Lead Marketing Strategist

JOB SUMMARY
This role develops and executes integrated performance marketing strategies specifically for the Medicare Advantage line of business. This position drives growth commensurate with business goals through lead generation, member acquisition, and retention across business-to-consumer audiences. The Lead Marketing Strategist constantly analyzes data and distills key insights to optimize strategies and campaign performance across paid search, social media, display, programmatic, email, and direct response channels. A customer-centric approach is crucial to develop marketing briefs, understand customer journeys, identify target audience segments, and develop performance forecasts for marketing activities. Experience with marketing test and learns, strong collaboration with cross-functional teams, and the ability to present marketing strategies and results to senior leadership are essential. Experience with Salesforce Marketing Cloud is highly preferred.

ESSENTIAL RESPONSIBILITIES
•    Develop integrated (360) marketing plans that advance brand, acquisition, retention, and engagement objectives for the business to business audiences, the business to consumer audiences, providers, products and services.
•    Constantly analyze data and distills key insights to determine the best way to build brand equity, to promote a product or service and to obtain, retain or engage the customer.  Responsible for identification and alignment of metrics relative to an integrated marketing and sales strategy, serve as customer targeting subject matter expert, and work on identification, alignment and integration of channel and geographic insights. Collaborates with Marketing Research team to lead primary research to gain deeper customer insights.
•    Develop forecasts for marketing activities, responses and leads. Develop business cases to support new marketing strategies, projects, budget requests and marketing plans.
•    Work with marketing departments and matrix partners to assure the execution of high quality marketing strategies within defined timeframe.  Lead communication of marketing plans and outcomes to key stakeholders and senior management. Ensures brand alignment to increase brand awareness and equity. Ensures necessary approvals and adheres to current processes and corporate, federal and state guidelines. Works with internal matrix partners and external vendors to develop and manage project budgets. 
•    Track and measure marketing project outcomes including marketing activities, response, leads, sales, retention and ROI/ROMI. Evaluate campaign outcomes, distills customer insights, competitive and environmental trends to refine current marketing strategies and to develop future marketing strategies.  Work with internal matrix partners and external vendors to develop and optimize budget resources to meet objectives and improve ROI/ROMI. 
•    Guide marketing team members in the development of marketing briefs and customer insights from primary and secondary data. This role works with marketing team members to help them develop forecasts and business cases. 
•    Budget management, tracking and reporting for campaigns and/or tactics.
•    Other duties as assigned.

REQUIRED EDUCATION
Bachelor's Degree – Marketing, Business or related field
Substitutions 
6 years’ experience

PREFERRED EDUCATION
Master's Degree – Marketing, Business or related field

EXPERIENCE
Minimum:
•    8 years' experience coordinating the end to end delivery of marketing strategy programs
•    3-5 year's experience managing cross functional teams and creative development
•    2-5 years' experience developing forecast and ROI analysis
•    2-5 years' experience in the development of marketing plan including tactical development and budget

Preferred:
•    Experience in the marketing of health or other insurance products is preferred
•    Previous experience providing coaching or guidance to coworkers on marketing practices

•    Professional experience using technology, tools, and AI in a Marketing function

KNOWLEDGE, SKILLS & ABILITIES
•    Demonstrated experience in creativity, marketing strategy work within program with complex deliverables
•    Provide oversite to cross functional team to stay on strategy and lead matrix team members
•    Demonstrated experience working across multiple organization to successful completion of project
•    Experience in effectively prioritizing and managing a large volume of projects to completion
•    Excellent business writing skills
•    High standard of professional conduct
•    Demonstrated ability to manage a budget 
•    Ability to present marketing program to internal and external stakeholders and executives

•   Proactive in learning and adapting to new marketing technologies, tools, and AI-powered marketing platforms

TRAVEL REQUIREMENT:

0% - 25%

Language Requirement (other than English)?

None

PHYSICAL, MENTAL DEMANDS AND WORKING CONDITIONS
(The physical, mental demands and working conditions described here are representative of those that must be met by an employee to successfully perform the essential function of their job. Reasonable accommodations will be made when necessary to enable individuals with disabilities to perform the essential duties of the position, to the extent that they do not cause undue hardship).

Position Type:

Office-Based

Office-Based Positions

An employee in this position works in an office environment.  The position frequently requires the employee to communicate effectively with others both inside and outside the workplace (e.g., in person, via telephone, via email).  The employee must be able to understand, interpret and analyze data, solve problems, concentrate, and research, use available technological resources and systems (e.g., computers and computer programs), multi-task, prioritize, and meet multiple deadlines to complete essential tasks.  The employee generally works in a fast-paced and frequently stressful environment, must attend work on a regular and reliable basis as well as adhere to all workplace policies, and may be called upon to work outside regular business hours.

Teaches/Trains others regularly

Frequently

Travels regularly from the office to various work sites or from site-to-site

Occasionally

Works primarily out-of-the office selling products/services (Sales employees)

Does Not Apply

Physical Work Site Required

Yes

Most On-The-Road Positions

An employee in this position may work in a home or company office environment but is also frequently driving to and from various locations to perform the work off-site.  The position frequently requires the employee to communicate effectively with others both inside and outside the workplace (e.g., in person, via telephone, via email).  The employee must be able to understand, interpret and analyze data, solve problems, concentrate, and research, use available technological resources and systems (e.g., computers and computer programs), multi-task, prioritize, and meet multiple deadlines to complete essential tasks.  The employee generally works in a fast-paced and frequently stressful environment, must attend work on a regular and reliable basis as well as adhere to all workplace policies, and may be called upon to work outside regular business hours.

Non-Office-Based Positions

An employee in this position is frequently required to move throughout the workplace, sit, stand and walk, use hands and fingers to hold objects, tools or controls, possess fine motor skills (e.g., to write and operate a computer or to steer transportation equipment), possess gross motor skills (e.g., to carry items), reach with hands and arms, climb stairs and ladders, balance, stoop, kneel crouch and crawl, communicate effectively, and talk and hear. Specific vision abilities required by the job include close vision, distance vision, color vision, peripheral vision, depth perception, and the ability to adjust focus.  The employee must be able to work in a busy environment where decisions often must be made quickly, must attend work on a regular and reliable basis, must adhere to all workplace policies, and may be called upon to work outside regular business hours.  This work occurs in a [example: warehouse, hospital or provider’s office or mailroom].

Lifting: up to 10 pounds

Does Not Apply

Lifting: 10 to 25 pounds

Does Not Apply

Lifting: 25 to 50 pounds

Does Not Apply

ADDITIONAL INFORMATION

Changes Approved By:

Jeff Cypher

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 position 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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