Leads the three pillars of data-driven, cross-line of business, performance marketing pillars for Highmark Health. These pillars include, 1) Customer Insights and Marketing Analytics, 2) CRM/Member Engagement, and 3) Media Planning and Buying (traditional and digital channels). Span of control includes three high-performing directors – one for each of these pillars.
The primary mission for this role is to leverage deep data and insights to optimize the shared performance across all marketing, media and member engagement activities we lead in service to the functional lines of of our business. This leader will drive new and improve existing data-driven frameworks for marketing effectiveness and efficiency across media channels and predictive models for customer behaviors. Efforts will span from upper-funnel, customer acquisition campaigns thru to lower-funnel customer engagement, loyalty, retention and satisfaction efforts.
This leader must be a champion for a customer-centric approach to creating remarkable moments that free customers to embrace their health through our products, services and other offerings. This leader also must act as a coach and mentor to the strategic marketing organization in transforming it into an action-oriented, customer insights-driven operation; leveraging performance tracking and research to provide key strategic marketing insights and data-driven, actionable recommendations that improve conversion, cross-selling, or retention. This leader is the driving force to bring data, analytics, financial, and marketing concepts together.