What are the responsibilities and job description for the Marketing Manager, Direct Response Television position at eHealth, Inc.?
As the Direct Response Television Media Manager (client-side), you will oversee the planning, execution, optimization, and compliance of TV campaigns aimed at driving an immediate response. You will collaborate closely with the external media agency to manage buying strategies and work in tandem with creative development and production teams. You should have strong expertise in direct response TV, demonstrate effective collaboration with agency partners, and possess excellent analytical, organizational, and time management skills.
This role reports to the Senior Director of Consumer Demand Generation. The direct response television media manager can be based anywhere in the US.
Primary Responsibilities:
Develop a deep understanding of eHealth’s target audience and work with external agencies to craft media plans that maximize reach and response across the appropriate TV networks, time slots, and formats, including both linear and streaming platforms.
Oversee the compliance process for the TV channel, ensuring all assets meet regulatory standards. Work closely with creative and production teams to hit target on-air dates, including creating detailed timelines to accommodate long lead times.
Monitor daily campaign performance, collaborating with the agency to adjust media buys and optimize placements based on real-time data, ensuring timely resolution of the opportunities identified.
Provide regular reports to senior leadership and other key stakeholders, outlining campaign performance and highlighting opportunities for improvement.
Design and execute media tests structured to produce actionable insights that lead to improved ROI and enhanced effectiveness of future marketing initiatives.
Work with the agency to conduct post-campaign analysis, identifying key learnings and refining future strategies.
Create forecasts for future spending and sales targets based on historical trends and projected response patterns.
Manage the 800# inventory, oversee assignment process, ensure smooth reporting integrations, and coordinate trafficking of tapes to television networks.
Work closely with sales and other business partners to achieve target answer rates, particularly during high-viewership airings with large call volume spikes.
Oversee and track spending accurately, managing media payments, including the timely processing of invoices and financial reports.
Demonstrate eHealth’s values in your behaviors, practices, and decisions.
What you'll bring:
Bachelor’s degree in business administration, marketing, communications, or a related field.
8+ years of experience managing large, multi-million-dollar television media campaigns, with a strong preference for direct response television (DRTV) experience.
Experience managing a media agency, ensuring smooth execution and optimization of media campaigns.
Strong analytical skills especially relating to complex issues and analysis of varying factors.
Hands-on experience with tableau or similar reporting tools preferred.
Experienced in delivering concise presentations with influence, and reporting data analysis to various audiences.
Excellent organizational and project management abilities.
Comfortable working in a fast-paced, entrepreneurial environment and adapting to changing business, consumer, and regulatory needs.
Excellent written and verbal communication skills.
Experience working with cross-functional teams at all levels, with the ability to communicate technical information clearly to non-marketing audiences.
Who you are:
Consumer Obsessed. You have strong audience empathy, with a passion for delivering compelling values that drives behavior change.
Critical, Strategic Thinker. You sort through the clutter to define the best path forward. You’re a creative problem solver, who uses excellent judgment.
Achiever. You’re motivated to drive results. You are highly accountable, anticipating future needs and willing to adapt to changing priorities.
Analytical. You use data to uncover new insights, opportunities and make decisions.
Doer. You roll up your sleeves, dig in and chart the course to advance solutions.
Clear Communicator. You are clear, concise, candid and authentic. You lead and influence by crafting stories with a vision supported by rationale and data insights.
Relationship Builder. You listen, partner and influence decision makers with a high degree of professionalism.
Detail-oriented. You give undivided attention to your campaigns to catch any errors or mistakes before deployment.
Salary : $109,000 - $136,000
