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The Senior Director of Member Marketing will serve as the marketing lead for the Group Medicare Advantage member marketing organization within UnitedHealthcare's Medicare and Retirement (M&R) portfolio.
In concert with product, member experience, clinical and quality, digital and customer services leaders, this leader will inspire and empower their team to advance omni-channel, data-driven marketing strategies, programs and campaigns that drive activation, engagement, satisfaction and utilization in support of loyalty and healthier outcomes.
As part of maturing member marketing strategies, the leader will champion member needs, proven tactics and new approaches to build satisfaction and loyalty to UHC. With the balance of an analytical mindset, creative problem-solving and collaboration across a matrixed organization, the right candidate will have demonstrated results-based marketing strategies translating to timely and successful execution to achieve business results.
The leader will report to the VP of Group Medicare Marketing, and directly supports all Group Medicare products, members, and clients.
- Lead a team of experienced marketers to deliver impactful campaigns at-scale that support business goals:
- Serve as the member marketing lead and representative with clinical & quality, product, member experience, digital, member services, Rx, health plan leadership, operations and other third-party vendors for Medicare Advantage
- Create and support marketing team in the development of strategic frameworks, cohort-driven marketing journeys, persuasive communications and socialization decks that leverage member insight, modeling and behavioral science
- Champion change management as organization matures from batch-based marketing campaigns to data-driven, journey-based marketing campaigns that leverage marketing technology automation
- Responsible for maintaining a pulse on the business and marketplace; ensure marketing teams are current on competitive market dynamics, changing media habits and shifting audience needs
- Coach STARS & Clinical member marketing team to bring net growth mindset, member-first lens and objective alignment, as well as marketing and process discipline and rigor, to develop the next generation of marketing leadership
- Model and ensure use of Marketing best practices and tools across the team:
- Identification, development and execution of annual strategic marketing communications plans supporting Clinical & STARS business objectives with data-driven, omni-channel campaigns, national to local, to support member engagement, benefit utilization, clinical outcomes and loyalty
- Establish, measure, and optimize KPIs in alignment with the member experience, product, clinical and finance, while identifying opportunities for continuous improvement
- Actively communicate member lifecycle marketing strategy, business strategy and status updates to business partners and across the matrixed organization
- Analyze member and cohort insights, data and performance to drive go-forward recommendations to support net growth agenda and member satisfaction
- Manage member marketing budgets to confirm initiatives and functions are managed within guidelines for ROI and cost management
- Partner on member marketing and communication governance, including strategy and execution governance for third-party vendors
- Influence and partner across the business to deliver simple, member-valued marketing journeys and experiences to advance member satisfaction and loyalty
- Partner to champion modernization of workflow, tools and processes to bring greater speed to market, accuracy and efficiency to operating model
- Drive innovation in partnership with clinical & quality leaders, actively seeking new ways to engage and improve based on insights and performance data
- 8+ years as a consumer-first, data-centric, digital-first, business-minded, strategic marketing leader
- 5+ years of experience in digital marketing leveraging Adobe or similar marketing automation technologies
- Experience leading initiatives, modeling effective collaboration and influence cross-functionally within a large, matrixed organization
- Proven consumer marketing leader with a solid proficiency in developing and executing engagement marketing strategies
- Proven success of functional marketing leadership with experience managing a high-performing team of 5+ direct reports
- Demonstrated high EQ and self-awareness, shows confidence, consistency and perseverance in addressing challenges and overcoming obstacles; demonstrates initiative, stamina and a solid work ethic
- Demonstrated superior written and verbal presentation skills with a wide range of size and types of audiences including executive leadership
- Ability to work hybrid work arrangement model with 4 days in-office at 9800 Health Care Ln, Minnetonka, MN and remaining days in remote capacity from home
Pay is based on several factors including but not limited to local labor markets, education, work experience, certifications, etc. In addition to your salary, we offer benefits such as, a comprehensive benefits package, incentive and recognition programs, equity stock purchase and 401k contribution (all benefits are subject to eligibility requirements).
No matter where or when you begin a career with us, you'll find a far-reaching choice of benefits and incentives. The salary for this role will range from $159,300 - $273,200 annually based on full-time employment. This role is also eligible to receive bonuses based on sales performance.
We comply with all minimum wage laws as applicable.