DTC Marketing Advisor - Customer Engagement and Retention (CRM) - Hybrid

Overview

The Customer Engagement and Retention Marketing Lead (Advisor) will support the Individual & Family Plans (IFP) business segment, specifically for the Affordable Care Act product line, by developing and executing customer engagement and retention marketing strategies and plans that support the customer management and profitability goals established by the business.

Reporting to the Senior Manager, IFP Medical Marketing Strategy, the Customer Engagement and Retention Marketing Lead (Advisor) will have accountability for the development and execution of customer engagement and retention campaigns, as well as accountability for select customer experience initiatives, or new or enhanced marketing capabilities.

This role will need to partner closely with the key business stakeholders, as well as the marketing centers of excellence (COEs), including the creative and analytics teams.

Must have deep experience with:

• Onboarding experiences
• Personalization techniques
• Targeted messaging and creative execution
• Omni-channel outreach
• Digital platform messages
• Campaign optimization

All marketing strategy and tactics should deliver on defined performance metrics, including KPIs. This role will need to be customer-centric, have a solid understanding of hypothesis development, test design methodologies and campaign analysis to ensure a successful partnership with the marketing analytics team to facilitate making data-driven marketing decisions.

This individual will also need to understand the competitive environment and have experience with market research to ensure both elements are incorporated into the development of recommended marketing strategies and plans. The successful candidate will be a self-directed, proactive individual who brings a natural intellectual curiosity and appetite for action to the role and is comfortable with a fast-paced, changing environment.

Candidates must be able to collaborate on the development of their strategies and be able to demonstrate successful outcomes influencing in a matrixed environment. Healthcare experience, or experience working in a highly regulated industry highly desired. Finally, working in a dynamic, rapidly evolving environment with multiple cross-functional partners will be required.

Responsibilities

• Lead the strategy, development and execution of customer engagement and retention campaigns, as well as select market research, customer experience, and capability enhancement projects.
• Partner with key business partners on the development of the campaign strategies and plans, including the identification of customer targets, campaign KPIs and test plans, and campaign design. Accountable for contributing to the development of the annual marketing plan.
• Lead the development of the test and learn agendas. Partner with the business and analytics teams to identify test parameters (segments, geographies, products, risk, CLTV, etc.) and structure campaign-level design and execution (test cell design, test populations, model usage, multi-channel mix, call center coordination, measurement/tracking tools). Partner with analytics to assess campaign performance and adjust strategies and plans accordingly. Secure alignment on strategies and plans with the business leads.
• Lead marketing strategy and plans and oversee execution, including creative strategies and creative and media briefs. Collaborate with the COEs and external agency partners to ensure target strategies are successfully executed. Partner with the campaign management team to establish campaign specs and timely execution of the campaign. Accountable for ensuring all campaigns are tested and proofed. Also accountable for establishing processes to monitor in-market execution, and for overseeing issue resolution, as needed.
• Partner with the call center/operations teams to socialize strategies and ensure they are trained and able to support the strategies.
• Partner with legal and compliance teams to secure approval on campaigns and initiatives.
• Track and report on all campaign metrics. Develop post-campaign performance summaries for leadership review.
• Partner with t the insights COE on customer research projects, including the development of research briefs and questionnaires. Collaborate with the insights team to summarize and share critical insights and implications with key business partners.
• Lean into innovative thinking to identify and development new capabilities, customer experiences, or programs. As needed, help develop business cases to secure funding for proposals. Lead or participate on cross-functional teams to support the execution of prioritized initiatives.
• Accountable for establishing and managing to the approved budget.
• Keep current with marketing best practices and relevant industry trends.

Qualifications should include

• Bachelors Degree strongly preferred; MBA or Masters Degree also preferred
• 6+ years of relevant, strategic experience
• Multi-channel marketing experience on a direct-to-consumer, analytically-driven marketing team
• Experience managing both internal and external creative agencies
• Experience in developing and executing against marketing plans
• Strong project management skills; able to define tasks, establish schedules and influence partners to deliver on strategic objectives—and on time and on budget
• Experience with marketing analytic and testing methodologies
• Curious and inquisitive nature that loves to think from the consumer’s point of view, and has an understanding of basic market research methodologies
• Budget management experience
• Ability to work effectively in dynamic, rapidly changing, team-based environment
  • Must balance high-priority, long-term projects with short-term, immediate deadlines
  • Proven ability to lead in a heavily matrixed environment
• Ability to foster collaboration and value others perspectives and gain support and buy-in for organizational proposals
• Excellent oral and written communication skills and executive presence
• Excellent attention to detail
• Health insurance industry experience a plus, but not required
• Ability to work from a Cigna office 3 days a week, as directed by the business