Marketing Activation Manager
Primary Job Purpose:
Creates and drives the marketing activation strategy and execution as part of the Marketing team. The primary purpose is to engage consumers with their health care solutions through compelling communications that result in activation, product engagement and value. Manages activation campaign strategy, high level internal and client relationships, production, campaign delivery and execution through communication channels as well as reporting and optimization for specific campaigns. The role requires cross-functional partnerships that include brand, data, technology, sales, product, third party partnerships, analytics and many other stakeholders. The ability to manage competing priorities and a relentless commitment to an exceptional consumer experience and supporting our value proposition.
Competencies and Knowledge:
Demonstrated success in omni-channel (Onsight, direct mail, web, events, email/newsletter content) engagement tactics, strategy development, program creation optimization and planning.
In-depth experience in marketing, including best practices and compliance with industry standards and regulations.
Ability to analyze and interpret consumer profile, response data and translate into meaningful and actionable recommendations.
Knowledge of best practices for omni-channel marketing, including targeting, creative, copy, channel optimization, and, testing methodologies, etc.
Ability to evaluate marketing program effectiveness, identify issues and opportunities, and work to continuously improve programs.
Strong communication and facilitation skills, including the ability to resolve issues and build consensus among groups of diverse stakeholders.
Demonstrated competency in project management including ability to lead complex implementations with cross-functional teams.
Ability to organize, plan, prioritize and develop multiple projects within time constraints.
Normally to be proficient in the competencies listed above:
Marketing Activation Manager would have a bachelor’s degree in business, marketing, communications or related field and 5+ years of experience in marketing with a proven track record of developing and managing complex marketing campaigns that drive business results or equivalent combination of education and experience.
General Functions and Outcomes:
Develop, manage and execute comprehensive marketing strategies for Marketing activation targeting customers to drive awareness, registration and value (use). Create strategy, tactical plan and best practices for specific content. Oversee execution of marketing activation campaigns.
Partner with consumer engagement, digital, brand and third-party product owners to develop insights and recommendations based on performance and trends within product utilization data.
Effectively collaborates with internal program leaders, vendors and/or a combination of internal and external resources to resolve implementation challenges.
Identify consumer trends and shifts in preferences, attitudes and perceptions utilizing a broad set of resources. Communicate results with team to improve methods of communication.
Coordinate with analytics team to develop reporting and analysis that can be used for program optimization as well as sharing with our stakeholders.
Analyze and share activation program trends and ongoing performance tracking across stakeholders.
No unusual working conditions.
Work is primarily performed in an office environment.
Expectations of All Contingent Workforce:
* Conducts business with high regard for corporate values and in compliance with its Code of Business Conduct.
* Maintains high regard for member and Medicare beneficiary privacy and complies with Corporate Privacy and information security policies.
* Contributes to the achievement of our Corporate Affirmative Action goals and objectives.
* Responsible for quality and continuous improvement within the job scope. Contributes to and supports the company's quality initiatives.