Associate VP, B2B and Specialty Solutions Marketing

at Humana in Springfield, Illinois, United States

Job Description

Become a part of our caring community and help us put health first

The Associate Vice President (AVP) of Sales, Group Medicare and Specialty Marketing and Enablement plans and executes marketing campaigns to generate new prospects and improve client retention based on localized specifications. The Associate VP, Field/Sales Marketing requires a in-depth understanding of how organization capabilities interrelate across segments and/or enterprise-wide.

As a company whose primary focus is on the well-being of its members, Humana is dedicated to shifting perceptions of the health insurance industry. We believe our role goes beyond that of a provider of insurance to that of a well-being partner who will empower customers to live a life that’s healthy, active, and rewarding.

Against that backdrop our marketing team is at a critical inflection point for the industry and for Humana. The Associate Vice President (AVP) of B2B Sales and Specialty Marketing will advance our approach to marketing for Group Medicare Advantage, Individual and Group Specialty health care plans. In addition, they will be responsible for delivering industry leading sales marketing and enablement capabilities for the vast network of agents/brokers that sell Humana’s broad range of insurance plans, including the robust Medicare Advantage portfolio. This incumbent will combine proven business acumen, expertise, and leadership in shaping a strategic approach to marketing for the business that is both visionary and adept at the details. The AVP will deeply understand the agent and consumer decision journey for healthcare plan selection and member engagement, and key differentiators to develop breakthrough marketing that enables Humana to win in the marketplace. They will be responsible for B2B and B2C lead generation and sales targets, as well as a portfolio of agent satisfaction and usage performance measures.

This incumbent will oversee a team of more than 30 full time employees and manage a sizable budget. This position will report directly to the Vice President of Insurance Services Marketing and work extensively with cross-functional Marketing teams, the Sales organization, Market leaders and multiple line of business leaders to drive member growth, engagement, and retention, as well as agent/broker satisfaction. They will be a highly collaborative, strategic and results-oriented marketing professional with exceptional leadership, team building, collaboration, and partnership management skills.

Use your skills to make an impact

Key Responsibilities

This incumbent will specifically lead the Sales Enablement and Engagement, Group Medicare and Group Specialty and Individual Specialty marketing teams. Their responsibilities are as follows:

+ Manage relationships with executive leaders and deeply understand their business segment dynamics, performance goals and objectives, and business priorities in order to help achieve them

+ Deliver effective, measurable, omni-channel B2B/B2C acquisition and engagement marketing campaigns in support of the Group Medicare, Group and Individual Specialty business strategy

+ Drive continuous thought leadership for advancing B2B marketing, including more sophisticated audience identification and innovation in key areas of focus such as content, email, online and social marketing, as well as events and conferences

+ Develop and execute robust test and learn strategies? for B2C marketing, including the efficient scaling of digital tactics (SEM, Social, etc) while optimizing DRTV, direct mail and other channels; Partner with telesales and digital teams to ensure sales targets are met

+ Develop and deliver industry leading sales education and materials to enable the vast network of internal and external agents/brokers that sell Humana’s insurance plans to develop deep knowledge of Humana’s brand promise, products, services, and customer segments across multiple Insurance Services lines of business

+ Drive capability advancement and a multi-year roadmap to provide best-in-class, digital-first delivery for marketing and sales enablement (e.g., content, training, playbooks, journey-based campaigns) with an elevated focus on leveraging AI to drive better agent and customer recommendations

+ Create meaningful experiences and new agent acquisition and re-certification campaigns that engender preference and advocacy for Humana amongst agents

+ Lead strategy and content assets for Humana’s proprietary sales portal containing compliant marketing materials and promotional items

+ Track marketing performance and report on efficiency and ROI; Continuously partner with Marketing Data and Analytics to maximize results

+ Help define and promote a better understanding of how brand and product communications work together to drive net growth and loyal customers

+ Identify actionable insights on key segments, customers, trends in business environments, competitive position, and product portfolio offerings

+ Work with marketing partners and agencies to guarantee consistency, on-brand creative, and standard methodologies, where appropriate

+ Demonstrate strong people management skills to create high performing teams that will deliver on business and brand objectives

Ideal Candidate Profile

+ Leadership – ability to set overarching marketing vision and approach for the business/customer segments, leading teams as well as influencing others

+ Strategic capacity – think big, think different; approach to marketing from an outside in mentality with a critical eye that furthers our impact as a brand and company

+ Strong track record of driving results through a data driven approach – highly adept at delivering innovative, multi-tactic and omni-channel B2B and B2C marketing campaigns, with a digital-first mindset

+ Proven expertise in segmentation and customer needs and behaviors insights gathering and application of insights to marketing and experience design

+ Experience with a regulated industry, ownership of large budgets and/or P&L, and prior experience navigating an organization cross-functionally

+ Ability to build networks and strong business relationships; ability to engage many diverse stakeholders and SMEs and win their co-ownership in the outcome

+ Strong presence, collaborative style but willing to share POV

+ Authentic communication style as characterized by open, direct and inclusive approaches

+ Outstanding presentation skills – ability to exceptionally articulate concepts visually and verbally

+ Passion for deeply understanding and leveraging data driven insights to inform strategy and decision-making

+ Aptitude for integrated creative strategy and delivering campaigns that breakthrough in a highly competitive marketplace

Qualifications

+ A bachelor’s degree required, master’s degree in business is highly desirable

+ B2B sales and marketing experience required (8+ yrs), B2C marketing strongly preferred (both ideal)

+ Proven track record of success in developing marketing strategies, driving flawless execution and collaborating closely with internal/external stakeholders

+ 15+ years or more of increasing responsibility at a large size brand that understands the size and scope of Humana and how to be a strong voice for marketing throughout the enterprise

+ Extensive knowledge of B2B marketing and sales techniques as well as broad based business acumen. Experience with CRM platforms, especially sales enablement capabilities a strong plus

+ Proven track record of leading large, diverse teams and budgets

+ Healthcare marketing experience not required, but a plus

Additional Information

Up to 15-20% travel expected in this role.

At Humana, we’re also committed to making the resources available to you that will enable you to become happier, healthier, and more productive in all areas of your life. We know your well-being is imp