Director, Performance Marketing

Job Description

What You will do

• Set the vision and lead a team of 8-10 people managing the audience development and engagement strategies for all digital marketing channels
• Craft and implement a clear, cohesive digital media channel strategy that supports Blue Cross NC’s brand strategy, member acquisition and retention goals
• Articulate how the channel strategy drives engagement with key audiences, including developing, maintaining audience segment definitions/personas, and using audience research and digital paid media channel metrics to identify audience insights that will inform the division and team’s work
• Develop full-funnel acquisition digital marketing campaigns, establishing evergreen campaigns while consistently testing new audiences, CTAs, creative, channels, and formats.
• Develop measurement framework with clear critical metrics and targets to measure ongoing channel health and performance as well as frameworks for evaluating key campaigns and moments across channels
• Analyze program performance as well as industry trends to develop plans and implement for the optimal marketing mix and translate campaign metrics into meaningful insights
• Develop and provide analytics to report on program results, both at the top-line and campaign levels, ensuring optimal ROI/ROAS against marketing budget and overall ecommerce revenue goals
• Manage and aggregate channel level reporting to help build an integrated view of our acquisition landscape and advertising effectiveness through multiple lenses of attribution.
• Develop and execute retention and customer lifecycle strategies that maximize customer engagement, loyalty, and lifetime value
• Measure and analyze retention and customer lifecycle metrics to identify opportunities for improvement and track the success of retention and customer lifecycle programs.
• Continually optimize retention and customer lifecycle programs and initiatives through ongoing testing, analysis, and iteration.
• Implement and manage comprehensive test and learn strategy.

What You Bring

• Bachelor's degree or advanced degree (where required)
• 10+ years of experience in related field
• In lieu of degree, 12+ years of experience in related field

What We Like

• Detail-oriented, self-starter, curious and innovative mindset, with the ability to react quickly to changing priorities without full guidance
• Data-driven, analytical, and solution-oriented
• Thrives in a fast-paced environment and is good at dealing with ambiguity
• Expert level knowledge working with various digital technology vendors, platforms, and solutions, including sales force and SAS, Google Analytics, SQL, Power BI, or similar tools

Salary Range

At Blue Cross NC, we take great pride in a fair and equitable compensation package that reflects market-price and our starting salaries are typically planned near the middle of the range listed. Compensation decisions are driven by factors including experience and training, specialized skill sets,  licensure and certifications and other business and organizational needs. Our base salary is part of a robust Total Rewards package that includes an Annual Incentive Bonus*, 401(k) with employer match, Paid Time Off (PTO), and competitive health benefits and wellness programs. 

*Based on annual corporate goal achievement and individual performance.
 

Skills

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