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   Current UPMC employees must apply in HR Direct

Senior Director, Commercial Markets

Description

Purpose:

The Senior Director, Commercial Markets, Group Insurance Business is a senior strategist with deep integrated marketing and communications experience to help transform the commercial market group health insurance business into a best-in-class structure for Marketing.  Managing the entire marketing value chain – Acquisition, Conversion, On-boarding, Engagement and Retention is the key focus for this position.  Developing a strategy and leading execution to deliver on lead/sales goals along with clinical initiatives and member engagement is paramount.

This individual is responsible for developing marketing strategies and campaigns to support strategic direction and alignment with business unit and organizational goals and objectives. Reporting into the Vice President of Marketing & Communications, Insurance Service Division this individual will provide strategic leadership and oversight of a team of marketing professionals, work closely with product development, sales, IT, member services as well as all internal marketing teams to deliver quality campaigns to drive business results for the commercial group B2B book of business. Experience in direct marketing to business decision makers and their respective employees through all channels is required - traditional marketing, direct mail, online, email, and social media. This individual will have responsibility over the entire group (B2B) marketing efforts including sales collateral development and execution. The ideal candidate must be a strategic thinker and excellent executioner in development of business through geographic expansion, category expansion, and platform expansion. A strong understanding of localized marketing is key, as well as establishing regional and national brand awareness.

Responsibilities:

  • Build brand awareness, understanding and trust in the (B2B) market.  Branding Build the understanding, awareness, and perception of Group Business Decision makers of our brand - working with the Senior Director of Creative Strategy and the Senior Director of Market Intel to ensure the brand is first and foremost in the audience's mind - both at the employer level and with their respective employees.
  • Group (B2B) Marketing Strategy & Campaign Execution Develops, manages, and executes an annual strategic marketing and communication plan, its corresponding budget and implementation across print and digital platforms to increase brand awareness, customer acquisition, member engagement and retention for insurance group business.
  • Provides recommendations and analysis to VP of Marketing on all marketing initiatives, and serves as a key stakeholder on senior-level workgroups and discussions as it relates to commercial group business.
  • Implement demand generation campaigns/programs that support achievement of membership growth and retention for all group business. 
  • Utilize target audience segmentation, marketing and competitive analysis, and other data/analytics to meet goals and objectives.
  • Develop specific marketing strategies to support retention and renewal goals; execute those strategies with precision in messaging, timing and results tracking.
  • Must have some familiarity with B2C marketing to ensure capture of the "slice" market within commercial group.
  • Serves a primary liaison to VP of Marketing and other internal stakeholders including but not limited to product, sales, information technology, member services, and clinical affairs.
  • Partner with market research and analytics to understand and influence industry trends and data, competition, industry decision-making policies and more which will affect or influence marketing strategies and campaigns.
  • Work with all channel owners to determine the appropriate marketing/channel mix between advertising, digital, market research, direct mail and more.
  • Stay abreast of marketing initiatives, participating as appropriate and ensuring coordination and integration across the organization.
  • Maintain an ongoing list of marketing opportunities, proactively evaluating and prioritizing those opportunities.
  • Utilize and leverage robust marketing database, campaign management tools and other marketing automation technologies to execute, refine and measure all marketing campaigns.
  • Digital Marketing Work with digital strategist to develop lead generation activities and campaigns - ensure proper identification of the target audiences and businesses set forth in the strategy.
  • Channel Strategy and Optimization Develop and determine the most optimal channel mix to support growth and retention/renewal goals for the Commercial Group Health Insurance book of business.
  • Marketing Operations & Automation Establishes and monitors the resources and budget necessary to support the company's overall business objectives for the commercial group health insurance markets.
  • Act as the primary senior lead to plan, organize, staff, direct, monitor, control and coordinate all marketing efforts for the Commercial Group Health Insurance book of business.
  • Daily monitor and track all marketing plans for lead generation and retention/renewal for Commercial Group Health Insurance book of business to ensure timeliness and excellence in execution.
  • Sales Collateral Development Build, lead and ensure proper execution for all sales collaterals to support growth goals for the B2B market - Employers as well as employees.
  • Leadership / Team Management Lead a team of 5+ full-time marketing professionals in the areas of marketing strategy and campaign management.
  • Effectively supervise the activities and development of Marketing Department personnel in a manner which assures the achievement of goals and objectives, effective department operation and positive morale.
  • Select and hire talented, quality-focused staff and provide a challenging, supportive climate for professional and personal growth. 
  • Encourage team members to stretch beyond routine responsibilities while providing appropriate support. Identify learning objectives/needs of staff and self and document individual developmental plans as appropriate.


*Performs in accordance with system-wide competencies/behaviors.
*Performs other duties as assigned.

Qualifications

  • Bachelor's in marketing, public relations and/or integrated marketing communications required. MBA or master’s degree in related field preferred
  • Deep knowledge, 10-15 years of experience, in the marketing discipline at the strategic and tactical levels within the Health Insurance industry. 
  • Experience in strategic marketing plan development, campaign execution and lead generation in the B2B space. 
  • Highly proficient in project management.
  • Demonstrated track record in effective client relations and staff development.
  • Matrix management experience in a complex and performance-driven environment is required.
  • Proven general management with budget and financial management skills
  • Experience in managing large team with diverse skills, background and experience.
  • Must have visual/creative sensibility and experience working with Creative Directors.
  • Demonstrated skill in establishing and maintaining effective working relationships with staff, leadership executives, vendors, clients, and others.
  • Must have excellent written and verbal communication skills.
  • Must be able to communicate complex strategic marketing information to internal and external stakeholders.

 

Licensure, Certifications, and Clearances:

UPMC is an Equal Opportunity Employer/Disability/Veteran

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   Current UPMC employees must apply in HR Direct