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Brand Manager I/II- 012067

Company: Excellus BlueCross BlueShield
Location: Rochester
Posted on: March 18, 2023

Job Description:

Supports corporate goals and objectives through the strategic planning, development, positioning, promotion of brand, product and service launches, go-to-market campaigns and acquisition, retention and loyalty initiatives for key target audiences. Manages internal and external agency partners for creative development, production, fulfillment and media buying and planning. Responsible for the internal and external oversight, implementation and management of corporate brand standards including product naming, messaging and graphic identity for Excellus BlueCross BlueShield, Univera Healthcare and Lifetime Benefit SolutionsEssential Responsibilities/Accountabilities: -All Levels:--- Creates consistent, differentiated messaging, positioning and content that illustrates audience value and benefits while raising brand perception including but not limited to: product marketing, advertising, acquisition, retention and loyalty campaigns, printed and digital sales and member collateral and tools, Web, sales training, requests for proposals and finalist presentations.--- Prepares clear, concise Marketing Briefs that incorporate current situation, competitive intelligence, objectives, data and key messages to create alignment between internal stakeholders, marketing strategies and campaign/creative execution. ---- Proactively works to understand business segment and target audience needs. Stays informed of category & segment news, trends and competition. Provides guidance and knowledge to provide strategic insights.--- Serves as a consultative resource to educate and inform internal constituencies about marketing principles and best practices to strengthen plans and outputs.--- Leads and manages the development of campaign/program plans, deliverables, timelines and budgets to internal and external stakeholders.--- Communicates and presents campaigns, progress & results while obtaining feedback from internal stakeholders. --- Leads and participates in matrixed teams including but not limited to: marketing, sales, corporate communications and operations leadership to ensure proper communication of roles, responsibilities, deliverables and timing to key stakeholders.--- Supervises internal and external resources in all aspects of creative development, production, fulfillment and media buying and placement. ---- Evaluates impact of creative concepts and final product against defined objectives and strategies to ensure work delivers strong return on marketing investment.--- Manages the accurate and timely creation and production of critical brand/product communications using message simplification principles to foster understanding by key audiences and to inspire them to take action.--- As brand steward has complete understanding of brand guidelines and standards. Involved in internal and external communication of these guidelines and standards. These include understanding and communicating Association standards as well as applying our unique tone and visual representation to support an enhanced customer experience. ---- Gathers, analyzes and integrates target audience data as well as performance metrics into marketing plans and communicates results findings/results back to key stakeholders.--- Manages budget, tracking and reporting of allocated resources.--- Keeps status documented and updated.--- Consistently demonstrates high standards of integrity by supporting the Lifetime Healthcare Companies' mission and values, adhering to the Corporate Code of Conduct, and leading to the Lifetime Way values and beliefs.--- Maintains high regard for member privacy in accordance with the corporate privacy policies and procedures.--- Regular and reliable attendance is expected and required.--- Performs other functions as assigned by management.Level II - In addition to Level I responsibilities:--- Manages and prioritizes a larger volume of complex work independently.--- Acts as an established subject matter expert on multiple business segments, products and services within the organization.--- Acts upon marketing results and findings to gain greater impact, efficiency and return on marketing investment.--- Leads interdepartmental and cross-functional initiatives across business segments.--- Proactively gathers market and competitive insight to inform marketing plans and briefs. Synthesizes and integrates qualitative and quantitative information from multiple sources to inform plans and leadership.Level III - In addition to Level II responsibilities:--- Mentors less experienced team members and sets the standard for cultural behavior.--- Serves as a trusted advisor to key stakeholders and leaders within the organization as well as to external partners with the ability to connect the dots and provide guidance.--- Navigates professional situations with confidence and using sound judgement and leadership.--- Demonstrates mastery of content, role and critical responsibilities. Works closely with Manager to define segment strategies.--- Identifies, stratifies and segments audience data including demographic, psychographic and social determinants of health to develop highly targeted messaging and marketing matrices to support brand awareness, acquisition, retention and loyalty efforts.--- Leads and participates in ad hoc marketing and go-to-market sub committees.Minimum Qualifications:NOTE: We include multiple levels of classification differentiated by demonstrated knowledge, skills and the ability to manage increasingly independent and/or complex assignments, broader responsibility, additional decision-making and in some cases, becoming a resource to others. In addition to using this differentiated approach to place new hires, it also provides guideposts for employee development and promotional opportunities.All Levels:--- Bachelors level education in Marketing, Communications, Business. In lieu of a degree, 6 years of culminative experience required.--- Minimum of three (3) years related marketing, communications, advertising agency or business experience.--- Health care industry experience preferred.--- Strong leadership and excellent project management skills.--- Strong oral and written communications skills.--- Ability to write and present strong marketing plans and briefs.--- Knowledge and experience in developing and implementing marketing plans that drive measurable results and marketing briefs that are clear, concise and vividly portray the problem to be solved.--- Comprehends business performance goals and metrics and how their role contributes to the marketing and corporate strategies.--- Must be self-driven and able to be successful in ever-changing and ambiguous environments.--- Stays current on new strategies, relevant software, trends, etc.--- Ability to work well in team environments.--- Ability to establish effective relationships internally and externally with vendor partners, all levels of corporate staff as well as strategize and negotiate with middle and senior management. -Level II - requires similar skills as Level I, as well as:--- Minimum of six (6) years' experience in marketing, communications or business.--- Ability to manage complex initiatives simultaneously.--- Proven success in leading large, complex marketing programs.Level III - requires similar skills as Level II as well as:--- Minimum of nine (9) years' experience in marketing, communications or business.--- Proven ability to manage highly complex, targeted and integrated marketing strategies and approaches across business segments.--- Ability to process business strategy and interpret it to influence sophisticated and complex marketing strategies.--- Skilled in the ability to process and communicate metrics, reporting and findings to all levels of the organization. -Physical Requirements--- Must be able to travel across the enterprise.--- Ability to work in a home office for continuous periods of time for business continuity.***********The Lifetime Healthcare Companies aims to attract the best talent from diverse socioeconomic, cultural and experiential backgrounds, to diversify our workforce and best reflect the communities we serve. -Our mission is to foster an environment where diversity and inclusion are explicitly recognized as fundamental parts of our organizational culture. We believe that diversity of thought and background drives innovation which enables us to provide leading-edge healthcare insurance and services. With that mission in mind, we recruit the best candidates from all communities, to diversify and strengthen our workforce. -OUR COMPANY CULTURE:Employees are united by our Lifetime Way Values & Behaviors that include compassion, pride, excellence, innovation and having fun! We aim to be an employer of choice by valuing workforce diversity, innovative thinking, employee development, and by offering competitive compensation and benefits.In support of the Americans with Disabilities Act, this job description lists only those responsibilities and qualifications deemed essential to the position.Equal Opportunity EmployerQualificationsEducationPreferredBachelors or better in Business Administration.Bachelors or better in Communications/Journalism.Bachelors or better in Marketing.Equal Opportunity Employer/Protected Veterans/Individuals with DisabilitiesThe contractor will not discharge or in any other manner discriminate against employees or applicants because they have inquired about, discussed, or disclosed their own pay or the pay of another employee or applicant. However, employees who have access to the compensation information of other employees or applicants as a part of their essential job functions cannot disclose the pay of other employees or applicants to individuals who do not otherwise have access to compensation information, unless the disclosure is (a) in response to a formal complaint or charge, (b) in furtherance of an investigation, proceeding, hearing, or action, including an investigation conducted by the employer, or (c) consistent with the contractor's legal duty to furnish information. 41 CFR 60-1.35(c)

Keywords: Excellus BlueCross BlueShield, Rochester , Brand Manager I/II- 012067, Executive , Rochester, New York

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