Chief Consumer Officer VP Marketing and Consumer Strategy
Location
Boston, MA, United States
Posted on
Nov 30, 2020
Profile
As the VP of Marketing and Consumer Strategy, you will be responsible for brand, consumer and sales strategy for Author. You will be the steward of the consumer; leading a consumer-centric culture and managing activities focused on deeply understanding consumer needs. You will develop and execute brand, campaign, engagement and retention strategies to build trusted relationships with consumers and generate demand. The ideal candidate has significant experience managing high-trust consumer brands and leading the development of closed-loop, attrition-free consumer journeys across digital, service and in-person channels. If you thrive in a fast-paced environment and get excited about shaping the consumer strategy of a high performing organization as it scales, we can't wait to meet you.
Responsibilities
- Manage ongoing development and positioning of the Author brand strategy and visual identity.
- Continue to build consistent and compelling brand awareness across all channels through clear positioning, vision and use of storytelling.
- Design, develop, and deliver communications (digital and print) to educate and captivate Author audiences; including members, providers, and associates.
- Define member acquisition and sales strategy in collaboration with enterprise sales channels and in-market sales teams. Develop and deliver content and engagement with sales leadership, brokers and agents to introduce and build recognition of the Author by Humana brand.
- Develop, execute, and monitor marketing campaigns to attract, engage, and retain Author audiences. Author's brand and marketing efforts welcome and recognize customers, building trusted relationships and creating permission space to engage more deeply with consumers on their whole health needs.
- Develop and manage key consumer insights programs including consumer advisory boards, Voice of Customer feedback loops and other consumer strategy initiatives.
- Conduct research and testing efforts to learn from and understand the needs and preferences of Author customers that inform all aspects of Author offerings including service, digital products, brand/materials, and plan design.
- Building from member insights and company objectives, define and iterate Author's differentiated customer experience, designing concepts, services, journeys, and touchpoints to achieve desired member impact.
- Envision, design and implement measures of customer experience across all consumer touchpoints. Key programs include Author Café, in-market presence, care and service engagement concepts and experiences, and VOC feedback loops.
- Establish metrics for defining trust and the relationship with consumers. Deliver on Marketing and Consumer Insights-specific KPIs (e.g., member growth, retention, brand reputation) and leverage insights from analytics to inform decision-making.
- Strong emphasis on consumer/customer/user strategy, experience, design, engagement and culture. Confident in leading and influencing from the customer perspective.
- Influence cross-functional alignment to deliver on objectives with the greatest value to the consumer.
- Requires 10 years combined experience working in consumer-centered design, marketing, brand strategy, 5 years in leadership role. MBA preferred.
- Previous experience using consumer-centered design, design thinking and/or lean start-up approaches to develop consumer-centric strategies.
- Previous experience marketing products or services to consumers (experience with seniors is a plus) with emphasis on empathetic, needs-based approaches.
- Proven experience leading, energizing, and motivating teams.
- Outstanding written, oral, and visual communication skills.
- Deep understanding of how collaboration with and consideration of diverse perspectives and backgrounds leads to stronger customer insights and solutions.
- Superior attention to detail, ability to meet tight deadlines, and simultaneously manage multiple priorities.
- Demonstrated proficiency with leveraging both quantitative data.
Scheduled Weekly Hours
40
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