Broadcast & Digital Marketing Strategist

Physicians Mutual is seeking a Broadcast & Digital Marketing Strategist to develop, execute, and optimize integrated marketing campaigns that drive top-of-funnel awareness, first-touch sales, and high-quality lead generation across product lines.

Reporting to the Program Manager, this role plays a key role in ensuring media investments are data-driven, strategically aligned, and optimized for performance and profitability. The ideal candidate combines strong media expertise with analytical rigor, financial acumen, and cross-functional leadership.

Responsibilities

Campaign Analysis & Performance Optimization

• Analyze broadcast and digital campaign performance across linear TV, CTV/streaming, online video, paid search, paid social, and programmatic display
• Monitor and interpret KPIs
• Evaluate audience behavior, media efficiency, lead quality, and sales impact
• Identify trends, performance drivers, and optimization opportunities
• Conduct research on competitive activity and emerging media channels
• Partner with analytics teams on measurement approaches and forecasting models

Integrated Media Strategy Development

• Develop and implement integrated broadcast and digital strategies aligned with segmentation and product goals
• Define targeting, testing plans, business rules, and campaign configurations
• Facilitate strategy discussions related to performance, creative direction, and testing outcomes
• Ensure best practices are applied across media placement, creative alignment, and channel integration
• Lead collaboration across internal teams, agencies, and external vendors
• Align creative, production, analytics, and media-buying partners to ensure seamless execution
• Communicate campaign strategies, recommendations, and corrective actions
• Manage day-to-day agency communications to ensure quality, timeliness, and budget adherence
• Budget Management & ROI Forecasting
• Develop and manage annual broadcast and digital media budgets
• Forecast media impact and profitability
• Analyze performance against plan and identify drivers of variance
• Recommend budget reallocations to maximize ROI
• Negotiate cost efficiencies and evaluate vendor rate structures