Head of Lead Management and Analytics

4 weeks ago

North York Ontario AF, CA Greenstone Financial Services Canada Full time

HEAD OF LEAD MANAGEMENT AND ANALYTICS

North York, Ontario


Greenstone Financial Services was founded in 2007, with the bold ambition to deliver smart and affordable direct insurance solutions to meet the needs of everyday Australians. It is today the largest distributor of direct sold life and pet insurance products across Australia and New Zealand.


Most recently Greenstone has launch into the Canadian market with a dedicated office in Toronto.

We are a growing business with a focus on data driven decision making and a continuous evolution of our product offering to meet the ever-changing needs of our customers.


We specialize in harnessing technology and analytics to help design, administer, market, and distribute a variety of award-winning insurance products, partnering with the world’s most trusted underwriters to provide quality cover for our customers when they need it most.


CONTEXT OF THE ROLE

Greenstone’s recent expansion into the Canadian market marks an exciting new chapter as we leverage our proven products and services to meet the needs of Canadian customers. This growth has created a strategic opportunity to further strengthen our team, ensuring we deliver the same high standards of service and reliability in this new region.


PURPOSE OF THE ROLE

We are seeking an innovative and experienced senior contributor to join our team as Head of Lead Management and Analytics. This cross-functional role will work closely with our Analytics, Sales, Marketing, and Product resources to optimize our local brand presence and manage the quality and effectiveness of our leads in support of growth objectives. The Head of Lead Management and Analytics oversees our Data team and will serve as a key contact for both the Sales team and CA leadership, helping to drive efficiency and sales optimization across the organization.


KEY ACCOUNTABILITIES

The following aspects of this role are indicative only and in no way limit the Company in allocating additional accountabilities (specific tasks, projects or related activities) to the employee within the scope of the employee’s level of competence, experience, knowledge and qualification.


Lead Performance Management (25%)

  • Work closely with the Marketing team to oversee the lead performance process for Canada, ensuring alignment with overall business objectives
  • Conversion analysis: evaluate conversion rates relative to provider benchmarks, identifying areas for improvement
  • Stakeholder collaboration: provide the VP, Operations in CA and the Marketing team in Australia with comprehensive feedback on: Competitive landscape: analyze and report on the competitive environment for lead sources within Canada
  • Performance enhancement: offer recommendations to boost conversion rates and overall lead effectiveness


Data Analysis and Interpretation (25%)

  • Analyze incoming lead data to identify key trends, patterns, and quantitative and qualitative insights that can drive actionable decisions
  • Communication and presentation: communicate complex data findings clearly and concisely to leadership and key stakeholders to inform decision-making
  • Problem-solving: identify challenges in lead management processes and develop effective strategies to optimize sales workflows and outcomes


Identify New Lead Opportunities (15%)

  • Identify potential new lead providers within the affiliate and affinity spaces to enhance our lead generation capabilities in Canada and introduce to VP, Operations and AU Marketing


CI and Product (20%)

  • Identify and evaluate opportunities within our product offerings to drive increased lead volume and conversion rates in Canada
  • Market Analysis: Conduct thorough market research to understand consumer needs and identify gaps in the current product lineup
  • Product Development Collaboration: Work closely with the product development team to suggest enhancements or new features that align with market demand and can boost lead generation efforts
  • Performance Monitoring: Regularly assess the impact of product changes on lead volume and conversion, providing insights and recommendations for continuous improvement


Collaboration with Sales Analytics and Marketing (15%)

  • Establish a robust feedback loop with the Sales, Analytics and Marketing teams to ensure lead quality and conversion rates are continuously improved upon based on collaborative findings


Position Requirements

  • A degree or equivalent work experience
  • Proven senior stakeholder management experience
  • 5+ years of progressive experience managing and optimizing sales leads; preferably within financial services
  • Understanding of the Canadian insurance market, including regulatory considerations and consumer behaviors
  • Sound business acumen and strong understanding of data driven marketing
  • Experience supporting direct-to-consumer sales
  • Strong analytical skills with the ability to interpret complex data and translate insights into actionable strategies
  • Exceptional collaboration and communication skills, with experience in cross-functional responsibilities
  • Strong problem-solving skills and the ability to think strategically
  • Customer-focused, agile, innovative, and a team player

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