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Marketing Communications Account Strategist

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In support of our client's goals to increase the health, well-being, and security of the individuals they serve, our client’s Marketing organization partners with Business Units, Sales Organizations and other functional support groups to build their brand, products and programs which will make them the preferred brand in the marketplace. This is accomplished by translating business objectives into effective programs and initiatives, through a combination of applying broad marketing expertise, supported by a robust Business Intelligence competency. Within Marketing, their Marketing Communications organization is responsible for developing and executing messaging support and Marketing Communications Plans, which help retain and grow Client’s diverse customer base.

POSITION SUMMARY

This position is responsible for developing the marketing creative and messaging for the for the Individual & Family Plan (IFP) segment through our client's world class internal creative agency. This entails contributing to the overall business and marketing strategy and thinking as a key partner of the business segment. Proactively managing the work and status of all creative being developed for the IFP segment. This role works in close coordination with our creative partners to execute the account plan. This position will also work closely with various specialty marketing groups (e.g., other Marketing Communications teams, Brand Management, Customer Experience, Research, Public Relations, Business Communications, Digital/Social Media, Events & Sponsorships) and external partners (e.g., marketing and advertising agencies, printers) to ensure timely and flawless delivery of the plan.

This requires the ability to translate business objectives into sound communications strategies and campaigns. A continuous improvement and metric-driven mindset is vitally important.

DUTIES AND RESPONSIBILITIES

• Provide input to shape high level marketing strategies and tactical plan business/marketing briefs. Intake briefs to kick off and develop world class marketing deliverables that achieve strategic goals and exceed expectations

• Become internal agency expert on the IFP market creative landscape. Develop insights and ideas from market trends and competitive marketing activities to proactively bring recommendations to the IFP business on marketing or campaign initiatives that should be considered.

• Oversee internal agency development and delivery of key marketing assets including but not limited to:

DIGITAL: banners, landing pages, emails, online customer events, social media programs, mobile and tablet advertising/retargeting campaigns, videos, website content and resources

OFFLINE: print ads, direct mail pieces, marketing collateral, customer/broker/vendor training programs

• Work with global centers of excellence to deliver cutting edge solutions in Digital and Direct Marketing to the IFP business

• Develop and execute IFP segment messaging and integrated communication plans and development of all supporting communications that provide compelling reasons for clients, prospects and consultants to consider

• Work in close partnership with Creative partners to deliver on business need. Includes the development of Project Proposals, Creative Briefs and kick-offs and the support of production schedules and budget estimates

• Work closely with key matrix partners in Segment Marketing, Product, Pricing, Underwriting and Operations to bring forth Client’s most differentiating market messages in multiple formats for sales to use in a variety of situations.

• Continually generate ideas and opportunities to innovate, which can include process, media, tactics, and other ideas intended to improve Client's competitive position in marketing communications.

• Identify critical opportunities to communicate to internal audiences and provide editing/review support to ensure consistency of messaging.

• Ensure final sign-offs from subject matter experts, project owners and compliance/legal team.

• Evaluate effectiveness of current communication strategies and tactics and drive change as needed to properly support the channel and the customers.

• Partner with Brand to ensure consistency of voice across business advertising/communications and leverage Brand campaigns to support business goals.

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