Overview

The incumbent will support the Cigna Individual and Family Plans (IFP) business segment to deliver relevant and compelling user experiences across multiple digital channels for both medical and dental products. Digital channels include Cigna.com, myCigna.com, CignaForBrokers.com and quoting/enrollment platforms. This role will develop and execute website strategies across these channels to support DTC channel growth goals, customer retention goals, broker needs, and be accountable for the development and execution of robust content management strategies. Reporting to the Segment Marketing Director, this role will partner closely with other segment marketing team members, as well as several internal business stakeholders, operations teams, the enterprise digital team, analytics and reporting teams.

Web design and content experience, as well as traditional marketing competencies around targeted messaging and creative execution that drive response, are important for this role. This role will also need to have an understanding of digital metrics and the ability to make data-driven marketing decisions. This individual will also need to understand the competitive environment and help execute a strategy to meet business objectives, while always seeking to increase engagement and visitor to sales conversion. The successful candidate will be a self-directed, proactive individual who is comfortable with a fast-paced, changing environment.

Candidates must be able to collaborate on the development of their strategies and be able to demonstrate successful outcomes influencing in a matrixed environment. Qualified candidates will have experience in the health insurance industry, and a working knowledge of compliance requirements. Finally, experience working in a dynamic, evolving environment with multiple cross-functional partners, including with our operations and analytics teams, will be required.

Responsibilities

• Oversee the Cigna.com experience for all Individual and Family pages, as well as the connection points to the shopping portal experience. Establish KPIs and develop associated reporting requirements to track, monitor and optimize website results while delivering strong conversion rates.


• Develop website strategy, content, shopping and lead generation strategies. Partner with the enterprise digital team when it comes to UX and design, as well as the final implementation and execution of said strategies. Partner with broader IFP marketing team and creative resources for consumer facing marketing content, including the development of value propositions and supporting "reasons to believe."


• Annually, oversee the execution of an IFP section refresh in advance of the medical open enrollment period, ensuring the pages have updated content, policy documents and tracking.


• Influence myCigna.com enhancements on behalf of the IFP customer, leading towards a preferred experience.


• Serve the broker channel by working with the Cigna broker marketing and business teams on needs for Cigna.com and broker portals.


• Track and report on all site metrics and sales results.


• Partner with Digital Analytics and Marketing Analytics teams to ensure that all of our customer experiences are instrumented to provide detailed tracking data on the customer experience. This individual will be "hands on" in accessing and analyzing digital analytic data through Adobe Analytics.


• Establish value from performance metrics, customer research, competitive landscape, and industry standard best practices in order to continuously evolve and improve the website experience towards overall business goal.


• In partnership with the digital brand team and an external agency, manage and execute SEO strategy, to drive leads and applications via keyword discovery and utilization, content and page development, copywriting, metatags, page titles, URLs, linking strategy, and site indexing for SEO.


• Partner with enterprise digital team to ensure IFP products are included in the Cigna.com content calendar on the Cigna homepage.


• Work across the Government Business Segment, and other parts of Cigna to secure business input where needed and socialize plans.


• Keep current with emerging web technologies through relevant industry communications and events.

Qualifications should include:

• Bachelors Degree; MBA or Masters Degree a plus


• 8+ years of relevant, strategic experience


• Digital marketing experience on a direct-to-consumer, analytically-driven marketing team


• Experience in developing and executing against marketing plans


• Website architecture and UX design experience, including the development of shopping/purchasing portals


• Content management experience


• Experience with marketing analytic and testing methodologies


• Knowledge of and experience with Adobe Analytics


• Curious and inquisitive nature that loves to think from the consumer's point of view, and has an understanding of basic market research methodologies


• Experience in balancing strategy within realities of operational parameters


• Ability to work effectively in dynamic, rapidly changing, team-based environment


• Must balance high-priority, long-term projects with short-term, immediate deadlines


• Ability to foster collaboration and value others perspectives and gain support and buy-in for organizational proposals


• Excellent oral and written communication skills and executive presence


• Excellent attention to detail


• Health insurance industry experience a plus, but not required


• Position can be based in local office or work at home

This position is not eligible to be performed in Colorado.

About Cigna

Cigna Corporation (NYSE: CI) is a global health service company dedicated to improving the health, well-being and peace of mind of those we serve. We offer an integrated suite of health services through Cigna, Express Scripts, and our affiliates including medical, dental, behavioral health, pharmacy, vision, supplemental benefits, and other related products. Together, with our 74,000 employees worldwide, we aspire to transform health services, making them more affordable and accessible to millions. Through our unmatched expertise, bold action, fresh ideas and an unwavering commitment to patient-centered care, we are a force of health services innovation.

When you work with Cigna, you'll enjoy meaningful career experiences that enrich people's lives while working together to make the world a healthier place. What difference will you make? To see our culture in action, search #TeamCigna on Instagram.

Qualified applicants will be considered without regard to race, color, age, disability, sex, childbirth (including pregnancy) or related medical conditions including but not limited to lactation, sexual orientation, gender identity or expression, veteran or military status, religion, national origin, ancestry, marital or familial status, genetic information, status with regard to public assistance, citizenship status or any other characteristic protected by applicable equal employment opportunity laws.

If you require reasonable accommodation in completing the online application process, please email: SeeYourself@cigna.com for support. Do not email SeeYourself@cigna.com for an update on your application or to provide your resume as you will not receive a response.