Summary
The Director, Marketing Planning & Brand Strategy leads the organization's Brand and end-to-end go-to-market planning and tactical execution for all GEHA's medical and/or dental product lines. The ideal candidate is an executive marketing leader and an expert in consumer behavior, branding, strategic planning, and insight identification to carve out unique positioning in the market for Healthcare Payors. The role is responsible for leading a team of brand, planning and campaign managers, each of which manage cross-functional, highly matrixed projects through the annual planning cycle and execution of Open Season, managing strategic plan development, forecasting responses and leads, tactical calendar, media mix inclusive of pro-forma development, and ensuring direct response best practices are incorporated to optimize conversion and meet annual growth targets. The ideal candidate has extensive Payor experience, and is an inquisitive, insights leader with strong business acumen, and demonstrated ability to collaborate across functions.
Duties
Go-to-Market leader with experience managing teams responsible for Brand stewardship and management, as well as go-to-marketing strategy for Healthcare Payor
Initiative-taking brand visionary, responsible for leading evolution in organization's brand platform, including foundational brand research and dimensionalization of segments leading to development of unique visual and verbal identity, brand standards, brand pillars, as well as rollout of foundational asset refresh across sales, marketing, field-marketing, and partner ecosystems.
Keen ability to partner with internal Creative team and external agencies to translate brand into actionable, purposeful, insights-informed campaign concepts and platforms.
Adept and collaborative brand steward, work across organization to unlock brand's full potential in operational, community, growth, and other applications, all while ensuring brand standards are managed.
Planning accountability across full calendar year, ensuring collaborative development of Growth go-to-market strategy for product line(s), highly collaborative matrix leader with ability to engage and lead peers across organization from Product, Data and Analytics, Sales, and other functions.
Strong commercial leadership voice with end-to-end go-to-market planning for product line(s), forecasting annual growth goals for product line(s) by segment, including development of forecasts by segment, media channel, and media drops/deployment.
Planning and strategy leader for all product lines, own strategic vision and tactical execution across all communication channels, lead team in creating and executing multi-channel marketing and growth plans across direct mail, web, telephonic, digital/social, field-marketing, and other channels, and mediums.
Work closely with Growth team leaders to create and deliver Growth planning and go-to-market plan to meet and exceed growth goals across acquisition, retention, and engagement initiatives.
Lead the team of internal Subject Matter Experts on Health Payor strategic insights, consumerism, and best practices, with keen insights and strong consumer behavior points-of-view on demand generation strategies and tactics.
Collaborate closely with internal teams and external agency partners to develop, map, and create foundational planning documents.
Expertise in planning segment-specific, micro-targeting, channel mix and go-to-market strategy.
Assess new and emerging marketing channels, mediums, approaches, tools, and best practices, including AI and others, to drive process improvement and optimize response rates attract, retain, and engage members.
Develop talent - strengthen internal processes, capabilities, and team members by championing training and development of foundational consumer insights and best practices, direct response methodologies, and growth performance optimization strategies.
Other duties as assigned.