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The Cigna Group Strategic Marketing Lead - Acquisition & Retention (B2B/DTC) - Remote in Little Rock, Arkansas

Strategic Marketing Lead (Senior Advisor) - Middle Market, Select and Broker - Work at Home

Job Description

We are currently seeking an insights-driven, results-obsessed Strategic Marketing Lead (Senior Advisor) responsible for leading the creation and development of comprehensive multi-channel marketing strategies that align with enterprise goals and fuels growth for Cigna's Middle Market and Select businesses as well as our Producer and Broker teams.

Using a modern marketing approach, the candidate will leverage their B2B and D2C experience and analysis of forward-looking market trends and data-driven insights to position these businesses for success. The portfolio of work will require engagement with diverse external audiences including brokers, employer prospects, clients and customers. The candidate will be accountable for planning marketing programs that: drive new business (B2B and B2B2C; acquire and promote customer enrollment; enhance client satisfaction; differentiate Cigna in the marketplace; support market retention and expansion and inspire customer/member/patient engagement through customer lifecycle programs.

The Senior Advisor will serve as a strategic and proactive thought-partner to collaborate with the business, cross-segment marketing teams and Enterprise Marketing (including Brand, Marketing Insights, customer relationship management (CRM), Marketing Operations and Communications) to ensure program execution is consistent with the aligned business and marketing strategy.

The successful leader will exemplify Cigna’s high-performance culture and have the ability to operate in a highly-matrixed environment. Must be comfortable in an environment of change and evolution.

Key Responsibilities:

  • Create marketing strategies for Cigna's Middle Market and Select businesses as well as our Producer and Broker teams by partnering closely with business, producer relations, sales/distribution and go-to-market leaders.

  • Drive the connection of each business and solution’s value proposition and market position to the B2B messaging platform to create one voice to employer prospects, clients, brokers and customers.

  • Responsible for developing business marketing requirements, go-to-market and priorities.

  • Serve as a consultative partner to the businesses as a trusted member in the strategic planning process

  • Identify business content needs as well as stakeholder content requirements. Liaise with product marketing, content management, B2B lifecycle marketing as well as Marketing COEs and/or agencies to ensure execution marketing content and programs across a variety of channels and stakeholders.

  • Partner with the product marketing team on product launches to ensure aligned product positioning, market priming, awareness, and adoption activities.

  • Partner with the B2B lifecycle team to ensure the creation and execution of robust customer, prospect /client lifecycle and engagement strategies that drive acquisition, conversion, solution adoption, utilization, ongoing engagement, and retention.

  • Partner with the product marketing and B2B lifecycle marketing teams to develop marketing programs that cross sell and upsell specialty & pharmacy products in the context of the overall B2B messaging platform and with differentiated solution and capability value propositions.

  • Partner with the B2B lifecycle marketing team to manage demand generation and client retention efforts. Liaise with sales team to define and refine target audiences and engagement processes.

  • Partner with Marketing COEs to execute marketing plans and programs as needed.

  • Foster relationships with customers, clients, partners, and internal stakeholders.

  • Ensure compliance with global brand standards in a locally relevant manner.

  • Identify, create and report on metrics and milestones to measure success, determine return on investments (ROI) and find opportunities to drive improvement.

  • Attract, develop and inspire a high-performing highly matrixed team.

Candidate Profile

  • Knowledge of health plan solutions and products, clinical capabilities and/or have experience in strategic marketing.

  • Informal leader of teams within a sophisticated and highly-matrixed environment.

  • Ability to influence and gain support from senior executives, comfortable managing complex initiatives from inception through execution and ability to inspire a team by leading by example.

  • Demonstrate a passion for understanding and assessing the needs of different customer groups (customers, employer prospects, clients, partners, and communities) in a B2B, B2B2C environment.

  • Specific experience in regulated businesses (healthcare or financial services) or technology is preferred.

Experience and Knowledge

  • Combines strong business and sales acumen with analytic skills and marketing insights to drive growth, offer innovative solutions to problems, and to meet customer-driven business objectives.

  • Deep understanding of marketing channels, social media environments, CRM, data modeling, and digital, including web site and mobile.

  • Knowledge of marketing technology, lead generation/management and sales enablement in a B2B and B2C environment preferred.

  • Demonstrated track record of utilizing market/consumer research and competitive intelligence to gain insights that influence the direction or marketing approach of the business and lead to innovative opportunities that increase market share.

  • Proven track record of meeting strategic growth goals and targets and crafting compelling messages that build brand equity.

  • Solid experience formulating and managing a marketing budget.

Strategic Approach

  • Penchant for seeking and analyzing data from a variety of sources to support decisions and align others with the organization's overall strategy.

  • An entrepreneurial and creative approach to developing new, innovative ideas that will stretch the organization and push the boundaries within the industry.

  • Able to create realistic goals and implement plans that are achievable and successful.

Results-Oriented Execution

  • Sets clear and challenging goals while committing the organization to improved performance; tenacious and accountable in driving results.

  • A risk-taker who seeks data and input from others to foresee possible threats or unintended circumstances from decisions; someone who takes smart risks.

  • A leader who others view as having a high degree of integrity and forethought in their approach to making decisions; the ability to act in a transparent and consistent manner while always taking into account what is best for the organization.

Leadership Mindset

  • Able to motivate the team, delegate effectively, celebrate diversity within the team and manage performance; widely viewed as a strong developer of others.

  • The ability to persevere in the face of challenges and organizational change, and exhibit a steadfast resolve and relentless commitment to higher standards, which commands respect from followers.

  • A leader who is self-reflective, humble and leads by example; drives the organization's performance with an attitude of continuous improvement by being open to feedback and critique.

Relationships and Influence

  • Creates a sense of purpose and meaning for the team that generates followership beyond their own personality and engages others to advance the company’s greater purpose.

  • Naturally connects and builds strong relationships with others, demonstrating strong emotional intelligence and an ability to communicate clearly and persuasively.

Ideal candidates will offer :

  • Bachelor’s in Marketing; MBA is a plus

  • 8-10+ years in Marketing with minimum of 5 years managing teams in a complex environment.

  • Experience managing brand strategy, creative, client/customer acquisition & retention, digital/ecommerce marketing, and customer engagement

If you will be working at home occasionally or permanently, the internet connection must be obtained through a cable broadband or fiber optic internet service provider with speeds of at least 10Mbps download/5Mbps upload.

About Cigna Healthcare

Cigna Healthcare, a division of The Cigna Group, is an advocate for better health through every stage of life. We guide our customers through the health care system, empowering them with the information and insight they need to make the best choices for improving their health and vitality. Join us in driving growth and improving lives.

Qualified applicants will be considered without regard to race, color, age, disability, sex, childbirth (including pregnancy) or related medical conditions including but not limited to lactation, sexual orientation, gender identity or expression, veteran or military status, religion, national origin, ancestry, marital or familial status, genetic information, status with regard to public assistance, citizenship status or any other characteristic protected by applicable equal employment opportunity laws.

If you require reasonable accommodation in completing the online application process, please email: SeeYourself@cigna.com for support. Do not email SeeYourself@cigna.com for an update on your application or to provide your resume as you will not receive a response.

The Cigna Group has a tobacco-free policy and reserves the right not to hire tobacco/nicotine users in states where that is legally permissible. Candidates in such states who use tobacco/nicotine will not be considered for employment unless they enter a qualifying smoking cessation program prior to the start of their employment. These states include: Alabama, Alaska, Arizona, Arkansas, Delaware, Florida, Georgia, Hawaii, Idaho, Iowa, Kansas, Maryland, Massachusetts, Michigan, Nebraska, Ohio, Pennsylvania, Texas, Utah, Vermont, and Washington State.