Sr Director Precision Engagement

Florida Blue • Jacksonville, FL

17h • $180,000 - $292,500

About The Position

The Principal Engagement Orchestration leads the enterprise contact strategy and engagement orchestration engine, delivering the right message through the right channel at the right moment without overwhelming the people served. The role spans nine customer dimensions: employees, prospects, members, patients, providers, family caregivers, brokers/agents, plan sponsors, and vendor partners. It designs and manages enterprise-wide communication strategies and execution plans guided by “N of 1” personalization and “Self-Service first” principles.

The role owns cross-channel communication governance, frequency capping, and suppression logic across Health Services, Commercial and Government Markets, and Shared Services. It serves as strategic steward of the member communications portfolio, balancing discretionary outreach with mandatory touchpoints and improving reach, opt-out rates, and contact-load management. The leader builds and develops a high-performing team within a shared service model, maturing its people, processes, and technology while working with stakeholders to create experience-focused teams and pioneer new approaches. The function sits within the business product team and partners closely with technology product teams. This senior leader reports to the Vice President, Enterprise Customer Experience & Engagement.

Requirements

• 10+ years of related work experience in customer engagement, marketing operations, contact center strategy, or related fields.
• Demonstrated success designing and governing enterprise-wide contact strategies across multiple channels and business lines.
• Proven expertise in frequency capping, suppression logic, and engagement orchestration.
• Strong background in regulatory compliance related to member communications, including HIPAA, CAN-SPAM, TCPA, and state-specific regulations.
• Experience leading cross-functional teams in complex, matrixed environments.
• Track record of reducing contact overload and improving engagement effectiveness metrics.
• Excellent communication and stakeholder-management skills, with the ability to influence at all organizational levels.
• 5+ years of direct supervisory or management experience.
• Related bachelor's degree required.

Nice To Haves

• Experience in healthcare, insurance, benefits, or banking administration.
• Expertise in marketing automation platforms, orchestration engines, or customer journey platforms.
• Experience with contact center operations, IVR systems, or omnichannel communication strategies.
• Familiarity with member preference management and consent/suppression frameworks.
• Knowledge of advanced analytics, A/B testing, and engagement optimization methodologies.
• Experience with agile engagement planning or rapid campaign deployment.
• Track record of building communications governance frameworks or centers of excellence.
• Certification in marketing, customer experience, or a related discipline.

Responsibilities

• Own enterprise contact strategy across letter, call, IVR, email, SMS/text, in-app and web channels and across Health Services, Commercial and Government Markets, and Shared Services.
• Define enterprise communication strategy and channel-selection logic, and lead the team translating them into execution plans.
• Own the enterprise customer communication calendar and sequencing across business units to prevent conflicting or stacked messages.
• Govern frequency capping, suppression rules, sequencing, and prioritization logic to prevent communication overload.
• Enforce regulatory, brand, and preference requirements, including HIPAA, TCPA, CAN-SPAM, and CMS Medicare marketing and communications guidelines.
• Own customer preference and consent management, ensuring communications honor members’ opt-ins.
• Establish and monitor contact-load metrics and reduce unnecessary contact burden while maintaining engagement effectiveness.
• Balance regulatory-required communications with discretionary outreach while respecting member preferences.
• Set next-best-action sequencing logic and channel-mix standards to optimize member experience and engagement outcomes.
• Define rules and decision trees for optimal timing, channel, and message sequencing by member segment and journey stage.
• Ensure consistent, high-quality communications across channels and touchpoints while accommodating business-unit and segment needs.
• Ensure customer-facing messages are clear, consistent, timely, and delivered through optimal channels, following “N of 1” personalization and “Self-Service first” principles.
• Monitor and prevent communication fatigue and duplication.
• Own the engagement narrative and member communications portfolio across business units.
• Curate and govern outbound messages, campaigns, and touchpoints for coherence, relevance, and non-redundancy.
• Partner with product, marketing, operations, and business units to align communication strategy with experience and business objectives.
• Partner with Marketing on campaign orchestration so campaigns follow shared frequency, sequencing, and suppression rules.
• Collaborate with Experience Advisory and UX/UXR to define communication templates.
• Partner with the Principal Experience Intelligence to govern and operationalize targeting, signals, and predictive models within engagement strategy, closing the loop between insights and engagement actions.
• Provide Product with regular feedback on communication effectiveness, including response, self-service adoption, and opt-outs.
• Ensure engagement orchestration uses real-time data, member preferences, and predictive signals.
• Drive accountability for reach, response rates, opt-out rates, message fatigue, and contact-load reduction.
• Translate engagement performance into actionable insights for continuous improvement.
• Lead a mixed team of orchestration strategists and engagement leads.
• Build team bench strength through mentoring, capability development, and cross-functional pairing.
• Develop expertise in orchestration platforms, engagement strategy, and member-centric communication design.
• Develop partnerships with top MBA and BA schools for internships and fellowships to build a talent pipeline.
• Champion experience obsession and democratize engagement rules and contact-load visibility so outreach decisions protect members from overload.

Benefits

• Medical, dental, vision, life, and global travel health insurance.
• Short- and long-term disability programs.
• Leave programs to support personal circumstances.
• Retirement Savings Plan with employer match.
• Paid time off, volunteer time off, 10 holidays, and 2 well-being days.
• Additional voluntary benefits.
• Comprehensive wellness program.
• Competitive pay and opportunities for incentive or commission compensation.
• Regular annual reviews with pay-for-performance considerations for base-pay increases.

What This Job Offers

• Job Type: Full-time
• Career Level: Senior