Sr. Manager Marketing

Blue Cross Blue Shield Association

Personalized Healthcare, Nationwide.

Since 1929, Blue Cross Blue Shield (BCBS) companies have provided healthcare coverage to members, allowing them to live free of worry, free of fear. In every ZIP code, Blue Cross Blue Shield offers a personalized approach to healthcare based on the needs of the communities where their members live and work. They work closely with hospitals and doctors in the communities they serve to provide quality, affordable healthcare.

We understand and answer to the needs of local communities, while providing nationwide healthcare coverage that opens doors for 110 million members in all 50 states, Washington, D.C., and Puerto Rico. Nationwide, more than 1.7 million doctors and hospitals contract with Blue Cross Blue Shield companies — more than any other insurer.

Position Details

Sr. Manager Marketing
Chicago Illinois
Chicago, IL

The Sr. Manager, Marketing in the Program Marketing area is responsible for leading the strategy, development and execution of marketing assets and programs to support Blue Cross and Blue Shield (BCBS) Plans in positioning and selling various national programs and initiatives. The Sr. Manager oversees staff and guides cross-functional teams to support the development and implementation of messaging, positioning and collateral that differentiates BCBS among key stakeholders, including business decision-makers, key influencers, consumers/members and thought leaders, and ultimately helps BCBS Plans win and retain group business. Understanding complex business needs and aligning marketing strategies to overall project goals is critical for success.

Responsibilities include but are not limited to:

  • Lead positioning and messaging strategy, development and implementation for a variety of BCBSA national programs to support Plans in delivering a consistent and compelling value proposition to large employers. 
  • Foster engagement across internal stakeholders and collaborators, including alignment with operations, strategy, creative services, communications and legal teams. 
  • Drive audience research and market intelligence initiatives with business decision makers and Plan stakeholders to ensure messaging and positioning are differentiated and align with employer priorities. 
  • Manage the facilitation of the B2B Marketing Collaborative, including Plan recruitment, budget tracking, execution of strategic roadmap, and performance assessment; involves regular interaction with Plan leadership. 
  • Guide and develop a high-performing team, raising visibility across BCBSA and with BCBS Plans.

Required Basic Qualifications:

  • A minimum of eight years marketing/communications planning and implementation preferably in Healthcare and B2B marketing 
  • Bachelor’s degree in Marketing, Communications, New Media or related field; or equivalent experience 
  • Demonstrated experience developing and implementing positioning, messaging and market-ready marketing collateral 
  • Experience with Microsoft Office

Preferred Basic Qualifications:

  • Relevant industry experience is a plus, including experience in B2B marketing at health insurance company, consultancy/brokerage, or similar experience in a related industry (e.g., other sectors of the insurance industry, financial services) 
  • Experience developing content marketing programs and thought leadership that delivers unique, valuable and relevant insights to attract, retain and engage a target audience 
  • Experience in understanding complex business and target audience needs to develop compelling content and activate tactics across a variety of channels with internal and agency partners 
  • Demonstrated creativity and immersion in digital marketing, including knowledge of various platforms and marketing tactics 
  • Track record of continuously identifying ways to innovate in content creation and activation

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