DTC Marketing Senior Manager

Found in: Talent US C2 - 2 weeks ago

Washington, United States The Cigna Group Full time

DTC Marketing Senior Manager - Medicare - Hybrid

The Segment Marketing Senior Manager will oversee direct-to-consumer (DTC) marketing for the Cigna Medicare Part D (PDP) business, reporting to the VP of Marketing. This role will be responsible for developing and executing a multi-channel DTC marketing strategy focused on driving smart and measurable growth across the PDP product portfolio.

The Segment Marketing Senior Manager will support sales goals by delivering against a marketing attributed sales goal within a target cost per range. This role will be responsible for the development and management of a multi-million dollar marketing budget. Additionally, this role will lead agency teams effectively, ensuring all acquisition campaigns and materials are aligned, meets brand standards and can positively impact Cigna’s PDP growth goals and brand health metrics.

Successful candidates will have a strong analytical background and have experience creating and optimizing multi-channel marketing plans. 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 call centers and analytics teams, will be required. Finally, experience in the health insurance industry and a working knowledge of compliance requirements is desired.

Responsibilities

  • Partner with senior leaders to provide the strategic direction and management of all acquisition marketing initiatives to ensure that priorities align to business goals.
  • Develop brand positioning, differentiation and proof points that align with corporate marketing guidance and brand platforms.
  • Manage multi-channel advertising budget and strategic initiatives including brand and direct response media across the MA product footprint.
  • Develop the processes, guidelines, and quality standards needed to execute and scale the production of quality content and campaigns.
  • Understanding the business, act as internal media agency lead, coordinating with internal creative teams and media and production agencies to build effective communications, creative and media plans that work cohesively.
  • Manage a team where all are continually learning, evolving, and encouraged to think outside the box.
  • Consistently collaborate with team members, local market clients, agency partners and other matrix partners to foster, facilitate and deliver great work that is on strategy, on time and within budget.

Qualifications should include

  • Bachelor’s Degree strongly preferred
  • 8-10+ years of relevant marketing experience, including 4+ years of people management
  • Digital marketing experience on a direct-to-consumer, analytically-driven marketing team
  • Ability to work from a Cigna office 50% of the time


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