Director Customer Content Strategy

JOB SUMMARY

This role is responsible for shaping, integrating, and optimizing our company’s content efforts for external customer audiences (employers, brokers, members, prospects, and patients) to tightly align with Highmark Health’s mission and vision, centered on delivering remarkable health experiences, freeing people to be their best in a world where everyone embraces health. Responsible for linking content strategies to brand strategies and audience groups most important health care needs to optimize the content’s impact on growing brand awareness and consideration as well as acquisition, engagement, and overall business growth.  

ESSENTIAL RESPONSIBILITIES

• Perform management responsibilities to include, but are not limited to: involved in hiring and termination decisions, coaching and development, rewards and recognition, performance management and staff productivity.  Plan, organize, staff, direct and control the day-to-day operations of the department; develop and implement policies and programs as necessary; may have budgetary responsibility and authority.

• Partner with executive leadership and other marketing and communications teams to develop effective content strategies driven by the mission, vision, and brands, including communications and messaging frameworks and approaches, organization-wide content, and messaging which connects existing content to broader content strategies. Develop a connected and integrated content strategy aligned with business goals, audience needs, and brand positioning. 

• Define key themes, messaging pillars, and content formats across channels. Set content strategy KPIs.

• Understand audiences through segmentation data, mindset data, and/or personas to inform content strategy and deliverables. Assess and build customer journeys, using qualitative and quantitative data insights to inform strategies.

• Collaboratively develop and activate channel strategies and frameworks for content that drive consistent storytelling and support business goals. Develop tools to manage content and promote quality and consistency.

• Utilize change management processes to aid in adoption of new content vision and channel approaches. Partner with campaign content teams to ensure alignment with the organization's content strategy.

• Other duties as assigned or requested.

EXPERIENCE

Required

• 10 years' experience in a marketing, communications, or experience function using strategic content

• 7 years' experience with Management or leadership role

• 7 years' experience with role using business process redesign to improve strategic alignment and/or efficiency

Preferred

• None

SKILLS

• Strong strategic accumen

• Demonstrates exceptional written and verbal communication skills

• Extensive knowledge of strategic communications, engagement, and planning skills

• Analytical and problem solving skills, particularly with redesigning processes to increase speed to market and quality

• Comfortable with ambiguity and developing new strategic approaches

• Exceptional conflict resolution and negotiation skills

• An understanding of effective change management methodologies 

• Successfully partners in a heavily matrixed environment

• A proactive self-starter with the ability to work under pressure in a fast-paced environment independently or with a team 

EDUCATION

Required

• Bachelor’s degree in Business Administration or Communications or relevant experience and/or education as determined by the company in lieu of bachelor's degree.   

Preferred

• Master's degree in Business Administration or Communications

LICENSES or CERTIFICATIONS

Required

• None

Preferred

• None

Language (Other than English):

• None

Travel Required:

• Less than 25%

PHYSICAL, MENTAL DEMANDS and WORKING CONDITIONS

Position Type

• Office-Based or Remote Position

Disclaimer: The job description has been designed to indicate the general nature and essential duties and responsibilities of work performed by employees within this job title. It may not contain a comprehensive inventory of all duties, responsibilities, and qualifications required of employees to do this job.
Compliance Requirement: This job adheres to the ethical and legal standards and behavioral expectations as set forth in the code of business conduct and company policies.
As a component of job responsibilities, employees may have access to covered information, cardholder data, or other confidential customer information that must be protected at all times.  In connection with this, all employees must comply with both the Health Insurance Portability Accountability Act of 1996 (HIPAA) as described in the Notice of Privacy Practices and Privacy Policies and Procedures as well as all data security guidelines established within the Company’s Handbook of Privacy Policies and Practices and Information Security Policy. 
Furthermore, it is every employee’s responsibility to comply with the company’s Code of Business Conduct. This includes but is not limited to adherence to applicable federal and state laws, rules, and regulations as well as company policies and training requirements.

Pay Range Minimum:

Pay Range Maximum:

Base pay is determined by a variety of factors including a candidate’s qualifications, experience, and expected contributions, as well as internal peer equity, market, and business considerations.  The displayed salary range does not reflect any geographic differential Highmark may apply for certain locations based upon comparative markets.

Highmark Health and its affiliates prohibit discrimination against qualified individuals based on their status as protected veterans or individuals with disabilities and prohibit discrimination against all individuals based on any category protected by applicable federal, state, or local law.

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