Highmark Health Lead Marketing Strategist, CRM in Pittsburgh, Pennsylvania
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.
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
- Bachelors degree
- MBA or other Masters degree in related discipline.
- 7 - 10 years of related progress experience in Marketing
3-5 years in Data Analytics, Digital Marketing
1-3 years reporting experience
Grandfathered experience requirements effective August 2016
- 7-10 years of related progress experience in Marketing
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
Equal Opportunity Employer Minorities/Women/ProtectedVeterans/Disabled/Sexual Orientation/Gender Identity