VP, Marketing

BlueCross BlueShield of South Carolina•Columbia, SC

6d•Onsite

About The Position

As the Vice President of Marketing, you will be responsible for leading the strategic direction and execution of integrated marketing, sales, and product initiatives that elevate brand visibility, drive membership growth, and enhance customer engagement across all market segments. You will oversee strategic planning, product innovation, and promotional efforts with a digital-first approach to improve customer experience and engagement. Additionally, you will collaborate across divisions to align corporate initiatives, optimize operational performance, and ensure effective delivery of marketing programs.

Requirements

Bachelor's degree
10+ years-progressively responsible experience within a large corporation/organization. Experience should be in marketing, product and web promotion, including developing formal, client-specific strategies for large self-funded employer accounts.
Exceptional communication, presentation, and interpersonal skills.
Proven ability to lead cross-functional teams and manage complex projects.
Deep understanding of self-funded payer and third-party point solutions, healthcare marketing trends, cycles, and regulatory considerations.
Expertise in digital marketing, product development, and strategic planning.
Strong analytical skills and experience with performance metrics and ROI analysis.
Demonstrated success in vendor management and contract negotiation.
Ability to thrive in a matrixed environment and manage multiple priorities effectively.
Extensive travel required.

Nice To Haves

Strong marketing knowledge, understanding of principles and techniques.
Ability to work independently, prioritize effectively and make sound decisions.
Good judgment skills.
Exceptional presentation and organizational skills.

Responsibilities

Develop and execute comprehensive short- and long-term strategies for marketing, sales, brand positioning, advertising, and digital engagement.
Define and implement marketing and financial strategies tailored to diverse member segments, with a focus on digital-first product promotion and customer experience enhancement.
Lead strategic sales initiatives that address complex client needs throughout acquisition and renewal cycles.
Assist the development of new products to include the study and evaluation of practicality and potential.
Create marketing, communication and market launch campaigns and timelines to showcase new capabilities and generate interest.
Manage analysis, evaluation, identification, and quantification of new market and product growth opportunities for both the fully insured and administrative services only (ASO) business.
Direct the research teams in understanding customer needs proactively and evaluating effective marketing and promotional strategies subsequent to designing the interaction and information flow.
Manage deadlines based on the requirements of the projects.
Ensure proactive research for industry trends is accomplished.
Manage all marketing programs/channels to establish a multiphase approach focused on reaching clients/customers with key messages and products at appropriate times.
Direct/set a clear web-based product strategy to facilitate a marketing approach utilizing content, marketing timing and key selling opportunities.
Establish marketing brand, product, and communications measurements to measure and analyze divisional/market performance.
Work across multi-functional divisions in a highly matrixed environment to create awareness and promote all product offerings across named segments, sub-segments, and funding methodologies, considering all available data on membership, financial stability, brand, corporate reputation, and user experience.
Lead and develop high-performing teams through strategic staffing, training, and performance management.
Oversee budget planning and resource allocation to support divisional goals.
Provide executive-level guidance on integrating marketing strategies with broader corporate initiatives assuring appropriate funding, personnel, policies and project management sequencing for on-time and in-budget delivery.
Partner with population health teams to position clinical programs effectively, driving retention and engagement.