Manager Marketing Business to Business (Job Number:8567)
Description
Summary:
This position is responsible for establishing a vision and marketing plan for developing, growing, and retaining the Business to Business (B2B) or Business to Consumer (B2C) segments within which Blue Cross competes. This individual will be responsible to bring marketing innovation to go-to-market strategies in support of annual marketing plans for assigned product lines. Oversees B2B or B2C (market segment plans) plans and team members to identify best opportunities for lead generation. Manages a team to deliver against product/consumer life cycle strategies, and marketing programs ensuring product ROI, member retention, and product line growth to meet the overarching plan to support the goals and objectives of the Commercial Markets Division.
Accountabilities:
*
Directs/Oversees the activities of the B2B or B2C teams providing strategic direction – synthesizing and integrating efforts to maximize results and efficiencies.
*
Works with Forecasting, Finance, Sales and other key stakeholders to manage and influence forecasts
*
Directs accountability for the support of their related products and services for their aligned segment
*
Collaborates with senior leaders in commercial markets to establish and deliver winning market plans
*
Directs marketing segment team work to translate key value propositions into compelling customer and consumer messaging.
*
Has budget accountability for their market segment
*
Manages the department including interviewing and hiring employees following required EEO and Affirmative Action guidelines and ensuring employees receive the proper training.
*
Conducts performance evaluation, and is responsible for managing employees, including skill and career development, policy administration, coaching on performance management and behavior, employee relations and cost control.
First year success:
In the first year, this leader will have established themselves and their team as the go-to marketing strategists within the business.
This marketing maven will be a strong advocate for and partner with the Sales team - He or she is experienced at serving up marketing qualified leads, while being comfortable with accountability to develop packaged and tiered programs - along with the appropriate balance off inbound and outbound marketing tactics.
The B2B Marketing Manager has the opportunity to make an impact via client proposals and finalists visits.
Qualifications
Required Qualifications:
*
Bachelor’s degree and 10 years of related work experience or 14 years of related work experience in lieu of a degree.
*
5 years of direct management experience
*
Expert strategic planning skills and thorough understanding of health insurance business, the market environment, communication trends, and measurement
*
Proven track record of successfully developing and executing on marketing and marketing communication plans
*
Demonstrated leadership, development and interpersonal skills for managing staff, working with business partners, distribution channel, customers, and vendors, leading cross functional teams and making formal presentations
*
Strong critical and system thinking skills
*
Demonstrated ability to evaluate communications and creative concepts against business objectives, providing constructive and specific direction for changes/edits - Ability to understand and utilize relevant market research and financial information related to product lines
*
Advanced organizational leadership and interpersonal skills.
*
Demonstrated skills as an effective internal/external consultant.
*
Demonstrated effective negotiation and presentation skills
*
For B2C market segment: Must complete and pass annual certification about the Medicare program, Blue Cross/Blue Plus Medicare products, Fraud, Waste & Abuse and other topics as required by the Centers for Medicare & Medicaid Services (CMS) and Blue Cross
Preferred Qualifications:
*
MBA preferred
*
Experience in MN markets
*
Relevant health plan experience
BlueCross BlueShield of MN is an Equal Opportunity and Affirmative Action Employer, M/F/D/V. BlueCross BlueShield of MN is a drug free workplace. Candidates are required to pass a background check and drug test before beginning employment.
Primary Location: United States-Minnesota-Eagan
Description
Summary:
This position is responsible for establishing a vision and marketing plan for developing, growing, and retaining the Business to Business (B2B) or Business to Consumer (B2C) segments within which Blue Cross competes. This individual will be responsible to bring marketing innovation to go-to-market strategies in support of annual marketing plans for assigned product lines. Oversees B2B or B2C (market segment plans) plans and team members to identify best opportunities for lead generation. Manages a team to deliver against product/consumer life cycle strategies, and marketing programs ensuring product ROI, member retention, and product line growth to meet the overarching plan to support the goals and objectives of the Commercial Markets Division.
Accountabilities:
*
Directs/Oversees the activities of the B2B or B2C teams providing strategic direction – synthesizing and integrating efforts to maximize results and efficiencies.
*
Works with Forecasting, Finance, Sales and other key stakeholders to manage and influence forecasts
*
Directs accountability for the support of their related products and services for their aligned segment
*
Collaborates with senior leaders in commercial markets to establish and deliver winning market plans
*
Directs marketing segment team work to translate key value propositions into compelling customer and consumer messaging.
*
Has budget accountability for their market segment
*
Manages the department including interviewing and hiring employees following required EEO and Affirmative Action guidelines and ensuring employees receive the proper training.
*
Conducts performance evaluation, and is responsible for managing employees, including skill and career development, policy administration, coaching on performance management and behavior, employee relations and cost control.
First year success:
In the first year, this leader will have established themselves and their team as the go-to marketing strategists within the business.
This marketing maven will be a strong advocate for and partner with the Sales team - He or she is experienced at serving up marketing qualified leads, while being comfortable with accountability to develop packaged and tiered programs - along with the appropriate balance off inbound and outbound marketing tactics.
The B2B Marketing Manager has the opportunity to make an impact via client proposals and finalists visits.
Qualifications
Required Qualifications:
*
Bachelor’s degree and 10 years of related work experience or 14 years of related work experience in lieu of a degree.
*
5 years of direct management experience
*
Expert strategic planning skills and thorough understanding of health insurance business, the market environment, communication trends, and measurement
*
Proven track record of successfully developing and executing on marketing and marketing communication plans
*
Demonstrated leadership, development and interpersonal skills for managing staff, working with business partners, distribution channel, customers, and vendors, leading cross functional teams and making formal presentations
*
Strong critical and system thinking skills
*
Demonstrated ability to evaluate communications and creative concepts against business objectives, providing constructive and specific direction for changes/edits - Ability to understand and utilize relevant market research and financial information related to product lines
*
Advanced organizational leadership and interpersonal skills.
*
Demonstrated skills as an effective internal/external consultant.
*
Demonstrated effective negotiation and presentation skills
*
For B2C market segment: Must complete and pass annual certification about the Medicare program, Blue Cross/Blue Plus Medicare products, Fraud, Waste & Abuse and other topics as required by the Centers for Medicare & Medicaid Services (CMS) and Blue Cross
Preferred Qualifications:
*
MBA preferred
*
Experience in MN markets
*
Relevant health plan experience
BlueCross BlueShield of MN is an Equal Opportunity and Affirmative Action Employer, M/F/D/V. BlueCross BlueShield of MN is a drug free workplace. Candidates are required to pass a background check and drug test before beginning employment.
Primary Location: United States-Minnesota-Eagan