Director of Marketing

Summary

The Director, Marketing is a key member of the Onlife Health team and will oversee the marketing strategy of the company. The Director, Marketing will provide critical leadership for Strategic Planning, Market Research & Planning, Product Development & Positioning, Creative Services, Sales Operations, and all other Marketing related functions of the company.

Functions

Strategic Planning:

• Work with Senior Leadership to build a two - three year strategic plan for the Onlife enterprise and translate strategic plan into business level requirements.
• Develop framework and process for strategic planning, educate organization to process and drive adoption and accountability throughout organization.
• Evaluate new business opportunities, including acquisitions and partnerships, from a strategic planning perspective.
• Coordinate, manage and implement corporate projects in support of the corporate strategy as defined by executive leadership.

Market Research & Planning:

• Build and continuously update a wellness market strategy map which clearly indicates competitive positioning, current Onlife positioning and projected/required movement, opportunities and options.
• Define target market for Onlife Health and build related demand forecasts. Definition should recognize geographic considerations locally in TN and elsewhere and national opportunities.
• Build a comprehensive view of top competitors, with specific emphasis on their product portfolios, market positioning, key verticals served, source of differentiation and gaps.
• Build and execute a near term and a long term marketing communications strategy and plan.
• While longer term strategic and market analyses are being conducted, build and execute a near term marketing communications strategy which aggressively supports current year revenue generation goals.
• Plan includes execution of PR campaign and ongoing support, sales support via conference analysis and planning, sales collateral development planning, deployment of Onlife employees in speaking engagements, creation and deployment of social media strategies, corporate website development and optimization.

Product Development & Positioning

• Build a two year marketing plan which describes how Onlife Health will price, sell, and promote its products and services.
• Collaborate with Finance to tie market plan and associated sales targets to budgeting and forecast processes.

MarketingSupport Operations:

• Responsible for allmarketing support operations, including organization and execution of sales opportunity and results reporting, facilitation of data sources that drive prospecting, coordination of divisional budgeting, creation of ongoing industry analysis and competitive intelligence functions.
• Responsible for supporting the sales team with channel development, analysis and marketing support in pursuit of driving new revenue.
• Serve as a member of the Onlife Senior Management Pricing committee, which serves to approve all product and client pricing commitments.
• Work with SVP of Sales to define and prioritize sales support activities and ensure marketing support is aligned with current year sales goals.
• Own the process of analyzing potential grants, particularly federal grants - both those related to the wellness/prevention components of the Health Care Reform bill and beyond.
• Identify technologies to improve marketing outreach efforts.

Marketing Communications:

• Work closely with the VP of Product Development, Director of Creative Services and SVP Sales to build a strategy and communications framework for all products and services developed by Onlife Health. Package products according to sales channel needs and market opportunities and ensure final communications materials are consistent with the Onlife brand and supportive of sales revenue targets and channel priorities.
• Aggressively support and promote development of the Onlife Health brand internally and externally.

 Requirements

• Bachelors Degree or equivalent professional experience in a related field required
• Masters Degree strongly preferred
• 5+ years experience in a marketing environment
• Exceptional understanding of the healthcare industry, clinical strategy and consumer-driven health programs.
• Strategic business partner with an ability to understand/execute tactical detail
• Healthcare and/or Healthplan experience is preferred
• 5+ years management/leadership experience
• Excellent time management skills, oral/written communication skills, proven leadership abilities, strong analytical thinking, effective and concise presentation skills
• Excellent interpersonal communication skills; effective use of consultative account management techniques
• Proven leadership qualities and demonstrated skill in problem solving
• Independent self-starter able to effectively prioritize and develop and motivate staff to achieve results

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Country: USA, State: Tennessee, City: Brentwood, Company: Blue Cross Blue Shield of Tennessee.