The Marketing and Corporate Social Responsibility (M&CSR) vision expands the scope of marketing as a shared service for the enterprise and better aligns and integrates our corporate responsibility footprint. We seek to be a world-class Marketing and CSR team focused on driving results for the business and for our purpose. Serving the company in optimizing new market opportunities, strengthening the Blue Cross NC brand, delivering business value for sustainable growth, and integrating social and philanthropic initiatives into our corporate footprint, this division is laser focused on our purpose of improving the health and well-being of our customers and communities.

The Demand Generation Marketing Director will be an experienced, consumer marketer with strong analytical and strategic marketing background. The ideal candidate will develop and implement comprehensive marketing plans and campaigns designed to increase brand awareness and generate demand for services provided by Blue Cross Blue Shield of NC. Further, this candidate will be responsible for effectively managing agency partners, evaluate and support media buying and have significant experience in CRM and digital marketing. Reporting to and working closely with the VP of Marketing and other cross-functional teams, this role will establish and implement best practices across campaigns and marketing programs to include campaign development and execution.

• Lead demand generation planning efforts, including the overall strategy, setting the spend priorities, and measuring overall results against plans.
• Collaborate with business functions to identify opportunities for growth; being a “curator of customer intelligence” and champion for customer-centered decision-making.
• Employ research to generate insights into consumer needs, wants and expectations to identify new opportunities, strategies, messages and building brand loyalty.
• Hardwire member acquisition strategies, including targeted and customized content and offers.
• Develop integrated, omni-channel strategies that leverage the full scope of marketing programs including online, direct outreach and email nurturing programs.
• Provide thought leadership and best practices for the development of plans and budgets.
• Ensure campaigns are creative, compelling, carry a consistent message, and amplify the brand while serving as the brand ambassador.
• Manage advertising agency relationship and organizational partnerships to identify, launch and refine demand generation strategies.

What You Bring

• Bachelor’s degree
• 10 years of experience with responsibility for strategic development, business development, or market / product development
• 7 years experience leading teams and/or managing direct staff
• In lieu of degree, 12+ years of experience in related field

What We Like

• Experience in regulated industries like healthcare, pharma, financial services
• Ability to balance multiple projects in a high stakes work environment
• A self-starter with excellent written and verbal communication skills
• Superb attention to detail and a strong commitment to data integrity
• Ability to work effectively in a highly matrix environment