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:


* Direct Marketing- email, SMS and direct mail


* 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 (segment...