Responsibilities - Advertising: - Own the development and execution of annual media plans, serving as the primary point of contact with our media agency to finalize and implement plans — including publisher selection, budget allocation, tactical mix, production schedules, and digital measurement. - Bring strong advertising expertise and market awareness to continuously evaluate and evolve media strategy, ensuring Liberty Mutual remains competitive and best-in-class across paid channels. - Monitor competitive intelligence and industry trends across paid digital and media channels, proactively identifying opportunities to differentiate and improve performance. - Champion A/B testing and optimization strategies across paid campaigns, applying learnings to improve targeting, creative performance, and spend efficiency over time. - Collaborate with the Creative Services team and Marketing segment leads to develop compelling ad assets that align with business priorities, brand guidelines, and channel best practices, providing media channel expertise to inform creative strategy. - Partner with Marketing Strategy to proactively identify campaign opportunities, ensuring sufficient time is built in for campaign development, reviews, and approvals. - Maintain and share a forward-looking campaign plan organized by month and by audience to keep cross-functional partners aligned and informed. - Lead agency relationships with a strategic lens, managing budgets and performance expectations while challenging partners to deliver actionable insights, fresh thinking, and innovative approaches that continuously improve our advertising programs. Social Media - Own organic social media execution for GRS U.S. LinkedIn profiles, including content publishing, cross-sharing strategy, editorial calendar management, and overall channel tone and presence. - Manage the social media employee engagement program (currently Yext/Hearsay), including onboarding and training, communication, content management, and measurement to drive adoption and usage among external-facing employees. - Partner with Marketing Strategy and Comms colleagues, Creative Services, and business stakeholders to develop content calendars that align with campaign priorities and business goals. - Serve as the internal subject matter expert on LinkedIn best practices, platform updates, and emerging trends, acting as a consultant to other marketing and distribution teams. - Monitor the broader social and digital landscape for emerging channel opportunities relevant to a commercial B2B audience, bringing forward recommendations as the business evolves. Collaboration - Work closely with Marketing segment leads, Creative Services, Communications, PR, and business stakeholders to ensure advertising and social programs are integrated, on-brand, and aligned to business priorities. - Serve as a collaborative partner across the marketing organization, sharing expertise in advertising and social to elevate the quality and consistency of programs across teams. - Build and maintain strong agency and vendor relationships, including the media agency and social platform partners, to drive program excellence. - Ensure all projects follow Liberty Mutual brand guidelines, meet communication standards, and are delivered within desired timelines. - Partner with the Communications Manager to ensure channel presence and content consistency, supporting alignment where paid and organic programs connect to Executive LinkedIn and sponsored programs. Reporting & Insights - Own the advertising and social media contributions to the monthly operating report, synthesizing performance data into clear, actionable insights for senior leadership and cross-functional partners. - Establish and evaluate metrics and performance benchmarks across paid and organic programs, translating data into strategic recommendations that improve efficiency and effectiveness. - Pull and analyze performance data across platforms, including LinkedI analytics, the employee engagement platform, media agency reporting, and Flashtalking, connecting insights across sources to tell a cohesive performance story. - Monitor and report on social listening activity, identifying trends, risks, and opportunities to inform content and messaging strategy. - Continuously identify best practices and new approaches to improve program performance, bringing a test-and-learn mindset to both advertising and social execution.