Director of Marketing

Blue Cross Blue Shield of Minnesota•Eagan, MN

11d•Hybrid

About The Position

At Blue Cross and Blue Shield of Minnesota, we are committed to paving the way for everyone to achieve their healthiest life. We are looking for dedicated and motivated individuals who share our vision of transforming healthcare. As a Blue Cross associate, you are joining a culture that is built on values of succeeding together, finding a better way, and doing the right thing. If you are ready to make a difference, join us. The Impact You Will Have Blue Cross Blue Shield of Minnesota is hiring a Director of Marketing in Eagan, MN. As Director of Marketing, you will lead enterprise marketing strategy that drives growth, acquisition, and retention across Commercial and Government lines of business. Reporting to the Vice President of Marketing, this role combines strategic leadership with hands-on execution, translating brand and product strategy into measurable, P&L-aligned business results. You will lead a team of marketing managers and strategists and oversee B2B and B2C marketing across the full funnel. You will partner closely with key stakeholders and senior leaders, as well as oversee agency partners to ensure marketing investments are focused, on brand, and delivering impact. This role is instrumental in strengthening Blue Cross Blue Shield of Minnesota’s market position. The ideal candidate has 7+ years of experience leading marketing strategy and execution, inclusive of B2B and B2C audiences, with demonstrated impact on acquisition, retention, and brand value. This role requires strong people leadership, experience working with agencies and emerging technology, and a propensity for measurement and optimization. Experience in healthcare or highly regulated industries is preferred.

Requirements

Accepting this director level position at BCBSMN requires signing an Agreement Regarding Non-Disclosure of Confidential Information and Non-Competition as a condition of employment.
7+ years of related professional experience, with 3+ years of management experience. All relevant experience including work, education, transferable skills, and military experience will be considered.
Expert knowledge in the areas of marketing strategy, customer experience, insights, customer engagement, digital and traditional advertising, brand and product promotion, sales channels, and communications planning.
Passion for learning new, innovative marketing capabilities and for leveraging market and customer data to transform go-to-market strategies and drive business goals.
Experience developing content roadmaps and guidance for development of organizational thought leadership.
Proficient in behavior change methodologies and using content in all its forms to influence behavior.
Demonstrated leadership skills in highly matrixed environment where need to influence rather than directly control is imperative.
Excellent verbal and written business communication skills, including the ability to simplify and summarize complex information, and create and deliver professional presentations to senior leadership and external audiences.
Excellent collaboration and relationship management skills, including the ability to work with a wide variety of people and personalities, and effectively facilitate group discussions and decision-making.
Effective negotiation and presentation skills.
Strong critical and systems thinking skills.
Must complete and pass annual certification about the Medicare program, Blue Cross/Blue Plus Medicare products, Fraud, Waste and Abuse and other topics as required by the Centers for Medicare and Medicaid Services (CMS) and Blue Cross.
Demonstrated knowledge of regulatory Medicare requirements, including familiarity with technical specifications for Medicare.
High school diploma (or equivalency) and legal authorization to work in the U.S.

Nice To Haves

Bachelor’s or advanced degree.
Experience leading enterprise marketing strategies that support P&L objectives and demonstrate measurable contribution to growth and revenue.
Demonstrated experience partnering with and leading external marketing agencies from the corporate/client side.
Experience across both B2B and B2C marketing environments, including demand generation, brand storytelling, and funnel optimization.
Healthcare or health plan experience, including exposure to Government markets.
Experience working in or marketing to Minnesota-based or similar regional markets.

Responsibilities

Manages development and execution of robust B2B and B2C marketing and engagement strategies for select segments, products and/or touchpoints.
Leads marketing strategic planning, execution, and measurement initiatives as they relate to awareness, consideration, and acquisition/conversion goals.
Responsible for marketing budget and its priorities as aligned upon by segment leadership.
Ensures that budget aligns with marketing plan and funds are allocated appropriately to meet growth goals for customer acquisition and retention.
Establishes and reinforces compelling positioning of the Blue Cross brand and our solutions;
Designs and leads team to implement content strategy for B2B and B2C customer acquisition and renewal, deepening relationships, driving understanding for Blue Cross’ differentiation, and advancing consideration.
Advances marketing capabilities and integrates data across primary, secondary and observational research sources to generate insights, ensure business decisions reflect those we serve, and to identify and size opportunities for enhancing customer consideration, renewal and acquisition.
Builds and develops strong working relationships with Sales, Product, Data & Analytics, Creative and other key functions within the organization.
Oversees relationship and strategy with external agency partners and ensures commitments are delivered as planned and in a compelling manner.
Measures and optimizes marketing campaign performance, through both traditional and digital channels, leveraging data to evaluate program results and seek new opportunities for refinement and growth.
Socializes campaign analysis, impact and insights; builds and ensures closed-loop feedback of marketing results to Sales leadership to inform continuous improvement of cross-functional engagement strategies.
Synthesizes information to clearly communicate key learnings, actionable strategy, and to recommend new opportunities to leadership.
Leads team to deliver against mission, vision and strategic plan while inspiring the team to partner and collaborate creatively across workstreams to deliver.
Develop team including interviewing, hiring, and managing Associates, following required EEO and Affirmative Action guidelines.
Conducts performance evaluations, and ensures Associates receive timely feedback, guidance, training, and career development.