Digital Marketing, External Communications Manager

Role Overview

• Lead planning and execution of CNA’s digital marketing and external communications strategy, ensuring effective execution across enterprise and business unit initiatives.
• Manage CNA’s social media programs, including paid, organic, and employee advocacy programs, to drive engagement and brand awareness.
• Ensure consistent brand expression while enabling business-unit specific activation.
• Execute and optimize paid search and display advertising programs across paid, owned, and earned channels to maximize ROI and business impact.
• Manage resources, including agencies and vendors, to ensure consistent execution, scalability and cost effectiveness.
• Advise Marketing leadership on digital reputation, external communications strategy, and emerging issues, including providing recommendations during high-visibility campaigns or reputational events.
• Establish and enforce enterprise-level SEO and GEO (generative engine optimization) standards and governance, partnering with IT, integrated content and business teams on best practices for content, technical optimization, and linking strategies.
• Lead CNA’s paid search marketing efforts, including planning, execution, and optimization across platforms such as Google and Bing.
• Drive and continuously optimize CNA’s display advertising capabilities to support brand-building initiatives.
• Advise and execute on CNA’s media relations strategy to enhance brand reputation and visibility across key markets.
• Manage relationships with external PR agencies and media partners, ensuring consistent messaging and proactive engagement.
• Lead the execution of a comprehensive awards and recognition program to elevate CNA’s industry presence and thought leadership.
• Work alongside leadership and agency partners to identify relevant award opportunities and manage submission processes in collaboration with internal stakeholders.
• Develop and manage external written communications, ensuring brand voice consistency and compliance with regulatory standards.
• Collaborate with internal subject matter experts and leadership to craft compelling narratives that reinforce CNA’s market position.
• Set enterprise KPIs and measurement frameworks for digital marketing and communications, ensuring transparent reporting and accountability across teams and channels.

Requirements

• Bachelor’s degree in Marketing, Advertising, Journalism, Media/PR, Digital Marketing, or related field/discipline or equivalent experience
• Typically, a minimum of 7 years of experience in a digital marketing, external communications, journalism, or media/PR function, preferably in agency and/or corporate marketing settings
• P&C insurance experience required
• Skilled in developing high-quality written content for digital channels, press releases, and external communications that reflect organizational voice and tone
• Advanced level of understanding of search marketing best practices, digital campaign management, and search engine provided campaign management tools (Google Ads, etc.)
• Advanced understanding of social media best practices (paid, organic and employee advocacy), B2B applications, engagement metrics and campaign performance
• Experience using organic search diagnostic/monitoring tools (Google, Search Console, Webmaster Tools, SEMrush or similar)
• Hands on experience working with Marketo (or similar marketing automation tools), as well as an understanding of key automation features including scheduling, segmentation, cloning and success criteria
• Experience and working knowledge of analytics and tag-management tools (Google Analytics, Google Tag Manager, Looker and Power BI)
• Strong organizational skills including the ability to prioritize, coordinate and manage multiple projects and project teams.

Benefits

• Health insurance
• 401(k) matching
• Paid time off
• Professional development opportunities
• Flexible work arrangements