The Emerging Audiences Marketing Lead will serve as one of the key leaders on the Retail marketing team. This role creates, leads and oversees the marketing strategy and plans for newer audiences critical to Humana's Retail segment sustained growth. Further, identification of new cohorts to target more precisely, by creating marketing strategies and developing deeper understanding - all in concert and collaboration with business leadership also is central to the role. Example targets may include caregivers, women, African-American audiences and Hispanic/Spanish-speaking audiences.
This Lead role will supervise specialized agencies to oversee development and execution of highly targeted marketing campaigns to specified emerging audiences. This role also will own responsibility for liaising with external vendors and agencies (for example research agencies, brand agencies, media analytic partners) to ensure that their work meets the organization's strategy and business requirements, deadlines, and budget. Additional responsibilities include leading internal partnerships with analytics teams to help shape and measure the impact of our marketing efforts.
The Lead will exhibit outstanding communication skills, a demonstrated ability to influence across teams, exercise independent judgment and decision making on complex issues regarding job duties, work under minimal supervision, use independent judgment to analyze variable factors and determine the best course of action to deliver on the marketing goals and objectives.
Responsibilities include, but are not limited to:
Analyze segment strategy, segment portfolio, prioritize audience targets and segment strategies to identify new needs and provide solutions
Lead Emerging Audience Marketing along with communication in coordination with the Medicare Segmentation Strategy business team
Serve as a central point of intake for segment management partners and work across the Retail Marketing team to execute key initiatives targeting based on demographic and other data
Guide the creation and development of go-to-market plans leveraging CRM best practices in partnership with marketing colleagues, key internal business partners, and other cross-functional teams
Identifying opportunities and managing cross-functional team's development of analytics to inform marketing plans and strategies; then leading teams to use insights to develop strong marketing plans based on the unique needs of the markets
Deeply understand and evangelize prospect and member base insights when it comes to emerging audiences - what attracts them to the brand / products, what engages them, what makes them stay, and what are their pain points
Master competitive understanding related to this space; understand emerging trends and macro environment
Establish and track key performance indicators and consistently report outcomes to key stakeholders
Bachelor's degree in Marketing, Communication or similar
5+ years managing external agencies/vendors
8+ years Segment Marketing that includes working with emerging audiences
Outstanding, demonstrated project management skills
Strong, demonstrated skills measuring marketing campaigns and developing insights from data
Strong, demonstrated strategic skills and consulting skills
Marketing experience with a demonstrated ability of managing and prioritize a diverse set of projects
Ability to influence, and collaborate in a cross-functional environment
Excellent communication skills, written and verbal; able to communicate at all levels of an organization
The successful candidate will be an action-oriented, self-starter with strong organizational skills, who is thorough and demonstrates a lot of initiative and follow-through. This team player must be flexible, enthusiastic and demonstrate a willingness to learn.
MBA or other advanced degree
Experience working within an Ad Agency
Experience building compelling PowerPoint presentations for executive leadership
Prior Marketing Experience for a Fortune 500 company
Scheduled Weekly Hours