Leads the development and execution of marketing assets and programs that enable BCBS Plans to effectively position and promote national initiatives. Oversees integrated, multi-channel content and campaign delivery, aligning strategies to complex business priorities while partnering closely with Plans and key stakeholders. Serves as a center of excellence and trusted advisor, delivering scalable tools, guidance, and best practices—including AI-enabled approaches—that drive alignment, consistency, and enterprise-wide impact across BCBS Plans nationally and locally.
Responsibilities include but are not limited to:
- Leads and facilitates marketing Plan Collaboratives (e.g. the B2B Marketing Collaborative), setting annual priorities, tracking deliverables, and advising local Plans on marketing strategies and campaign needs for their service areas.
- Serves as a center of excellence and trusted advisor to BCBS Plan marketing leaders and internal stakeholders, building scalable frameworks, tools, and best practices that drive enterprise alignment and consistency across the system.
- Develops and implements marketing strategies, plans, and tactics for BCBSA national programs, translating business priorities and audience insights into actionable recommendations aligned with enterprise objectives.
- Oversees content development and creative direction for marketing deliverables including presentations, collateral, and digital content; develops messaging frameworks, value propositions, and brand guardrails that balance consistency with flexibility.
- Manages third-party agency and in-house resources in support of marketing campaigns, ensuring seamless planning, execution, reporting, and optimization.
- Identifies and integrates AI-enabled approaches and emerging technologies into marketing practices; develops playbooks and tools that enable scalable execution across internal teams and local Plans.
The posting range for this position is:
113,572.92 - 153,590.12Required Education, Certifications and Experience:
Education
- Required BS Marketing, Communications, New Media or related field; or equivalent work experience
Experience
- Required 7+ Years marketing/communications planning and implementation, preferably in health care
Knowledge Skills and Abilities
- Advanced promotional writing skills
- Proficiency with Microsoft Office
- Advanced oral and written communications skills with knowledge of grammar and composition principles to create effective writing for diverse audiences
- Advanced analytical and problem-solving skills
- Advanced ability to develop and execute results-driven communications
- Familiarity with AI-enabled marketing tools and emerging technologies that enhance audience targeting, content development, and campaign effectiveness
Extra Posting Information:
- A minimum of 7 years marketing/communications planning and implementation, preferably in health care. Experience writing for a variety of communication vehicles including websites, multimedia, print and online collateral, and market-facing collateral.
- Previous experience in content marketing. Relevant industry experience, including experience in marketing/sales support at health care/insurance company, consultancy/brokerage, or similar experience in a related industry (e.g., financial services).Experience identifying and integrating secondary research to drive marketing communications strategy development.
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The posted salary range is the lowest to highest salary we, in good faith, believe we would pay for this role at the time of this posting. We may ultimately pay more or less than the hiring range and this hiring range may also be modified in the future. A candidate’s position within the hiring range may be based on several factors including, but not limited to, specific competencies, relevant education, qualifications, certifications, relevant experience, skills, seniority, performance, shift, travel requirements, and business or organizational needs. This job is also eligible for annual bonus incentive pay.
We offer a comprehensive package of benefits including paid time off, 11 holidays, medical/dental/vision insurance, generous 401(k) matching, lifestyle spending account and many other benefits to eligible employees.
Note: No amount of pay is considered to be wages or compensation until such amount is earned, vested, and determinable. The amount and availability of any bonus, commission, or any other form of compensation that are allocable to a particular employee remains in the Company's sole discretion unless and until paid and may be modified at the Company’s sole discretion, consistent with the law.
Skills Required
- BS in Marketing, Communications, New Media, or related field, or equivalent work experience
- 7+ years marketing/communications planning and implementation
- Experience preferably in health care
- Advanced promotional writing skills
- Proficiency with Microsoft Office
- Advanced oral and written communications skills, including grammar and composition
- Advanced analytical and problem-solving skills
- Ability to develop and execute results-driven communications
- Familiarity with AI-enabled marketing tools and emerging technologies
- Experience writing for websites, multimedia, print and online collateral
- Previous experience in content marketing and integrating secondary research to inform strategy
- Relevant industry experience (marketing/sales support at health care/insurance, consultancy/brokerage, or similar)
What We Do
Blue Cross Blue Shield Association is a national federation of 34 independent, community-based and locally operated Blue Cross and Blue Shield companies that collectively provide health care coverage for one in three Americans. BCBSA provides health care insights through The Health of America Report series and the national BCBS Health Index.
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