Marketing Operations Specialist, Principal - Digital Strategy

Blue Shield of California•Oakland, CA

About The Position

Your Role The Digital and Measurement team is responsible for turning Brand and Marketing strategies into digital first experiences that improve customer engagement and deliver measurable business outcomes. The Digital Marketing Strategist, Principal will report to the Sr. Manager of Digital & Measurement and shape and optimize connected digital experiences that guide customers seamlessly across channels and throughout their journeys. You will lead the strategy alongside Growth Marketing and support execution of high impact digital touchpoints - web, digital media, content, personalization, and AI enabled engagement - partnering with cross functional teams to improve engagement, support growth goals, and deliver measurable business outcomes. Our leadership model is about developing great leaders at all levels and creating opportunities for our people to grow – personally, professionally, and financially. We are looking for leaders that are energized by creative and critical thinking, building and sustaining high-performing teams, getting results the right way, and fostering continuous learning. Responsibilities Your Work In this role, you will: Shape and optimize the digital strategy and roadmaps to improve engagement, support growth marketing, and support the delivery of measurable business outcomes for the government lines of business Build and execute integrated digital go-to-market plans in partnership with Growth and Integrated Marketing, Product, and channel leads; align on objectives and measurable outcomes Lead cross-functional web, digital media, and AI strategies with Growth and Integrated Marketing, Digital Product, UX/UI, Creative, Content, analytics, and external partners Provide requirements, establish KPIs, and measure success; apply analytical rigor, and run test-and-learn programs to optimize journeys and performance; synthesize results into clear reports with insights and recommendations Translate segmentation, positioning, and personalization marketing strategies into targeted digital experiences that improve the end-to-end customer journey Serve as a subject matter expert in the digital space by staying current on market research, industry trends, platform changes, new technologies, competitive data, and historical data to build digital strategies that support broad marketing plans and business objectives Lead complex projects and initiatives, owning the digital project lifecycle from ideation through completion, building, testing, launch, measurement, and ongoing optimization Develop and execute experiments, A/B tests, and pilot programs to assess the effectiveness of new marketing strategies and tools Represent Marketing on the Digital Product roadmap, championing marketing and business priorities; continually incorporate stakeholder and end-user feedback into backlog and enhancements Provide leadership to project teams and vendors, directing work and fostering effective collaboration across strategic and technical disciplines

Requirements

Requires a bachelor's degree in a related field such as marketing or business and/or equivalent combination of education and experience; master's degree or MBA is highly desirable
Requires at least 10 years of prior relevant experience
Requires experience creating and implementing Marketing strategies within a digital-first environment
Requires deep knowledge in setting and optimizing Marketing and Sales KPIs
Knowledgeable of marketing and product management principles
Knowledgeable in SEO and AEO strategy & best practices
Proven ability to work collaboratively across functional areas and with Sales and Product, and Line of business leadership
Experience managing vendors and agencies as key or primary account contact a plus
Proficiency in using analytics platforms and reports to inform business decisions, experience with Adobe Customer Journey Analytics strongly preferred

Nice To Haves

master's degree or MBA is highly desirable
Experience managing vendors and agencies as key or primary account contact a plus
Experience in Health insurance or a similar regulated field strongly preferred
Experience with health insurance products and services, legal, compliance, and regulatory approval requirements strongly preferred
Proficiency in using analytics platforms and reports to inform business decisions, experience with Adobe Customer Journey Analytics strongly preferred

Responsibilities

Shape and optimize the digital strategy and roadmaps to improve engagement, support growth marketing, and support the delivery of measurable business outcomes for the government lines of business
Build and execute integrated digital go-to-market plans in partnership with Growth and Integrated Marketing, Product, and channel leads; align on objectives and measurable outcomes
Lead cross-functional web, digital media, and AI strategies with Growth and Integrated Marketing, Digital Product, UX/UI, Creative, Content, analytics, and external partners
Provide requirements, establish KPIs, and measure success; apply analytical rigor, and run test-and-learn programs to optimize journeys and performance; synthesize results into clear reports with insights and recommendations
Translate segmentation, positioning, and personalization marketing strategies into targeted digital experiences that improve the end-to-end customer journey
Serve as a subject matter expert in the digital space by staying current on market research, industry trends, platform changes, new technologies, competitive data, and historical data to build digital strategies that support broad marketing plans and business objectives
Lead complex projects and initiatives, owning the digital project lifecycle from ideation through completion, building, testing, launch, measurement, and ongoing optimization
Develop and execute experiments, A/B tests, and pilot programs to assess the effectiveness of new marketing strategies and tools
Represent Marketing on the Digital Product roadmap, championing marketing and business priorities; continually incorporate stakeholder and end-user feedback into backlog and enhancements
Provide leadership to project teams and vendors, directing work and fostering effective collaboration across strategic and technical disciplines