Band 5 – Brand Strategic Marketing Communications Director
Cigna Individual Marketing Communications
IFP / CSB / CHS / Retail / B2B2C
Are you passionate about bringing business strategy to life via omnichannel communications focused on delivering compelling results while building the Cigna brand? Have you spent time honing your skills at an ad agency or as a brand consultant? Are you looking to join a fast growing entrepreneurial culture within a quickly growing global health services company? Do you enjoy the challenge of developing creative and engaging multi-channel communications campaigns that include paid, owned and earned media channels? If so joining the Cigna Brand team in our Strategic Brand Communications area might be the perfect fit for you.
Cigna's Brand Center of Excellence is a group of marketing professionals responsible for building our global brand and building brand trust by increasing brand health, and making meaningful progress on the strategy and execution of key strategic marketing communications initiatives as outlined in our Enterprise and US strategy in conjunction with specific buyer group and business segment strategies and efforts.
This role will be based in the US and will work directly with both the Global VP of Brand and the broader Brand Center of Excellence (COE) Team, other COE’s within the Marketing group as well as the US Business Segment Marketing Teams. The individual will share in the responsibility for the leadership and execution of the corporation’s brand strategy; working closely with the Segment Marketing teams, other Center of Excellence teams in the development and management of marketing communications plans and process, including and tools and processes to support the building of the Cigna brand in our local markets throughout the US.
This individual will specifically lead the enterprise wide marketing and communication strategy for the US individual products and services including IFP, Cigna HealthSpring, Cigna Supplemental Benefits, communications related to B2B2C within the employer space and our retail/second sale efforts. Provides overall direction, guidance and definition of the communication solutions delivered internally and externally that maximize Cigna's product and segment position in the market and to fuel growth opportunity. Manages ongoing communication needs for business and establishes partnership model with internal client and key constituents. Interfaces across all business areas and proactively assists in defining the direction for product marketing opportunities and resource prioritization. Ensures projects are completed within committed time and budget and are integrated with other enterprise wide projects. Generates communication policies, standards and procedures. Requires ten or more years of experience.
This position is responsible for developing and driving marketing and communication strategy for the products and solutions by differentiating Cigna in the marketplace. The position will support the development and refinement of Cigna's multi-year product strategy along with other important strategic initiatives and have direct responsibility for the following:
o Lead engagement process and assume role of trusted strategic communication consultative partner for US individual products and services including IFP, Cigna HealthSpring and Cigna Supplemental Benefits.
o Oversee the development of multiple communications strategies that support the achievement of enterprise wide product priorities and growth objectives.
o Understand the marketplace and product positioning across segments and make recommendations to adjust / prioritize efforts to be more successful in the market.
o Assess audience factors, including competitive landscape, client/customer research and insights and unmet needs to develop innovative communication plans to promote growth and loyalty/affinity for Cigna.
o Develop the vision and infrastructure to maximize the effectiveness of the team.
o Apply an outside-in approach to the creation and integration of communication materials that will contribute to a success.
o Build comprehensive communications plans delivering timely, meaningful and actionable information that supports delivery of quality health care to Cigna covered individuals.
o Develop strategy that delivers an efficient, results driven communication approach.
o Execute programs and initiatives in support of enterprise marketing, branding and product objectives.
o Evolve strategic value by assessing operational effectiveness, establishing stakeholder impact assessment process and establishing standard operating procedures.
o Coordinate product marketing efforts across Segment marketing communications partners as appropriate.
o Lead the individual focused offerings marketing communications teams encompassing a staff of approximately 15+ FTE.
US Candidates Only: Qualified applicants will be considered for employment without regard to race, color, religion, national origin, sex, sexual orientation, gender identity, disability, veteran status.
Ideal candidates will offer:
o 10+ years experience in health care industry preferred
o Bachelors Degree; MBA or Masters Degree in related field preferred
o Experienced communication professional, agency experience a plus
o Strategic thinker: Ability to identify strategic needs, with little or no direction, resource key projects, and translate strategies into actions
o Organizational agility: ability to work effectively in dynamic, rapidly changing, team-based environment
o Influencer: team player with proven ability to foster and manage working relationships within a matrix environment. Ability to successfully value others perspectives and gain support and buy-in from all levels of the company
o Critical thinker: Able to integrate company goals and objectives into department goals and activities/communications -can work with a "blank sheet" of paper
o Detailed oriented: excellent ability to work on multiple tasks simultaneously with strong organizational and prioritization skills, addressing critical daily issues as well as keeping focus on strategic priorities
o Open communicator: Excellent oral, written and interpersonal skills with the ability to work effectively with diverse groups of peers and business partners
o Strong problem solving and decision making skills
o Goal oriented and personally accountable; resourceful and self-directed
o Previous experience managing people and cross-functional projects