VP of Marketing - Demand Generation - Minnetonka, MN
April 12, 2018
No industry is moving faster than health care. And no organization is better positioned to lead health care forward. We need attention to every detail with an eye for the points no one has considered. You'll help improve the health of millions. And you'll do your life's best work.(sm)No industry is moving faster than health care, and no organization is better positioned to lead than UnitedHealthcare. Because we believe in offering a meaningful experience for Medicare consumers, we engage with our omni-channel marketing approach leveraging personalization, marketing automation and data analytics to drive greater consumer demand to support our market-leading growth. The VP of Marketing, Demand Generation plays an integral role in driving growth for the Medicare business across direct-to-consumer and agent channels, and local markets. This individual is responsible for evolving our omni-channel demand generation systems and driving the successful integration across the consumer journey to achieve awareness, acquisition, cross-sell/up-sell and migration targets from a national and local market level. The leader will have a proven track record of growing large-scale direct-to-consumer growth in a highly regulated industry with disciplines around demand generation, marketing automation, personalization, operations, direct response and local/field marketing. They will manage the teams deploying the demand and lead generating marketing programs, systems and integrations while providing oversight on local and field initiatives increasing the impact of marketing on the business. By leveraging marketing automation and personalization as a growing part of our omni-channel strategy and driving purchasing behavior through direct response, products, platforms, content and technologies, the leader will focus on generating demand and nurturing leads to drive business results including engagements, calls, leads, apps and online enrollment growth goals and expand the consumer's positive experience with UnitedHealthcare. Primary Responsibilities: Develop and manage the demand and lead generation plan and operations across channels including campaigns, execution, and reporting & analysisDrive omni-channel expansion and scalability through identifying opportunities to promote successful offerings through enhanced integrated campaigns and strategiesCollaborate with business leaders and internal/external partners to lead our consumer-centric marketing automation vision and roadmap, aligned with UHC technology and systems Manage cross-functional relationships with marketing, technology, consumer insights, analytics, product, and sales teams to ensure a consistent experience across consumer touch points to maximize resultsDrive use of marketing analytics to provide insights and with recommendations to reach the consumer in new ways and improve marketing ROI, future recommendations and overall strategiesGuide team to build and manage best-in-class demand generation programs – using inbound, market-based, and paid media strategies – to optimize lead-to-app funnel and drive pipelineCollaborate with product marketing as well as sales on defining, measuring and accelerating demandCollaborate with sales to align efforts with sales goals, growth plans and customer acquisition targetsDrive field programs that align with collaborative sales efforts with strategic partners and regional leadersCollaborate with marketing, product, sales and service team members to enhance the buyer experience and execute the nurture strategy in a consistent, compelling and connected wayEnhance and manage the lead management process to improve pipeline conversion. Ensure all acquisition and nurture programs are monitored and optimizedEvaluate marketing impact on sales and call volume; leverage customer insights and marketing analytics to make real-time changes to positively impact businessPartner with data analytics and IT to link digital customer data with the call center to create a more consumer-centric and effective marketing strategyCoordinate with product marketing team to prioritize and develop integrated campaigns, determine best channels for each product/campaign/piece of contentWork cross-functionally on inbound/outbound lead generation strategies for digital and offline channels including: SEM/PPC, social, display/re-targeting, events, websites, email, and offline channels Develop a foundational, but progressive view of Medicare consumers, products and influencers while considering the shifting market dynamics impacting competitors and the industry Monitor and manage performance of all acquisition marketing KPIs versus to forecast and YoY. Enhance reporting and dashboards to demonstrate revenue impact and ROI
Required Qualifications: Bachelor's degree required or MBA preferred with emphasis in marketing, operations, digital, product10+ years of marketing leader experience with at least 8+ years with direct-to-consumer, integrated media and marketing platforms focused on automation, demand generation and acquisitionExceptional written and verbal communication skills with ability to communicate and inspire at all levels, including addressing opportunities, risks, and strategic positioning with business and technology leadersProven record of displaying ownership, urgency and sound decision-making skills Extensive experience planning and managing large-scale, strategic marketing initiatives, including capital planning, across matrixed organizationsLeverage workflow optimization to improve efficiencies while ensuring within budget, scope and timelines Leadership & consensus building skills with willingness to embrace personal & professional developmentStrong analytical and quantitative skills that align with a KPI-based approach to marketing functionPersonal Characteristics: Serve as an internal beacon of change and thought leader for the marketing team, pushing forward new ideas and creating a high-performance, digitally-oriented organizationSeasoned leader with warm and inviting presenceRelentless learner and student of the industry, technology and consumer insightsStrong relationship builder both within the organization and with external partnersAbility to inspire and support people to gain trust and build positive energyDriven by performance and results as well as staff development and strong organizational growthDetermined to bring focus, simplicity and understanding to organizationTeam player, advocating and exemplifying a cooperative approach to solving problemsComfortable working with ambiguity and changeWorks well under pressure, thrives in a multi-faceted work environment Curious business mind, with a willingness to consider new approaches and ideasCareers at UnitedHealthcare Medicare & Retirement.The Boomer generation is the fastest growing market segment in health care. And we are the largest business in the nation dedicated to serving their unique health and well-being needs. Up for the challenge of a lifetime? Join a team of the best and the brightest to find bold new ways to proactively improve the health and quality of life of these 9 million customers. You'll find a wealth of dynamic opportunities to grow and develop as we work together to heal and strengthen our health care system. Ready? It's time to do your life's best work.(sm) Diversity creates a healthier atmosphere: UnitedHealth Group is an Equal Employment Opportunity/Affirmative Action employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, age, national origin, protected veteran status, disability status, sexual orientation, gender identity or expression, marital status, genetic information, or any other characteristic protected by law.UnitedHealth Group is a drug-free workplace. Candidates are required to pass a drug test before beginning employment. Job Keywords: Demand Generation, direct to consumer marketing, integrated media, lead generation, Minnetonka, MN, Minnesota
Internal Number: 757171
About UnitedHealth Group
Our mission is to help people live healthier lives and to help make the health system work better for everyone.- We seek to enhance the performance of the health system and improve the overall health and well-being of the people we serve and their communities. - We work with health care professionals and other key partners to expand access to quality health care so people get the care they need at an affordable price. - We support the physician/patient relationship and empower people with the information, guidance and tools they need to make personal health choices and decisions.