Kaiser Permanente Medicare Marketing Communications Strategy Lead in Aurora, Colorado
Serves as the regional and interregional expert on the integration of business-to-business (B2B), line of business (LOB) and product communications strategy including LOB engagement planning. Drives the formulation of comprehensive LOB communication strategies and engagement plans, consistent with, and appropriately responsive to, core strategies to grow LOB membership profitably. Translates strategy to action. Supervises staff to ensure team accountabilities are fulfilled and builds relationships across all levels of regional and PO organization.
Translates market characteristics for each LOB, taking care to describe, at a minimum, the decision-maker and process (what, when, how); carrier and plan purchase criteria (financial, benefit/plan offering, price point, admin/service requirements, communication requirements, channel touch points, message requirements, media access, frequency, etc.).
Directs the development and evolution of the B2B positioning, value proposition, and messaging for each target audience in support of the LOB strategies.
Develops LOB strategy briefs for each target audience (broker/employer/member) to inform creative brief development. Components include but are not limited to: Business objectives, desired business results, current/desired behavior insights, audience profile/defining characteristics, current/desired belief insights, differentiating brand promise (value proposition, brand personality, brand essence, brand voice), overall positioning and support points, a.k.a. reasons to believe.
Reviews integrated communication plan (ICP) with Marketing Consultant (validate value proposition and create messaging platforms and engagement strategy by audience) to ensure ICP is consistent with, and appropriately responsive to, core strategies to grow LOB membership profitably.
Creates engagement plan and editorial calendar by LOB (combines all ICP, sales, channel and product/market launch plans into an end-to-end tactical calendar).
Works with ICBM Marketing Consultant to rationalize LOB go-to-market strategies and engagement planning (sequencing of all 4 P's - product, price, place, promotion) across all business lines and to regional strategy to determine points of leverage from a positioning, messaging, media mix perspective.
Defines, implements and evaluates the communication performance metrics within and across LOBs in conjunction with ICBM Marketing Consultant and Market Research Manager.
Provides tracking updates on communication strategies and tactics to LOB.
Recommends necessary tactical plan changes to LOB Strategy Manager.
Works with Marketing Consultant to develop research stimulus materials.
Acts as MAPS single point of contact for integrated communications.
Reviews all marketing material to ensure value proposition and message are on-strategy.
Review and approve collateral created by national marketing team.
Direct and manage locally produced marketing campaigns
Track and manage budget
Minimum seven (7) years of progressive experience in integrating B2B, business line communications strategy and product marketing planning.
Minimum two (2) years of supervisory experience.
- Bachelor's degree in marketing, business administration or related field.
License, Certification, Registration
Demonstrated experience in defining creative strategy/value proposition, communication strategy, channel support strategy and integrated market launch plan.
Ability to conceive, produce and implement effective B2B marketing strategy and plans and LOB engagement plans.
Launch plan components to include but are not limited to: Sales and channel support/training, collateral design, advertising and media campaign design, web-based strategy design, and other facets of B2B marketing.
Strong communication and interpersonal skills, verbal and written.
Strong public presentation skills.
Strong organizational and analytical skills, attention to detail and intrinsic editorial expertise.
Strong collaboration, team building, and personnel development skills and ability to work effectively within a matrix organization.
Ability to multi-task and adapt within a constantly changing environment.
Self-motivated with the ability to work independently, needing minimum direction.
An enthusiastic attitude.
If prior experience is in an industry other than health insurance, demonstrated track record in influencing product line performance by developing and implementing plans for advertising, web marketing and media campaigns that achieved demonstrable success in marketing efforts.
Master's degree preferred.
Demonstrated track record in translating skills from one industry to another.
Knowledge of managed care, indemnity insurance, alternate funding, state, and federal regulations helpful.
Medicare has been identified as a dedicated workstream as part of transformation. In addition, Medicare LOB has been identified as opportunity for membership growth. It is difficult to gain traction in the market (and with our PO partners) if this position is filled with rotating leads. Understanding this space, our market opportunities within it, and tying to our overall value proposition and other marketing efforts across all LOBs is critical.
Kaiser Permanente is an equal opportunity employer committed to a diverse and inclusive workforce. Applicants will receive consideration for employment without regard to race, color, religion, sex (including pregnancy), age, sexual orientation, national origin, marital status, parental status, ancestry, disability, gender identity, veteran status, genetic information, other distinguishing characteristics of diversity and inclusion, or any other protected status.
External hires must pass a background check/drug screen. Qualified applicants with arrest and/or conviction records will be considered for employment in a manner consistent with federal and state laws, as well as applicable local ordinances, including but not limited to the San Francisco and Los Angeles Fair Chance Ordinances.
TITLE: Medicare Marketing Communications Strategy Lead
LOCATION: Aurora, Colorado
External hires must pass a background check/drug screen. Qualified applicants with arrest and/or conviction records will be considered for employment in a manner consistent with Federal, state and local laws, including but not limited to the San Francisco Fair Chance Ordinance. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, sexual orientation, gender identity, protected veteran, or disability status.