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Allstate Insurance, Northbrook, Illinois

CHALLENGE

Responsible for building a consumer focused multi-channel online acquisition platform that complements the growing call center and successful agency channel without cannibalizing their growth.  Including the development of multi-channel strategies, consumer insights, online application development, search marketing, online content development with full multi-million dollar P&L responsibilities.

IMPACT

Built a strong Internet Marketing team taking the team from three to 20 including two senior level Internet marketers.  Designed and delivered from the ground up a patent pending multi-channel eCommerce platform based on extensive consumer research and competitive analysis.  Worked cross-functionally with key corporate constituencies to redesign the entire online experience, which increased online brand consideration and resulted in a two-fold increase in visitor conversion to online shoppers or quoters.

Developed a strong search marketing practice for both paid and natural search.  Paid search budget was increased three-fold while maintaining one of the highest lead generation program return-on-investments.  Moved the natural search rankings from the bottom of page 4 to the top three positions on Google and Yahoo! resulting in five-fold increase in online traffic from natural search rankings.

Developed a proven and repeatable framework for gathering consumer insights in the property & casualty insurance category that is extensible across product lines.  This framework was and is being used to develop advertising strategies, online consumer eCommerce design and the development of dynamic online consumer resources and tools.

ANALYSIS

In my career, I have been a leader that has excelled in bridging the gap between marketing and technology to deliver unique consumer driven solutions where it matters.    In this case, I leveraged my ability to build strong teams and relationships to develop a vision based on consumer insights, gain buy-in from the most senior leadership to deliver a category unique experience that positively affected bottom-line growth.