Resp & Qualifications
This position will lead the company forward through the establishment of brand strategy as a core competency, through the growth of brand value and the internal creation of a brand centric mindset. The individual best suited for this role will have a track record of repeatedly designing and executing marketing plans and campaigns that drive brand awareness, consideration and ultimately sales. In addition, they will be passionate about consumer marketing by developing world class creative and increasing market penetration of CareFirst BlueCross BlueShield products and services.
This position has decision-making responsibility on issues related to Brand Image and Corporate Identity which includes managing CareFirst’s logo approval process and overseeing compliance record keeping as necessary. The Senior Strategist, Corporate Brand will need to be an effective communicator and problem-solver who can effectively manage two external agencies and plan media with a $3M budget. Comfortable with having challenging conversations with management staff and senior management to plan and execute advertising campaigns, and advocate for brand growth. This position offers advertising and brand subject matter expertise to all CareFirst divisions.
ESSENTIAL DUTIES AND RESPONSIBILITIES Under the direction of Manager, Advertising & Brand Development, the duties and responsibilities will include, but are not limited to, the following:
o Establishes brand strategy as a core competency; socialize across company and establish strategy as value-added partner.
o Manages the implementation of major corporate branding strategies in support of strategic business unit goals.
o Use leadership and influencing skills, writing, and presentation/speaking skills to increase brand guide education and adherence.
o Drives implementation of specific value proposition and customer experience across all segments and channels to increase acquisition and penetration of accounts and generate revenue.
o Understands and applies a wide range of data-driven, quantitative and qualitative marketing and branding methodologies, such as drivers of choice, brand valuation, elements of value, NPS and others.
o Synthesizes and converts data into compelling creative insights and brand positioning ideas. Provide analysis and synthesis on complex branding problems that require both analytical thinking and creative thinking
o Spearheads analyses and compelling brand strategies for products and business lines.
o Works with internal Market Research staff, external vendors and the Blue Cross and Blue Shield Association as necessary to monitor and evaluate brand research and consumer perceptions of CareFirst.
o Evaluates effectiveness of branding strategies and tactics and share results to assist in shaping future efforts.
Brand Compliance and Management
o Oversees the maintenance and compliance measures of CareFirst’s brand standards and Brand Guidelines.
o Develops process and tools to support Brand training content and compliance with brand standards, to promote a brand-centric mindset.
o Seeks out business challenges pertaining to the brand. Develops and shares findings and solutions.
o Leverages the strength of cross-functional teams to develop and deliver thoughtful brand analyses and persuasive arguments to senior leadership.
o Responsible for internal and external brand compliance reviews, communications, and conflict resolution on business deliverables.
o Effectively develop timelines and manage stakeholder expectations on brand related project work.
o Support and track corporate trademarking work and enforcement.
o Manages Branding SOPs for the organization to ensure CareFirst’s internal and external communications are consistent and follow regulatory requirements and the BCBSA brand usage guidelines.
o Leads the Strategic Marketing, Communications & Product Development department’s efforts with Blue Cross and Blue Shield Association and Maryland, DC and Virginia Boards of Insurance compliance audits.
o Develops and executes internal communications, presentations and campaigns that support organizational and departmental business plans, and CareFirst’s reputation and brand strategy.
Advertising Agency Management
o Directly manages 2 external agencies (media buying and brand strategy) advertising agencies by defining yearly marketing objectives, guiding the strategy behind brand media plan, campaign budget management, workflow management and assuring business expectations are met on time.
o Manages campaign budget, deliverables, timeline, results, reporting, and strategic direction for Brand advertising.
o Works with the Market Research team and external advertising agencies to document and periodically report on the effectiveness of advertising campaigns, particularly direct advertising efforts.
Advertising Project Management
o Partners with Market Research team to develop Brand campaign KPIs, ensure that campaign or project objectives are strategically sound and measured.
o Coordinates with creative team to ensure in market materials are on time and compliant.
o Ensures brand alignment and collaboration on corporate social media channels.
o Acts as primary reviewer of all brand advertising materials.
o Manages timelines and projects to ensure that all deliverables (including media plans and creative) meet the established requirements.
• 4-year degree in Branding, Advertising, Marketing or related concentration or equivalent work experience.
• A minimum of 7 years of experience at a branding agency, advertising agency, consulting firm or corporate branding.
• Experience with Brand Measurement: quantitative and qualitative research methodologies around drivers of brand preference and/or other brand measurement approaches.
• Understanding of content strategy related to advertising
• Strong knowledge of Microsoft Office, and Adobe PDF writer applications
o Knowledge of Google Analytics platform
o Experience with Brand Positioning: positioning healthcare products in B2C and B2B environments.
Skills and Abilities
• Must be able to work in a fast-paced environment
• Strong problem-solving skills
• Ability to interact, communicate, collaborate and present ideas with all colleagues, internal teams, and stakeholders
• Ability to work independently as well as with a team
• Ability to analyze campaign results, particularly statistical data on direct response campaigns
• Customer Focused
• Ability to handle multiple projects simultaneously
• Attention to Detail
• Strong verbal and written communication skills
The employee must be a self-starter able to take direction, manage tight deadlines on multiple simultaneous projects with minimal supervision, take ownership and initiative in projects, and lead project direction with the brand in mind. The ideal candidate is able to articulate the needs of clients and customers to advertising agencies and vendors and monitor the creation of advertising campaigns and promotions to meet those needs.
Equal Employment Opportunity
CareFirst BlueCross BlueShield is an Equal Opportunity (EEO) employer. It is the policy of the Company to provide equal employment opportunities to all qualified applicants without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, age, protected veteran or disabled status, or genetic information.
Hire Range Disclaimer
Actual salary will be based on relevant job experience and work history.
Where To Apply
Please visit our website to apply: www.carefirst.com/careers
Please apply before: 1/31/2021
Federal Disc/Physical Demand
Note: The incumbent is required to immediately disclose any debarment, exclusion, or other event that makes him/her ineligible to perform work directly or indirectly on Federal health care programs.
The associate is primarily seated while performing the duties of the position. Occasional walking or standing is required. The hands are regularly used to write, type, key and handle or feel small controls and objects. The associate must frequently talk and hear. Weights up to 25 pounds are occasionally lifted.
Sponsorship in US
Must be eligible to work in the U.S. without Sponsorship