Marketing Operations Specialist, Principal - Omnichannel Strategy

Blue Shield of California•Oakland, CA

12h

About The Position

Your Role The Digital and Measurement team is responsible for elevating marketing strategies into omnichannel solutions that deliver measurable business outcomes for the Markets Organization. The Omnichannel Strategist, Principal will report to the Sr. Manager of Digital & Measurement. In this role, you will own the marketing strategy and roadmap for media and web experiences in the government lines of business, in partnership with key enterprise stakeholders to drive market growth and retention, optimize the customer journey, and enable long-term success. Responsibilities Your Work In this role, you will: Champion the marketing omnichannel strategy and roadmaps to drive conversion, acquisition, and retention across the government lines of business Build and execute integrated go-to-market plans in partnership with Line-of-business, Sales, Product, and channel leads; align objectives and measurable outcomes Lead cross-functional delivery with Line-of-Business Strategy, Digital Product, UX/UI, Creative, Content, analytics, and external partners, overseeing strategy and development, regulatory/legal approvals, design and development, authoring, SEO and AEO Provide requirements and 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 recommendations Drive segmentation, positioning, and personalization that improve the end-to-end customer experience and support the roadmap 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 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 Qualifications Your Knowledge and Experience 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 an omnichannel environment Requires deep knowledge in setting and optimizing Marketing and Sales KPIs Experience in health insurance, managed care, or similar regulated field strongly preferred Ability to influence others to adopt a strategic plan Proven ability to manage relationships with cross-functional teams of varying strategic and technical disciplines Experience managing vendors and agencies as key or primary account contact strongly preferred Proficiency in using analytics platforms and reports to inform business decisions, experience with Adobe Customer Journey Analytics a plus Knowledgeable in SEO/AEO strategy and best practices Strong knowledge of marketing and product management principles #LI-AD3

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 an omnichannel environment
Requires deep knowledge in setting and optimizing Marketing and Sales KPIs
Ability to influence others to adopt a strategic plan
Proven ability to manage relationships with cross-functional teams of varying strategic and technical disciplines
Experience managing vendors and agencies as key or primary account contact strongly preferred
Proficiency in using analytics platforms and reports to inform business decisions, experience with Adobe Customer Journey Analytics a plus
Knowledgeable in SEO/AEO strategy and best practices
Strong knowledge of marketing and product management principles

Nice To Haves

master's degree or MBA is highly desirable
Experience in health insurance, managed care, or similar regulated field strongly preferred
Experience managing vendors and agencies as key or primary account contact strongly preferred
experience with Adobe Customer Journey Analytics a plus

Responsibilities

Champion the marketing omnichannel strategy and roadmaps to drive conversion, acquisition, and retention across the government lines of business
Build and execute integrated go-to-market plans in partnership with Line-of-business, Sales, Product, and channel leads; align objectives and measurable outcomes
Lead cross-functional delivery with Line-of-Business Strategy, Digital Product, UX/UI, Creative, Content, analytics, and external partners, overseeing strategy and development, regulatory/legal approvals, design and development, authoring, SEO and AEO
Provide requirements and 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 recommendations
Drive segmentation, positioning, and personalization that improve the end-to-end customer experience and support the roadmap
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 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