Marketing Consultant V, Audience Based Marketing
Kaiser Permanente, Pasadena, CA, United States
Marketing Consultant V, Audience Based Marketing
Audience-Based Marketing (ABM), within Kaiser Permanente's Consumer Marketing Team, is an audience-first, insight-driven approach that organizes strategy, creative, media, and measurement around priority audience journeys-shifting from mass, product-led campaigns to integrated experiences that drive measurable growth, retention, and loyalty. We are in early stages of strengthening our capabilities and structuring the team around priority audiences, supported by cross-functional squads accountable for end-to-end journeys and measurable outcomes. Shared centers of excellence provide insight, creative, media, and data enablement-allowing us to scale audience-based marketing while maintaining speed, integration, and enterprise alignment. The ABM Marketing Consultant V is a senior individual contributor responsible for leading an assigned priority audience segment and driving measurable growth, retention, and engagement outcomes through an audience-first, journey-led marketing approach. This role owns the end-to-end audience strategy and execution across acquisition, engagement, and retention-partnering closely with creative, media, analytics, and cross-functional stakeholders (products, brand, sales, business lines, care delivery, etc). The ABM Marketing Consultant V will lead and operate day-to-day work within a cross-functional audience squad and is accountable for translating audience insight into integrated, high-impact marketing experiences. Our ideal candidate is deeply curious, consumer-obsessed, and comfortable navigating complexity - one who naturally advocates for the consumer, leads with insight, and partners effectively across teams to translate audience understanding into measurable business outcomes. Essential Responsibilities: Practices self-leadership and promotes learning in others by building relationships with cross-functional stakeholders; communicating information and providing advice to drive projects forward; influencing team members within assigned unit; listening and responding to, seeking, and addressing performance feedback; adapting to competing demands and new responsibilities; providing feedback to others, including upward feedback to leadership and mentoring junior team members; creating and executing plans to capitalize on strengths and develop weaknesses; and adapting to and learning from change, difficulties, and feedback. Conducts or oversees business-specific projects by applying deep expertise in subject area; promoting adherence to all procedures and policies; developing work plans to meet business priorities and deadlines; determining and carrying out processes and methodologies; coordinating and delegating resources to accomplish organizational goals; partnering internally and externally to make effective business decisions; solving complex problems; escalating issues or risks as appropriate; monitoring progress and results; recognizing and capitalizing on improvement opportunities; and evaluating recommendations made by others. Leads the development and implementation of strategic go-to-market plans by managing relationships with channel partners; assessing and validating channel partner needs and performance on an ongoing basis; investigating audience needs using data-driven learnings to evaluate and identify new multi-channel opportunities; and leading channel marketing programs to drive go-to-market strategies. Leads the design and implementation of complex marketing strategies by ensuring strategies support membership growth, retention, and product/service promotion initiatives to meet business goals; developing strategic plan deliverables; verifying brand consistency and brand standard compliance through all marketing channels; conducting and leveraging market research to identify new opportunities and/or validate assumptions; analyzing sales and marketing metrics; creating reports and presenting results; tracking progress to overall enterprise objectives; and driving improvement and optimization efforts toward established goals. Manages and drives complex marketing projects by developing and updating project plans; identifying and managing cross-functional stakeholder contacts; assembling teams based on project needs and team member strengths; forecasting and adhering to project budget; evaluating and selecting vendors; defining scope of vendor contracts; managing vendor relationships; and presenting project updates. Provides direction to creative team by gathering data, research, and customer input and sign-off to develop an understanding of the work; collaborating with communication and marketing teams; developing and writing complete creative briefs that inform and inspire writers, designers, and other creative professionals; reviewing the completed brief with the customer and relevant stakeholders; and presenting the brief. Leads and drives the development and execution of integrated marketing communications programs and strategies by integrating business-to-business, business-to-consumer, and line of business; analyzing information from market research teams to understand stakeholder attitudes and needs; translating insights into promotional strategies; working with enterprise teams to align activities; communicating consistent positioning and messages across all media; evaluating effectiveness of plans, programs, and campaigns; and making recommendations to optimize campaigns. Leads and conducts complex market data collection and synthesis by interpreting data and insights to turn them into actionable, evidence-based marketing plans; partnering with research and strategy teams to gather marketplace and consumer dynamics to drive marketing strategies; defining market research needs; partnering with analytics teams to drive marketing strategies and track performance; and reporting and optimizing ROI on strategies and tactics. Minimum Qualifications: Minimum three (3) years experience in a leadership role with or without direct reports. Bachelors degree in Marketing, Integrated Marketing Communications, Journalism, Humanities, Business, Social Science, or related field and Minimum eight (8) years experience in marketing, communications, or a directly related field. Additional equivalent work experience in a directly related field may be substituted for the degree requirement. Preferred Qualifications: Three (3) years marketing experience across multiple channels (e.g., traditional and digital) Two (2) years in health care or another heavily regulated industry (e.g., Banking). MBA preferred
Audience-Based Marketing (ABM), within Kaiser Permanente's Consumer Marketing Team, is an audience-first, insight-driven approach that organizes strategy, creative, media, and measurement around priority audience journeys-shifting from mass, product-led campaigns to integrated experiences that drive measurable growth, retention, and loyalty. We are in early stages of strengthening our capabilities and structuring the team around priority audiences, supported by cross-functional squads accountable for end-to-end journeys and measurable outcomes. Shared centers of excellence provide insight, creative, media, and data enablement-allowing us to scale audience-based marketing while maintaining speed, integration, and enterprise alignment. The ABM Marketing Consultant V is a senior individual contributor responsible for leading an assigned priority audience segment and driving measurable growth, retention, and engagement outcomes through an audience-first, journey-led marketing approach. This role owns the end-to-end audience strategy and execution across acquisition, engagement, and retention-partnering closely with creative, media, analytics, and cross-functional stakeholders (products, brand, sales, business lines, care delivery, etc). The ABM Marketing Consultant V will lead and operate day-to-day work within a cross-functional audience squad and is accountable for translating audience insight into integrated, high-impact marketing experiences. Our ideal candidate is deeply curious, consumer-obsessed, and comfortable navigating complexity - one who naturally advocates for the consumer, leads with insight, and partners effectively across teams to translate audience understanding into measurable business outcomes. Essential Responsibilities: Practices self-leadership and promotes learning in others by building relationships with cross-functional stakeholders; communicating information and providing advice to drive projects forward; influencing team members within assigned unit; listening and responding to, seeking, and addressing performance feedback; adapting to competing demands and new responsibilities; providing feedback to others, including upward feedback to leadership and mentoring junior team members; creating and executing plans to capitalize on strengths and develop weaknesses; and adapting to and learning from change, difficulties, and feedback. Conducts or oversees business-specific projects by applying deep expertise in subject area; promoting adherence to all procedures and policies; developing work plans to meet business priorities and deadlines; determining and carrying out processes and methodologies; coordinating and delegating resources to accomplish organizational goals; partnering internally and externally to make effective business decisions; solving complex problems; escalating issues or risks as appropriate; monitoring progress and results; recognizing and capitalizing on improvement opportunities; and evaluating recommendations made by others. Leads the development and implementation of strategic go-to-market plans by managing relationships with channel partners; assessing and validating channel partner needs and performance on an ongoing basis; investigating audience needs using data-driven learnings to evaluate and identify new multi-channel opportunities; and leading channel marketing programs to drive go-to-market strategies. Leads the design and implementation of complex marketing strategies by ensuring strategies support membership growth, retention, and product/service promotion initiatives to meet business goals; developing strategic plan deliverables; verifying brand consistency and brand standard compliance through all marketing channels; conducting and leveraging market research to identify new opportunities and/or validate assumptions; analyzing sales and marketing metrics; creating reports and presenting results; tracking progress to overall enterprise objectives; and driving improvement and optimization efforts toward established goals. Manages and drives complex marketing projects by developing and updating project plans; identifying and managing cross-functional stakeholder contacts; assembling teams based on project needs and team member strengths; forecasting and adhering to project budget; evaluating and selecting vendors; defining scope of vendor contracts; managing vendor relationships; and presenting project updates. Provides direction to creative team by gathering data, research, and customer input and sign-off to develop an understanding of the work; collaborating with communication and marketing teams; developing and writing complete creative briefs that inform and inspire writers, designers, and other creative professionals; reviewing the completed brief with the customer and relevant stakeholders; and presenting the brief. Leads and drives the development and execution of integrated marketing communications programs and strategies by integrating business-to-business, business-to-consumer, and line of business; analyzing information from market research teams to understand stakeholder attitudes and needs; translating insights into promotional strategies; working with enterprise teams to align activities; communicating consistent positioning and messages across all media; evaluating effectiveness of plans, programs, and campaigns; and making recommendations to optimize campaigns. Leads and conducts complex market data collection and synthesis by interpreting data and insights to turn them into actionable, evidence-based marketing plans; partnering with research and strategy teams to gather marketplace and consumer dynamics to drive marketing strategies; defining market research needs; partnering with analytics teams to drive marketing strategies and track performance; and reporting and optimizing ROI on strategies and tactics. Minimum Qualifications: Minimum three (3) years experience in a leadership role with or without direct reports. Bachelors degree in Marketing, Integrated Marketing Communications, Journalism, Humanities, Business, Social Science, or related field and Minimum eight (8) years experience in marketing, communications, or a directly related field. Additional equivalent work experience in a directly related field may be substituted for the degree requirement. Preferred Qualifications: Three (3) years marketing experience across multiple channels (e.g., traditional and digital) Two (2) years in health care or another heavily regulated industry (e.g., Banking). MBA preferred