About the position
enGen, a fully owned subsidiary of Highmark Health and a leading provider of administrative and clinical technologies to health plans and health systems, is seeking an experienced full stack B to B marketer to help drive its growth efforts. This role is responsible for supporting the growth of enGen clients, products/services, and revenue through positioning enGen as an industry leader and thought leader in the health care technology category, building brand awareness and consideration for the brand, and generating demand through effective B to B lead generation marketing. The individual in this role will partner closely with the enGen strategy leader and their team to develop a deep understanding of the business and product suite to inform marketing strategy development, including brand and product positioning, value propositions and proof points, target audience strategies, and key messaging themes. Marketing strategies to include efforts for brand building and product marketing efforts to drive awareness and consideration (including thought leadership), influencer marketing to gain traction with research and consulting firms, industry events, and lead generation. Works collaboratively with teams in Highmark’s in-house agency, as well as teams from brand, line-of-business marketing, engagement and retention marketing, media, digital product, and corporate communications in marketing planning and execution.
Responsibilities
- Serves as key member of the enGen Strategy team (Reports to Director of B to B Marketing with dotted line to EnGen VP of Strategy)
- Demonstrates an intimate understanding of the organization’s strategic direction, operations, products, needs of prospects, customers, and stakeholders, and goals
- Partners effectively with enGen leadership and other marketing and communications shared services teams (e.g., in house agency, media strategy, digital, marketing ops) to develop effective marketing strategies, plans, and campaigns, driven by brand and acquisition goals
- Sets priorities with marketing strategies and plans and executes accordingly
- Partners with strategy team to develop a strong and differentiated enGen brand positioning, value propositions, and value proof points
- Defines key content themes, messaging pillars, and content formats across channels, including sales, web, digital/social marketing, email, and events; collaborates with Communications teams and other content developers to ensure consistency
- Develops and executes effective thought leadership strategies and partners with Highmark Corporate Communications to ensure effective media outreach
- Develops influencer marketing strategies to include ratings and tech research companies (e.g., KLAS, Gartner), third party awards organizations, and major consultants
- Develops scalable event activation approaches and toolkits
- Sets up test and learn marketing approaches and measures campaign effectiveness to drive higher performance
- Plans for and effectively uses qualitative, quantitative, Voice of the Customer, and data insights to inform strategies
- Uses segmentation data and/or personas to inform content strategy and/or content deliverables
- Analyzes customer journeys to align content with each stage
- Stays updated on industry trends, competitive strategies, and emerging platforms
- Uses a strong marketing process discipline to include marketing strategies, strategic briefs, editorial calendars, and organizational approaches to ensure strong execution
- Other duties as assigned or requested.
Requirements
- Bachelor's degree required
- 7 years of relevant experience preferred
- Agency with account management or a functional discipline (e.g., direct marketing or digital) preferred
- Brand or product management in retail, consumer packaged goods or services sector preferred
- Health care – insurance or provider preferred
- Proven success in launching new products or product life cycle management preferred
- Understanding of consultative selling preferred
- Professional experience using technology, tools, and AI in a Marketing function preferred
Nice-to-haves
- MBA or other Master’s degree in related discipline preferred
Benefits
- 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.
- Highmark Health and its affiliates prohibit discrimination against qualified individuals based on their status as protected veterans or individuals with disabilities.
