Senior Marketing Strategist, Individual U65

Job Description

Contributes to the achievement of corporate goals through product, program, market engagement and/or marketing communications strategies. Initiatives may include new products or business partnerships to grow revenue beyond traditional sources as well as identification of market engagement, marketing communications and/or other programs to address market needs in the most cost-effective manner. Leverages industry experience and expertise to promote enterprise understanding of the key areas in which the company is seeking to create competitive differentiation and establish sustainable competitive advantage in the marketplace.

The Senior Marketing Strategist will develop and optimize multi-channel marketing strategies for the Individual Under 65 segment (U65) to drive preference, qualified leads, and sales of Blue Cross NC products, and deliver on business objectives. Strategies will focus on educating, engaging, and converting existing and prospective members, producers, and other audiences throughout the buying journey and audience lifecycle. Using data, insights and iterative testing and optimization of strategies and key channels, including digital advertising, paid search, content marketing, direct mail, and social media (paid and organic), the Senior Marketing Strategist will drive results that for the business and Our Purpose.

On-site expectations for this role will be up to 4 times per year at our campus in Durham, NC.

What You’ll Do

• Responsible for multi-channel marketing strategy development to generate and capture demand, including sales, retention, engagement, quality and membership goals.

• Leads the creation and evaluation of complex marketing plans by identifying marketing objectives and strategies, market and audience insights, key messages, tactics, timing and budget allocation through cross-functional collaboration.

• Develops integrated Direct Response and content marketing strategies, leveraging relevant print and digital channels designed to drive response and overall sales growth of U65 products.

• Provides ongoing strategic consultation throughout the creative development, testing and launch processes.

• Partners with Marketing Analytics and channel subject matter experts to identify, capture and utilize data and analytics to measure success, optimize campaigns, rapidly iterate on strategy based on learnings, and inform future work

• Leverages customer and consumer insights, personas and buyer journeys to develop holistic strategies and plans that effectively drive business outcomes and maximize ROI (segmentation, product design, communication preferences, messaging strategy and measurement plans/learnings).

• Facilitate communication and present information to both internal and external stakeholders at all levels, including senior-level leadership, to effectively drive programs/initiatives.

• Develops marketing and communications strategies and plans for assigned strategic initiatives.

• Organize, optimize and communicate progress towards the completion of overall work …