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The Vice President Marketing - Commercial Health Insurance is accountable and responsible for leading the development and execution of a fully integrated marketing strategy and plan for Florida Blue’s Commercial Health Insurance business to drive revenue, support sales, and continuously advance, strengthen, and elevate Florida Blue’s health plans position in the marketplace.

Job duties include but are not limited to:
• Lead, develop, drive, and support the implementation of comprehensive marketing strategies, content, operations, and governance processes for Commercial Markets across multiple channels and stakeholder touch-points.
• Provide thought leadership for the planning, development, execution and optimization of all commercial health insurance marketing across, and for Florida Blue; collaborate with segment team to drive innovation so as to ensure the value proposition for members and potential customers is continuously elevated
• Work closely with segment to build and execute clear and integrated marketing plans to continually position Florida Blue as a market leader, highlighting value propositions that align to customer and consumer needs
• Develop and implement strategies to position and package Florida Blue commercial offerings and member benefits to drive heightened brand preference, engagement and consideration.
• Accelerate growth by developing, communicating, and driving the implementation of new strategies and tactics to enhance market penetration, driving lead generation programs that target new and existing customers and potential partners
• Ensure a competitive mix in all campaign execution, optimizing digital marketing, direct marketing channels, events and other new and traditional media options
• Develop and implement an assessment strategy to continuously verify consumer understanding of information and ensure all product marketing resources are easily and readily accessible; develop and continuously improve metrics and dashboards to develop insights, drive effective decision making and refine demand generation performance, ensuring programs can be tied to specific results that can be presented clearly to executive management
• Collaborate with Florida Blue Brand team and the Medicare team to ensure relevance and differentiation related to marketplace messaging and positioning, as well as consistent application of brand voice/style across all marketing initiatives
• Continuously advance, leverage and optimize the relationship with Florida Blue’s marketing and advertising partners by building trust and maintaining positive rapport to drive business results; act as primary point of contact for agency and partner relationships
• Act as key liaison with agency partners, facilitating relationship and activities while representing interests of segment team
• Position Florida Blue as a market leader, highlighting value propositions that align to customer and consumer needs
• Coach, mentor, and manage performance and development of team members; drive talent development and actively build bench for key roles

Job Requirements:
• Bachelor’s degree in Marketing or Business, or equivalent work experience
• 10+ years of experience with increasing level of responsibility across Marketing to include web and digital marketing with a focus on integrated communications, working with a mix of traditional, digital and lead generating strategies
• 7+ years’ relevant management experience at a senior/executive level
• Demonstrated senior level experience working successfully in a large matrix corporate environment within and external to the health insurance industry; demonstrated ability to create, develop, and deliver measurable marketing programs that drive and contribute to company growth
• Strong business acumen with ability to embrace what drives customer behavior and decisions through analysis and decision-making based on both qualitative and quantitative data
• Highly creative and demonstrated passion for developing and driving innovative health solutions related marketing and plans
• Deep understanding of, and experience in creating market leading consumer facing marketing experiences, digital tools and platforms used to drive business outcomes, and driving the positive organizational change necessary for successful implementation of leading marketing practices
• Experience in successful integration of brand positioning and creative digital strategies
• Curiosity and entrepreneurialism with the ability to collaborate with others to set a vision, orchestrate a process to execute on that vision, establish an effective governance process, and influence and inspire others
• Strong leadership and collaboration skills, with a willingness to continually embrace personal and professional development; broad executive level thinker with the ability to relate business trends to enterprise strategies and opportunities
• Excellent oral and written communication skills and the ability to act in a consultative role with multi levels and areas of business
• Understanding of Health Care industry, including Federal & State laws related to health products
• MBA or other advanced degree strongly preferred

We are an Equal Opportunity Employer/Protected Veteran/Disabled.

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