Lead Marketing Strategist, CRM

Job ID: J118723
Company: Highmark Health
Location: Pittsburgh, PA, United States
Full/Part Time: Full time
Job Type: Regular
Posted at: Apr 24, 2018

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Description

JOB SUMMARY:

Lead Marketing Strategist for CRM is an influential position that is part of a CRM leadership team that strives to develop a center of excellence for creating and managing profitable customer relationships.  This role will develops integrated marketing strategies and plans for a line of business and/or portfolio of products and services to advance business goals.  Uses data analytics and conducts market assessments utilizing primary and secondary research to develop insights.  Identifies and prioritizes opportunities through situation and competitive analysis to sets objectives. Develops positioning and value proposition messaging for products and services. Develops and specifies detailed requirements for Omni-channel marketing initiatives that enhance customer Lifetime Value including direct response (digital, mail, mobile, DRTV, IVR, other), mass media (advertising, PR), sales channel and event marketing.  Analyzes and refines campaign plans to continually refine and optimize marketing deliverables.  Includes responsibility for both BtoB and BtoC marketing including acquisition, retention and CRM.

ESSENTIAL RESPONSIBILITIES:

  • Creates and implements marketing strategies and integrated plans for portfolio of products and programs in support of the business (or cross-business) units to achieve desired outcomes.  Develops plans based on knowledge of the market segment including B to B (group benefit administrators) and B to C (members of groups), product and market segment business strategies and competitive/market dynamics.
  • Designs detailed integrated implementation plans and timing for all tactics in marketing plans including measureable objectives, creative brief, marketing messages and claims, campaign data specifications, and creative mandatories.  Ensures channel integration in support of the marketing plan; integrated suite of tactics could include direct marketing, advertising the marketing plan; and media planning, public relations, digital and additional channels.
  • Develop creative briefs and evaluate creative delivered from agencies and internal partners.  May negotiate and manage strategic relationships including agencies, spokespeople, and consultants.  Ensures deliverables meet / advance Highmark brand. 
  • Develops requests for primary and secondary market research, providing research objectives and stimulus.  Utilizes insights gained through market and sales data, market/competitor research, program and project performance to guide marketing strategies and tactics that resonate with B-to-B and B-to-C audiences.
  • Budget responsibility for select marketing programs.
  • Develops and delivers insightful presentations and strategies to the business unit and executive committee where appropriate. 
  • Analyzes results of tactics and determine program effectiveness and next steps to advance business objectives.s as assigned or requested.
  • Other duties as assigned or requested

QUALIFICATIONS:

Minimum Education

  • Bachelors degree

Preferred Education

  • MBA or other Masters degree in related discipline.

Minimum Experience

  • 7 - 10 years of related progress experience in Marketing

To include:

  • 3-5 years in Data Analytics, Digital Marketing
  • 1-3 years reporting experience
  • Grandfathered experience requirements effective August 2016

Preferred Experience:

  • 7-10 years of related progress experience in Marketing

To include:

  • 3-5 years in cross-functional project team or project management
  • 1-3 years in predicative modeling
  • 0-1 years in the healthcare industry or retail marketing

Highmark Health and its affiliates prohibit discrimination against qualified individuals based on their status as protected veterans or individuals with disabilities, and prohibit discrimination against all individuals based on their race, color, religion, sex, national origin, sexual orientation/gender identity or any other category protected by applicable federal, state or local law. Highmark Health and its affiliates take affirmative action to employ and advance in employment individuals without regard to race, color, religion, sex, national origin, sexual orientation/gender identity, protected veteran status or disability.
EEO is The Law
Equal Opportunity Employer Minorities/Women/ProtectedVeterans/Disabled/Sexual Orientation/Gender Identity (http://www1.eeoc.gov/employers/upload/eeoc_self_print_poster.pdf)
We endeavor to make this site accessible to any and all users. If you would like to contact us regarding the accessibility of our website or need assistance completing the application process, please contact number below.
For accommodation requests, please call HR Services at 844-242-HR4U or visit HR Services Online at HRServices@highmarkhealth.org

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