What are the responsibilities and job description for the Broadcast & Digital Marketing Strategist position at Physicians Mutual?
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