Your Role
The Commercial Member Acquisition marketing team is looking for a dynamic marketing professional to join us as the Principal, Cross-line-of business Acquisition Strategist! The team are passionate marketers at heart – driven to create the most compelling member experience so that Blue Shield is the health plan carrier of choice during open enrollment. In this role, you will work on a variety of project-based assignments that will enhance the member experience to achieve membership growth. This includes managing campaign tactics, assisting with new product launches, supporting the development and implementation of open enrollment digital tools, tracking campaign metrics, and working cross-functionally to gather information on new Blue Shield products and services. The position will work closely with our Member Acquisition Marketing team, Digital Strategist, Account Management and Sales teams, and various cross-functional leaders and business partners across the organization, as well as external vendors.
This position will report to the Senior Manager, Member Acquisition.
Your Work
In this role, you will:
- Lead the marketing strategy and execution of templatized communications to support Commercial Group member acquisition for Blue Shield’s largest employer groups– Lead the strategy andexecution to improve oursuite of acquisition collateral and campaigns that can easily be customized for each employer group, including, but not limited to, print materials, website content, mailers, emails, digital media, and videos
- Understand the importance of developing communications through the eyes of the customer – developing holistic experiences and meaningful touchpoints while incorporating a test-and-learn methodology.Write creative brief, messaging, and content, andexecute a variety of marketing campaigns and programs to meet business and membership growth goals, on time and on budget
- Craft messaging, content, and selling points for Commercial group health plans, including new product launches– Ensure messaging is consistent across all channels and maintain and refresh internal content library that aligns with Blue Shield brand guidelines and tone
- Develop concise and compelling B2C headlines and messaging that will grab the attention of and engage prospects and members
- Enhance the open enrollment experience with digital tools– Work with digital strategists to enhance the open enrollment digital experience through thedevelopment of messaging and content to support and increase usage of our digital tools (Find a doctor chatbot, customizable videos) thathelp prospective members understand their health plan offerings
- Lead cross-functional teams and partner withinternal and external audiences –Collaborate with cross-functional teams that include senior leadership, product marketing, legal counsel, sales, account management, agencies/vendors, and digital, creative and analytics teams to deliver best in class communications
- Represent Senior Manager and Commercial line of business on cross-functional work groups for new product and program rollouts.
- Optimize communications and campaigns through market research and recommend and share key performance indicators (KPIs)– Use data to show the success and effectiveness of email campaigns and reportcampaign progress against goals and relevant marketing metrics to management
- Lead market research efforts, including consumer focus groups, to gather quantitative and qualitative feedback from internal stakeholders and prospective members to help inform messaging, content, and campaign development
Your Knowledge and Experience
- Requires bachelor’s degree in a related field such as marketing or business and/or equivalent combination of education and experience. A master's degree in business (MBA) is highly desirable
- Requires at least 10 years of relevant experience in marketing
- Requires excellent project management and organizational skills
- Requires excellent presentation, written and verbal communications – experienced in messaging and content development
- Required strong analytical and quantitative skills, ability to think strategically
- Personal leadership and problem-solving expertise; ability to develop win-win solutions and influence senior management, stakeholders, and decision makers; ability to collaborate and build strong partnerships with teams across the organization strongly desired
- Expert knowledge of health insurance and plans and their financial drivers as well as legal, brand and regulatory compliance requirements strongly desired
- Clear understanding of marketing fundamentals – objectives, strategies, tactics, and creative development process strongly desired
Pay Range:
The pay range for this role is: $ 136400.00 to $ 204600.00 for California.
Note:
Please note that this range represents the pay range for this and many other positions at Blue Shield that fall into this pay grade. Blue Shield salaries are based on a variety of factors, including the candidate's experience, location (California, Bay area, or outside California), and current employee salaries for similar roles.