Job Title: Director, B-B Marketing Reports to: VP, Product Marketing
Location: Quincy (frequent travel between the Quincy and Boston campuses, minimal travel within Massachusetts)
Direct Reports: 1-3 Full Time or Contracted Employees
The (Senior) Director of B-B Marketing will evolve and manage processes through which marketing projects flow between Sales and the Marketing Centers of Excellences. The role will also be responsible for developing and executing B2B marketing strategies that target our consultant, broker and employer audiences and drive measurable results. Reporting to VP, Product Marketing, this role is focused on the development of the value proposition, segment and client-specific strategies and supporting sales materials. Based in Massachusetts at BCBSMA’s Quincy location, this this marketing executive will also play a critical role in building company reputation as an industry thought leader.
Evolve and manage processes through which marketing projects flow between Sales and the Marketing Centers of Excellence, including Creative Services, Digital, Brand, Events and our Consumer experience and Product Functions. Establish SLAs and manage expectations in a fast-paced environment as well as develop measurement models for marketing investments to drive sales growth. Drive the development and delivery of comprehensive and integrated business-to-business (B-B) marketing strategies that supports sales goals including messaging strategy at the broker/account level and participate in influencing larger “advocacy” related messaging. In partnership with Sales, drive B2B omni-channel content development to align with overall corporate branding and sales goals. Optimize results by implementing strategies across multiple communications channels. Fostering a culture of consultative support to meet the needs of sales, customers and channel partners Lead ongoing development and refinement of a clear, consistent and creative B-B value proposition and segment-specific messaging that support our brand position and drive the acquisition and retention of customers. Collaborate with Product Marketing to understand business line needs and how this translates into value proposition Partner with Sales, Creative Services, Digital Marketing and outside consultants/vendors on the development, delivery and management of all assets related to Value Proposition In partnership with creative services, manage team of Associates/Contractors dedicated to partnering with Sales in timely development and execution of marketing materials across the sales process– from RFP to employee on-boarding In partnership with Sales executives, lead training of Sales organization on key initiatives such as value proposition and related acquisition/retention marketing strategies In partnership with Division Vice Presidents, develop a B-B content marketing strategy that positions the company as an industry thought leader and drives meaningful and engaging account interactions across all marketing channels Partner with Corporate Communications to develop aligned content marketing strategies that maximize brand and industry leadership position and that lead to increased earned media and business opportunities Represent local B2B position with the governing Association and across other Blues plans to ensure B2B marketing efforts are leveraged and aligned as appropriate Develop experiential marketing strategies that engage existing and potential customers in unexpected and innovative ways. Develop opportunities for Sales and Executive teams to represent corporation and brand position at industry leadership forums Develop and deliver customer-specific marketing strategies and tactical communications plans that address the unique needs of an employee base and drive engagement. Build and maintain strong partnerships with key stakeholders Sales, Product, and Creative to maintain continued alignment on priorities, messaging, and targeting Evolve and manage processes through which marketing projects flow between Sales, Creative and Digital teams including establishing SLAs and managing expectations in a fast-paced environment In partnership with VP Brand and VP Digital Strategy, develop an approach to building and leveraging in-house lead acquisition capabilities In partnership with Division Vice Presidents, act as a representative of the division at key Sales presentation and events
15+ years equivalent experience in Brand, Marketing & Communications Minimum of 5-10 years of B-B Marketing experience Experience within Healthcare industry is preferred but not required Ability to deliver solutions to B-B challenges that complement a multi-layered sales process and engagement (Sales, Broker/Consultant, Employer and Employee) Demonstrated ability to deliver work and provide positive leadership in fast-paced, matrixed environment Ability to work independently with minimal direction while also functioning and contributing as part of a team Experience in developing, implementing and measuring lead generation strategies Experience in leading compelling content strategies, especially for the B-B audience Experience working with cross functional teams to complete campaigns and projects Excellent project management, time management and problem-solving skills Excellent oral and presentation skills and capacity to support claims with correlating data points in a compelling manner Excellent computer skills, including proficiency with Excel, PowerPoint and Word. Bachelor’s Degree required
Internal Number: R01919
About Blue Cross Blue Shield of Massachusetts
Voted as the highest in member satisfaction among Massachusetts commercial health plans by JD Power, Blue Cross Blue Shield of Massachusetts is a community-focused, tax-paying, not-for-profit health plan headquartered in Boston. We have been a market leader for over 75 years, and are consistently ranked among the nation's best health plans. Our daily efforts are dedicated to effectively serving our 2.8 million members, and consistently offering security, stability, and peace of mind to both our members and associates.