About the position
Humana is a $100+ Billion, Fortune 50, healthcare leader dedicated to improving the health and well-being of the most vulnerable populations in the United States—seniors and lower-income Americans. Humana is uniquely positioned to transform healthcare delivery by making high-quality care more affordable, accessible, and secure through innovative technology and data-driven solutions. Against that backdrop our marketing team is at a critical inflection point for the industry and for Humana. The Associate Vice President (AVP) of Acquisition Marketing will advance our approach to direct response marketing across our Insurance brands and product portfolio. This incumbent will combine proven business acumen, expertise and leadership in shaping a strategic approach to marketing for the business that is both visionary and adept at the details. The AVP will deeply understand the consumer decision journey for healthcare plan selection and key differentiators to develop breakthrough, compelling marketing that enables Humana to win in the marketplace. They will be directly responsible for the go-to-market strategy and execution across a broad suite of media channels, and accountable for generating significant leads to owned distribution channels efficiently. A priority focus will be how to differentiate Humana’s insurance offering in the highly competitive marketplace, optimizing key levers such as brand differentiators, audience segmentation, messaging, creative execution channel strategy and marketing investment. Importantly, they will lead their team in deploying consumer-first, behavior-based journeys to deliver the right message in the right place at the right time leveraging a large-scale budget. This position will reside within the Marketing Organization which is part of the broader Enterprise Growth team. They will extensively collaborate cross-functionally with the following marketing partners: Portfolio, Brand and Product Marketing, Media Effectiveness and Optimization, Consumer Insights and Analytics, Marketing Operations and Marketing Data and Technology. In addition, this role will partner very closely with multiple Enterprise Growth leadership teams such as Growth Strategy and Sales, and Insurance Segment business teams, as appropriate. This leader will be a highly collaborative, strategic and results-oriented marketing professional with exceptional leadership, team building, collaboration, and partnership management skills.
Responsibilities
- Define and execute the enterprise acquisition go-to-market strategy for the Insurance business segment portfolio of brands and products.
- Leverage customer segmentation and targeting to ensure that acquisition efforts are focused and tailored to the most profitable growth strategies.
- Support efforts to build awareness and consideration of enterprise brands in the marketplace, including the call-to-action messaging approach for demonstrating proof points of differentiation for enterprise brands that drive customer motivation to act.
- Partner closely with the Brand, Product and Portfolio Management team on the integrated strategy and planning for Medicare sales seasons (AEP, OEP, SEP).
- Develop customer-first journeys, meeting customers where they are with the right message, at the right place and the right time, to deliver value at every touchpoint.
- Own the direct marketing test and learn agenda to continuously optimize marketing effectiveness and efficiency across media channels.
- Work closely and directly with key stakeholders to understand business segment and customer dynamics, performance goals and objectives, and business priorities in order to help achieve them.
- Help define and promote a better understanding of how brand and product communications work together to drive net growth and loyal customers.
- Work with marketing partners and agencies to guarantee consistency, on-brand creative, and standard methodologies across all channels, campaigns, and markets.
- Demonstrate strong people management skills to motivate and empower high performing teams that will deliver on business and customer objectives.
Requirements
- A bachelor's degree required, master ’s degree in business is highly desirable.
- 10-15+ years or more of increasing responsible experience as an Acquisition marketing strategy lead for a large brand that understands the size and scope of Humana.
- Proven track record of leading sizable, diverse teams and budgets.
- Passion for deeply understanding and leveraging data driven insights to inform strategy and decision-making.
- Experience bringing marketing best practices as well as marketing innovation into their company/teams.
- Deep multichannel marketing experience with strong digital and social acumen.
- Aptitude for integrated messaging/creative strategy and delivering campaigns that breakthrough in a highly competitive marketplace.
- Hands-on experience with marketing automation platforms (e.g., Adobe Experience Platform, Adobe Journey Optimizer).
- Financial Services or Healthcare marketing experience not required, but a plus.
Benefits
- Medical, dental and vision benefits
- 401(k) retirement savings plan
- Paid time off, company and personal holidays
- Volunteer time off
- Paid parental and caregiver leave
- Short-term and long-term disability
- Life insurance
