Responsibilities

• 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.