Dir Performance Media and Marketing

Company: Highmark Health
Location: Hartford
Posted on: June 25, 2022

Job Description:

**Company :**

Highmark Health

**Job Description :**

This job leads a data-driven, technology enabled, cross-line of business performance media function for Highmark Health, and all of its affiliated organizations with regional and national footprints. The incumbent interfaces with key business stakeholders at all levels to understand complex business problems and present analytics-driven, engaging, customer-centric digital and analog solutions. This critical role includes significant team, agency partner, mar-tech platform and budget management responsibilities. Leader will drive new and improve existing data-driven frameworks for marketing effectiveness and efficiency across media channels and predictive models for customer behaviors. Efforts will span from brand awareness and preference metrics to upper-funnel, customer acquisition campaigns, and improved brand engagement experiences. This leader also reviews and analyzes media traffic, emerging media and content trends, and the competitive landscape and communicates the current capabilities and opportunities to project teams and business stakeholders. Must be a champion for a customer-centric approach to creating remarkable moments that free customers to embrace their health through our products, services and other offerings. This leader also must act as a coach and mentor to the strategic marketing organization in transforming it into an action-oriented, customer insights-driven operation; leveraging performance tracking and research to provide key strategic marketing insights and data-driven, actionable recommendations that improve conversion, cross-selling, or retention. This leader is the driving force to bring data, analytics, financial, and marketing concepts together to not only drive business but to also build our brand presence inside and outside of the markets we serve.

**ESSENTIAL RESPONSIBILITIES:**

+ Perform management responsibilities including, but not limited to: involved in hiring and termination decisions, coaching and development, rewards and recognition, performance management and staff productivity. Plan, organize, staff, direct and control the day-to-day operations of the department; develop and implement policies and programs as necessary; may have budgetary responsibility and authority.

+ Lead internal and external agencies tasked with optimizing paid media spend using a mathematically robust approach to building marketing mix models that inform decision-making related to all marketing channels and how they impact each other. Includes the oversight and management of significant budgets, resources, and complex, multi-channel programs delivered collaboratively by our traditional and digital media agencies, internal resources, and other strategic agency partners.

+ Lead internal and external agencies tasked with optimizing paid media spend using a mathematically robust approach to building marketing mix models that inform decision-making related to all marketing channels and how they impact each other.Includes the oversight and management of significant budgets, resources, and complex, multi-channel programs delivered collaboratively by our traditional and digital media agencies, internal resources, and other strategic agency partners.

+ Lead cross-functional enterprise efforts (inside and outside of the marketing department) to analyze marketing effectiveness and understand what is needed to improve brand and marketing performance. Collaborate with enterprise and health plan analytics, finance, insights, customer experience, digital strategy, internal ad agency and P&L teams to leverage complex models assessing optimal marketing mix and using data to optimize campaigns.

+ ---Lead a team of performance marketing and media experts to develop, evolve, communicate, and implement various media strategies, including but not limited to web, social, analog, DRTV, SEM/SEO, content marketing and/or mobile strategies.

+ Partner with senior leaders and internal stakeholders to understand business goals, marketing, brand, content, and product strategies, and then build a mar-tech roadmap that enables achieving those business goals. Partner with both internal and external technology partners, privacy, security, and risk management to select and implement the appropriate technology to support those business goals.

**Education**

**Required**

+ Bachelor's Degree in Marketing, Advertising, Analytics, Digital Communications, Media/Multimedia, Business or other related field

**Preferred**

+ Master's in Marketing, Advertising, Analytics, Digital Communications, Media/Multimedia, Business or other related field

**Experience**

**Minimum**

+ 10 years traditional and digital/performance media strategy, planning and/or buying

+ 5 years people management and development

+ 5 years managing campaigns for multiple lines of business and/or brands simultaneously

+ 3years demonstrated budget & vendor management discipline and spend optimization

**Preferred**

+ 5 years digital, social, programmatic, and/or mobile marketing with strong mar-tech aptitude

+ 3 years traditional and/or digital media agency experience

+ 3 years of leading media in a corporate environment

**LICENSES or CERTIFICATIONS**

**Required**

+ None

**Preferred**

+ Google Analytics certification

**SKILLS**

+ Digital marketing/media

+ Web applications

+ Analytics

+ SEM/SEO

+ Planning, forecasting and budget management

**Language (Other than English)**

None

**Travel Requirement**

0% - 25%

**PHYSICAL, MENTAL DEMANDS and WORKING CONDITIONS**

**Position Type**

Office-Based

Teaches/trains other regularly

Occasionally

Travel regularly from the office to various work sites or from site-to-site

Rarely

Works primarily out-of-the-office selling products/services (sales employees)

Never

Physical work site required

Yes

Lifting: up to 10 pounds

Frequently

Lifting: 10 to 25 pounds

Occasionally

Lifting: 25 to 50 pounds

Never

**_Disclaimer:_** _The job description has been designed to indicate the general nature and essential duties and responsibilities of work performed by employees within this job title. It may not contain a comprehensive inventory of all duties, responsibilities, and qualifications required of employees to do this job._

**_Compliance Requirement:_** _This position adheres to the ethical and legal standards and behavioral expectations as set forth in the code of business conduct and company policies._

_As a component of job responsibilities, employees may have access to covered information, cardholder data, or other confidential customer information that must be protected at all times. In connection with this, all employees must comply with both the Health Insurance Portability Accountability Act of 1996 (HIPAA) as described in the Notice of Privacy Practices and Privacy Policies and Procedures as well as all data security guidelines established within the Company's Handbook of Privacy Policies and Practices and Information Security Policy._

_Furthermore, it is every employee's responsibility to comply with the company's Code of Business Conduct. This includes but is not limited to adherence to applicable federal and state laws, rules, and regulations as well as company policies and training requirements._

Highmark Health and its affiliates prohibit discrimination against qualified individuals based on their status as protected veterans or individuals with disabilities, and prohibit discrimination against all individuals based on their race, color, religion, sex, national origin, sexual orientation/gender identity or any other category protected by applicable federal, state or local law. Highmark Health and its affiliates take affirmative action to employ and advance in employment individuals without regard to race, color, religion, sex, national origin, sexual orientation/gender identity, protected veteran status or disability.

Highmark Health and its affiliates prohibit discrimination against qualified individuals based on their status as protected veterans or individuals with disabilities, and prohibit discrimination against all individuals based on their race, color, age, religion, sex, national origin, sexual orientation/gender identity or any other category protected by applicable federal, state or local law. Highmark Health and its affiliates take affirmative action to employ and advance in employment individuals without regard to race, color, age, religion, sex, national origin, sexual orientation/gender identity, protected veteran status or disability.

EEO is The Law

Equal Opportunity Employer Minorities/Women/Protected Veterans/Disabled/Sexual Orientation/Gender Identity ( _https://www.eeoc.gov/sites/default/files/migrated\_files/employers/poster\_screen\_reader\_optimized.pdf_ )

We endeavor to make this site accessible to any and all users. If you would like to contact us regarding the accessibility of our website or need assistance completing the application process, please contact number below.

For accommodation requests, please contact HR Services Online at HRServices@highmarkhealth.org

California Consumer Privacy Act Employees, Contractors, and Applicants Notice

Req ID: J208290

Keywords: Highmark Health, Hartford , Dir Performance Media and Marketing, Other , Hartford, Connecticut