Under the direction of the Director of Marketing & Communications, responsible for the development and execution of integrated marketing and digital plans in support of BMC HealthNet Plan and Well Sense Health Plan member retention, in both existing and new program lines. Executes or supports the Director in execution of initiatives outlined in the Strategic Operating Plan (SOP), in addition to key member initiatives. Manages staff and budgets assigned to advertising, promotional, and national brand sales support activities and those assigned to digital activities, including Web site, social media, and online marketing and communications activities. Develops and manages effective relationships with agencies engaged to create and execute traditional advertising and promotional activities, as well as any digital communications for BMCHP and Well Sense Health Plan. Also manages marketing line vendor and other key marketing partners. Builds and maintains productive working relationships across all BMCHP departments and with external customers.
KEY FUNCTIONS/RESPONSIBILITIES:
- Responsible for developing and administering annual marketing and digital communications plans for two product lines, and new program lines in collaboration with director and senior leadership.
- Works collaboratively with appropriate members of the Marketing Division to gather and disseminate primary and secondary market research and intelligence, including competitor research; make recommendations for research to inform marketing and communications decision-making.
- Works with internal business analytics group to gather market and membership trends and applies information to develop data-driven strategies for membership growth.
- Develops and oversees online and traditional advertising campaigns and serves as liaison with any agencies engaged by BMCHP to develop and execute advertising; maintains relationship with other marketing vendorsr.
- Directs BMCHP’s digital presence for existing members, including website, social media, online advertising, digital communications, and staff members assigned to these functions, integrating content from colleagues within the department and across BMCHP.
- Manages research and implementation of new digital activities designed to aid retention efforts, such as mobile health texting, mobile web, and mobile applications. Develops retention programs when appropriate.
- Researches and identifies innovative opportunities to reach prospects across all business lines.
- Co-owns design, functionality and enhancements to member and provider web portals with IT and Customer Care departments.
- Identifies content opportunities that support brand messaging and member education, including video, animation, infographics, and other delivery formats; initiates and carries out those projects.
- Assures compliance of all BMCHP marketing activities with state and federal regulatory requirements; Ensures legal review of advertising and promotional activities.
- Ensures corporate identity and brand standards are maintained.
- Supports Quality and Care Management initiatives, including programs designated as corporate goals and other activities designed to improve the overall health of specific populations.
- Supports activities of Director of Community Development, including development of strategies and communication materials to promote grass roots marketing campaigns and key community partnerships to help drive membership.
- Writes and edits (or manages work of others as appropriate) marketing materials targeted to specific external and internal audiences.
- Performs other duties as required.
- To accomplish all of the above, works with entire Marketing Division and key internal departments, such as Legal, Public Partnerships, IT, Health Services, and Finance.
QUALIFICATIONS:
EDUCATION:
- Bachelor’s Degree in Marketing, Business Administration or related field, or equivalent work experience required.
EXPERIENCE:
- 8 or more years of progressively responsible marketing experience.
- Previous supervisory experience.
- Staff and budget management experience.
- Experience developing and executing integrated marketing plans.
- Experience working with market research and membership data.
- Experience in healthcare or managed care setting preferred.
- Minimum of 8 years of Marketing and Communications operations experience preferred.
- Web and other digital/online experience preferred.
COMPETENCIES, SKILLS, AND ATTRIBUTES:
- Effective collaborative and proven process improvement skills.
- Strong oral and written communication skills; ability to interact with all levels of the organization.
- A strong working knowledge of Microsoft Office products.
- Demonstrated ability to successfully plan, organize and lead complex projects.
- Demonstrated ability to direct teams and effectively delegate work.
- Demonstrated ability to develop and manage budgets.
- Proactive and forward thinking; strong interest in implementing innovative technologies, processes, and ideas.
- Detail-oriented, excellent proof reading and editing skills.
WORKING CONDITIONS AND PHYSICAL EFFORT:
- Ability to work after hours during peak periods.
- Participation in Marketing events on weekends, two to three times a year.
*Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, sexual orientation, gender identity, disability or protected veteran status.
Required Skills
Required Experience