Vice President Of Medicare Marketing- Remote

Remote, Work from home, United States
OVERVIEW:
The Vice President of Medicare Marketing will lead the development of marketing strategy, planning and execution for the Medicare and Care Allies businesses including Cigna Supplemental Business (CSB; Medicare Supplemental Insurance, Accident, Cancer/Heart, etc.), CareAllies and Cigna Medicare (Seniors). In addition to a strong background in D2C marketing and running a marketing organization, the qualified candidate will have experience as a strategic business leader with a proven track record in building and running P&Ls. This role is accountable for driving profitable growth via targeted acquisition, retention efforts and margin expansion.
Will serve as a key member of the Medicare extended senior leadership team and will support strategic planning efforts as we look to grow these businesses.
The Vice President of Medicare Marketing will lead the development and management of a $165+ million marketing budget that includes both online and offline marketing programs, and will work across the organization to determine marketing research needs, lead go-to-market strategies for new product launches, focus on the development and execution of customer campaigns and mandated communications, and drive branding and concept development and lead engagement in the social media space.
The Leader will proactively seek synergies/areas of opportunity to integrate marketing strategy and processes across the three lines of business, where appropriate. As a business leader, this role will manage to a P&L and will be accountable for successfully deploying the budget to deliver required growth in membership, as well as managing to customer profitability.
This role will be strongly aligned to the President, Government Businesses and will closely collaborate with the segment leadership teams and the Product/Solutions organization. The role requires a strong strategic mindset, ability to work with and influence functional business partners, cross-segment marketing and Centers of Excellent (COE) partners, as well as an ability to operate in a dynamic and sometimes ambiguous environment.
CRITICAL SUCCESS FACTORS:

• Focus efforts on areas with the greatest potential for impact. Also look for “low hanging fruit” to create quick wins and demonstrate value to the business unit leaders.
• Strong industry knowledge, intense intellectual curiosity and a strong strategic mindset.
• Rapidly establish credibility as a student of the nuances of the business and bring to bear market-facing, practical, value added knowledge.
• Align marketing efforts with the organizations strategic priorities and further link to business results.
• Develop clear technology and strategic framework to measure the performance of marketing channels and build plans to exploit the most advantageous opportunities.
• Tenacious and accountable in driving results, able to set clear and challenging goals while committing the organization to improved performance.
• Personifies Cigna’s high-performance, action oriented, highly collaborative and transparent culture and be and oriented toward excellence individually and as part of a team.
• Smart risk-taker who seeks data and input from others to foresee possible threats or unintended circumstances from decisions.
• Sees what’s next and be able to “look around corners” and take an entrepreneurial and creative approach to developing new, innovative ideas that will stretch the organization and push the boundaries within the industry.
• Possesses the necessary level of gravitas and executive presence and strong influencing skills; expertly navigates a complex matrixed organization and builds stakeholder relationships and alignment.
• Better integrate marketing with the business and educate others in the organization as to the power of marketing, such that these leaders are compelled to draw from the function in order to ensure success.
• Raise the profile of marketing. Be recognized by the executive committee and business leads as a peer who creates demonstrable business value.
• Assess current team skill and structure; making changes as necessary to create meaningful outputs from an optimized, fully aligned, engaged, synchronized team.
• Cultivate strong relationships throughout the organization to drive a brand and marketing strategy that resonates internally and externally.

RESPONSIBILITIES:

• Create and evolve capabilities to meet evolving needs in the DTC marketplace.
• Building and increasing brand awareness by developing an effective marketing plan.
• Have a deep understanding of analytics and how to best use the data; unlock some of the available insights to drive business decisions.
• Evolve and iterate the strategy and advance the enterprise’s thinking around options.
• Act as a trusted advisor to the Chief Growth Officer and and leadership team and be a key influencer to segment strategy and plans with a proactive approach to bringing marketing solutions to the business.
• Establish key external performance marketing partnerships when/if appropriate to drive business results.
• Maintain a culture of compliance - demonstrate that Cigna will continue to operate in a compliant manner.
• Ensuring that the brand’s voice is maintained across all digital and social media platforms.
• Integrate digital initiatives around future consumer engagement.
• Uphold a team culture of accountability and results.
• Accountable for the overall performance of the Medicare Marketing strategy execution and performance. This will include among other responsibilities:
• Coordinating and planning the marketing strategies with the Sales department.
• Oversee the development and optimization of all acquisition and existing customer campaigns. across all Medicare products. Channels include website, SEO/SEM, email, direct mail, Outward - Bound Telemarketing (OBTM) and television.
• Ensure strong succession plans across team through selection of top talent, robust development plans and stretch assignments.
• Drive the development and execution of value propositions, market positioning, and voice to consumers, agents and affinity partners.
• Align investment decisions that tie to clear financial performance/outcomes.
• Identify and leverage marketing research and insights to drive future strategy – with a focus on drivers of consumer choice and annual NPS studies.
• Lead the direct team in designing an analytics framework and technology platform to identify viable marketing channels, customer segmentation and targeted messaging.
• Develop/Finalize multi-year MA capability roadmap, including influencing key matrix partners for financial and operational support, with an emphasis on Customer, Provider, and Broker capabilities.
• Build a strategic marketing function.
• Inform and influence overall growth strategy.
• Develop, lead and implement the Segment’s comprehensive, multi-channel marketing plan.
• Effectively lead a diverse internal team, manage external agencies, and influence internal COEs and US Government business teams to achieve results on investment.
• Deliver on acquisition/retention objectives across businesses.

REQUIRED SKILLS:

• Proven track record in leading and developing staff.
• Strong leadership skills, with experience in driving organizational alignment and change.
• Bachelors degree required, Masters degree in marketing or MBA strongly preferred.
• Ability to leverage executive presence / partnership skills to negotiate and influence senior leaders and matrix team partners across the organization.
• Excellent oral and written communication skills.
• Demonstrated success in creating and achieving business goals.
• Experience in building strong relationships, solving problems, & managing in a matrix environment.
• Experience managing multiple priorities and executing strategy/initiatives within time constraints, budget and quality standards.
• While the successful candidate’s background may come from a variety of industries, specific experience and leadership in other regulatory controlled environments, ideally within healthcare (Medicare Advantage) is highly preferred.
• Minimum of 7 years of direct to consumer marketing across various media including digital.
• Broad knowledge of health insurance and services delivery and functions.
• Minimum 7 years of experience in healthcare/insurance/managed care – specific in depth experience in Medicare Advantage space.
• Ability to work effectively in dynamic, rapidly changing, team-based environment across multiple functions.
• Minimum of 10-15 years of strategic business marketing experience, ideally in connection with strategic planning, top line growth, market or product management.
• The ideal candidate will be a transformative marketing executive with significant experience building successful teams within a sophisticated global company. This role requires an exceptionally strategic thinker, with a combination of technical knowledge and an ability to communicate at the executive level.
• Highly developed orientation towards Innovation.

PIVITOAL EXPERIENCE AND EXPERTISE:

• Mission Centric: Brings the head and the heart to the equation.
• Build Talent & Teams: Develop leaders. Build and develop teams. Strengthen organizational capability.
• Shape Strategy: Anticipate and interpret market changes. Envision the future. Decide strategic priorities.
• Inspire & Influence: Co-Create meaning and purpose. Engage and energize the organization. Lead through influence.
• Innovative in a Complex Environment: Entrepreneurial spirit to drive rapid growth with the ability to navigate within a large complex company. The ability to unlock the value that Cigna has to offer while also marshaling resources and aligning partnerships with connectivity across the enterprise.
• Drive for Results: Drive execution. Continuously improve the core. Reallocate resources at pace.
• Visionary and Adaptive Leadership: Executes vision based on both current and future possibilities and inspires teams to adapt and thrive in a changing environment. Openness, imagination, persistence, conviction and the ability to lead a meaningful process of change in a purposeful manner. Demonstrated thought leadership.
• Put Customers First: Understand and shape customer needs. Create distinctive value for customers/patients. Build deep customer relationships.
• Business Acumen: Keenness and quickness in understanding and dealing with a business situation in a manner that is likely to lead to a good outcome. Proven results /experience working within Medicare Advantage in a corporate environment is required. Thorough understanding of the levers that create and position a value proposition to customers to drive profitability, cash flow, and shareholder value. Specifically, the understanding and awareness of how to think about and successfully make the right business decisions.
• Disruptive Thinking: Results orientated with an aggressive agenda that is also effective within the culture.
• Strategic Thinking, Strategic Scanning: Able to execute strategies through people by providing leadership, feedback, coaching, utilizing influence, managing conflict, and developing talent for long-term success. Future-based, curious, long-term-focused, willing to take risks, able to prioritize, and both nimble and creative.
• Analytical Thinking: Leverages data to identify and define problems, extract key information from data/ analytics and develop workable solutions for the problems identified in order to test and verify the cause of the problem and develop solutions. Has a data driven mind set and approach when making decisions based on foundational analytics and drives results by monitoring and tracking outcomes vs goals.

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.
For this position, we anticipate offering an annual salary of 201,400 - 335,600 USD / yearly, depending on relevant factors, including experience and geographic location.
This role is also anticipated to be eligible to participate in an annual bonus and long term incentive plan.
We want you to be healthy, balanced, and feel secure. That’s why you’ll enjoy a comprehensive range of benefits, with a focus on supporting your whole health. Starting on day one of your employment, you’ll be offered several health-related benefits including medical, vision, dental, and well-being and behavioral health programs. We also offer 401(k) with company match, company paid life insurance, tuition reimbursement, a minimum of 18 days of paid time off per year and paid holidays. For more details on our employee benefits programs, visit Life at Cigna Group .
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.