansion role-likely replacing or building out digital marketing function
The Package
Salary
$130K-$160K base
Remote
On-site in New York City Metropolitan Area (full-time, no remote flexibility mentioned)
Benefits & Perks
Company Intelligence
CNA Insurance is a major property and casualty insurer serving enterprise and mid-market clients. The company emphasizes creating a culture where employees feel valued and can reach their full potential. Known for stability and scale in the insurance industry.
Customers
Enterprise and business-unit clients across property and casualty insurance segments
Culture
Values employee development, accountability, and delivering against measurable outcomes; enterprise governance and brand standards are key
Is This Role For You?
- You've driven measurable digital marketing campaigns (paid search, social, display) and can tie spend to business outcomes-not just vanity metrics
- You thrive in enterprise environments with multiple stakeholders, business units, and governance requirements; you can translate strategy into disciplined execution
- You're comfortable managing external agencies and vendors; you have vendor management chops and can optimize for both performance and cost efficiency
- You want to own the full funnel-from SEO/GEO governance to paid search to media relations to awards strategy-and drive enterprise-wide standards
- You need flexibility or remote work; this role is strictly on-site in NYC metro and requires regular in-person collaboration
- You prefer entrepreneurial, fast-moving environments over enterprise structure and governance; CNA is buttoned-up and process-driven
- You lack hands-on experience with paid search, display advertising, or social media management; this role requires strategic AND tactical expertise
Interview Process
Phone screen
Recruiter or marketing manager discusses background, digital marketing experience, and fit for enterprise culture
1st interview
Deep-dive with marketing leadership on campaign strategy, KPI frameworks, agency management approach, and enterprise marketing examples
Case study or presentation
Likely asked to present a past campaign (paid search, social, or integrated), including strategy, execution, results, and learnings
Stakeholder interviews
Meetings with cross-functional partners (content, IT, business unit leaders) to assess collaboration style and understanding of integrated marketing
Final interview
Meeting with VP/SVP of Marketing or Chief Marketing Officer to discuss vision, culture fit, and career growth expectations
Ready when you are
Interested in this role?
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About Growth Marketing roles
Growth marketers drive user acquisition, activation, and retention through data-driven experimentation. They sit at the intersection of product, data, and marketing — running A/B tests, building funnels, and scaling what works.