Aetna Sr Dir, Strategic Mktg in Wellesley, Massachusetts
Req ID: 49134BR
Consumer Health & Services is a newly formed division of Aetna with the ambition to build the leading health technology and services franchise in the world, based on cutting edge analytics to influence consumer and provider behavior, resulting in improved health and more efficient resource utilization.
One of the companys highest priority initiatives is to launch new consumer-facing technologies to make healthcare more real-time and user driven. This role will be front-and-center as the Marketing lead for our strategic alliance with Apple, partnering closely with the product development team to deliver the insights and direction they need from analytics and market intelligence to drive user acquisition and ongoing consumer engagement.
Accountable for driving growth targets with membership to download and use of app. (yr 1- 350K new members.)
Responsible for providing user experience feedback that has a direct feeding the product development governance
Leads their direct reports, to create deliverables tailored to needs of Aetna stakeholders and senior management.
The Director models/coaches direct reports, and others, on effective meeting facilitation, consultative and communication skills. They set and manage high standards of performance, and identify desirable professional development opportunities
Reduces barriers on business issues, manages and guides direct reports in the development of the strategy design
In collaboration with leadership, allocates resources (people and budget) to priority initiatives that help Aetna deliver on objectives and strategy
Develop/Execute direct-to-consumer market strategy: create and implement a product launch strategy that includes both internal and external communications. This plan will be executed in conjunction with other member engagement strategy teams.
Implement the strategy through the team of marketing managers and developers to bring strategy to life to deliver on growth targets.
Orchestrate journey-centric design: Ensure the product development teams are working with data and insight-driven journeys that deliver on the most valuable benefits to most value members, and where appropriate encourage the most beneficial behavior changes from the member.
Develop tailored content that drives member engagement via technology and sales content that can nurture prospect relationships throughout the sales cycle (e.g., thought leadership, use cases, testimonials, etc.)
Member advocacy: Bring the voice of the customer to the product design table and ensure team has access to the impact reports, (e.g., how our experience designs are changing member behavior.)
Live channel choreography: Ensure the digital experience is in sync with that of the live channels, (e.g., customer service, advocacy/clinical programs via phone/chat/video, etc.)
Value proposition: Articulate the core value proposition of the new experience to each core audience, (e.g., member, plan sponsor, consultant/broker, doctors, etc.)
Develop market facing pitch experience: Work with sales enablement teams to develop the baseline pitch decks, demos, journeys, etc.
15+ years of strategic marketing experience
7-10+ years of experience as SME in product marketing and direct-to-consumer acquisition
Deep expertise in developing audience segmentations, core value propositions, messaging strategy for different segments, measure impact and efficacy of marketing investments
Experience managing complex project teams and partnerships required
Experience working in an agile development environment
Experience in consumer-facing health tech a plus
Bachelor's degree or equivalent experience. MBA preferred
ADDITIONAL JOB INFORMATION
TRAVEL - this role will require frequent travel to California, role is based out of Wellesley, MA
Aetna is about more than just doing a job. This is our opportunity to re-shape healthcare for America and across the globe. We are developing solutions to improve the quality and affordability of healthcare. What we do will benefit generations to come.
We care about each other, our customers and our communities. We are inspired to make a difference, and we are committed to integrity and excellence.
Together we will empower people to live healthier lives.
Aetna is an equal opportunity & affirmative action employer. All qualified applicants will receive consideration for employment regardless of personal characteristics or status. We take affirmative action to recruit, select and develop women, people of color, veterans and individuals with disabilities.
We are a company built on excellence. We have a culture that values growth, achievement and diversity and a workplace where your voice can be heard.
Benefit eligibility may vary by position. Click here to review the benefits associated with this position.
Aetna takes our candidate's data privacy seriously. At no time will any Aetna recruiter or employee request any financial or personal information (Social Security Number, Credit card information for direct deposit, etc.) from you via e-mail. Any requests for information will be discussed prior and will be conducted through a secure website provided by the recruiter. Should you be asked for such information, please notify us immediately.
Job Function: Marketing