Product Marketing Strategy Lead

Profile

Description

Responsibilities

The Product Marketing Strategy Lead develops and enables the go-to-market approach for a significant product, product category or plan benefit. The Product Marketing Strategy Lead works on problems of diverse scope and complexity ranging from moderate to substantial. This leader will be a part of the Retail Marketing team, reporting to the Director of Product Marketing Strategy.

About Humana Retail Marketing

The team is responsible for marketing a range of health care plans including individual and group Medicare, Medicare Supplement and Medicaid to support the Retail business, which generates $50Bn in annual revenue. The Retail Marketing team's focus is on the end-to-end marketing strategy for consumers and agents, working closely with Humana's Retail business segment and other teams to ensure that acquisition, member onboarding, education and retention are closely integrated in a comprehensive marketing approach.

In this role you will:

Lead the development of marketing strategies that support the Retail business segment overall objectives with a clear focus on product and benefits marketing

Analyze product strategy, product portfolio, prioritize audience targets and product strategies to identify new needs and provide solutions

Serve as a central point of intake for product management partners and work across the Retail Marketing team to execute key initiatives

Guide the creation and execution of go-to-market plans in partnership with marketing colleagues, key internal business partners, and other cross-functional teams

Drive the development of product marketing deliverables, including product and benefit playbooks (e.g., value proposition, positioning, messaging hierarchies, imagery, content) and audience and attitudinal/belief/motivation/needs-based segment targets

Deeply understand and evangelize prospect and member base insights- what attracts them to the brand / products, what engages them, what makes them stay, and what are their pain points

Master competitive understanding related to this space; understand emerging trends and macro environment

Partner across the Retail Marketing team to build and align on an integrated learning agenda for priority products/benefits and testing roadmap across acquisition and member marketing touchpoints

Establish and track key performance indicators and consistently report outcomes to key stakeholders

Ensure product and benefits articulation is simple, concise and consistent across the consumer-driven journey

Required Qualifications

Bachelor's Degree in Marketing, Communications or other fields

8 years of building and executing highly impactful product marketing strategies

Positive track record of driving customer acquisition and engagement with products, benefits, services, and/or experiences

Deep empathy for the customer and ability to translate complexities into simple, comprehensible communications

Persuasive story teller who has demonstrated the ability to communicate effectively with senior leaders; executive presence

Expert knowledge and use of marketing frameworks

Ability to identify actionable insights and translate them into winning marketing strategies and secure buy-in through excellent writer and verbal communication

Strategically oriented, resourceful, influential, critical thinker with strong problem solving skills

Highly collaborative mindset and excellent relationship-building skills, including the ability to engage many diverse stakeholders and SMEs, and win their co-ownership in outcomes

Outstanding project management skills and ability to multi-task with a strong bias for results

Must have accessibility to high speed DSL or cable modem for a home office (satellite internet service is NOT allowed for this role); and a minimum internet connection speed of 10M x 1M

Able to travel up to 20% of the time

Preferred Qualifications

MBA from top school

Experience in Healthcare, Financial Services, Professional Services or CPG

Consulting background a plus, but not required

Agile working model experience

Additional Information

Preferred Location: New York, Boston, Washington, D.C., Louisville or Chicago

Scheduled Weekly Hours

40

Company info

Humana Inc.
Website : http://www.humana.com