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Location

Eden Prairie, MN | United States

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Job description

Overview

This role is accountable for leading the execution of the online direct to consumer (DTC) acquisition marketing campaigns for Cigna Supplemental Benefits which includes 6 products in the over and under 65 space – Medicare Supplement and 5 Supplemental Products (Cancer, Heart, Whole Life, etc.). This individual will be responsible for partnering with our internal operations, analytics and creative teams as well as external media agencies to develop and launch digital acquisition campaigns, including paid search, display and social campaigns. This role will have accountability for forecasting campaign performance and tracking actual results. This individual will drive strategic recommendations to optimize results, leveraging both internal and external data and resources. This role is responsible for a significant, and growing, portion of the planned DTC channel growth goals and will have accountability for delivering on DTC digital channel sales, membership and CPA commitments to the CSB organization. This role will assist in the management of a multi-million dollar marketing budget, and oversee the verification and processing of invoices.

Candidates must be able to collaborate on the development of their strategies and be able to demonstrate successful outcomes influencing in a matrixed environment. Qualified candidates will have a working knowledge of digital marketing channels and Medicare Supplement compliance requirements. Finally, experience working in a dynamic, evolving environment with multiple cross-functional partners will be required.

Responsibilities

• Work with DTC Acquisition Marketing Sr. Manager to develop and manage digital marketing plan, including display, email, landing pages paid search and paid social.
• Contribute to acquisition marketing forecasts for DTC channel lead volume, CPA, revenue and channel specific marketing KPIs
• Develop customer segment marketing objectives and strategies, ensuring alignment with senior management and cross-functional business partners
• Incorporate test and learn and analytics into marketing strategy. Utilize insights gained through program/campaign performance, market/sales data, market/competitor research, to optimize marketing activities
• Work closely with analytics, campaign management, media agency and IT teams to develop campaign execution plans/timelines
• Design detailed integrated plans based on the consumer segment including contact strategy, creative briefs, marketing messages and claims, campaign data specifications and creative requirements
• Manage the creative process through internal and external creative and agency resources. This includes but is not limited to the development of briefing materials, evaluating creative, obtaining internal & external approvals and overseeing the development and implementation of ideas across multiple deliverables and tactics to ensure consistency and adherence to compliance and brand standards
• Maintain detailed documentation of creative approvals by geography and ensure accurate usage of creative by geography
• Responsible for ensuring accurate setup of trackable URLs, telephone numbers etc. for DTC acquisition campaigns
• Collaborate with Government Business Segment team members, agency partners and other matrix partners to foster, facilitate and deliver great work that is on strategy, on time and within budget
• Establish and manage relationships with companies generating DTC leads through unbranded marketing efforts
• Exemplify problem-solving skills, uses a sound system of judgement to thoroughly analyze various options before making a decision
• Keep current with emerging web technologies through relevant industry communications and events.

Qualifications should include:

• Bachelors Degree; MBA or Masters Degree a plus
• 5-7+ years of relevant, strategic experience
• Digital marketing experience on a direct-to-consumer, analytically-driven marketing team
• Experience in developing and executing against marketing plans
• Experience with marketing analytic and testing methodologies
• Ability to work effectively in dynamic, rapidly changing, team-based environment
• Must balance high-priority, long-term projects with short-term, immediate deadlines
• Ability to foster collaboration and value others perspectives and gain support and buy-in for organizational proposals
• Excellent oral and written communication skills and executive presence
• Excellent attention to detail
• Health insurance industry experience a plus, but not required
• Ability to work from a Cigna office 50% of the time, as requested by the business

If you will be working at home occasionally or permanently, the internet connection must be obtained through a cable broadband or fiber optic internet service provider with speeds of at least 10Mbps download/5Mbps upload.

About Cigna Healthcare

Cigna Healthcare, a division of The Cigna Group, is an advocate for better health through every stage of life. We guide our customers through the health care system, empowering them with the information and insight they need to make the best choices for improving their health and vitality. Join us in driving growth and improving lives.

Qualified applicants will be considered without regard to race, color, age, disability, sex, childbirth (including pregnancy) or related medical conditions including but not limited to lactation, sexual orientation, gender identity or expression, veteran or military status, religion, national origin, ancestry, marital or familial status, genetic information, status with regard to public assistance, citizenship status or any other characteristic protected by applicable equal employment opportunity laws.

If you require reasonable accommodation in completing the online application process, please email: [email protected] for support. Do not email [email protected] for an update on your application or to provide your resume as you will not receive a response.

The Cigna Group has a tobacco-free policy and reserves the right not to hire tobacco/nicotine users in states where that is legally permissible. Candidates in such states who use tobacco/nicotine will not be considered for employment unless they enter a qualifying smoking cessation program prior to the start of their employment. These states include: Alabama, Alaska, Arizona, Arkansas, Delaware, Florida, Georgia, Hawaii, Idaho, Iowa, Kansas, Maryland, Massachusetts, Michigan, Nebraska, Ohio, Pennsylvania, Texas, Utah, Vermont, and Washington State.

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Salary