Position Description:

Capital Blue Cross has an exciting opportunity for a Marketing Strategist to join our award-winning organization. Since 2014, Capital Blue Cross has scored higher than all health insurance providers publicly measured in the American Customer Satisfaction Index (ACSI) and is proud to be named a Best Places to work in PA, Harrisburg Magazine’s Simply the Best, and Highest Member Satisfaction J.D. Power Award.

The Marketing Strategist is responsible for the successful management of integrated marketing strategy across all marketing campaigns generated by the Government Programs marketing unit. Additionally, this role is responsible for the account management of Government Programs business units including the design and successful execution of simultaneous creative marketing and communication strategies.

This team member develops solutions to meet internal clients’ business objectives based on market insight/demand, and relevant data (e.g., claims, experience, demographics, etc.). The strategist follows current and leading-edge practices and marketing solutions and is empowered to recommend securing new or augmenting existing tools and platforms to enhance our marketing efforts.

An important part of this role is spotting trends and tactics that influence customer behaviors and decision making. Familiarity with traditional marketing channels, such as direct mail, out of home, radio and television, are beneficial skills to have in this position.

This role requires the ability to deliver a comprehensive marketing strategy and innovative, effective marketing recommendations through thoughtful consideration of business objectives, problem solving, knowledge of digital platforms, and ability to read and interpret analytics.

This person in a self-starter, skilled communicator, voracious marketer, and diplomatic collaborator. The strategist excels in moving the needle to provide lead generation, engagement, and conversions through a variety of marketing means, with a concerted focus on traditional pathways. This person ensures the Market Strategy team is appropriately planning and using effective marketing tactics and technology across the unit’s campaigns. This person leads collaborative activities with key internal stakeholders to develop data-driven campaigns and initiatives that drive sustainable growth, spur behavior-influencing customer engagement, and ensure our company is poised to evolve in an ever-changing market.

The position requires a broad background of integrated marketing expertise, as well as deep experience with digital advertising and marketing technology to shape and manage strategies built upon on goals, key performance indicators (KPIs), and marketing services.

Responsibilities and Qualifications:

• Lead the Marketing Strategy unit in best practices for traditional advertising and marketing and consult with account and communication strategists to ensure the success of all marketing campaigns.
• Understand the assigned business units’ sales and engagement goals, as well as the enterprise’s corporate priorities and business objectives - to use this information along with market data, competitive analysis and industry experience to design marketing and communication campaigns that are integrated, measurable, data-driven, and brand aligned.
• Manage campaign material reviews and communication with internal and external creative teams. Ensuring reviews align with audit process and are conducted consistently and on-time.
• Develop strong, trusting relationships between business units and colleagues; provide leadership on digital marketing best practices and provide cross-functional support.
• Stay proactively current on enterprise goals, market position, industry news, and assigned business units’ rapidly evolving priorities; uses this information to develop a total understanding of the target audience and generates creative campaigns to reach these targets effectively.
• Write copy for collateral and advertising and serve as a constructive editor to ensure messaging is engaging, articulate, and compelling.
• Provide ongoing monitoring and analysis of direct mail and advertising campaign results and pivot campaign tactics and advertising as needed to ensure success.
• Deliver periodic and wrap-up campaign reports that show return on investment; evaluate and clearly communicate results; use the findings to advance subsequent campaigns with fresh learnings.
• Know when something isn’t working well and assume the authority to dive into the challenge by championing change, and ultimately course correcting the initiative.
• Work collaboratively across the company to rally support for shared goals and campaign execution.
• Understand clients’ purpose with a cognizance of what high-performing creative work looks like and, as importantly, appreciate and grasp how one has an impact on the other.

Leadership:

• You are a trusted advisor who operates with professional maturity and an understanding of the importance of teamwork, communication, and humility.
• You know how to motivate peers and create consensus to work toward a common goal.

Experience:

• 3+ years of experience as a marketing strategist.
• 2+ years of experience as an account strategist with experience with a creative agency or marketing department.
• Experience with Wrike or project management system preferred. Experience in healthcare marketing is a plus.

Education, Certification, and Licenses:

• A bachelor’s degree in business management, marketing, communications, or a related field of study.

Knowledge:

• Experience with direct mail, traditional advertising channels (out-of-home, television, and radio) and digital advertising.
• Strong project management and integrated marketing campaign development and deployment skills.
• Background in B2C marketing.

Skills:

• Strong interest in traditional and digital marketing; demonstrated knowledge of direct mail and traditional advertising, marketing tools, and analytic dashboards.
• Ability to manage and create integrated campaigns that drive conversion.
• Proficiency in material reviews, campaign development, and performance reporting.
• Capacity to thrive in fast-paced, high-pressure situations.
• Ability to think strategically to address immediate short-term goals while maintaining perspective of clients’ and company’s long-term objectives.
• Self-starter with flexibility to perform job assignments independently and adapt to changing work environment, workload requirements, and reporting relationships.
• Strong project management skills; ability to develop, prioritize, execute, coordinate, manage and guide implementation of projects, as well as the ability to conduct, manage and balance multiple projects and priorities on deadline.
• Proficient in managing integrated marketing campaigns that consider goals, budgets, data, and observation, with ability to match services to KPIs. Demonstrated writing and editing proficiency, and experience delivering communications across multiple platforms (e.g., email, print, web, etc.).
• Possess effective diplomacy skills with demonstrated ability to partner with internal teams and external vendors/partners.
• Strong creative, strategic, analytical, and organizational skills.

Work Environment: Office setting with freedom to work remotely.

Travel Requirements: 10% of time

About Us: Capital Blue Cross is the leading health solutions and insurance company in Central Pennsylvania and the Lehigh Valley. As a partner in the community’s health for over 80 years, Capital Blue Cross offers employees excellent pay, bonus opportunities, benefits, health and wellness incentives, opportunities for career advancement and community involvement, and work-life balance. In return, every member of our workforce plays an important part in something much bigger: working together and making a difference every day to improve the health and well-being of our members and the communities in which they live.