Vice President of Customer Engagement Marketing
Highmark Health, Annapolis, Maryland, United States, 21403
Company:
Highmark Health Job Description: Job Summary: The Vice President of Customer Engagement Marketing (CEM) plays a critical role in enhancing member and patient engagement, activation, and retention across Highmark Health’s comprehensive suite of services, including the Highmark Health Plan and the Allegheny Health Network (AHN). This innovative leader will develop, execute, and refine a robust, data-driven CEM strategy that focuses on personalized, multi-channel outreach aimed at improving health outcomes, increasing customer satisfaction, and ultimately lowering the total cost of care. Leading a talented team of CEM strategists, campaign operators, and developers, the VP of CEM will spearhead the advancement of Highmark Health's customer engagement initiatives, transforming our approach to connecting with members and patients at essential points in their health journeys. This role also oversees CRM operations, ensuring continuous performance optimization and effective data management in collaboration with enterprise data operations and analytics. Essential Responsibilities: Strategic CEM Leadership: Craft and promote a detailed, multi-year CEM strategy that aligns with Highmark Health's overarching objectives, focusing on member activation, satisfaction, retention, and reducing care costs. Establish clear KPIs to highlight improvements in engagement and activation metrics, demonstrating measurable impact on cost-of-care reduction. Guide the development of our technology roadmap for CEM, collaborating closely with MarTech, Product, and IT teams. CEM Operations & Performance Optimization: Oversee the CEM operations strategy, managing the campaign lifecycle from initial planning to real-time analysis and optimization. Integrate campaign performance insights with enterprise analytics and adopt best practices for A/B testing, personalization, and AI innovations to enhance engagement rates. Leadership & Team Development: Inspire and mentor a high-performing team, promoting a culture of innovation and data-led decision-making. Ensure efficient campaign execution and continual process enhancements while supporting the team’s professional growth in advanced analytics and multi-channel management. Customer Journey & Data Stewardship: Lead the creation of insight-driven campaign journeys across various channels, utilizing real-time data to deliver tailored, impactful messaging. Act as a data steward, working with Enterprise Data Operations and Analytics to ensure data quality, governance, and accessibility for effective targeting and segmentation throughout the customer journey. Cross-Functional Collaboration: Collaborate with MarTech, in-house agencies, Product teams, and health experience professionals to ensure seamless execution and ongoing improvement of CEM initiatives. Work alongside digital health solutions and acquisition marketing leaders to build cohesive, customer-centric experiences that elevate lifetime value. Perform other relevant duties as necessary. EXPERIENCE Required: 15+ years in progressive leadership roles within marketing, Customer Engagement Marketing (CEM), or similar areas. A minimum of 7-10 years in senior leadership positions, with experience managing teams of 10 or more, showcasing success in mentoring and developing talent. In-depth experience in regulated industries such as healthcare or financial services. Skills: Expertise in optimizing CEM operations, including campaign management and data-driven performance analysis. Proven success in creating and executing data-led CEM strategies that drive significant business outcomes. Experience with scalable CRM systems like Salesforce, particularly for personalized engagement. Strong data acumen and experience with enterprise data operations to ensure data quality and actionable insights. Understanding of digital engagement channels and some exposure to digital health solutions. Ability to foster change and collaboration across diverse teams. Excellent communication and interpersonal skills, capable of influencing stakeholders at all organizational levels. Customer experience orientation with knowledge of customer journey mapping and design. EDUCATION Required: Bachelor’s degree in Marketing, Business Administration, Computer Science, or a related discipline. Preferred: Master’s degree (e.g., MBA, Master's in Marketing, Data Science) is highly valued, but significant relevant experience can be considered in lieu. LICENSES or CERTIFICATIONS Required: None Preferred: Certifications in platforms like Salesforce (e.g., Administrator/Consultant, Marketing Cloud Specialist) Language (Other than English): None Travel Required: 0 - 25% PHYSICAL, MENTAL DEMANDS and WORKING CONDITIONS Position Type:
Office-Based or Remote Position Physical work site required:
Yes Disclaimer:
The job description outlines the general nature and essential functions for this position. It may not encompass all responsibilities or qualifications needed for this role. Compliance Requirement:
This role adheres to ethical standards set forth by the company's policies and code of conduct, particularly concerning HIPAA compliance. Pay Range Minimum:
$170,000.00 Pay Range Maximum:
$363,100.00 Base pay depends on various factors including qualifications, experience, and business considerations. Highmark Health prohibits discrimination based on protected status and endeavors to make its site accessible to all users.
Highmark Health Job Description: Job Summary: The Vice President of Customer Engagement Marketing (CEM) plays a critical role in enhancing member and patient engagement, activation, and retention across Highmark Health’s comprehensive suite of services, including the Highmark Health Plan and the Allegheny Health Network (AHN). This innovative leader will develop, execute, and refine a robust, data-driven CEM strategy that focuses on personalized, multi-channel outreach aimed at improving health outcomes, increasing customer satisfaction, and ultimately lowering the total cost of care. Leading a talented team of CEM strategists, campaign operators, and developers, the VP of CEM will spearhead the advancement of Highmark Health's customer engagement initiatives, transforming our approach to connecting with members and patients at essential points in their health journeys. This role also oversees CRM operations, ensuring continuous performance optimization and effective data management in collaboration with enterprise data operations and analytics. Essential Responsibilities: Strategic CEM Leadership: Craft and promote a detailed, multi-year CEM strategy that aligns with Highmark Health's overarching objectives, focusing on member activation, satisfaction, retention, and reducing care costs. Establish clear KPIs to highlight improvements in engagement and activation metrics, demonstrating measurable impact on cost-of-care reduction. Guide the development of our technology roadmap for CEM, collaborating closely with MarTech, Product, and IT teams. CEM Operations & Performance Optimization: Oversee the CEM operations strategy, managing the campaign lifecycle from initial planning to real-time analysis and optimization. Integrate campaign performance insights with enterprise analytics and adopt best practices for A/B testing, personalization, and AI innovations to enhance engagement rates. Leadership & Team Development: Inspire and mentor a high-performing team, promoting a culture of innovation and data-led decision-making. Ensure efficient campaign execution and continual process enhancements while supporting the team’s professional growth in advanced analytics and multi-channel management. Customer Journey & Data Stewardship: Lead the creation of insight-driven campaign journeys across various channels, utilizing real-time data to deliver tailored, impactful messaging. Act as a data steward, working with Enterprise Data Operations and Analytics to ensure data quality, governance, and accessibility for effective targeting and segmentation throughout the customer journey. Cross-Functional Collaboration: Collaborate with MarTech, in-house agencies, Product teams, and health experience professionals to ensure seamless execution and ongoing improvement of CEM initiatives. Work alongside digital health solutions and acquisition marketing leaders to build cohesive, customer-centric experiences that elevate lifetime value. Perform other relevant duties as necessary. EXPERIENCE Required: 15+ years in progressive leadership roles within marketing, Customer Engagement Marketing (CEM), or similar areas. A minimum of 7-10 years in senior leadership positions, with experience managing teams of 10 or more, showcasing success in mentoring and developing talent. In-depth experience in regulated industries such as healthcare or financial services. Skills: Expertise in optimizing CEM operations, including campaign management and data-driven performance analysis. Proven success in creating and executing data-led CEM strategies that drive significant business outcomes. Experience with scalable CRM systems like Salesforce, particularly for personalized engagement. Strong data acumen and experience with enterprise data operations to ensure data quality and actionable insights. Understanding of digital engagement channels and some exposure to digital health solutions. Ability to foster change and collaboration across diverse teams. Excellent communication and interpersonal skills, capable of influencing stakeholders at all organizational levels. Customer experience orientation with knowledge of customer journey mapping and design. EDUCATION Required: Bachelor’s degree in Marketing, Business Administration, Computer Science, or a related discipline. Preferred: Master’s degree (e.g., MBA, Master's in Marketing, Data Science) is highly valued, but significant relevant experience can be considered in lieu. LICENSES or CERTIFICATIONS Required: None Preferred: Certifications in platforms like Salesforce (e.g., Administrator/Consultant, Marketing Cloud Specialist) Language (Other than English): None Travel Required: 0 - 25% PHYSICAL, MENTAL DEMANDS and WORKING CONDITIONS Position Type:
Office-Based or Remote Position Physical work site required:
Yes Disclaimer:
The job description outlines the general nature and essential functions for this position. It may not encompass all responsibilities or qualifications needed for this role. Compliance Requirement:
This role adheres to ethical standards set forth by the company's policies and code of conduct, particularly concerning HIPAA compliance. Pay Range Minimum:
$170,000.00 Pay Range Maximum:
$363,100.00 Base pay depends on various factors including qualifications, experience, and business considerations. Highmark Health prohibits discrimination based on protected status and endeavors to make its site accessible to all users.