Spain Head of Marketing

About Us
The world around us is changing rapidly and so is the insurance industry. Now's the right time to make a bold move and shape the future of insurance – this is Allianz Direct As a pan-European online insurer of the Allianz Group, launched in 2019, Allianz Direct is on its mission to become the most customer-oriented and efficient insurer on the market. Allianz Direct is truly changing the face of insurance, in customer experience, and in technology, processes, people and culture.

An international team of business experts and engineers who live and breathe an agile way of working, are seeking to improve and change the way you do insurance. Driven by customer obsession and love for data, Allianz Direct strives for delivering an exceptional experience with a personal touch.

So, what makes Allianz Direct so unique? We believe in the power of simplicity and convenience and by doing so we have managed to set new standards when it comes to online insurance. We are a fast-growing technology company with an insurance license, and by fast, we really mean it.

Job Purpose/Role
The Local Head of Marketing will be responsible for leading the company's marketing and growth strategy in Spain, driving profitable customer acquisition, brand positioning, and business generation in a highly competitive and digital environment. This role will play a key part in business expansion, the evolution of the data-driven marketing model, and coordination with the group's global units. In addition, the position will manage a team of five people, each responsible for one of the core areas: Brand & Communications, Performance, CRO, CRM, and Aggregators.

*Key Responsibilities*
Strategy & Leadership

• Define and execute the comprehensive marketing strategy for Spain, aligned with business objectives and the group's global guidelines.
• Lead and develop the marketing team (performance, CRM, brand, content, CRO, aggregators, retention, partners).
• Manage the annual marketing budget and ensure efficient allocation to maximize ROI.
• Lead 360º campaigns across offline media (TV, radio, print, OOH, etc.) and online channels.

Business Generation & Growth

• Drive business growth through digital acquisition strategies, including SEM, SEO, paid social, display, affiliation, comparison sites, and partnerships.
• Lead the CRO (Conversion Rate Optimization) strategy to maximize the efficiency of the conversion funnel.
• Design and implement growth marketing initiatives, A/B testing, and continuous experimentation.
• Analyze performance across all channels and identify opportunities to scale and optimize.

Branding, Communications & Content

• Manage brand positioning and tone of voice in the Spanish market.
• Develop integrated communication campaigns to strengthen the brand's reputation and awareness.
• Ensure brand consistency across all digital touchpoints.
• Lead content consistency across owned channels (website, social media, blog) and external media.

Data, Analytics, CRM & Portfolio Management

• Develop a data-driven marketing model supported by advanced metrics.
• Oversee CRM, automation, and personalization strategies aimed at improving conversion, retention, and customer lifetime value.
• Define and execute the end-to-end portfolio management strategy, with a focus on customer retention and churn reduction.
• Work closely with BI and actuarial teams to anticipate customer behavior and optimize performance.

Stakeholder Management

• Coordinate with the multinational group's global and regional marketing teams.
• Collaborate with product, sales, pricing, operations, and technology teams to ensure a strong value proposition.
• Manage relationships with external agencies, technology providers, and strategic partners.

Qualifications/Key Skills
Education

• University degree in Marketing, Business Administration, Communications, Advertising, Engineering, or a related field.
• A master's degree in digital marketing, analytics, or business management is a plus.

Experience

• 15+ years of experience in marketing, with at least 4 years in leadership roles.
• Proven experience in digital environments, preferably in insurance, fintech, e-commerce, mobility, subscription-based businesses, or similar sectors.
• Strong experience in digital acquisition and managing significant budgets.
• Experience working in multinational or matrix organizations.
• Experience in the insurance or banking sector.

Key Competencies

• Strong business orientation and analytical mindset.
• Data-driven approach.
• Leadership, communication, and the ability to manage multidisciplinary teams.
• Ability to work in agile and fast-changing environments.
• Results-oriented and data-based decision-making.
• Proactive, creative, and highly execution-focused.
• Advanced level of English (required); German is a plus.

87210 | Marketing & Design | Management | | Allianz Direct | Full-Time | Permanent

Allianz Group is one of the most trusted insurance and asset management companies in the world. Caring for our employees, their ambitions, dreams and challenges, is what makes us a unique employer. Together we can build an environment where everyone feels empowered and has the confidence to explore, to grow and to shape a better future for our customers and the world around us.

We at Allianz believe in an inclusive workforce and are proud to be an equal opportunity employer. We encourage you to bring your whole self to work, no matter where you are from, what you look like, who you love or what you believe in. We therefore welcome applications regardless of ethnicity or cultural background, age, gender, nationality, religion, disability or sexual orientation.

Great to have you on board. Let's care for tomorrow.