Associate Director Group Member Marketing

Profile

Description

The Associate Director, Group Member Marketing, will lead the marketing strategy and activation for prospective and enrolled Members in Humana's Employer Group, Specialty and Group Medicare products. The role will be part of a broader Group & Specialty Marketing and Communications team.

Responsibilities

The Associate Director will own the strategy for improving the enrollment and onboarding marketing experience for Group and Specialty members. A critical component of this responsibility will be leading the development and execution of annual marketing plans and associated marketing strategies for activities related to helping members understand, enroll in and use Humana's products. Specific marketing tactics overseen by this role may include those related to open enrollment presentations, direct mailing strategies, webinars and other line-of-business marketing activities. Key internal clients will include a breadth of partners within marketing and the Group businesses - including care marketing, B2B marketing, product marketing, sales and account management and digital teams.

Working with leaders and managers across multiple areas of the company, the Associate Director will conceptualize, design, and activate marketing strategies that enhance Humana's Group member experience to ensure prospective and enrolled members understand their plan prior to enrollment and have the tools they need to use their plans with confidence, ease and simplicity after enrollment.

The Associate Director will use an advanced understanding of marketing and member experience expertise to improve Humana's Group member marketing strategies. This role will own responsibility for liaising with external vendors and agencies (for example research agencies, brand agencies, media analytic partners) to ensure that the work meets the organization's strategy and business requirements, and is completed on time and on budget. Additional responsibilities include engaging internal partners related to marketing strategies that are critical to the member experience - including clinical programs, pharmacy, customer service, etc. - to help shape the go-to-market positioning of the overall Humana experience. Additionally, this role will be a thought partner to the broader Group & Specialty Marketing and Communications Team and broader marketing organization. Responsibilities will include advising marketing leaders and business partners in the development of go-to-market media strategies (often market specific) on matters of significance to drive awareness, engagement, reputation and growth on behalf of Humana's Group businesses.

The leader will exhibit outstanding independent judgment and decision making on complex issues related to member marketing, work under minimal supervision to develop recommendations and be able to use independent judgment to analyze a variety of factors when determining the best course of action to deliver on the marketing goals and objectives.

The Associate Director will:

Drive the conceptualization, development and activation of annual marketing plans and strategies in support of pre- and post-enrollment experiences for Human's Employer Group, Specialty and Group Medicare members

Lead a direct report team of five or more associates and contractors in support of of Employer Group, Specialty and Group Medicare marketing objectives

Own responsibility for ensuring all annual marketing strategies are activated in accordance with legal, compliance and regulatory obligations

Work across Humana's marketing, service, experience and product teams to design measurement programs that will be used to assess the effectiveness of marketing strategies - and refine the strategies based on insights

Use current and historical data to evolve marketing strategies based on qualitative and quantitative feedback from internal and external stakeholders

Drive marketing best practices and innovative approaches to pre- and post-enrollment experiences and correlated process improvements

Lead with a strong bias toward action to ensure stakeholder support is delivered on time and in accordance with contractual obligations

Report to the Vice President, Group & Specialty Marketing and Communications Team and serve as trusted advisor in shaping the broader team's culture and elevating our team's strategic approach to business questions

Role Essentials

Bachelor's Degree or equivalent work experience

6 or more years of demonstrated success leading member marketing strategies

2 or more years of management experience

Demonstrated success leading programs and initiatives that cross multiple departments and locations

Demonstrated success building marketing plans and activating measurement strategies to determine the plans' effectiveness

Demonstrated strategic thinking and planning capabilities; strong project management skills and detail-orientation

High degree of enthusiasm and motivation; a confident change-agent

Ability to mentor and empower associates to improve member experience

Knowledge of member experience design along with member enrollment practices

Passion about contributing to an organization focused on continuously improving consumer experiences

Excellent communication skills, written and verbal; able to communicate at all levels of an organization

This team player must be comfortable making recommendations and must demonstrate a willingness to learn

Roles Desirables

Experience in designing and activating member marketing programs

Understanding of healthcare and, ideally, health insurance

Exposure to Net Promoter Score and other member satisfaction measurements

Experience building compelling PowerPoint presentations for senior leadership

Some sales or sales support experience - including the development of value proposition messaging, marketing plans and strategies tailored to distinct segments of consumers

Experience developing and executing multi-platform digital campaigns that demonstrate results

Prior Marketing Experience for a Fortune 500 company

Scheduled Weekly Hours

40

Company info

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