Director, Demand Generation Marketing

Job Description

Leads the market assessment, planning, competitive positioning and market/product offer development / management for assigned segments to achieve our desired business objectives. The position will have oversight of the market offer which includes the comprehensive product (coverage, programs, value adds, service, customer experience), pricing strategies, promotional initiatives, and sales / service channels. Lead the development of market segment plans, market performance monitoring / management, segmentation strategies, market driven goals / targets and provides thought leadership and drives action across the enterprise that is necessary to create and maintain a market-driven approach that seizes new opportunities, minimizes threats to our business, and enables the enterprise to remain a vital and competitive force in the market.

We are seeking a dynamic and results-driven Marketing Director for Demand Generation Marketing to lead our efforts in acquiring and retaining members while ensuring effective oversight of cost of care and plan management programs. This role is pivotal in driving member engagement and support through innovative marketing strategies backed by data and insights, with an emphasis on Medicare, the Affordable Care Act (ACA), and Group Insurance needs. 

 

On-site expectations for this role will average once-a-month travel to our campus in Durham, NC. Initial onboarding time in Durham, NC will most likely be more frequent to support a strong start in this role. 

 

What You'll Do 

• Member Acquisition & Retention: Develop and execute comprehensive demand generation campaigns aimed at attracting new members and enhancing retention rates among existing ones 

• Strategic Planning: Lead the planning processes for marketing initiatives, focusing on segmentation and targeting to tailor messaging and outreach strategies to diverse audience segments 

• Product Knowledge: Utilize an in-depth understanding of our product offerings, including Medicare plans and ACA-compliant insurance options, to create compelling marketing strategies that resonate with potential and existing members and meet their specific healthcare needs. 

• Data-Driven Strategy: Employ research and data analysis to inform decision-making and strategy development, ensuring all marketing efforts are aligned with organizational objectives and respond to market dynamics 

• Data Modeling Leadership: Act as a champion for data modeling initiatives, working with cross-functional teams to support accurate forecasting and reporting of marketing KPIs 

• Team Leadership: Inspire and lead a high-performing marketing team, fostering a culture of innovation, accountability, and collaboration to achieve business goals while being knowledgeable about Medicare, ACA regulations and Group Insurance requirements. 

• Business Acumen: Leverage strong business leadership skills with a focus on insurance industry dynamics including market trends, and competitive positioning to guide marketing strategies. 

• Drive the identification, assessment, and quantification of current and future market segments to include segmentation and business value evaluation 

 

What You Bring 

• Bachelor’s degree 

• 10 years of experience with responsibility for strategic development, business development, or market / product development 

• 7 years' experience leading teams and/or managing direct staff 

• In lieu of degree, 12+ years of experience in related field 

 

Bonus Points 

• Proven experience in demand generation marketing, ideally within the insurance or healthcare sector with a focus on Medicare and the Affordable Care Act. 

• Strong understanding of planning, segmentation, and targeting methodologies, specifically for Medicare and group insurance audiences. 

• Demonstrated ability to analyze data and translate insights into actionable marketing strategies. 

• Exceptional leadership skills with a successful track record of managing and developing teams. 

• Excellent communication, interpersonal, and collaborative abilities. 

• Provide thought leadership and best practices for the development of plans and budgets. 

• Ensure campaigns are creative, compelling, carry a consistent message, and amplify the brand while serving as the brand ambassador. 

• Manage advertising agency relationship and organizational partnerships to identify, launch and refine demand generation strategies. 

 

What You’ll Get  

• The opportunity to work at the cutting edge of health care delivery with a team that’s deeply invested in the community  

• Work-life balance, flexibility, and the autonomy to do great work  

• Medical, dental, and vision coverage along with numerous health and wellness programs  

• Parental leave and support plus adoption and surrogacy assistance  

• Career development programs and tuition reimbursement for continued education  

• 401k match including an annual company contribution  

• Learn more  

Salary Range

At Blue Cross NC, we take great pride in a fair and equitable compensation package that reflects market-price and our starting salaries are typically planned near the middle of the range listed. Compensation decisions are driven by factors including experience and training, specialized skill sets,  licensure and certifications and other business and organizational needs. Our base salary is part of a robust Total Rewards package that includes an Annual Incentive Bonus*, 401(k) with employer match, Paid Time Off (PTO), and competitive health benefits and wellness programs. 

*Based on annual corporate goal achievement and individual performance.
 

$131,900.00 - $250,600.00 Apply