About the position
The Senior Manager, Aetna B2B Marketing Strategy, will partner with Aetna Commercial, Medicaid, and Group Retiree sales and business leaders to support developing and executing effective B2B marketing strategies. These strategies will be focused on driving awareness, consideration and demand amongst prospective Aetna clients, as well as engagement and adoption from existing clients. As Sr. Manager, you will act as a thought leader, a trusted advisor to drive strategic decisions about our marketing strategy and marketing mix across platforms, local presence, and activation teams. You must be an innovator and a change agent with a passion for B2B client-centric, needs-based marketing. You will be responsible for the creation, development and delivery of data-driven marketing programs and campaigns that will convert prospects to clients and convert clients to brand loyalists. You will be responsible for marketing product specific portfolios - understanding the product value propositions, target audience, and how, when and where to bring product messages to market within client-centric marketing strategies and programs. The Senior Manager will partner with the marketing leadership team to help define Aetna's differentiation and promote our solutions to relevant B2B and B2G decision makers and influencers. The Senior Manager will leverage competitive benchmarking, market research, and sales insights to identify and prioritize marketplace needs and opportunities. The Senior Manager will support the Lead Director, Marketing and partner with business leaders to translate these needs and opportunities into winning marketing strategies that showcase Aetna's value proposition and competitive differentiation. This Senior Manager will collaborate cross-functionally with internal and external partners to bring our B2B strategies to life through impactful marketing content, assets and programs that drive growth through each phase of the buying journey and customer lifecycle. The Senior Manager will report to the Lead Director, Aetna B2B Marketing.
Responsibilities
- Execute analyses of internal and external data, including marketplace insights and competitive analysis, to identify trends, patterns, and opportunities for product differentiation and marketing.
- Support the creation of marketing strategy, including building positioning and reasons to believe.
- Partner with cross-functional teams to develop go-to-market approach to drive demand across B2B and B2G audiences and enable sales success.
- Partner with product, sales and segment teams to compile relevant sales and product feedback to inform marketing strategy.
- Partner with broader marketing teams to leverage and optimize digital capabilities, tools and platforms to support execution and deployment of marketing strategies.
- Develop differentiated and impactful content to promote Aetna's products and programs, tailored to key external audiences.
- Lead the development of creative briefs, marketing campaign collateral/assets and related analytics.
- Prepare for and lead cross-functional meetings, including kick-offs, check-in's, etc.
- Ensure messaging strategies and narratives are consistently woven throughout all communication.
- Stay up to date with industry trends and best practices in marketing and contribute innovative ideas to enhance marketing efforts.
Requirements
- 7+ years of experience in marketing, brand management, consulting or a related field.
- Experience in B2B in marketing strategy and execution.
- Strong strategic, critical thinking, and conceptual abilities; ability to contribute to strategic planning discussions.
- Excellent written and verbal communication skills, including sharing ideas and information across diverse audiences and creating compelling presentations.
- Adept execution and delivery (planning, delivering, and supporting) skills.
- Attention to detail and ability to juggle multiple priorities at the same time.
- Ability to influence others, work effectively in a matrix environment, and interact with all levels of the organization.
- Ability to meet deadlines and maintain confidentiality. Strong performance accountability orientation, both in terms of following through on commitments and deadlines.
Nice-to-haves
- 5+ years of commercial health insurance/healthcare industry marketing.
- Healthcare benefits industry experience, particularly in the group employer space.
- Experience in the digital health and technology.
- Proven track record of helping to develop and execute successful marketing strategies and campaigns.
- Experience with brand and product marketing in the healthcare industry.
- Knowledge of market research and consumer/customer insights.
- Understanding of commercial target customers, including brokers, consultants, plan sponsors, providers, and members.
- Experience collaborating and partnering with internal and external stakeholders, such as sales, product team and agencies.
Benefits
- Affordable medical plan options, a 401(k) plan (including matching company contributions), and an employee stock purchase plan.
- No-cost programs for all colleagues including wellness screenings, tobacco cessation and weight management programs, confidential counseling and financial coaching.
- Benefit solutions that address the different needs and preferences of our colleagues including paid time off, flexible work schedules, family leave, dependent care resources, colleague assistance programs, tuition assistance, retiree medical access and many other benefits depending on eligibility.
