Blue Cross NCRemote
Director, Performance Marketing
United States of America
Full Time
3 weeks ago
$158,000 - $253,000 USD
Visa Sponsor
Key skills
Digital MarketingMarketing AnalyticsCampaign ManagementData ModelingAudience DevelopmentAudience ResearchDigital Paid MediaFull-funnel Acquisition CampaignsMeasurement Framework DevelopmentMarketing Mix OptimizationROI/ROAS AnalysisEcommerce Revenue AnalysisAttribution ModelingCustomer Lifecycle ManagementTest and Learn StrategySalesforceSASGoogle AnalyticsSQLPower BIOrganizational CapabilitiesProject ManagementAnalyticsBIReactSales
About this role
Blue Cross NC is seeking a Director of Performance Marketing to lead their digital marketing efforts across various channels. The role involves crafting digital media strategies, managing a team, and analyzing marketing performance to drive engagement and customer retention.
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
- Continually optimize retention and customer lifecycle programs and initiatives through ongoing testing, analysis, and iteration
- Implement and manage comprehensive test and learn strategy
Requirements:
- 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
- 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