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Director Direct Marketing Job

Date: Jan 4, 2019

Location: Eagan, Minnesota, US, 55122

Company: Blue Cross and Blue Shield of Minnesota

 



About Blue Cross



 



Founded in 1933, Blue Cross and Blue Shield of Minnesota is the largest health plan in the state. We have more members, the largest network of providers and more products and services than any other plan in Minnesota. From the beginning, Blue Cross has been an innovator with a mission of making a healthy difference in people’s lives.



 



We understand the importance of finding a job that you truly enjoy — at a company that shares your values. We’ve made it easy to feel good about working at Blue Cross by encouraging volunteerism, valuing diversity and offering the flexibility you need to live a balanced life. We offer a suite of comprehensive medical and dental benefits as well as competitive pay, flexible work schedules and generous personal paid time off in addition to 20 hours of volunteer paid time off each year. We look forward to serving Minnesotans over the next 80 years and beyond. Join us and make a healthy difference through the work you do every day.


Description Summary

As the Director, Direct Marketing, you will be responsible for developing and executing direct response, lead nurture, engagement and amplification strategies. You will develop and successfully build out a multi-channel marketing strategy for the health plan business. In addition to a track record of developing successful campaigns, you will provide strategic direction for building and enhancing the Direct Marketing capability to support business goals and ensure comprehensive measurement of impact.  As such, you should have detailed understanding of the infrastructure, processes, and organizational requirements needed to build a best-in-class direct marketing capability within a shared services marketing environment.



 



You will work closely with a variety of business partners within and outside of Marketing to define, develop and implement innovative programs and solutions that will deepen existing relationships and acquire and cultivate new leads.  You will have responsibility for leading an internal team, as well as managing external agencies and providing strategic direction for each campaign based on business objectives and client needs.  You are a passionate, strategic thinker who’s not afraid to get into the trenches to get the job done, shifting easily from high-level strategy development to the daily oversight of marketing campaign and implementation activities.


Accountabilities


  1. Manage development and execution of annual direct marketing strategic plan.  Manage planning, monitoring, executing, measuring and analyzing of all direct marketing initiatives as they relate to business acquisition, enrollment and engagement goals.

  2. Develop and implement campaign strategies across a myriad of channels including direct mail, email, text, and digital to drive acquisition, engagement, and retention strategies.

  3. Manage paid search and search engine optimization efforts, developing content strategy and translating business goals into SEO strategies.

  4. Measure and optimize campaign performance, leveraging analysis and data to evaluate overall program results to determine effectiveness of all channel programs and to seek new opportunities for engagement and growth.

  5. Manage campaigns to meet performance targets and ensure alignment with business objectives.  Socialize campaign analysis and insights. Synthesize information to clearly communicate key learnings, actionable strategy, and recommend new opportunities to leadership.

  6. Implement best practices for developing goal-oriented marketing automation programs. Leverage CRM lists and segmentation to optimize and meet customer strategy targets.

  7. Collaborate with cross-functional teams on design, architecture and back-end solutions for enhanced functionality.  Partner with analytics teams to provide strategic leadership for implementation and management of CRM, and data acquisition and analytics.

  8. Develop an analytical tool-kit and processes to enable effective campaign planning, targeting, list development and measurement of overall program effectiveness.

  9. Consult with and advise senior leaders and business partners as they seek to market new offerings, partnership and initiatives to grow market share and deepen engagement with members, clients and producers. 

  10. Socialize strategy, priorities, and goals to ensure cross-functional alignment and effective performance marketing management.

  11. Oversee campaign briefs, ensuring all requests meet campaign needs and timelines. Responsible for campaign QA including approval of all assets before launch, list management accuracy, and compliance with regulatory and privacy standards. 

  12. Directs the Direct Marketing team providing development, training, and guidance.  Interviews and hires employees following required EEO and Affirmative Action guidelines.  Conducts performance evaluation, and is responsible for managing employees, including skill and career development.


Requirements

Accepting this director level position at BCBSMN requires signing an Agreement Regarding Non-Disclosure of Confidential Information and Non-Competition as a condition of employment.



 




  • Bachelors degree and 7 years digital and/or direct marketing experience, with a deep knowledge base of CRM/customer marketing programs across owned and paid channels or 11 years of relevant experience in lieu of degree.

  • 3 years of management experience that includes staff management experience.

  • Demonstrated experience in direct response channels including digital marketing, paid search, paid social, marketing automation and programmatic advertising – experience developing, executing, measuring, reporting and optimizing

  • Experience leading robust email programs, familiarity with email processes and tools (including Salesforce Marketing Cloud) as well as experience managing customer and lead marketing across multiple channels

  • Demonstrated strength in strategy development as well as a comprehensive knowledge of multi-channel marketing management

  • A history of building and leveraging customer segmentation and understanding of customer journeys to increase engagement and business results

  • Willingness and ability to be hands-on in executing programs including getting deep into data analysis while balancing multiple priorities and projects

  • A data-driven mindset, with a proven track record of hypothesis-driven testing resulting in increased business performance and the ability to turn empirical data into insightful, strategic decisions and actionable plans

  • Excellent verbal and written communication skills necessary to interface with a variety of personnel at multiple levels

  • Ability to effectively manage work across organizational boundaries to get things done in a collaborative, fast paced environment. Ability to cultivate collaboration, value others perspectives and gain support and consensus for business proposals

  • A positive attitude while being hyper-organized and comfortable multi-tasking


Preferred Requirements


  • MBA or Masters Degree preferred

  • Experience in health care marketing

  • Experience working in a large matrix management organization


FLSA Status

Exempt


Blue Cross Blue Shield of Minnesota is an Equal Opportunity and Affirmative Action employer that values diversity. All qualified applicants will receive consideration for employment without regard to, and will not be discriminated against based on race, color, creed, religion, sex, national origin, genetic information, marital status, status with regard to public assistance, disability, age, veteran status, sexual orientation, gender identity, or any other legally protected characteristic.



 



Make a difference



 



Thank you for your interest in Blue Cross. Be part of a company that lets you be you — and make a healthy difference in people’s lives every day



 



Blue Cross is an Equal Opportunity and Affirmative Action employer that values diversity. All qualified applicants will receive consideration for employment without regard to, and will not be discriminated against based on race, color, creed, religion, sex, national origin, genetic information, marital status, status with regard to public assistance, disability, age, veteran status, sexual orientation, gender identity, or any other legally protected characteristic.



 



Blue Cross® and Blue Shield® of Minnesota and Blue Plus® are nonprofit independent licensees of the Blue Cross and Blue Shield Association


Nearest Major Market: Minneapolis

Job Segment: Medical, Direct Marketing, Manager, Marketing MBA, Healthcare, Marketing, Management