Director, Performance Marketing

Blue Cross and Blue Shield of North Carolina•Remote Flex - North Carolina, NC

3d•$157,978 - $252,765•Hybrid

About The Position

The Head of Performance Marketing will lead digital marketing across all digital channels, including search engines, social, and display and they will lead marketing analytics for the division. The ideal candidate will demonstrate superior technical expertise and organizational capabilities in project and campaign management, analytics, communications evaluation, data modeling, relationship skills, and commercial awareness.

Requirements

Bachelor's degree or advanced degree (where required)
10+ years of experience in related field
In lieu of degree, 12+ years of experience in related field

Nice To Haves

Detail-oriented, self-starter, curious and innovative mindset, with the ability to react quickly to changing priorities without full guidance
Data-driven, analytical, and solution-oriented
Thrives in a fast-paced environment and is good at dealing with ambiguity
Expert level knowledge working with various digital technology vendors, platforms, and solutions, including sales force and SAS, Google Analytics, SQL, Power BI, or similar tools

Responsibilities

Set the vision and lead a team of 8-10 people managing the audience development and engagement strategies for all digital marketing channels
Craft and implement a clear, cohesive digital media channel strategy that supports Blue Cross NC’s brand strategy, member acquisition and retention goals
Articulate how the channel strategy drives engagement with key audiences, including developing, maintaining audience segment definitions/personas, and using audience research and digital paid media channel metrics to identify audience insights that will inform the division and team’s work
Develop full-funnel acquisition digital marketing campaigns, establishing evergreen campaigns while consistently testing new audiences, CTAs, creative, channels, and formats.
Develop measurement framework with clear critical metrics and targets to measure ongoing channel health and performance as well as frameworks for evaluating key campaigns and moments across channels
Analyze program performance as well as industry trends to develop plans and implement for the optimal marketing mix and translate campaign metrics into meaningful insights
Develop and provide analytics to report on program results, both at the top-line and campaign levels, ensuring optimal ROI/ROAS against marketing budget and overall ecommerce revenue goals
Manage and aggregate channel level reporting to help build an integrated view of our acquisition landscape and advertising effectiveness through multiple lenses of attribution.
Develop and execute retention and customer lifecycle strategies that maximize customer engagement, loyalty, and lifetime value
Measure and analyze retention and customer lifecycle metrics to identify opportunities for improvement and track the success of retention and customer lifecycle programs.
Continually optimize retention and customer lifecycle programs and initiatives through ongoing testing, analysis, and iteration.
Implement and manage comprehensive test and learn strategy.