BlueCross BlueShield of Western New York

About BlueCross BlueShield of Western New York

 

Job Category:

Marketing and Communications

Country:

United States

Postal Code:

14201

Approximate Salary:

Not Specified

Position Type:

Full Time

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Manager, Consumer Marketing

Posted: 10/1/2018

Auto req ID 1773BR Company BlueCross BlueShield of WNY About Us BlueCross BlueShield of Western New York is a division of HealthNow New York Inc., one of New York’s leading health care companies that provides access to quality health care and solutions for members throughout Upstate New York. Since 1936, BlueCross BlueShield has helped millions of people gain access to health care. Headquartered in Buffalo, NY, the company is an independent Licensee of the BlueCross BlueShield Association. As the region’s leading health plan, serving over 800,000 members, BlueCross BlueShield believes in taking small steps towards healthier living. You can visit our website at www.bcbswny.com. Title Manager, Consumer Marketing Position Posting Location Buffalo Status Full Time Regular Hours As required Job Description The Manager of Consumer Marketing will set strategy and lead a team to support consumer lines of business, including Medicare, State, Federal, and Individual Exchange products. The Manager of Consumer Marketing will also lead brand marketing projects and should be experienced/knowledgeable of existing and emerging digital strategies to support organization. They will also drive and leverage market research, advertising, direct marketing, and data/segmentation to support consumer lines. Primary Responsibility • Oversees the development and execution of strategic marketing plans to support consumer lines of business to include research and analyses, opportunities, and metrics of success
• Manages associated marketing budgets
• Monitors activities of all direct reports and leads team to deliver exceptional strategy and support
• Manages workload and assigns projects
• Responsible and accountable for driving peak performance, alignment, and employee engagement of immediate team and adjacent teams as part of marketing leadership team
• Drives relevant research, market and competitive intelligence to identify segment needs, trends, threats and opportunities
• Drives consumer segmentation needs, analysis and application including member segmentation, prospect segmentation, pricing elasticity modeling, predictive modeling, attrition modeling, etc.
• Drives strategies around consumer product marketing with understanding of balance between investment, product margin, sales and ROI
• In collaboration with Sales, oversees Medicare Centers including facilities management, space programming, interior/exterior branding, etc.
• Ensures collaboration and integration with Product, Operations and Sales so that strategies and support will result in positive customer experience and results
• Reviews all information being disseminated to the segment’s key constituencies, including sales collateral, website content, operational communications, etc. to ensure that consumer communications are effective and necessary
• Oversees identification of all consumer touch points with goal to improve experience
• Ensures collaboration with CR team to maximize consumer experiences
• Ensures projects comply with BlueCross BlueShield Association branding guidelines and other regulatory guidelines (CMS, NCQA, etc.)
• Disseminates quarterly management “dashboard” reports for Director and SVP
Knowledge and Skills • Excellent oral, written and presentation skills
• Excellent strategic thinking/planning skills, including ability to develop complex strategic marketing plans
• Ability to manage, align, motivate and lead teams
• Ability to initiate and drive new ideas independently
• Experience effectively managing marketing vendors and agencies
• Some travel required (• Intermediate proficiency in a Windows environment and Microsoft programs, including Word, Excel and Access
Qualifications Budgetary Responsibilities: Yes, large advertising and marketing budgets
External Contacts: vendors, agencies
Experience Minimum ten (10) years marketing experience including retail, consumer market segmentation/profiling/analysis, direct marketing, email and social media marketing Education Required Education: Bachelors Degree (Masters preferred) in Communications, Healthcare Administration or related area Working Conditions Must be able to accommodate regional/national travel (auto or air) Must be able to work in an office environment Manual Dexterity Req: Eye-hand coordination and manual dexterity sufficient to effectively use a computer with all its components for prolonged periods of time and for the majority of required tasks Manual Dexterity Req: Eye-hand coordination and manual dexterity sufficient to effectively utilize various office equipment (phone, computer, fax machine, printer, copier, filing cabinet, etc) Physical Effort: Minimum; typical of most office work. Mostly sedentary work. EEO Statement All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, protected veteran status, or disability status. Removal Date 16-Apr-2019

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