Digital Marketing Specialist driving digital marketing with AI and engaging content for Bruks Siwertell Group. Supporting communication strategies to enhance global visibility and engagement.
About the role
- Digital Marketing & External Communications Manager leading strategy execution across digital channels for CNA. Managing social media, content, media relations, and brand initiatives.
Responsibilities
- Lead planning and execution of CNA’s digital marketing and external communications strategy, ensuring effective execution across enterprise and business unit initiatives.
- Manage CNA’s social media programs, including paid, organic, and employee advocacy programs, to drive engagement and brand awareness.
- Ensure consistent brand expression while enabling business-unit specific activation.
- Execute and optimize paid search and display advertising programs across paid, owned, and earned channels to maximize ROI and business impact.
- Manage resources, including agencies and vendors, to ensure consistent execution, scalability and cost effectiveness.
- Advise Marketing leadership on digital reputation, external communications strategy, and emerging issues, including providing recommendations during high-visibility campaigns or reputational events.
- Establish and enforce enterprise-level SEO and GEO (generative engine optimization) standards and governance, partnering with IT, integrated content and business teams on best practices for content, technical optimization, and linking strategies.
- Lead CNA’s paid search marketing efforts, including planning, execution, and optimization across platforms such as Google and Bing.
- Drive and continuously optimize CNA’s display advertising capabilities to support brand-building initiatives.
- Advise and execute on CNA’s media relations strategy to enhance brand reputation and visibility across key markets.
- Manage relationships with external PR agencies and media partners, ensuring consistent messaging and proactive engagement.
- Lead the execution of a comprehensive awards and recognition program to elevate CNA’s industry presence and thought leadership.
- Work alongside leadership and agency partners to identify relevant award opportunities and manage submission processes in collaboration with internal stakeholders.
- Develop and manage external written communications, ensuring brand voice consistency and compliance with regulatory standards.
- Collaborate with internal subject matter experts and leadership to craft compelling narratives that reinforce CNA’s market position.
- Set enterprise KPIs and measurement frameworks for digital marketing and communications, ensuring transparent reporting and accountability across teams and channels.
Requirements
- Bachelor’s degree in Marketing, Advertising, Journalism, Media/PR, Digital Marketing, or related field/discipline or equivalent experience
- Typically, a minimum of 7 years of experience in a digital marketing, external communications, journalism, or media/PR function, preferably in agency and/or corporate marketing settings
- P&C insurance experience required
- Skilled in developing high-quality written content for digital channels, press releases, and external communications that reflect organizational voice and tone
- Advanced level of understanding of search marketing best practices, digital campaign management, and search engine provided campaign management tools (Google Ads, etc.)
- Advanced understanding of social media best practices (paid, organic and employee advocacy), B2B applications, engagement metrics and campaign performance
- Experience using organic search diagnostic/monitoring tools (Google, Search Console, Webmaster Tools, SEMrush or similar)
- Hands on experience working with Marketo (or similar marketing automation tools), as well as an understanding of key automation features including scheduling, segmentation, cloning and success criteria
- Experience and working knowledge of analytics and tag-management tools (Google Analytics, Google Tag Manager, Looker and Power BI)
- Strong organizational skills including the ability to prioritize, coordinate and manage multiple projects and project teams.
Benefits
- Health insurance
- 401(k) matching
- Paid time off
- Professional development opportunities
- Flexible work arrangements
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