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Director, Seniors Marketing Job
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| Employer Name: |
SpiderID: 13140232 |
| Location: San Francisco, California |
Date Posted: 12/23/2022 |
| Wage: Negotiable |
Category: Insurance |
| Job Code: 17001ZC-2191 |
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Job Description:
 Looking for a chance to do meaningful work that touches millions? Come join the hardest working, nonprofit health plan in California and help us shape the future of health care. Blue Shield of California is focused on transforming health care by making it more accessible, affordable and customer-centric. Being a mission-driven organization means we do much more than serve our 3.5 million members: we were the first health plan in the nation to limit our annual net income to 2 percent of revenue and return the difference to our customers and the community, and since 2005 we have contributed more than million to the Blue Shield of California Foundation to improve community health and end domestic violence. We also believe that a healthier California begins with our employees, so we provide them with resources to develop and maintain a healthy lifestyle through our award-winning wellness program, Wellvolution.
We're hiring smart thinkers and doers who want to work for a leader and innovator in the challenging, ever-changing healthcare space. Come and help us make health care better for everyone.
Description:
The Director of Seniors Marketing will be responsible for the development and execution of all strategic and tactical integrated marketing plans for all product lines within the Seniors Market line of business. This individual will oversee all pipeline marketing efforts from lead generation and management through retention activities within Seniors Markets and throughout the BSC network. Essential to the success of this position will be partnering with the LOB General Manager and the sales organization in order to accomplish membership growth and OI targets.
The Director will be supported by and partner with Member Communications, xLOB Retention, Business Analysis, and Digital Marketing. Specific areas of oversight include media planning, agency coordination and partnering, campaign measurement and trend analysis, and cross-departmental governance to ensure our partners and internal customers are fully supported and goals are achieved.
The Seniors Marketing Director will lead, develop and inspire a team of high-performing marketers and analysts, as well as critical partner relationships (internal and external), to deliver the right current and prospective consumers with compelling and differentiated solutions while providing the tools necessary to beat the competition.
Responsibilities
• Develop and manage fully integrated marketing plans for Seniors market while partnering with the line of business owners to achieve agreed-upon objectives, strategies, goals and measures. Ensure analytical rigor is continuously applied to optimize the plans' implementation.
• Build best-in-class pipeline marketing, lead generation and management, and retention capabilities in support of Seniors Market LOB and Marketing.
• Leverage departmental analytics, communications, company retention tactics, and digital strategies to carry out effective campaigns. Manage multi-channel strategy and communications-website, email marketing, CRM and direct response promotions-including appropriate messaging and presentation of offers to maximize conversion and profitability.
• Understand the intimate details of Medicare and Medicaid and how to best leverage our strengths in order to differentiate Blue Shield from competitors in the marketplace through insightful and evidence-driven research
• Develop and engage in segmentation and positioning activities in order to support overall program strategy. Partner with leadership to monitor economic trends, evaluate and assess market and competitive opportunities.
• Working with Seniors Sales to collect customer insights and competitive intelligence and using them to inform business decisions and action-oriented recommendations that drive a bottom line impact, including effective tools and materials to help sales deliver results.
• Contribute to downstream goals of reducing paper usage and reducing customer calls/inquiries to our customer service representatives
• Oversee seniors channel marketing, utilizing a comprehensive marketing strategy to leverage brokers
• Develop and maintain effective relationships with both internal and external stakeholders across the organization. Fosters a positive climate to build effective teams that are committed to organizational goals and initiative
• Partner with brand team to effectively position the company in the Seniors consumer market. Potentially work with Marketing Insights to conduct primary and secondary research on consumer trends.
• Oversee regular prospect tracking studies as well as ad-hoc qualitative and quantitative consumer market research. Track effectiveness of go-to-market strategies.
• Responsible for vendor relations and quarterly budget allocations
• Expert on the numbers from demand drivers to enrollments, retention and revenues and profitability
• Participating on and/or leading large cross-functional and project teams developing and implementing new marketing strategies, processes and tools.
• Maintaining budget responsibility and oversight of Seniors Marketing budget
Qualifications:
• 4-year degree from an accredited university in public relations, communications, Business Administration, Marketing, or related major. Advance degree preferred.
• 10+ years of relevant professional experience in Consumer Marketing or related function, demonstrating progressive career growth and pattern of exceptional performance
• 5+ years of experience and working knowledge of health insurance products, services and their financial drivers
• Exceptional written, verbal, and presentation communications skills, with the ability to clearly communicate recommendations, vision, and complex subjects.
• Hires, develops, and retains diverse talent that makes a strong, positive impact on the organization. Holds accountability for the PR agency hiring, management and budgeting to support the buzz and content PR efforts.
• Creates a team environment that encourages accountability, high standards, and innovation.
• Sets clear organizational goals and expectations for direct reports using the performance review process and holds team accountable for performance.
• Continuously improves team and job structures and ensures clear leadership accountabilities are in place.
• Builds teams with the appropriate mix of talent and skills to drive innovation and performance. Identifies talents of direct reports, and assists with their growth and development plans
• A flexible, positive attitude with the ability to adapt to an ever-changing environment.
• The ability to prioritize, organize, and balance short and long-term goals with focus on the big picture.
• Experience with B2C lead generation a plus
• Experience leading and managing a team.
• A 360° understanding the communications landscape with expert knowledge of what works across channels, industries, and audiences
• Perform calmly and professionally under pressure. Must have crisis communications experience.
• Knowledge of marketing communications principles, practices and techniques including marketing analysis and research tools.
• Ability to independently develop and implement communications plans.
• Working knowledge of health insurance products, services and their financial drivers.
• Excellent interpersonal, negotiation and communication (verbal and written) skills.
• Ability to multitask with multiple deadlines and/or milestone requirements
Job Criteria:
Start Date:
Position Type: Full-Time Permanent
Years of Experience Required:
Education Required:
Overnight Travel:
Vacation Time:
Contact Information:
| Contact Name: Blue Shield of California |
Company Type: |
| Company: Blue Shield of California |
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