Marketing Lead - Loyalty Engagement and Rewards

Profile

Description

The Loyalty Engagement Marketing Lead - Wellness identifies how Wellness will develop and influence the application of member-centric loyalty strategies to accelerate business goal achievement. The Loyalty Engagement Marketing Lead works on problems of diverse scope and complexity ranging from moderate to substantial.

Responsibilities

The Loyalty Engagement Marketing Lead plans and recommends strategies to increase member and client loyalty and engagement. Provides thought and change partnership to lead line of business and cohort transformations, and loyalty/engagement improvement that puts the needs of the member at the center of all business functions, coordinated and pervasive throughout the enterprise. Develops and leverages data-driven insights based on member, client and industry quantitative analysis, behaviors and trends. Finds the intersection points between the members/clients and the plans, in order to optimize and maximize efforts that generate value for both the member/client and Humana. Advises executives to develop functional strategies (often segment specific) on matters of significance. Exercises independent judgment and decision making on complex issues regarding job duties and related tasks, and works under minimal supervision, Uses independent judgment requiring analysis of variable factors and determining the best course of action.

Specifically the Wellness Loyalty Engagement Marketing Lead will lead the delivery of the Loyalty Strategy within the Wellness Organization to attract and retain customers for Humana. Be a key architect in the evolution to become an industry leading loyalty program, which influences behavior change and improves member health outcomes. Act as champion to embed a loyalty-centric mind-set and a shared understanding of loyalty drivers along with a discipline of ongoing measurement. Create, develop and implement innovative and 'best in class' loyalty benefits, programs, initiatives and partnerships for the Wellness Organization

Additional Job Description

In collaboration with the Leader, Product & Marketing Teams conceptualize, strategize, develop and test new loyalty promotions, benefits and partnerships to deliver loyalty vision and roadmap.

Develop new program features, promos, pilots, enhancements and initiatives to deliver against loyalty KPI's and lead the successful roll out across all customer touch points

Define and evolve 'best-measurement' loyalty KPIs in partnership with analytic team.

Manage the loyalty roadmap, projects and learning agenda

Ensure reward program features/status/incentives are set up to support or grow loyalty - including financial and non-financial rewards.

Lead member/employer advocacy strategy including launch of new pilot, optimization and rollout.

Laser focus on increasing customer advocacy, retention, purchase frequency, and lifetime value and improving overall customer perception and satisfaction with Go365

Develop and maintain reporting and analysis to measure loyalty/program/initiative performance, and inform plans and initiatives, including ongoing scorecard(s) with KPI tracking.

Lead ongoing consumer loyalty insights, such as NPSr, quantitative/qualitative research, sentiment analysis, to distill actionable insights, measure progress and socialize within Humana.

Track competitive data, research industry best practices and emerging opportunities, to identify new loyalty program opportunities and maintain competitive insights shop.

Manage ongoing core loyalty and reward program features, including interfacing with the product and operations teams, technology, data science, customer service.

Partner with Leader, Data, Actuarial and internal partners to define the value of rewards and active program participation on loyalty and retention.

Support community and thought leadership strategies to build trust with Wellness and Humana brand

Manage cross-functional projects and marketing to implement loyalty initiatives

Internal partner business collaboration (Medicare, Medicaid, Commercial, Military, Stars)

Wellness integration & collaboration (Marketing, Product, Employer, Sales, CX)

Required Qualifications

Bachelor's Degree preferably in marketing, business or related field

8 years of experience including responsibility for the creation, development, implementation, and execution of loyalty, retention or other marketing strategies and programs. Experience leading cross-functional and extended vendor teams.

Requires a solid understanding of applicable metrics for measuring and managing customer loyalty and retention.

Prior experience leveraging customer insights to define strategies and target outcomes, including research, journey mapping, consumer preferences/behavior, competitive/industry trends.

Proven track record of working cross-functionally; illustrating the ability to lead projects, appropriately exert influence, build consensus/alignment across teams and achieve measurable results without direct authority.

Experience with multi-channel communications, marketing and/or customer experience design

An innovative thinker capable of operating in both a strategic, as well as a hands-on capacity.

Demonstrated ability of managing and prioritizing a diverse set of, occasionally competing, priorities and articulating a clear roadmap

Strong organizational, time management, multi-tasking, presentation, communication, analytical, budgeting, project management and planning skills are necessary.

Possess excellent communication, negotiation and diplomacy skill, and strong informal influencing skills.

Requires the ability to create, communicate and implement new processes.

Must be passionate about contributing to an organization focused on continuously improving consumer experiences

WAH requirements: Must have the ability to provide a high speed DSL or cable modem for a home office (Satellite and Wireless Internet service is NOT allowed for this role). A minimum standard speed for optimal performance of 10x1 (10mbs download x 1mbs upload) is required.

Preferred Qualifications

Work experience in a health care and / or Insurance setting

Understanding of complex or regulated consumer industries a plus

Scheduled Weekly Hours

40

Company info

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