About the position
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.
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.
- Ensure brand alignment to increase brand awareness and equity.
- Ensure necessary approvals and adheres to current processes and corporate, federal and state guidelines.
- Work 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.
- Guide marketing team members in the development of marketing briefs and customer insights from primary and secondary data.
- Budget management, tracking and reporting for campaigns and/or tactics.
- Other duties as assigned.
Requirements
- Bachelor's Degree – Marketing, Business or related field.
- 8 years' experience coordinating the end to end delivery of marketing strategy programs.
- 3-5 years' 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.
Nice-to-haves
- Master's Degree – Marketing, Business or related field.
- Experience in the marketing of health or other insurance products.
- Previous experience providing coaching or guidance to coworkers on marketing practices.
- Professional experience using technology, tools, and AI in a Marketing function.
Benefits
- Base pay range: $78,900.00 - $147,500.00.
- Comprehensive health insurance.
- Retirement plans.
- Paid time off and holidays.
- Professional development opportunities.
