24 days old

AVP, CRM Marketing

Humana
Boston, MA 02133
Description As a company whose primary focus is on the well-being of its members, Humana is dedicated to shifting perceptions of the health insurance industry. We believe our role goes beyond that of a provider of insurance to that of a well-being partner who will empower customers to live a life thats healthy, active, and rewarding.Toward that goal, Humana has been building a best-in-class engagement marketing organization to support the enterprise-wide adoption of CRM technology, insights-driven business process and people capabilities, and the consumer-centric mindset necessary to build lasting, mutually beneficial relationships with consumers and healthcare providers.Humana is seeking a seasoned marketing leader for the role of Associate Vice President, CRM Marketing to accelerate the engagement marketing teams evolution into a modern, data-driven, omni-channel, performance marketing engine for Humana. The Associate Vice President must be able to understand the consumer experience that fulfills the Humana brand promise, define the marketing capabilities necessary to deliver a personalized experience reliably, understand business goals and objectives, create marketing strategies and plans to support them, and execute engagement outreaches with efficiency and precision. The position will be directly responsible for strategy, execution, and measurement of member-focused integrated marketing outreaches to drive Care outcomes by engaging members in their health, and drive usage of Humana Pharmacy. The Associate Vice President will report directly to the Vice President of Engagement Marketing and will lead a team of roughly 15-20 associates organized in Care, pharmacy, and general consumer engagement teams. In addition, this leader will work closely with other teams in Enterprise CRM, Consumer & Clinical Analytics, Consumer Research, IT, Provider Relations, Humana Business Segments (including Medicare, Employer Group, Healthcare Services, Pharmacy Services), and outside vendors.This leader will be a highly collaborative, strategic and results oriented marketing professional with exceptional leadership, team building, collaboration, and partnership management skills. Our preferred location for this position is at our corporate headquarters in Louisville, KY, followed by our offices in Chicago, IL, Boston, MA or Dallas, TX, in order of preference. We are happy to consider alternate locations for exceptional candidates, particularly locations that are in close proximity of the aforementioned locations. Responsibilities Key Responsibilities + Create multi-year marketing strategy to take our marketing programs to the next level, specifically in areas of digital contact strategy and omni-channel experience with the ability to leverage insights, data and analytics to create breakthrough member experience and drive marketing ROI + Activate brand and adopt segmentation in marketing outreaches to drive the most impactful health engagement efforts designed to produce best member and business outcomes + Define engagement strategy, tactics, and execution in order to engage our members in their health with a few key KPIs being HEDIS gaps closure rate, member perception metrics and Humana Pharmacy usage + Build the capabilities of the engagement marketing team relating to modern marketing; marketing expertise, multi-channel techniques, tools, and engagement practices + Work closely and directly with key business leaders to understand their business segment dynamics, performance goals and objectives, and business priorities in order to help achieve them + Identify actionable insights on key segments, customers, trends in business environments, competitive position, and product portfolio offerings + Oversee and manage all marketing strategy, planning, plan execution, financial management and measurement for the Marketing team + Partner with Market Research team to establish the right learning agenda and success metrics model, and use it regularly to monitor performance Additional Responsibilities + Provide input into the marketing technology road map, guiding investment in the Marketing CRM platform and driving improved efficiency, effectiveness, and marketing ROI + Adopt and maximize usage of new modern marketing tools, tactics, and techniques + Define and execute testing plans to maximize the learnings from each member engagement program; share results and implications across the enterprise + Spur new thinking in marketing to differentiate our brand, attract, engage, and retain our members + Lead and develop a team that drives better member health and profitable engagement + Foster best-practice sharing across acquisition marketing, member engagement marketing, corporate marketing and communications, and consumer analytics + Act as a thought leader and a key contributor to the professional development of our marketing team Key Candidate Qualifications The successful candidate will have broad and diverse marketing leadership experience in multiple environments, including B2C, B2B, digital, engagement, and marketing through third-party partners. He/she will be analytical and skilled at defining analysis needs, structuring analysis, and working with both qualitative and quantitative data. He/she will have a Bachelors degree in Marketing or a related field and a clear track record of spearheading the adoption of marketing best practices and innovation. This person will be a strong leader of people with proven success in expanding and elevating the capabilities and performance of the team. Finally, the successful candidate will have experience operating successfully in a matrixed environment through collaboration and thought partnership. In addition to the above, the following professional qualifications and personal attributes will be ideal: + Experience in moving member behavior by executing world-class direct to consumer marketing is the primary qualification. + Extensive senior-level experience in some combination of: digital, database, direct, loyalty, or other quantitative marketing roles. + Experience managing specific customer segments through life-cycle stages and/or experience journeys and can demonstrate how they have driven better acquisition or engagement results. (Relevant experience may include: Managing credit card acquisition, loyalty program member management, clinical patient program enrollment, usage of specific business products, etc.) + Record of success in creating clear and quantifiable marketing goals based on business plans and objectives, and delivering the expected results. + Experience in healthcare industry, regulated industries, marketing to healthcare providers, and driving engagement in clinical programs. + Strong strategic, critical thinking, and conceptual abilities; capability to lead strategic planning discussions, and turn those into plans and tactics that are executable and measurable + Experience in running Test & Control campaigns to identify causality (e.g. what intervention drives member behavior) familiarity with statistical analysis and applying behavioral economics/science to engagement tactics. + Aptitude to understand data, define testing plans and analyze results, assess marketing performance and make data-driven decisions about future marketing activities and investments + A marketing approach based on the "client" mindset with an understanding of line of business strategies and goals, and an appreciation for diverse business models that include B2C, B2B, and B2B2C. + Experience managing in a highly matrixed environment with an ability to influence others and interact with all levels of the organization using negotiating, influencing, and change management skills. + Experience in managing change by leading and energizing others, modeling adaptability, and inspiring strong organizational performance through periods of transformation, ambiguity, and complexity. + Outstanding written, listening and verbal communication skills, including the ability to explain complex ideas and technologies as well as drafting and presenting formal presentations. + Ability to work collaboratively through various department and functions, promoting a culture of proactive teamwork. + Experience in program management and vendor/agency management - ability to coordinate activities, collectively set strategies and monitor progress. + Familiarity with modern marketing tools, such as IBM (Marketing Software, Marketing Cloud, etc.), Adobe Marketing, Salesforce Marketing Cloud, Oracle (Eloqua, Bluekai, etc.) as well as related analytical and visualization tools, such as Tableau, SAS, "R", Python, etc. + Bachelor's degree required; MBA or a social science master's degree desired. Scheduled Weekly Hours 40 About Us Mission: At Humana, our cultural foundation is aligned to helping members achieve their best health by delivering personalized, simplified, whole-person healthcare experiences. Recognizing healthcare needs continue to evolve for each person, for each family and for each community, Humana continuously creates innovative solutions and resources that help people live their healthiest lives on their terms when and where they need it. Our employees are at the heart of making this happen and thats why we are dedicated to building an organization of dynamic talent whose experience and passion center on putting the customer first. Equal Opportunity Employer It is our policy to recruit, hire, train, and promote people without regard to race, color, religion, sex, national origin, age, sexual orientation, gender identity or expression, disability, or veteran status, except where age, sex, or physical status is a bona fide occupational qualification. View the EEO is the Law poster. If you are an individual with a disability and require a reasonable accommodation to complete any part of the application process, or are limited in the ability or unable to access or use this online application process and need an alternative method for applying, you may contact mailbox_tas_recruit@humana.com for assistance. Humana Safety and Security Humana will never ask, nor require a candidate provide money for work equipment and network access during the application process. If you become aware of any instances where you as a candidate are asked to provide information and do not believe it is a legitimate request from Humana or affiliate, please contact mailbox_tas_recruit@humana.com to validate the request. <>

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Posted: 2020-01-24 Expires: 2020-02-23

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AVP, CRM Marketing

Humana
Boston, MA 02133

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