Marketing Principal, Individual/Small Group & Ancillary (Job Number:8594)
Description
Marketing Principal, Individual/Small Group & Ancillary
This individual will be responsible for development of the marketing plan and strategy that focuses on the end consumer, by way of Individual and Small Group product offerings. He or she will be successful in this role by way of full marketing plan execution, in addition to creating new strategies for the distribution of new service offerings (i.e., Ancillary) through existing products. Success includes plan approval and execution on time and in budget in partnership with the Marketing Manager, Business-to-Consumer. Out of the box thinking, coupled with new and innovative ideas will also be key measures of success, as consumers realize the value brought to them by way of their health plan through this team member's successful marketing approach.
This position is responsible for establishing a marketing plan for developing, growing, and retaining assigned areas within the B2B or B2C segments within which Blue Cross competes. Brings marketing discipline to planning, testing, implementing and measuring winning go-to market strategies in support of annual marketing plan for assigned product lines (in partnership with Manager of Marketing). Identifies best opportunities for marketing and lead generation including industry best practices within health plan and adjacent business and works collaboratively with corresponding segment leads in sales and product development to identify customers’ needs, manage key data, and reporting information to support current and new market strategies. This individual will work collaboratively with business partners in sales and product to drive ROI for individual areas of responsibility along with overall brand marketing initiatives for the organization.
Accountabilities:
1. Collaborates with sales and product divisions on ongoing development of product and sales strategies.
2. Develops, advocates, and drives implementation of segment specific value proposition and customer experiences to meet the needs of all channels.
3. Develops and reports on annual strategic marketing plan in collaboration with sales and product divisions and marketing manager that aligns directly with business and sales goals.
4. Develops and executes winning go-to-market strategies for emerging markets, product launches, service opportunities and other market opportunities to ensure growth of segment.
5. Provides strategic marketing and communications counsel and assists in problem solving for critical corporate and segment issues
6. Develops and oversees ongoing segment marketing and communications plans and projects, providing updates to segment team and business partners on an on-going basis. Identifies barriers and problem solves for critical corporate and segment issues.
7. Measures and evaluates effectiveness of product and segment marketing programs including acquisition and retention metrics and ROI, making recommendations to Marketing Mgr.
8. Identifies market research needs and collaborates with Market Research group to provide analysis, and monitoring of financial, technological, and demographic factors. Also works with external agencies to track competitive marketing activity for the segment including marketing share of voice and competitive value propositions.
9. Directs marketing segment work to translate key value propositions into compelling customer and consumer messaging as delivered in presentations, collateral, webinars, direct marketing, promotions, case studies and other sales tool.
Qualifications
Required Qualifications:
*
Bachelor’s degree and 8 years of related work experience or 12 years of related work experience in lieu of degree.
*
Experience with leading cross-functional teams.
*
Ability to interpret relevant market research.
*
Strong critical and systems thinking skills.
*
Demonstrated ability to evaluate communications and creative concepts against business objectives, providing constructive and specific direction for changes or edits.
*
Advanced organizational leadership and interpersonal skills.
*
Excellent, proven track record of successfully developing and executing on marketing and marketing communication plans.
*
Excellent project and time management skills for juggling many changing priorities and working under tight deadlines.
*
Demonstrated ability to influence and strong presentation skills
*
Demonstrated personal computer skills in the use of a suite of software tools (such as Microsoft Word, PowerPoint and Excel) and project management tools.
*
Broad knowledge of marketing, communications and brand goals and strategies.
*
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:
*
Advanced degree desirable
*
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
Marketing Principal, Individual/Small Group & Ancillary
This individual will be responsible for development of the marketing plan and strategy that focuses on the end consumer, by way of Individual and Small Group product offerings. He or she will be successful in this role by way of full marketing plan execution, in addition to creating new strategies for the distribution of new service offerings (i.e., Ancillary) through existing products. Success includes plan approval and execution on time and in budget in partnership with the Marketing Manager, Business-to-Consumer. Out of the box thinking, coupled with new and innovative ideas will also be key measures of success, as consumers realize the value brought to them by way of their health plan through this team member's successful marketing approach.
This position is responsible for establishing a marketing plan for developing, growing, and retaining assigned areas within the B2B or B2C segments within which Blue Cross competes. Brings marketing discipline to planning, testing, implementing and measuring winning go-to market strategies in support of annual marketing plan for assigned product lines (in partnership with Manager of Marketing). Identifies best opportunities for marketing and lead generation including industry best practices within health plan and adjacent business and works collaboratively with corresponding segment leads in sales and product development to identify customers’ needs, manage key data, and reporting information to support current and new market strategies. This individual will work collaboratively with business partners in sales and product to drive ROI for individual areas of responsibility along with overall brand marketing initiatives for the organization.
Accountabilities:
1. Collaborates with sales and product divisions on ongoing development of product and sales strategies.
2. Develops, advocates, and drives implementation of segment specific value proposition and customer experiences to meet the needs of all channels.
3. Develops and reports on annual strategic marketing plan in collaboration with sales and product divisions and marketing manager that aligns directly with business and sales goals.
4. Develops and executes winning go-to-market strategies for emerging markets, product launches, service opportunities and other market opportunities to ensure growth of segment.
5. Provides strategic marketing and communications counsel and assists in problem solving for critical corporate and segment issues
6. Develops and oversees ongoing segment marketing and communications plans and projects, providing updates to segment team and business partners on an on-going basis. Identifies barriers and problem solves for critical corporate and segment issues.
7. Measures and evaluates effectiveness of product and segment marketing programs including acquisition and retention metrics and ROI, making recommendations to Marketing Mgr.
8. Identifies market research needs and collaborates with Market Research group to provide analysis, and monitoring of financial, technological, and demographic factors. Also works with external agencies to track competitive marketing activity for the segment including marketing share of voice and competitive value propositions.
9. Directs marketing segment work to translate key value propositions into compelling customer and consumer messaging as delivered in presentations, collateral, webinars, direct marketing, promotions, case studies and other sales tool.
Qualifications
Required Qualifications:
*
Bachelor’s degree and 8 years of related work experience or 12 years of related work experience in lieu of degree.
*
Experience with leading cross-functional teams.
*
Ability to interpret relevant market research.
*
Strong critical and systems thinking skills.
*
Demonstrated ability to evaluate communications and creative concepts against business objectives, providing constructive and specific direction for changes or edits.
*
Advanced organizational leadership and interpersonal skills.
*
Excellent, proven track record of successfully developing and executing on marketing and marketing communication plans.
*
Excellent project and time management skills for juggling many changing priorities and working under tight deadlines.
*
Demonstrated ability to influence and strong presentation skills
*
Demonstrated personal computer skills in the use of a suite of software tools (such as Microsoft Word, PowerPoint and Excel) and project management tools.
*
Broad knowledge of marketing, communications and brand goals and strategies.
*
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:
*
Advanced degree desirable
*
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