Job details
Job type full-time
Full job description
Segment marketing lead analyst
Direct to consumer for individual dental
Role summary
The segment marketing lead analyst will be responsible for supporting the segment marketing senior advisor in executing a multi-channel marketing strategy to profitably grow and expand the individual & family plans dental businessThis position will have specific accountability for acquiring and retaining customers across all distribution channels, with a focus on the direct to consumer (dtc) channelThe individual in this role will be on point to deliver on designated sales, business and campaign performance goals.
Key responsibilities include developing and executing dtc marketing acquisition and retention campaign across channels, including paid media, social media, email, direct mail and othersThe lead analyst be responsible for developing campaign strategies, including the test design, and will work closely with the campaign management team and analytics to executeThe lead analyst will work with a number of internal matrix partners in brand, digital, marketing communications, and other areas, and will partner with internal and external creative and media agencies to develop compelling marketing campaigns and media plans.
The lead analyst will have extensive experience in the development and execution of measurable direct marketing campaigns that are aligned to business objectives, and have accountability for managing the execution of the campaigns, utilizing analytic insights gained from campaigns, and managing within budget and within the established timelineTraditional marketing competencies around targeted messaging and value proposition development, creative execution that drives response and alignment to branding strategy are crucialThe role will have a heavy emphasis on the dtc channel, but will also have accountability for marketing strategies and tactics for other distribution channels, including the broker, affinity partner, and senior private exchange channelsThe successful candidate for this role will be a self-directed, proactive individual who is a strategic thought leader who also has project management skills and attention to detail.
Responsibilities :
Work with the marketing senior advisor to develop and manage a multi-channel marketing strategy and plan to deliver on projected new customer sales and retention metrics (e.g., nps, retention rate) for the dental business.
Develop new marketing strategies, including overseeing the development of new creative, and execute plans to support planned new product launches.
Manage the execution of the marketing strategy and plans, including creative and media briefs and creative strategiesCollaborate with the marketing coes and external agency partners to ensure strategies are successfully executedAccountable for ensuring all campaigns are tested and for establishing process to monitor in-market execution, and overseeing issue resolution, as needed.
Develop campaign test and learn agendasPartner 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.
Work closely with campaign management team to develop campaign execution plans, timelines and reporting requirementsAnd, partner with the operations team to secure associated campaign phone numbers and urls to facilitate campaign performance tracking.
Utilize insights gained through program/campaign performance, market/sales data, market/competitor research, to optimize marketing activities.
Manage the creative process through internal and external creative and agency resourcesThis includes but is not limited to the development of briefing materials, evaluating creative, and overseeing the development and implementation of ideas across multiple deliverables and tactics to ensure consistency and adherence to brand standardsPartner with product, business and other cross-functional team members to secure and develop content for creatives.
Monitor overall sales and kpi performanceUse insights and learnings to make recommendations on adjustments to the marketing strategy and plans to optimize sales and kpi performance.
Ideal candidates will offer
Bachelor’s degree with a minimum of 4+ years of progressive marketing experience
Dental insurance industry experience
Held key marketing role on a consumer marketing, analytically-driven marketing team in the health insurance industry
Direct marketing experience
Digital marketing and media expertise
Experience leading and managing external creative and media agencies
Experience building out multi-channel marketing plans that span both traditional and digital media
Consumer-direct marketing experience
Value proposition development
Strong cross-functional leadership and influence skills
This role is wah/flex which allows most work to be performed at homeEmployees must be fully vaccinated if they choose to come onsite.
This position is not eligible to be performed in colorado.
About cigna
Cigna corporation exists to improve livesWe are a global health service company dedicated to improving the health, well-being and peace of mind of those we serveTogether, with colleagues around the world, we aspire to transform health services, making them more affordable and accessible to millionsThrough our unmatched expertise, bold action, fresh ideas and an unwavering commitment to patient-centered care, we are a force of health services innovationWhen you work with us, or one of our subsidiaries, you’ll enjoy meaningful career experiences that enrich people’s livesWhat difference will you make?
Qualified applicants will be considered without regard to race, color, age, disability, sex, childbirth (including pregnancy) or related medical conditions including but not limited to lactation, sexual orientation, gender identity or expression, veteran or military status, religion, national origin, ancestry, marital or familial status, genetic information, status with regard to public assistance, citizenship status or any other characteristic protected by applicable equal employment opportunity laws.
If you require reasonable accommodation in completing the online application process, please email: seeyourself@cigna.com for supportDo not email seeyourself@cigna.com for an update on your application or to provide your resume as you will not receive a response.
