This role has responsibility for driving and implementing positioning efforts and best in class integrated marketing communications to support GuideWell Commercial Markets. Role will report to Senior Director, Commercial Segments and partner closely with Commercial IU65 segment teams to strengthen and continuously evolve value proposition and segment positioning platform while ensuring tight linkage with the Florida Blue Masterbrand and solid integration with go-market-efforts. Ideal candidate will have good understanding of consumer targets, and skilled in implementing innovative approaches for reaching various audiences including regional, multicultural, and indirect to achieve success and stay head of the competition in an extremely cluttered category. Strong ability to drive vision, assess competitive trends and proactively drive thought leadership is a must.
Job Duties Include But Are Not Limited To
Work closely with teams to develop and continuously strengthen Commercial segment positioning and value proposition to drive competitive advantage and continued market leadership
Partner with core stakeholders to develop a fully integrated marketing vision and strategy to advance the company’s position within the market, enabling sales and enhancing reputation and consumer awareness
Collaborate with others on the go-to-market planning and execution - including campaigns and content, actively seeking out opportunities to advance the Florida Blue brand and Commercial offerings
Work closely with Enterprise Marketing stakeholders to evolve and sharpen consumer insights and drive research initiatives intended to elevate messaging and drive differentiated communications
In partnership with the Enterprise Marketing Media team to define core audience targets and provide inputs to drive unique and integrated activations
Serve as key liaison with agency partners to ensure day-to-day flow of projects and operations, including integration of work with segment teams and socialization of initiatives with enterprise stakeholders
Responsible for oversight and management of budgets for Commercial IU65 Consumer & Channel initiatives
Responsible for development and management of direct reports
Work closely with Market Leads and their teams to ensure plans are built to align with and satisfy objectives for North, Central, West and South Florida regions
Job Requirements
Related Bachelor’s degree or additional related equivalent work experience
8+ years related work experience. Experience Details: Integrated marketing strategy, planning, and tactical experience with knowledge of, and experience across all marketing channels
3+ years direct supervisory/management experience
Understanding of, and some experience with health insurance industry
Customer/consumer centric mindset with professional record of delivering great marketing plans and campaigns
Experience in achieving or exceeding business objectives in a highly regulated environment
Experience developing marketing strategy and tactics with solid measurement plan to support
Strong strategic thinking, analytical, innovation, financial, decision making, program and project management, and problem solving skills
Ability to implement and execute marketing and promotion plans in a strategic manner, working to budget and time deadlines, and reporting on metrics
Excellent communication, interpersonal and presentation skills with strong attention to detail
Broad and deep knowledge of Consumer and B2B marketing promotion methods, best practices and market leading techniques
Experience in insurance, health or related category
Ability to think creatively while also managing project needs and critical timelines
Preferred
Master’s degree
What We Offer
As a Florida Blue employee, you will thrive in our Be Well, Work Well, GuideWell culture where being well as an individual, and working well as a team, are both important in serving our members and communities.
To support your wellbeing, comprehensive benefits are offered. As an employee, you will have access to:
Medical, dental, vision, life and global travel health insurance;
Income protection benefits: life insurance, Short- and long-term disability programs;
Leave programs to support personal circumstances;
Retirement Savings Plan includes employer contribution and employer match;
Paid time off, volunteer time off, 10 holidays and two flexible Well-Being days
Additional voluntary benefits available; and
A comprehensive wellness program
Employee benefits are designed to align with federal and state employment laws. Benefits may vary based on the state in which work is performed. Benefits for intern, part-time and seasonal employees may differ.
To support your financial wellbeing, we offer competitive pay as well as opportunities for incentive or commission compensation. We also conduct regular annual reviews with pay for performance considerations for base pay increases.
Final pay will be determined with consideration of market competitiveness, internal equity, and the job-related knowledge, skills, training, and experience you bring.
We are an Equal Opportunity/Protected Veteran/Disabled Employer committed to creating a diverse, inclusive and equitable culture for our employees and communities.
About Us
At GuideWell, we are committed to making diversity, equity and inclusion part of everything we do. We believe in hiring people who represent the communities we serve while creating a workplace that encourages a sense of belonging for everyone, no matter who you are or where you come from.
From students to former military to seasoned professionals, our family of mission-based companies are stronger because of the unique talents and skills of our employees. We believe everyone’s contribution has the power to help people and communities achieve better health. Find your new team today.
About The Team
Florida Blue, A GuideWell Company, has been providing health insurance to residents of Florida for 75 years. Driven by its mission of helping people and communicating to achieve better health, the company serves more than five million health care members across the state. We are looking for exceptional people who will bring our mission to life and succeed by putting the members first.
Seniority level
Director
Employment type
Full-time
Job function
Marketing and Sales
Industries
Insurance
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