FBS - Lead Strategy Manager

Farmers Insurance is one of the United States’ largest insurers, providing a wide range of insurance and financial services products with gross written premiums well over US$25 Billion (P&C). They proudly serve more than 10 million U.S. households with more than 19 million individual policies across all 50 states through the efforts of over 48,000 exclusive and independent agents and nearly 18,500 employees. Finally, Farmers Insurance is part of one the largest Insurance Groups in the world.

About the Role

The ideal candidate is a data-driven operations professional with hands-on experience in the digital lead ecosystem and a strong understanding of agency growth.

This role is responsible for analyzing lead and agency performance, coordinating with external vendors and agents, identifying growth opportunities, and using data-driven insights to support business decisions. The ideal candidate understands the lead landscape, including data leads, calls, and clicks, and has experience working on either the buy-side or sell-side of the lead ecosystem.

Candidates may come from insurance carriers, brokerages, lead-generation companies, marketplaces, or other lead-driven industries such as P&C, Life, Health, Mortgage, and Financial Services. Experience in programmatic media buying, digital advertising, or related AdTech environments is also relevant.

What You'll Do

- Analyze agency and lead performance to identify trends, opportunities, and performance gaps.

- Use data and performance insights to support agency growth and business decisions.

- Monitor lead volume, quality, conversion, cost, and other relevant performance metrics.

- Work directly with agents and agency teams to understand challenges, identify opportunities, and improve lead performance and agent experience.

- Coordinate with external vendors to monitor lead performance, resolve issues, and identify opportunities for optimization.

- Partner with Marketing, Regional Staff, District and Regional Managers, and leadership to align on agency growth priorities and initiatives.

- Coordinate projects involving agencies, vendors, and internal stakeholders.

- Evaluate lead-source and vendor performance and provide recommendations for optimization.

- Support lead routing and distribution strategies to improve lead allocation and agency performance.

- Prepare and communicate reports, analysis, and recommendations to stakeholders.

- Identify opportunities to improve productivity, lead conversion, and overall marketplace performance.

- Translate data and analysis into clear, actionable business recommendations.

- Support continuous improvement initiatives focused on agency growth and marketplace effectiveness.

Requirements

- Bachelor's degree required.

- Fluent English required.

- Hands-on experience with lead generation, lead buying, lead selling, lead routing, lead distribution, or lead marketplace operations.

- Experience working on either the buy-side or sell-side of the lead ecosystem.

- Experience with data leads, call leads, click leads, or similar lead products.

- Strong data analysis skills and the ability to use data to make business decisions.

- Experience coordinating projects and working with external vendors.

- Experience working directly with agents, agencies, or regional teams.

- Strong communication and stakeholder management skills.

- Ability to identify performance gaps and translate data into actionable recommendations.

Preferred Qualifications

- Experience in P&C, Life, Health, Mortgage, Financial Services, or another lead-driven industry.

- Experience with programmatic media buying, digital advertising, DSPs, or AdTech.

- Experience with lead marketplace or performance marketing platforms.

- Experience with vendor performance management and optimization.

- Insurance industry experience is a plus.

Benefits

- Comprehensive benefits package

- Career development and training opportunities

- Flexible work arrangements

- Dyna