Segment Marketing and CRM Strategy Lead

Profile

Description

Responsibilities

The Segment Marketing and CRM Strategy Lead will be responsible for planning, recommending and optimizing lifecycle marketing strategies that deliver tailored approaches to unique audiences, applying the best practices of CRM. Specifically, he/she will work closely with marketing and business partners to facilitate segment-oriented, acquisition, engagement and retention marketing plans that leverage deep, analytical consumer insights and journey-driven design thinking. This incumbent will also serve as the Retail team subject matter expert on leveraging marketing automation capabilities to improve the consumer experience and will lead pilots, accordingly. Lastly, he/she will establish and advance a common set of frameworks (e.g., segment marketing engagement model, segment test and learn plans, segment KPIs) and learnings library that enable team members to autonomously integrate CRM best practices into their daily work. The Segment Marketing Lead works on problems of diverse scope and complexity ranging from moderate to substantial.

About Humana Retail Marketing

The team is responsible for marketing a range of health care plans including individual and group Medicare, Medicare Supplement and Medicaid to support the Retail business, which generates $50Bn in annual revenue. The Retail Marketing team's focus is on the end-to-end marketing strategy for consumers and agents, working closely with Humana's Retail business segment and other teams to ensure that acquisition, member onboarding, education and retention are closely integrated in a comprehensive marketing approach.

In this role you will:

Lead the development of segment marketing strategies that support the Retail business segment overall objectives with a clear focus on external and internal segments that are poised for growth

Analyze segment strategy, segment portfolio, prioritize audience targets and segment strategies to identify new needs and provide solutions

Serve as a central point of intake for segment management partners and work across the Retail Marketing team to execute key initiatives

Guide the creation and development of go-to-market plans leveraging CRM best practices in partnership with marketing colleagues, key internal business partners, and other cross-functional teams

Drive the development of segment marketing deliverables, including segment playbooks (e.g., value proposition, positioning, messaging hierarchies, imagery, content) and audience and attitudinal/belief/motivation/needs-based cohorts

Provide guidance on opportunities to leverage marketing automation capabilities to improve the consumer experience and optimize business results

Deeply understand and evangelize prospect and member base insights- what attracts them to the brand / products, what engages them, what makes them stay, and what are their pain points

Master competitive understanding related to this space; understand emerging trends and macro environment

Partner across the Retail Marketing team to build and align on an integrated learning agenda for priority segments and testing roadmap across acquisition and member marketing touchpoints

Establish and track key performance indicators and consistently report outcomes to key stakeholders

Oversee and project manage custom research projects from inception, fielding, analysis and report out, partnering closely with the consumer research team and vendors

Develop, effective and on the fly internal communications on a standing basis, through all modes of planning document formats, as well as able to handle live/remote report outs in larger forums or scheduled presentations.

Required Qualifications

Bachelor's Degree

At least 8 years of building and executing highly impactful consumer marketing strategies

Positive track record of driving segment-based customer acquisition and engagement strategies

Deep empathy for the customer and ability to translate complexities into simple, comprehensible communications

Strong knowledge of and experience in applying CRM best practices and using marketing automation tools

Persuasive story teller who has demonstrated the ability to communicate effectively with senior leaders; executive presence

Ability to identify actionable insights and translate them into winning marketing strategies and secure buy-in through excellent writer and verbal communication

Strategically oriented, resourceful, influential, critical thinker with strong problem solving skills

Highly collaborative mindset and excellent relationship-building skills, including the ability to engage many diverse stakeholders and SMEs, and win their co-ownership in outcomes

Outstanding project management skills and ability to multi-task with a strong bias for results

Must have accessibility to high speed DSL or cable modem for a home office (satellite internet service is NOT allowed for this role); and a minimum internet connection speed of 10M x 1M

Able to travel up to 20% of the time

Preferred Qualifications

MBA from top school

Experience in Healthcare, Financial Services, Professional Services or CPG

Consulting background a plus, but not required

Agile working model experience

Additional Information

Preferred Location: New York, Boston, Washington, D.C., Louisville or Chicago

Scheduled Weekly Hours

40

Company info

Humana Inc.
Website : http://www.humana.com