Digital Marketing Strategist

Position Description:

At Capital Blue Cross, we promise to go the extra mile for our team and our community. This promise is at the heart of our culture, and it’s why our employees consistently vote us one of the “Best Places to Work in PA.”

The Digital Marketing Strategist is responsible for the successful management of integrated digital strategy across all marketing campaigns generated by the Government Programs Marketing unit. This team member develops solutions to meet internal clients’ business objectives based on market insight/demand, and relevant data (e.g., claims, experience, demographics, etc.). The strategist follows current and leading-edge practices and marketing solutions and is empowered to recommend securing new or augmenting existing tools and platforms to enhance our marketing efforts. An important part of this role is spotting trends and technologies that influence customer behaviors and decision making. Familiarity with SEM/SEO strategies are beneficial skills to have in this position.

Responsibilities and Qualifications:

• Provide best practices for digital advertising and marketing and consult with account and communication strategists to ensure the success of all Digital Marketing campaigns.
Understand the assigned business units’ sales and engagement goals, as well as the enterprise’s corporate priorities and business objectives
• - to use this information along with market data, competitive analysis and industry experience to design marketing and communication campaigns that are integrated, measurable, data-driven, and brand aligned.
• Collaborate with product, sales, and marketing colleagues to assist in the design, development, and deployment of assets and content that support marketing campaigns.
• Propose budgets to fund purposeful high-performance integrated marketing activities with clear intentions and focus.
• Manage projects’ overall scope and budget.
• Develop strong, trusting relationships between business units and colleagues; provide leadership on Digital Marketing best practices and provide cross-functional support.
• Write copy for collateral and advertising and serve as a constructive editor to ensure messaging is engaging, articulate, and compelling.
• Provide ongoing monitoring and analysis of digital campaign results and pivot campaign tactics and advertising as needed to ensure success.
• Know when something isn’t working well and assume the authority to dive into the challenge by championing change, and ultimately course correcting the initiative.
• Work collaboratively across the company to rally support for shared goals and campaign execution.
• Understand clients’ purpose with a cognizance of what high-performing creative work looks like and, as importantly, appreciate and grasp how one has an impact on the other.

Skills:

• This role requires the ability to deliver a comprehensive marketing strategy and innovative, effective Digital Marketing recommendations through thoughtful consideration of business objectives, problem solving, in-depth knowledge of digital platforms, and ability to read and interpret analytics. This person in a self-starter, skilled communicator, voracious marketer, and diplomatic collaborator.
• A creative eye with a knack for stimulating progressive ideas and the demeanor to secure enthusiastic support or your suggestions.
• 3+ years' experience supporting Digital Marketing campaigns, including SEO, SEM, Google Analytics, social media, etc.
• Ability to create integrated campaigns that drive conversion.
• Excellent project management acumen: ability to develop, prioritize, execute, coordinate, manage, and guide support of multiple projects and ensure priorities are completed on deadline.
• Experience synthesizing data to help establish strategies that drive results.
• Ability to build strong working relationships and maintain/influence the balance between customers’ needs and the workload of other areas required for project completion.
• Self-starter with flexibility to perform job assignments independently and adapt to changing work environment, workload requirements, and reporting relationships. Proficient in building integrated marketing campaigns that consider goals, budgets, data, and observation, with ability to match services to KPIs
• Demonstrated writing and editing proficiency, and experience delivering communications across multiple platforms (e.g., email, print, web, etc.).
• Possess effective diplomacy skills with demonstrated ability to partner with internal teams and external vendors/partners.

Knowledge:

• In-depth experience with digital advertising platforms (Google, Facebook, SEO, programmatic advertising) and marketing technology. Strong project management and integrated marketing campaign development and deployment skills. Background in B2B, B2C marketing.

Experience:

• 3 years of marketing/communications experience, preferably in the health care industry.
• 2 years of experience as an account strategist with experience with a creative agency or marketing department.
• Deep experience with digital advertising and marketing technology to shape and manage strategies built upon on goals, key performance indicators (KPIs), and marketing services.

Education and Certifications:

• Bachelor’s degree in Digital Marketing, Communications, or related field preferred.

Work Environment:

• Flexibility, adaptability, and ability to perform job assignments independently and adapt to changing work environment, workload requirements, and reporting relationships. Office setting with freedom to work remotely.

Physical Demands:

• Minimal. Understanding our need to meet deadlines, you must be committed to working a 40-hour week.

Other:

• Travel Requirements: Minimal

About Us: We recognize that work is a part of life, not separate from it, and foster a flexible environment where your health and wellbeing are prioritized. At Capital you will work alongside a diverse and caring team of supportive colleagues, and be encouraged to volunteer in your community. We value your professional and personal growth by investing heavily in training and continuing education, so you have the tools to do your best as you develop your career. And by doing your best, you’ll help us live our mission of improving the health and well-being of our members and the communities in which they live.