Job Description: Select Segment Marketing Advisor
Cigna's Select Segment (the 50-500 employer segment/buyer group) represents significant membership and earnings for the enterprise. This size employer group is complex, competitive, challenging and price sensitive. These small to mid-size clients have a small HR staff and benefits administration is done by one or two people – some of whom do multiple jobs besides medical benefits. The marketing team is continually challenged to identify ways to differentiate Cigna and provide B2B and B2B2C programs that effectively arm the Sales team for success.
The Select Segment Marketing team drives development and execution of segment business plans to deliver competitively superior profitable growth, including where and how CIGNA will compete, defining the target customer, key messaging, packaging of solutions, communicating value to the customer and driving sales results. Contributing to business strategy development, creating marketing strategy plans, applying market insights, competitive intelligence and client segmentation are key functions of the Segment Marketing team. Success is measured by profitable growth relative to plan and effectiveness of marketing programs.
The ability to function independently and work effectively with various matrix partners and teams is critical. Successful candidates will be able to work effectively in a rapidly evolving environment. The person in this position enjoys working in a dynamic environment, is forward thinking, adept at problem solving, a strong collaborator, consults with marketing partners and Sales to address business challenges and effectively engages partners across many enterprise functions including Marketing/Service Ops, Sales Effectiveness and Product.
The individual(s) will be asked to:
Key Areas of Focus: • Support the development and delivery of client and customer marketing strategies and sales empowerment. • Support the Select Marketing manager in the identification of segment and local market marketing needs. • Gather key data / insights to assess and help prioritize growth opportunities at the buyer group level. • Initiate and drive the execution and delivery of market research, competitive intelligence and insights, in collaboration with matrix partners, to inform the development of the business strategy. • Lead the strategy and tactical execution of assigned omni-channel marketing campaigns. • Project manage key buyer group marketing initiatives with multiple COEs and stakeholders. • Participate in development of key marketing programs including the annual sales market message by applying insights/competitive knowledge during content development, enabling Sales to differentiate and successfully position Cigna. • Lead analysis and evaluation of client and broker marketing campaigns and initiatives in collaboration with matrix partners (includes data collection, market trend research, forecasting, client / broker and product performance analysis). • Support the development of the annual marketing strategy to enable the key strategic priorities defined by the buyer group, market and business strategies. • Actively participate in team strategy and project sessions.
Core Qualification / Competencies: The successful candidate should possess a BA / BS and a have a minimum of five years of related work experience in the following areas: • Proven ability to drive strategic thinking and deliver marketing strategies. • Demonstrated project management skills and success, including cross-organizational initiatives. • Implementation/Execution: Ability to organize and manage multiple priorities and/or projects using appropriate methodologies and tools. • Ability to foster collaboration, value others perspectives and gain support and buy-in for organizational proposals. • Adaptable, flexible and able to lead/manage the organization through change. • Proven track record of delivering results of high quality and sustainability. • Strong analytical and problem solving skills. • Ability to process information from disparate internal and external sources into big picture strategies and foresights. • Ability to develop executive level presentations and support delivery of concepts and messaging, including providing consultation with senior and experienced field team members. • Strong business acumen, with proven ability to leverage knowledge base and resources to quickly come up to speed in new areas to lead the team to solutions. • Healthcare marketing experience a plus.
Additional Competencies: • Proficiency in MS Office Suite, in particular Excel and PowerPoint. • Is Accountable: You meet clearly stated expectations and takes responsibility for achieving results. • Interest in working with strategic information and ability to identify trends and derive business insights. • Extremely detail oriented, with excellent organization skills. • Should be resourceful, work well under pressure, flexible, adaptable, and able to keep up in a fast-paced environment. • Ability to lead, influence and/or indirectly manage peers or a team. • Goal-oriented and personally accountable; resourceful and self-directed. • Excellent oral, written presentation and communication skill; Ability to present complex information in a succinct, meaningful way.