Dir Performance Media and Marketing
Company: Highmark Health
Location: Hartford
Posted on: June 25, 2022
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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
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