Blue Cross and Blue Shield of Minnesota

The Marketing Manager is responsible for strategies and initiatives that drive growth and retention across Commercial Markets, Public Sector, and Labor Group health plan products. Leading an internal team of marketing strategists, they will develop and successfully implement multi-channel marketing plans in support of segments’ annual growth plans via product marketing campaigns, promotional materials, lead generation initiatives, and other B2B engagement tactics.

You will work closely with a variety of business partners within and outside of Marketing to define, strategize, develop, and implement innovative programs and solutions that will acquire new customers and deepen existing customer relationships. This role applies strategic problem solving methods and frequently transitions from strategy creation to development of go-to-market assets and campaign implementation activities. This position reports to the Director of Marketing.

A Day In The Life

• Leads development and execution of robust marketing strategy for health plan products that are sold through B2B channels
• Partners closely with Sales and Product teams to translate business goals into marketing objectives, plans, and deliverables to drive enrollment growth; leads best-in-class Marketing Planning and Review processes
• Measures and optimizes marketing performance, through both traditional and digital channels, using data to evaluate program results and seek new opportunities for refinement and growth
• Recommends new opportunities to leadership and uses synthesized information that clearly communicates key takeaways to influence decisions
• Directs marketing team work to support strategic plans, translates offerings into value propositions, and delivers compelling and differentiated messaging; engages Creative team early with informed briefs and works closely with agency and vendor partners
• Oversees and helps prioritize critical projects and workstreams with marketing team, synthesizing and integrating efforts to improve results and efficiencies
• Manages the Marketing budget for accountable segments, with an organized approach to tracking and ensuring alignment with growth objectives
• Partners with Commercial and Marketing leadership on strategic initiatives, serving as a trusted and effective internal consultant
• Interviews, hires, and manages associates to build a collaborative team, following required EEO and Affirmative Action guidelines
• Conducts performance evaluations, and ensures Associates receive timely feedback, mentorship, training, and career development
• Sets the tone for a culture that supports our values: Put the customer first, be remarkable, succeed together, own it, find a better way, and do the right thing.

Nice To Have

• Bachelor’s or Master’s degree.
• Experience in MN markets.
• Relevant health plan experience.

Required Skills & Experiences

• 5+ years of marketing and/or health plan, professional experience. All relevant experience including work, education, transferable skills, and military experience will be considered
• 1 year+ of staff and/or project team leadership experience; experience operating in a cross-functional environment with a variety of collaborators
• Strong understanding of health insurance business
• Expert knowledge in the areas of marketing strategy, sales enablement, customer engagement, digital and print advertising, product promotion, sales channels, communications planning, and marketing measurement
• Proven experience with B2B marketing, lead generation, and digital and channel marketing; track record of successfully developing and completing marketing and communication plans, campaigns, and deliverables
• Ability to understand and apply relevant market research and financial information to ensure informed and robust segmentation, targeting, and positioning; strong critical and system thinking skills
• Demonstrated ability to evaluate communications and creative concepts against business objectives, providing constructive and specific direction for changes/edits
• Excellent verbal and written business communication skills, including the ability to simplify and summarize complex information, and create and deliver professional presentations to senior leadership and external audiences
• Excellent collaboration and relationship management skills, including the ability to work with a wide variety of people and personalities, and effectively facilitate group discussions and decision-making
• Demonstrated leadership and interpersonal skills for managing and developing staff, leading cross-functional teams, and working with business partners, customers, and vendors