Content Marketing Strategy Lead - B2B

Profile

Description

The Employer Group Marketing Strategy Lead position will serve as one of the key leaders on the Employer Group & Specialty marketing team. This role will lead the development and execution of annual content marketing and thought leadership plans on behalf of Humana's Employer Group segment (which may include support through white papers, podcasts, webinars, educational materials, direct mailing, seminars, agent/broker roadshows, and other engagement activities on behalf of the Employer Group business). Key internal clients will include a breadth of partners that touch all key pillars of Humana's Employer Group segment - sales, strategy, digital, product, clinical, innovation, underwriting, specialty, and others. Additional responsibilities include leveraging competitive intelligence and research to inform overall thought leadership strategy for group business at Humana.

Working in support of leaders and executives across multiple areas of the company, the Lead position will help to conceptualize, design, and activate content marketing and thought leadership strategies that enhance agent, broker and employer understanding about Humana's Employer Group business to position Humana as a growing influencer in the group health insurance space. A primary responsibility will be to develop a timely, forward-thinking, and relevant thought leadership editorial calendar that aligns with the business' strategy, value proposition, and priorities.

This role will own responsibility for liaising with the corporate communications team, sales, key leaders across the company to ensure consistent messaging. The individual will work with senior leaders across the organization who will serve as subject matter experts in the execution of the thought leadership program. The role will also liaise with external vendors and agencies (for example research agencies, brand agencies, media analytic partners) to ensure that their work meets the organization's strategy and business requirements, deadlines, and budget. Additional responsibilities include leading internal partnerships related to marketing strategies that are critical to employer group sales strategies - including OCMO, clinical programs, customer service, etc. - to help shape the go-to-market positioning of the overall Humana experience.

Additionally, this role will be a thought partner, advising executives to help them develop and leverage thought leadership strategies (often market specific) on matters of significance to drive awareness, engagement, reputation and growth on behalf of the segment. The Lead will exhibit outstanding independent judgment and decision making on complex issues regarding job duties and related tasks, and work under minimal supervision and be able to use independent judgment to analyze variable factors and determining the best course of action to deliver on the marketing goals and objectives.

Responsibilities

Responsibilities include, but are not limited to:

Conceptualizing, leading and managing cross-functional teams in the development of thought leadership marketing plans based on business partner objectives

Owning flexible but structured editorial calendar for all group thought leadership initiatives

Developing and delivering strategic marketing plans based on current issues facing the market (i.e. COVID recovery efforts)

Working with employer group marketing leadership to synthesize disparate marketing requests to drive efficiencies in our processes and spend and repurposing broader content marketing assets

Influencing internal and external partners to inform, develop and activate thought leadership strategies that improve agent, broker, and employer awareness of and engagement with Humana tools, resources and programs to drive trust

Apply the group segmentation model, industry vertical strategy and value proposition to content marketing strategies and executions

Leading the development of broker, agent, and employer thought leadership strategies on behalf of the business

Identifying opportunities and managing cross-functional team's development of analytics to inform marketing plans and strategies; then leading teams to use insights to develop strong marketing plans based on the unique needs of different markets, agents/brokers, and employers

Working with peers and select executives across the enterprise to identify business needs based on objectives and then develop and activate solutions that help to support measureable impacts to their business

Leading parts of the development of annual marketing plans based on corporate and business objectives

Serving as key leader on the employer group marketing team to shape our team's culture and elevate our team's strategic approach to business questions

Role Essentials

Bachelor's degree in Marketing, Communications, Business or other

7 years of content marketing experience with a thorough understanding of business, content marketing strategy, thought leadership, and product marketing with a focus on B2B

2 years of project leadership experience with outstanding, demonstrated project management skills

Strong, demonstrated writing skills and the ability to provide creative direction to vendor partners

Strong, demonstrated strategic skills and consulting skills

Ability to influence, and collaborate in a cross-functional, fast-paced environment

Excellent communication skills, written and verbal; able to communicate at all levels of an organization

The successful candidate will be an action-oriented, self-starter with strong organizational skills, who is thorough and demonstrates a lot of initiative and follow-through. This team player must be flexible, enthusiastic and demonstrate a willingness to learn.

Must have accessibility to high speed DSL or cable modem for a home office (satellite internet service is NOT allowed for this role); and a minimum internet connection speed of 10M x 1M

Roles Desirables

Master's Degree of Business Administration or other advanced degree

Leadership experience preferred

Experience with activating field-based marketing activities such as conferences or other events

Experience building compelling PowerPoint presentations for executive leadership

Some sales or sales support experience - including the development of value proposition messaging, marketing plans and segmentation

Experience developing and executing multi-platform content marketing campaigns that demonstrate results

Prior employer group healthcare marketing experience

Scheduled Weekly Hours

40

Company info

Humana Inc.
Website : http://www.humana.com