Medical Direct Marketing/Communications and Broker Marketing Lead - Senior Manager
ROLE SUMMARY
The Medical Direct Marketing/Communications and Broker Marketing Lead will be responsible for the development and execution of a multi-channel marketing strategy for the IFP Medical/ACA Health Insurance business segment. This position will have specific accountability for acquiring and retaining customers across all distribution channels and will be on point to deliver on designated sales and performance goals. Reporting to the IFP Marketing Senior Director, with strong alignment to the IFP Business Development Leader and the Operations Senior Director, this role will interface with senior leadership across the Government Business Segment and Marketing Enterprise.
Key responsibilities include developing and executing on marketing strategies and plans across the DTC and Broker channels, partnering with our business and operations teams on forecasting and KPI management, working with our campaign and analytics teams to design and set up campaigns, and collaborating with our internal and external creative agencies to execute on specific program tactics.
The marketing associate will have strong experience in:
Developing measurable direct marketing campaigns that are aligned to business objectives Performance Marketing, leveraging a large Media budget to advertise, find and acquire NEW members for the IFP business.
Digital Marketing and leveraging Media Tactics like Search, Addressable and Social to drive a response to a digital website and continue to drive digitally to a conversion.
Digital tracking/reporting/analytics and the ability to sift through and scrutinize large data sets to develop insights that lead to Media optimizations and better outcomes.
Managing a very large Media budget that is very fluid and subject to changes every week due to optimizations and shifts.
B2B and B2B2C Marketing driving preference with the IFP Medical Broker channel and arming those brokers with customer facing materials that allow them to sell more.
Understanding the competitive set, how our price compares and defining our "right to win" in each market.
Traditional marketing best practices (Email, Direct Mail and Call campaigns) and understanding of classical marketing philosophies around targeted messaging and value proposition development, creative execution that drives response and alignment to branding strategy.
Influencing the development of our website strategy to support the execution of all direct-to-consumer and broker digital marketing initiatives.
Managing a team to execute flawlessly during a very intense Open Enrollment Period
RESPONSIBILITIES:
Support the development of the annual B2C and B2B marketing strategy and plans to deliver projected enrollment and customer management targets (e.g., NPS, retention rate).
Partner with the business on the development of customer targets, value propositions, competitive positioning, consumer and broker research to support business growth goals.
Oversee the execution of the marketing strategy and plans, including creative and media briefs and creative strategies. Collaborate with the marketing COEs and external agency partners to ensure strategies are successfully executed. Accountable for ensuring all campaigns are tested and for establishing process to monitor in-market execution, and overseeing issue resolution, as needed.
Lead channel test and learning agendas. Partner with the business and analytics teams to identify test parameters (segments, geographies, products, risk, CLTV, etc.) and structure campaign-level design and execution (test cell design, test populations, model usage, multi-channel mix, call center coordination, measurement/tracking tools). Partner with analytics to assess campaign performance and adjust strategies and plans accordingly.
Work closely with campaign management team to develop campaign execution plans, timelines and reporting requirements. And, partner with operations team to secure associated campaign phone numbers and urls to facilitate campaign performance tracking.
Utilize insights gained through program/campaign performance, market/sales data, market/competitor research, to optimize marketing activities.
Manage the creative process through internal and external creative and agency resources. This includes but is not limited to the development of briefing materials, evaluating creative, and overseeing the development and implementation of ideas across multiple deliverables and tactics to ensure consistency and adherence to brand standards. Partner with product, business and other cross-functional team members to secure and develop content for creatives.
Monitor website performance and drive/influence evolution of digital/website strategy in partnership with the IFP Digital Lead.
Partner with the analytics teams to develop reporting dashboards and executive scorecards.
Manage marketing budget, including monthly billing and accrual review. Additionally, accountable for the development of sales forecasts and collaborating with the business and operations teams to ensure adequate channel support.
PREFERRED QUALIFICATIONS
Bachelor's degree with a minimum of 10 years of progressive marketing experience
MBA or other Masters Degree in related marketing discipline preferred
Health insurance / ACA industry experience preferred
Direct marketing experience
Digital marketing and media expertise
Knowledge of Email and Direct Mail best practices
Experience leading and managing external creative and media agencies
Experience building out multi-channel marketing plans that span both traditional and digital media
Experience designing digital journeys that take a prospect through the full purchase funnel creating awareness, consideration, quoting and enrollment
Ability to manage budgets, develop/manage sales forecasts and develop business cases to support proposed investments
Analytically-driven
Knowledge of Adobe Analytics and usage/application of Claravine Codes
DTC, B2B and B2B2C marketing experience
Value proposition development
People Leadership / Leading a Team
Strong cross-functional leadership and influence skills
Ability to work from a Cigna office 50% of the time, as needed by the business
If you will be working at home occasionally or permanently, the internet connection must be obtained through a cable broadband or fiber optic internet service provider with speeds of at least 10Mbps download/5Mbps upload.
About Cigna Healthcare
Cigna Healthcare, a division of The Cigna Group, is an advocate for better health through every stage of life. We guide our customers through the health care system, empowering them with the information and insight they need to make the best choices for improving their health and vitality. Join us in driving growth and improving lives.
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.
The Cigna Group has a tobacco-free policy and reserves the right not to hire tobacco/nicotine users in states where that is legally permissible. Candidates in such states who use tobacco/nicotine will not be considered for employment unless they enter a qualifying smoking cessation program prior to the start of their employment. These states include: Alabama, Alaska, Arizona, Arkansas, Delaware, Florida, Georgia, Hawaii, Idaho, Iowa, Kansas, Maryland, Massachusetts, Michigan, Nebraska, Ohio, Pennsylvania, Texas, Utah, Vermont, and Washington State.
