Healthcare Business Strategy and Marketing Lead - B2B / DTC
This position leads the development of the integrated marketing strategy, planning and execution for all lines of Cigna business - B2B (National, Regional, Select, Taft Hartley) and DTC (IFP, CSB) - designed to drive the goals and objectives of the Texas business strategy. This role is responsible for leveraging the Cigna Marketing Centers of Excellence (COE's) and other partners in a way that is consistent of the needs of the market strategy and business objectives. Key accountabilities include developing strategies and managing execution of activity throughout the sales and marketing funnel, from brand awareness and favorability to acquisition and retention, ultimately driving acquisition, retention and revenue targets.
Reporting to the Southwest Marketing Leader - Arizona and Texas, this role will interface with the local market sales team and the Southwest marketing team, serving as a key local advisor and marketing expert.
Produce the annual marketing strategy and plans to deliver the projected acquisition and retention targets for client-based business and direct to consumer-based businesses as identified in the business plan. Manage plan execution, measurement and reporting. Includes working with the business teams to align to desired client and customer profile and developing targeted marketing strategies to foster broker partnerships and attract the right clients and customers.
Client-based business: Lead marketing strategy, planning and execution in order to drive acquisition and retention for medical products and services across segments (National, Regional, Select, Taft Hartley) and channels (brokers/consultants, employers, customers). Focus on understanding and leveraging local market dynamics, communicating the value proposition and messaging, facilitating relationship building events, managing strategic community events, and aligning enterprise activities to support local market strategies. Success is measured by profitable membership and earnings growth relative to plan.
Direct to consumer business: Lead marketing strategy, planning and execution for acquisition and retention. Responsible for the DTC marketing strategies and activities that drive acquisition across the DTC, exchange and other emerging channels. Accountable for developing strategies for delivering the annual DTC enrollment and revenue targets and enrolling desirable customers in emerging exchange channels. Develop the overall channel strategy in conjunction with the enterprise activities associated with NPS, insights and business development needs. Success is measured by new customers enrolled vs. plan, cost/acquisition target delivery, book of business loss ratio.
Leverage COE relationships, expertise and resources to maximize marketing opportunities and pull through locally and nationally to drive market and marketing objectives. Including but not limited to Research & Insights, Brand, Marketing Communications, Events & Sponsorships, Digital MBA / Master's degree strongly preferred
7+ years of experience in strategic planning, driving top line growth, and delivering marketing strategy.
Experience developing and implementing a multi-channel marketing strategy for Fortune 500company.
Minimum of 5 years people and/or workgroup management experience
Ability to thrive in a matrixed environment, leveraging resources from around the company.
Minimum of 5 years of B2B marketing and direct to consumer marketing including customer acquisition and cross sell.
Experience producing marketing communications programs across various media including digital.
The leadership presence to gain the confidence of Cigna's market leadership team.
Ability to work effectively in dynamic, rapidly changing, team-based environment across multiple functions and geographies.
Experience managing multiple priorities and executing strategy within time, budget and quality standards.
Personal competencies should include:
Ability to build and leverage internal relationships
Lead and quickly demonstrate credibility as a subject matter expert in customer insights rooted in knowledge and experience, business acumen influences and inspires others to achieve
Strong commitment to client service and team members
Adaptable, flexible, and able to lead/manage the organization through change
Goal oriented and personally accountable; resourceful and self-directed
Open minded and creative - seeks 'out of box' solutions
Open communicator; excellent oral and written communication and facilitation skills
Has a global mindset.
Business leadership and judgment skills
People leadership and interpersonal skills
Innovative and creative
Business oriented, mature and self-motivated
Able to work under pressure on multiple priorities
Qualified candidates should also apply directly to our career page at the link below -