GENERAL SUMMARY:
The senior digital marketing specialist is responsible for channel ownership and implementation of digital communications to HAP consumers (prospects, members, providers and providers). This individual will use HAP's digital marketing and CRM systems to send communications to consumers for all lines of business. This role will increase results through compelling digital engagement, influencing key stakeholders, understanding the latest technology and creating positive user experiences. This individual will champion digital engagement initiatives, possess technical knowledge and provide counsel on best practices across the organization. Specifically, they will work closely with business stakeholders, IT team members and the corporate communications and brand team to deliver communications that align with the marketing strategies outlined by the product line marketing managers.
PRINCIPLE DUTIES AND RESPONSIBILITIES:
Act as a subject matter expert and key point of contact for HAP's digital marketing platforms.
Contribute to and maintain a comprehensive digital marketing strategy supporting organization goals.
Own the distribution, quality assurance and performance of content sent through respective digital channels.
Work in partnership with product line marketing managers and corporate communications and brand team to establish campaigns and deliver digital
communications in support of outlined go-to-market, customer experience and retention strategies.
Establish the development of organization-wide management standards, policies and rules of engagement for digital properties.
Define key performance indicators and implement measurement, analytics, and reporting methods to gauge success of digital marketing with support of market intelligence team. Act on voice of the customer analytics to improve the digital experience.
Mentor and provide training to employees throughout the organization on best practices for creating, managing and delivering digital content.
Challenge the status quo and help the organization continuously refine its digital communications.
Partner with corporate communications and brand team to ensure adherence to brand standards and style guidelines and manage required content review/ approval process.
Build relationships and support management of digital marketing system vendors. Serve as internal liaison with IT, procurement and consumer operations.
Monitor and respond to health care insurance industry and competitive marketing communication strategies.
Support other channels and HAP digital marketing efforts.
EDUCATION/EXPERIENCE REQUIRED:
Bachelor's Degree in advertising, marketing, technology, business or a related discipline.
Minimum of three (3) years of experience with digital marketing technologies required.
Demonstrated experience using data-driven approach to develop digital strategies required.
Experience interacting and making recommendations to senior leadership required.
Proficient in Microsoft Word, Excel, PowerPoint and Google Suite required.
Advanced knowledge in the utilization of digital marketing platforms including website, social media, email, text and CRM systems preferred.
Experience with Salesforce Marketing Cloud or similar digital marketing tools such as HubSpot or Adobe Experience preferred.
Project management experience preferred.
Agency and direct mail print file design experience preferred.
Health insurance or health care industry experience preferred.
Skills and Abilities:
Expert knowledge of digital marketing technologies and design/layout best practices.
Expert knowledge of campaign creation and management in a CRM system.
Ability to envision constituent journeys (e.g. prospect, member, provider, producers) based on communications channels and calls to action.
Expert organizational and time management skills, with a keen attention to detail.
Knowledge of sales and marketing techniques (e.g. sales funnel optimization).
Be a highly motivated self-starter. Candidate must be comfortable working independently to achieve a successful result with minimal guidance.
Have strong verbal and written communication skills, with the ability to make complicated ideas understandable to a broad audience.
Confidently handle multiple projects simultaneously and under deadlines.
Possess proven ability to work with cross-functional teams.
Additional Information
Organization: HAP (Health Alliance Plan)
Department: Digital Strategy
Shift: Day Job
Union Code: Not Applicable
Additional Details
This posting represents the major duties, responsibilities, and authorities of this job, and is not intended to be a complete list of all tasks and functions. It should be understood, therefore, that incumbents may be asked to perform job-related duties beyond those explicitly described above.
Overview
Partnering with nearly 2 million people on their health journey, Henry Ford Health provides a full continuum of services at 250 care locations throughout southeast and south central Michigan. With 33,000 valued team members, Henry Ford is also among Michigan's largest and most diverse employers. Our superior care and discoveries are powered by nearly 6,000 physicians, researchers and advanced practice providers. Learn more athenryford.com.
Benefits
Whether it's offering a new medical option, helping you make healthier lifestyle choices or making the employee enrollment selection experience easier, it's all about choice. Henry Ford Health has a new approach for its employee benefits program - My Choice Rewards. My Choice Rewards is a program as diverse as the people it serves. There are dozens of options for all of our employees including compensation, benefits, work/life balance and learning - options that enhance your career and add value to your personal life. As an employee you are provided access to Retirement Programs, an Employee Assistance Program (Henry Ford Enhanced), Tuition Reimbursement, Paid Time Off, Employee Health and Wellness, and a whole host of other benefits and services. Employee's classified as contingent status are not eligible for benefits.
Equal Employment Opportunity/Affirmative Action Employer
Equal Employment Opportunity / Affirmative Action Employer Henry Ford Health is committed to the hiring, advancement and fair treatment of all individuals without regard to race, color, creed, religion, age, sex, national origin, disability, veteran status, size, height, weight, marital status, family status, gender identity, sexual orientation, and genetic information, or any other protected status in accordance with applicable federal and state laws.
