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Marketing Planner, Principal - Medicare AEP

Company: Blue Shield of CA
Location: Oakland
Posted on: October 19, 2020

Job Description:

At Blue Shield of California we are parents, leader, students, visionaries, heroes, and providers. Everyday we come together striving to fulfill our mission, to ensure all Californians have access to high-quality health care at a sustainably affordable price. For more than 80 years, Blue Shield of California has been dedicated to transforming health care by making it more accessible, cost-effective, and customer-centric. We are a not-for-profit, independent member of the Blue Cross Blue Shield Association with 6,800 employees, more than $20 billion in annual revenue and 4.3 million members. The company has contributed more than $500 million to Blue Shield of California Foundation since 2002 to have a positive impact on California communities. Blue Shield of California is headquartered in Oakland, California with 18 additional locations including Sacramento, Los Angeles, and San Diego. Were excited to share Blue Shield of California has received awards and recognition for LGBT diversity, quality improvement, most influential women in corporate America, Bay Areas top companies in volunteering & giving, and one of the worlds most ethical companies. Here at Blue Shield of California, were striving to make a positive change across our industry and the communities we live in Join us!

The Medicare Acquisition Marketing Team is responsible for building, executing, and optimizing campaigns to drive leads and sales for the Senior Markets Line of Business. In addition, our team is accountable for ensuring we are leveraging best-in-class thinking, insights, technology, emerging media channels to drive year-over-year improvements in the efficiency of our marketing investment. We strive to move at the speed of retail, and often must make last minute shifts due to changing market dynamics or new competitive opportunities. We pride ourselves on the results we get for our business partners, and the fact that we are helping California seniors access the best care possible.



The Principal AEP Marketing Manager will report to the Sr, Manager Marketing Strategy & Execution. They will be accountable for partnering with other team members in digital, performance marketing and integrated strategy, Brand and others to build, execute an optimize our Omni-channel AEP Marketing strategy. They are also expected to provide clear direction to the Agency who will help build and execute the strategy, while ensuring all Brand guidelines are upheld and the materials are compliant with legal and regulatory policies. This role requires someone who can quickly shift from building high level strategy, to manage execution, and monitoring results, making changes on the fly if need be.

Other accountabilities:

* Establishes strategic marketing plans with a continuous improvement element that supports goals established by Senior Markets Leadership and Marketing Management.

* Develops new perspectives and innovative approaches to elevate our Data Driven Marketing programs. Leverages other team members with functional expertise to help shape these new strategies

* Interprets campaign results and takes swift action to modify/improve campaign activities inflight.

* Develops and executes on a robust test and learn strategy to accelerate our marketing performance.

* Has responsibilities for communicating with parties external to the organization, including Marketing Agencies and Printers

* Works across a marketing in a collaborative way to contribute/build an Integrated Marketing Plan

* Conducts briefings with senior leaders in Acquisition Marketing and Senior Markets, as necessary.

* Frequently responsible for providing guidance, coaching, and training to other employees across the company within area of expertise.

* Responsible for managing large, complex project initiatives of strategic importance to the organization, involving large cross-functional teams.

* May direct the work of other individual contributors and/or act as a cross-functional team lead.

* Accountable for insuring marketing campaigns are executed on time and within budget.

* Accountable for working with Product and Regulatory partners to ensure accuracy of materials.

* Requires college degree and a minimum 15 years of experience.

* Superb executive communication skills: written and verbal. Ability to adapt communication style to audience.

* Strong Influence Skills: Ability to influence other to adapt strategic plan.

* Team Player: Proven ability to work collaboratively across functional areas and with Sales and Product, and Line of business leadership

* Requires mastery level knowledge of Medicare Acquisition Marketing

* Proven ability to work collaboratively to get more out of Agency Partners.

* Requires a college degree and a minimum 15 years of prior relevant experience.

* Excellent Problem-Solving Skills: Works in partnership with team members and our agency to understand root cause of complex issues/problems, and work on a expedited resolution.

* Must function extremely well in a face-paced environment and adapt quickly to change.

The Medicare Acquisition Marketing Team is responsible for building, executing, and optimizing campaigns to drive leads and sales for the Senior Markets Line of Business. In addition, our team is accountable for ensuring we are leveraging best-in-class thinking, insights, technology, emerging media channels to drive year-over-year improvements in the efficiency of our marketing investment. We strive to move at the speed of retail, and often must make last minute shifts due to changing market dynamics or new competitive opportunities. We pride ourselves on the results we get for our business partners, and the fact that we are helping California seniors access the best care possible.



The Principal AEP Marketing Manager will report to the Sr, Manager Marketing Strategy & Execution. They will be accountable for partnering with other team members in digital, performance marketing and integrated strategy, Brand and others to build, execute an optimize our Omni-channel AEP Marketing strategy. They are also expected to provide clear direction to the Agency who will help build and execute the strategy, while ensuring all Brand guidelines are upheld and the materials are compliant with legal and regulatory policies. This role requires someone who can quickly shift from building high level strategy, to manage execution, and monitoring results, making changes on the fly if need be.

Other accountabilities:

* Establishes strategic marketing plans with a continuous improvement element that supports goals established by Senior Markets Leadership and Marketing Management.

* Develops new perspectives and innovative approaches to elevate our Data Driven Marketing programs. Leverages other team members with functional expertise to help shape these new strategies

* Interprets campaign results and takes swift action to modify/improve campaign activities inflight.

* Develops and executes on a robust test and learn strategy to accelerate our marketing performance.

External hires must pass a background check/drug screen. Qualified applicants with arrest records and/or conviction records will be considered for employment in a manner consistent with Federal, State and local laws, including but not limited to the San Francisco Fair Chance Ordinance. All qualified applicants will receive consideration for employment without regards to race, color, religion, sex, national origin, sexual orientation, gender identity, protected veteran status or disability status and any other classification protected by Federal, State and local laws.

Keywords: Blue Shield of CA, Oakland , Marketing Planner, Principal - Medicare AEP, Advertising , Oakland, California

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