Channel Marketing Director, Medicare Advantage

6 months ago

Atlanta, United States The Cigna Group Full time

Channel Marketing Director, Medicare Advantage - Hybrid

                            

The Marketing Director will be responsible for leading the channel marketing team that supports the Cigna Medicare Advantage (MA) business. The MA business is a key business line within the larger Cigna Government business. The Marketing Director will have accountability for local marketing efforts that support the broker distribution channel.

This role will be accountable for the development and execution of marketing strategy focused on driving smart and measurable growth across the MA product portfolio and for coordinating across the enterprise to achieve results. The Marketing Director will lead a team that partners with distribution leadership to understand the unique opportunities within each market and support local brokers in delivering on sales and retention goals. This role will also serve as the local market SME to the broader marketing organization, so that enterprise marketing campaigns are tailored to market nuances and take advantage of local opportunities.

The Marketing Director will lead development and execution of a broker toolkit, broker materials, local campaigns, events and sponsorship activations. This position will need to leverage customer segmentation, market research, competitive intel and product purchasing models to inform strategy.

Successful candidates must be able to collaborate on the development of their strategies and be able to demonstrate successful outcomes, influencing in a matrixed environment. Significant marketing strategy, direct marketing, and multi-channel marketing experience is required. Experience working in a dynamic, evolving environment with multiple cross-functional partners, including local broker distribution teams and analytics teams, will be required. Finally, experience in the health insurance industry and a working knowledge of compliance requirements is desired.    

Responsibilities

  • Lead the development of the annual channel marketing strategy to deliver on enrollment and customer retention targets for the overall MA business.

  • Oversee the execution of the marketing strategy and plans, including creative strategies, creative and media briefs.  Collaborate with distribution leadership, business leaders, COEs and external agency partners to ensure strategies are aligned and successfully executed.

  • Partner with the business on the development of customer targets, value propositions, competitive positioning, consumer research, and more to support growth goals.

  • Monitor and identify changes in the marketing environment and competitive strategies. Evaluate and adjust marketing strategy (positioning, competitive messaging, etc.) as required. Proactively bring new ideas to the business for consideration.

  • Accountable for raising compliance/legal interpretations with the business and driving toward a business decision where interpretations and business goals vary.

  • Drive the people strategy within the team, including the successful execution of all recruiting, development, motivation and retention efforts.  Responsible for developing and mentoring direct reports and leading the team to achieving defined goals.

  • Drive a high-performance marketing culture by continuously evaluating talent and skill sets.

Qualifications should includ

  • Bachelor’s Degree strongly preferred; MBA or Master’s Degree also preferred

  • 10+ years of relevant, strategic experience

  • Experience supporting local market distribution teams

  • Experience with direct response marketing, event and sponsorship activation

  • Experience managing external creative agencies

  • Experience in developing and executing against marketing plans

  • Experience with marketing analytics and testing methodologies

  • Experience in developing and managing spend matrices for media channel mix to maximize CPA for the business

  • Curious and inquisitive nature that loves to think from the consumer’s point of view, and has a solid understanding of market research methodologies

  • Experience in balancing strategy within realities of operational parameters

  • Ability to work effectively in dynamic, rapidly changing, team-based environment

  • Must balance high-priority, long-term projects with short-term, immediate deadlines

  • Proven ability to lead in a heavily matrixed environment

  • Ability to foster collaboration, value other perspectives and gain support and buy-in for organizational proposals

  • Strong leadership skills; able to lead, motivate and mentor direct and indirect reports and able to influence partners and senior leaders

  • Excellent oral and written communication skills and executive presence

  • Excellent attention to detail

  • Health insurance industry experience highly preferred—or experience working in a highly regulated industry

  • Ability to work from a Cigna office 3 days a week, as requested by the business


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