Senior Lead of Marketing, Digital Products

Please note: This is a remote role. We are open to any KP Location (CA, HI, WA, OR, CO, GA, IL, MD, VA, DC). Technical Summary We are looking for a senior lead for Digital Products Marketing to own E2E strategy development efforts and drive adoption of digital tools and experiences on the KP mobile app and kp.org. The work centers on ensuring new digital capabilities (e.g., MyChart, e‑commerce, rewards program) are effectively marketed to members with a clear focus on increased adoption. This role will lead cross‑functional teams and drive influence across the organization, providing critical input into developing the member experience. The position sits on the Member Retention Leadership team and is part of the broader Business and Member Marketing team, which is responsible for driving commercial growth and member retention through integrated strategies. Job Summary In addition to the responsibilities listed below, this position is responsible for building and maintaining complex customer relationships across a variety of digital and traditional channels, responding to and initiating dynamic customer interactions, leading and conducting complex analyses, reviewing and evaluating campaign metrics, and reporting out results of campaigns to senior leadership. Additional Responsibilities Develop and lead marketing strategies for digital products (e.g., MyChart, rewards program) that support member retention. Drive adoption of digital products and experiences among members. Ensure new digital capabilities are effectively communicated and resonate with millions of members. Partner with C‑level and executive leaders to shape the future of member retention through digital innovation. Measure and optimize ROI and translate insights into smarter, stronger strategies. Collaborate with cross‑functional teams and drive influence across product, analytics, and member experience teams. Essential Responsibilities Practices self‑leadership and promotes learning in others by soliciting and acting on performance feedback; building collaborative, cross‑functional relationships; communicating information and providing advice to drive projects forward; adapting to competing demands and new responsibilities; providing feedback to others, including upward feedback to leadership; influencing, mentoring, and coaching team members; fostering open dialogue amongst team members; evaluating and responding to the strengths and weaknesses of self and unit members; and adapting to and learning from change, difficulties, and feedback. Drives the execution of multiple work streams by identifying customer and operational needs; developing and updating new procedures and policies; gaining cross‑functional support for objectives and priorities; translating business strategy into actionable business requirements; obtaining and distributing resources; setting standards and measuring progress; removing obstacles that impact performance; guiding performance and developing contingency plans accordingly; solving highly complex issues; and influencing the completion of project tasks by others. Leads and conducts complex market data collection and synthesis by interpreting data and insights to turn them into actionable, evidence‑based marketing plans; partnering with research and strategy teams to gather marketplace and consumer dynamics to drive marketing strategies; defining market research needs; partnering with analytics teams to drive marketing strategies and track performance; and reporting and optimizing ROI on strategies and tactics. Leads and drives the design and implementation of complex marketing strategies by ensuring strategies support membership growth, retention, and product/service promotion initiatives to meet business goals; developing strategic plan deliverables; verifying brand consistency and brand standard compliance through all marketing channels; conducting and leveraging market research to identify new opportunities and/or validate assumptions; analyzing sales and marketing metrics; creating reports and presenting results; tracking progress to overall enterprise objectives; and driving improvement and optimization efforts toward established goals. Leads and drives the development and implementation of complex strategic go‑to‑market plans by managing relationships with channel partners; assessing and validating channel partner needs and performance on an ongoing basis; investigating audience needs using data‑driven learnings to evaluate and identify new multi‑channel opportunities; and leading channel marketing programs to drive go‑to‑market strategies. Leads the development and execution of integrated marketing communications programs and strategies by integrating business‑to‑business, business‑to‑consumer, and line of business; analyzing information from market research teams to understand stakeholder attitudes and needs; translating insights into promotional strategies; working with enterprise teams to align activities; communicating consistent positioning and messages across all media; evaluating effectiveness of plans, programs, and campaigns; and making recommendations to optimize campaigns. Leads and drives complex marketing projects by developing and updating project plans; identifying and managing cross‑functional stakeholder contacts; assembling teams based on project needs and team member strengths; forecasting and adhering to project budget; participating in vendor selection; defining scope of vendor contracts; managing vendor relationships; presenting project updates; and managing project financials and deliverables. Provides direction and subject matter expertise to creative team by gathering data, research, and customer input and sign‑off to develop an understanding of the work; collaborating with communication and marketing teams; developing and writing complete creative briefs that inform and inspire writers, designers, and other creative professionals; reviewing the completed brief with the customer and relevant stakeholders; and presenting the brief. #J-18808-Ljbffr