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VP Marketing - Meridian, United States - Blue Cross of Idaho
Description
Blue Cross of Idaho (BCI) is uniquely positioned as a well-capitalized, leading healthcare payer in its market, serving hundreds of thousands of Idahoans and partnering with best-in-class employers across the state.
Under the leadership of the VP, the team will advance the understanding of the company's brand with internal and external audiences, while increasing the value of the brand.
This position is located at the corporate headquarters in Meridian, Idaho.Required Experience
To be considered for this role, you have:
Ten years' management experience leading a cross-functional team of brand, marketing, market research, and communications professionals
Combined fifteen years' experience owning the strategy, planning and implementation work for brand positioning, brand marketing, demand generation marketing, media management, digital marketing, social media marketing, marketing analytics, market research, community relations, corporate communications, employee communications, content marketing, and web content management
Five years' experience in the healthcare industry working for a health plan, hospital system, pharmacy benefit manager (PBM), or third-party administrator (TPA) is preferred
Required Education
Bachelor's Degree in marketing or related field; or equivalent work experience (Two years' relevant experience is equivalent to one-year college)
We'd Also Love It If You Had
Master of Business Administration (MBA) or equivalent discipline
Key Responsibilities Of The Role
Marketing
Create and write strategic marketing plan, with quantifiable objectives tied to marketing strategies and tactics that are focused on B2C (business to consumer) and B2B (business to business) dimensions, as well as the company's sales channels
Effectively leverage data and analytics to guide the team in creating actionable plans that result in market growth, engagement, retention, and margin increase
Be the expert on integrated marketing strategies on how to increase customer awareness, acquisition, engagement, and retention while using customer segmentation models, multi-channel optimization including all-forms of digital, market research, marketing technologies and database marketing to optimize marketing results
Understand when and how to use quantitative and qualitative market research methods to optimize results
Evolve and maintain the community relations program including non-profit donation oversight and quality execution for a wide array of events across the state
Lead the marketing team, along with the company's agency partners, to deliver flawless execution, performance reporting, and analysis that drive learning and continuous improvement
Brand Management
Define, lead, and evolve the brand strategy foundation for the company in terms of vision, mission, brand promise, value proposition, and brand tenets
Pull the brand strategy through with consistency into all marketing and communications efforts
Use the brand strategy to help build and articulate the company's culture as a destination employer for employees
Monitor and report on brand health measures, including customer satisfaction, to CEO, top leaders, and/or boards of directors
Oversee the brand management for multiple companies within the mutual insurance holding company
Communications
Oversee the company's communication strategy, planning and execution efforts across the following targets: external audiences including members, consumers, employers, providers and brokers; internal audiences including CEO, executive staff, employees and board members
Counsel company leaders, in partnership with SVP Public Affairs, on BCI communication policy and communication strategy about marketplace issues that require a response
Anticipate issues and proactively prepare for these challenges with ready-made communication response plans and defined social media guidelines
Steward effective communication creation that uses the writing, editing, graphic design, social media, employee intranet and resources and channels available
Lead content management communications and education strategy for and its portals
Oversee the creation for hundreds of documents required for the company's health plan products, including working collaboratively with Compliance and Legal partners
Empowering Force
Ensure that the team is an empowering force, strong collaborator, and trusted advisor within the organization as it pertains to brand management, marketing, and communications
Continuously build and inspire the team with a strong culture grounded in creativity, respect, professional growth, along with a customer-first and accountability approach
Make effective and persuasive speeches and presentations on transformational, complex or controversial topics to top management, public groups, and/or boards of directors
Perform other duties and responsibilities as assigned
Reasonable accommodations
To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed above are representative of the knowledge, skill and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.
We are an Equal Opportunity Employer and do not discriminate against any employee or applicant for employment because of race, color, sex, age, national origin, religion, sexual orientation, gender identity, status as a veteran, and basis of disability or any other federal, state or local protected class.
