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Strategic Marketing Lead

Location: Plano, TX
Job # 10800115
Date Posted: 04-03-2018
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Strategic Marketing Lead - Texas, Oklahoma, Louisiana - (18002849)
 
Description
 
This position is a strategic and operational leader and drives the development and execution of the N TX and S TX Marketing Strategy and Operating Plans which includes the Under 500, Over 500, National Accounts, Seniors, Government & Education and Individual Buyer Groups and aligns with the Community strategy lead by the Community Engagement Lead; a new dimension of the 360 degree local market marketing plan which will be aligned to the overall marketing effort to support strengthening of the awareness of Cigna mission and brand; and amplification of the market message and to support acquisition, retention and share of wallet activities.
This plan will be developed in partnership with the local market leadership team, enterprise Buyer Groups, Centers of Excellence (which include the Foundation and Civic Affairs), and Enterprise Solutions  to maximize  local growth and earnings objectives, leveraging the full range of local market and enterprise resources and capabilities and to ensure alignment across all segments and functions within the market, including the mobilization and organization of our local talent, office based and work at home.
Success of the position will be measured through a combination of business value (i.e., contribution to market growth and earnings) and social value (i.e., impact to the community).  Additionally, this position will assist in raising the profile of the leadership team members as thought leaders, leaders in prevention/wellness and leaders in innovation throughout the market, enabled by the Marketing Centers of Excellence and other partners.
Reporting into the Field Marketing Leader for the West, this role will interface with senior leadership across the local business and at the enterprise level with the full range of marketing and solution leaders.
 
Duties and Responsibilities:
* = indicates in collaboration with the local Community Lead
• Lead development of the 3 year Local Market Marketing Strategy including local market activities, Buyer Group, Centers of Excellence (includes Foundation and Civic Affairs), Solutions and Sales Effectiveness activities.
• Lead development and execution of the Annual Marketing Plan local market activities, Buyer Group, Centers of Excellence (includes Foundation and Civic Affairs*), Solutions and Sales Effectiveness activities.
• Cultivate market level marketing platforms (all buyer groups, individual buyer groups and solutions) that create a highly differentiated and meaningful position for marketing in a local market geography and drive integration across all buyer groups to drive incremental improvement to the brand, support acquisition/retention and expand share of wallet.
• Build and strengthen relationships within the Texas markets through a thoughtful strategy leveraging relationship mapping to deepen connections to existing and potential clients, providers and other key partners.
• *Develop and execute a focused approach to maximize resources and value creation on all Community events to build both key relationships and our brand.
• *Identify and manage programs aligned with organizational objectives that encourage and facilitate employee engagement in volunteerism and philanthropy. Leverage existing corporate programs locally to maximize resources.  As necessary, develop new programs that further increase engagement.
• *Manage local community engagement budget, as well as direct and oversee the planning process of specific community events. Ensuring effective activations and development of communications material and marketing collateral.
• *Drive a “Team Community” approach to health and well-being projects, so that there are market franchise relationships, established, which create opportunity for vertical and horizontal layering of investment and encourage employee engagement.
• Drive rigorous process to model and drive an improved aggregate portfolio of marketing investments all market platforms. This includes multicultural aspects relative to the local market demographics and needs.
• Leverage or create tracking strategies to monitor and evaluate the impact of marketing initiatives and efforts.  Make recommendations for enhancements and improvements; and, as necessary, evolution of our market platforms and partnerships.
• Assess existing businesses for ways to increase growth and penetration of key earnings drivers; assist in identifying opportunities for marketing new and existing solutions.
• Builds teams (whether direct reports or business/matrix partners) and organization design alignment around strategic execution to maximize the market value proposition, in alignment with our shared services model.
• Identify and leverage best practices, market insights and actionable information cross market.
• Maintain clear pulse on market activity from traditional and nontraditional competitors and ensuring market message contemplates and speaks to varying solutions.
• Contribute to internal/external communications, public affairs, media work and events as appropriate.
• *Create one calendar of programs to keep the market team informed on upcoming events.
• Partner with and/or mentor extended Field Marketing Team members
 

 

Qualifications
 
Ideal candidates will offer:
• 8+ years experience developing and implementing a cross-buyer group, local market based marketing strategy for a Fortune 500 company.
• Experience in healthcare or financial industries highly preferred.
• Bachelor's degree, graduate degree strongly preferred.
• Expert English language communicator; other language skills – namely Spanish - a plus
• A strong strategic sense coupled with an operational orientation; able to contribute to a strategic process, yet is someone who executes flawlessly.
• Demonstrated ability to influence others – including C-suite and senior leadership, partners, client and community leaders - and utilize resources to accomplish tasks. Have excellent win/win negotiation skills.
• Proven ability to analyze competitors marketing plans and strategies.
• Enterprise thinker with proven ability to influence across a matrix environment. Ability to develop relationships across all levels of the organization, as well as externally.
• Ability to thrive in a matrixed environment, leveraging resources from around the company.
• Strong financial acumen and P&L experience; has a track record of achieving bottom-line results by managing against well-crafted strategic plans and thoughtfully leveraging relationships
• Comfortable dealing with and managing an ever changing, highly competitive industry/ environment; communicates optimism and confidence in the future.
• Experience producing marketing communications programs across various media including digital
• Experience managing multiple priorities and executing strategy within time, budget and quality standards.
• Ability to work ‘in the market’ from a local sales office and travel as needed.  Relocation support may be considered.
 
 
 
 
Personal Competencies Should Include:
• Passion and energy for inciting results through others; influences and inspires others to achieve
• Strong commitment to client service and team members
• Adaptable, flexible, and able to lead/manage the organization through change; Glass half-full orientation
• Goal oriented and personally accountable; resourceful and self-directed
• Business minded, mature, good judgment and has a polished personal brand
• Ability to build and leverage internal relationships
• Open minded and creative – seeks ‘out of box’ solutions
• Open communicator; excellent oral and written communication skills; ability to read people and engage accordingly
• Has a growth mindset.
• Versed in cultural sensitivity

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Gyna M. Bivens
President & Executive Director
North Texas LEAD

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