Director of Member Marketing, Member Engagement

Zelis is seeking to hire a Director of Member Marketing, Member Engagement who will play a pivotal role in scaling our member marketing strategy and operations. This role will be responsible for driving product awareness, utilization and revenue expansion via omni-channel communications delivered through our clients and direct to members, including print mailers, email and SMS/text campaigns.
This leader must be capable of driving real operating change amidst complexity and ambiguity, and pivots easily between vision setting, strategic definition, analytical problem solving, and operational execution. This role requires a customer-oriented, results-focused action mindset, and is capable of partnering seamlessly with cross-functional stakeholders across product management, sales, client management, and data/analytics. This leader is excited by the idea of quickly scaling a growing and transformative part of the business while setting the culture and tone of a high-performing team.

Location:

Preferred location in Boston, MA or Morristown, NJ, in office requirement a minimum of twice monthly, plus some additional travel required quarterly.

Key Responsibilities:

• Lead, develop and grow the Member Marketing team by setting the vision, strategy, and prioritizing Objectives & Key Results (OKRs): hiring, training, and developing a high-performing team.
• Drive member marketing and content strategy across the member journey, including both general awareness and re-engagement campaigns, ensuring design, imagery, and copy is best-in-class to drive member behavior change in pursuit of product utilization, in close partnership with Product.
• Define omni-channel personalization strategy and data-driven execution approach to prioritize reaching each member at the right time and in the most effective manner and tone per every communication sent (e.g., print/direct mail, email, SMS/text).
• Build inventory of high-performing collateral themes and explore opportunities to offer paid engagement packages to drive revenue expansion.
• Lead operations of campaign execution and collateral management, including customization methods, project management of client requests/projects, while identifying opportunities for process optimization, including automation and globalization.
• Bring technical expertise to our member marketing tech stack, ensuring the right mix of tools are maintained, taking advantage of AI and new technology.
• Lead market research across members, employer groups, and health plans to understand healthcare industry trends, consumer and client behavior dynamics and inform refinement of member marketing strategy and tactics.
• Define key performance metrics, set measurable performance goals, and track progress regularly and openly with team and cross-functional leaders to ensure results.
• Manage an analytical resource to produce regular insights and trends based on regular review of dashboards and other available data to inform go-forward member marketing strategy.
• React quickly to customer and member escalations for satisfactory resolution and create systems to anticipate and get ahead of future concerns.
• In partnership with Product Management, advise the broader organization on how data should be architected in support of the member engagement marketing experience as an extension of the product journey.
• Manage compliance and security requirements in collaboration with internal stakeholders.
• Assess current member marketing and communication channels and materials to determine effectiveness. Ensure we are meeting and exceeding client SLAs on engagement.
• Assess current and ongoing state of the Member Marketing organization and determine future state needs to optimize performance of member marketing, collateral and product.
• Partner with Product Management & Data stakeholders to define strategy and frameworks for engagement and execute against product, program, and member marketing strategy opportunities, including personalization techniques/data models, and drive consistency across product roadmap and marketing initiatives, as well as what members are exposed to in both the product and marketing communications they receive.
• Collaborate closely with Client Management and Performance Managers to articulate value proposition and strategy of member marketing to health plans and employer groups, define best practices for how health plans and employer groups engage members, and support client member marketing-related requests.
• Partner with Business Intelligence/Analytics leaders to tailor PowerBI dashboards in alignment with key performance metric definitions, enabling real-time tracking, and collaborate on ad hoc analytical research initiatives to surface insights and inform member marketing strategy.
• Maintain deep knowledge of the healthcare and consumer marketing industry, clients and market. Stay current with innovation and cutting-edge techniques related to engagement and healthcare consumer marketing strategies.
• Build a constructive, inclusive, collaborative and high performing organizational culture within the team and with our cross-functional partners, keeping the client and member at the center of everything we do.

Professional Experience & Skills:

• 12+ years of Consumer Marketing experience, 5+ years in the Healthcare industry.
• Working knowledge of relevant member communications regulations and guidelines, including ACA and Medicare plan participants.
• Global work experience required, demonstrated ability to define global processes and support cultural difference.
• Superb communication and interpersonal skills – high emotional intelligence, humility and low ego.
• Analytical, test and learn approach.
• A true love for the customer and their needs.
• Demonstrated ability to collaborate and communicate cross functionally to drive program results.
• Demonstrated ability to manage competing priorities in a fast-moving environment.
• Strong project management and time management skills.
• Keen attention to detail.
• A track record of developing, leading and mentoring high achieving talent in a fast paced, demanding and high transaction volume environment with an emphasis on accuracy and timeliness; ability to multitask and work under tight deadlines.
• Attention to detail and has a bias for action. Highest standards of accuracy and precision; highly organized.
• Is a self-directed, self-starter, who is proactive, and can appropriately reorganize priorities in a dynamic, fast paced and changing environment.
• An individual with the utmost professional and personal integrity.
• Ability to actively solicit the support and involvement of appropriate individuals from different parts of the organization when addressing issues that affect them.
• Can interpret and use data to make well-founded business decisions, but also be comfortable and confident making decisions about abstract topics or in the absence of data.
• Team player, effective communicator, persuasive and professional demeanor.
• Communication skills – effective verbal, written and oral communications.
• Expert in data utilization, analysis and visualization in story-telling and motivate team members and leaders to action based on diagnostics.
• Demonstrates a deep understanding of how marketing communications impact business and client outcomes.

Education:

• Bachelor’s degree (B. A./ B. S.) from four-year college or university (required); Master’s degree (preferred).