Director, Marketing Planning & Brand Strategy

GEHA (Government Employees Health Association, Inc., pronounced G.E.H.A.) is a nonprofit member association that provides medical and dental benefits to more than two million federal employees and retirees, military retirees and their families.

We celebrate diversity and are committed to creating an inclusive environment for all employees.

GEHA has one mission : To empower federal workers to be healthy and well.

Offering one of the largest medical and dental benefit provider networks available to federal employees in the United States, GEHA empowers health and wellness by meeting its members where they are, when they need care.

We serve our members with products they value and a personalized customer experience, sustained by a nimble and efficient organization.

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.

SKILLS

Responsibilities

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.

Requirements : Education & Experience

Bachelor's degree in business, Marketing, or related field.

10+ years of brand and planning leadership, including marketing, growth, go-to-market, and / or sales experience for a Health Payor.

Health Payor experience required, in-depth and acute understanding of planning, go-to-market planning, and consumer behavior in Health Payor space, specifically direct response, to elicit and drive specific consume outcomes to attract, retain, and engage members and prospects.

Demonstrated ability to lead large-scale acquisition strategy, with proven history of meeting or exceeding growth goals.

Process-oriented leader, with the ability to thrive in ambiguous, fast-changing market and environment.

Strong business acumen and mastery of data / insights to develop segments, value proposition(s), and overall growth strategy.

Demonstrated ability to mentor, develop and inspire team, comfortable managing and developing people through constructive feedback on both work product and professional develop areas.

Purposeful with keen sense of urgency to deliver results.

Focus on outcomes and process - attention on delivering the right results, the right way.

Strong written, verbal, and visual communication skills, across marketing and business areas, ability to establish rapport across all levels of an organization and stakeholders.

Preferred : Master's degree

Master's degree

Work-at-home requirements

• Must have the ability to provide a non-cellular High Speed Internet Service such as Fiber, DSL, or cable Modems for a home office.
• A minimum standard speed for optimal performance of 30x5 (30mpbs download x 5mpbs upload) is required.
• Latency (ping) response time lower than 80 ms
• Hotspots, satellite and wireless internet service is NOT allowed for this role.
• A dedicated space lacking ongoing interruptions to protect member PHI / HIPAA information

How we value you

• Competitive pay / salary ranges
• Incentive plan
• Health / Vision / Dental benefits effective day one
• 401(k) retirement plan : company match - dollar for dollar up to 4% employee contribution (pretax or Roth options) plus a 6% annual company contribution
• Robust employee well-being program
• Paid Time Off
• Personal Community Enrichment Time
• Company-provided Basic Life and AD&D
• Company-provided Short-Term & Long-Term Disability
• Tuition Assistance Program

Please note that the salary information is a general guideline only. GEHA considers factors such as (but not limited to) scope and responsibilities of the position, candidate's work experience, education / training, key skills, internal peer equity, as well as, market and business considerations when extending an offer.

The annual base salary range for this position is $158,530 - $223,470 USD.

GEHA is an Equal Opportunity Employer, which means we will not discriminate against any individual based on sex, race, color, national origin, disability, religion, age, military status, genetic information, veteran status, pregnancy, marital status, gender identity, and sexual orientation, as well as all other characteristics and qualities protected by federal, state, or local law.

GEHA will not discriminate against employees or applicants because they have inquired about, discussed, or disclosed their compensation or the compensation of another employee or applicant.

We are committed to creating an inclusive environment for all employees. Our diversity drives innovation deepens connections and strengthens our organization.

GEHA is headquartered in Lee's Summit, Missouri, in the Kansas City area. We recognize the importance of balance and flexibility and offer hybrid and work-from-home options for many of our roles.