Job Description

Job Description Summary:

Leads the development and execution of marketing assets and programs that enable BCBS Plans to effectively position and promote national initiatives. Oversees integrated, multi-channel content and campaign delivery, aligning strategies to complex business priorities while partnering closely with Plans and key stakeholders. Serves as a center of excellence and trusted advisor, delivering scalable tools, guidance, and best practices—including AI-enabled approaches—that drive alignment, consistency, and enterprise-wide impact across BCBS Plans nationally and locally.

Responsibilities include but are not limited to:

• Leads and facilitates marketing Plan Collaboratives (e.g. the B2B Marketing Collaborative), setting annual priorities, tracking deliverables, and advising local Plans on marketing strategies and campaign needs for their service areas.
• Serves as a center of excellence and trusted advisor to BCBS Plan marketing leaders and internal stakeholders, building scalable frameworks, tools, and best practices that drive enterprise alignment and consistency across the system.
• Develops and implements marketing strategies, plans, and tactics for BCBSA national programs, translating business priorities and audience insights into actionable recommendations aligned with enterprise objectives.
• Oversees content development and creative direction for marketing deliverables including presentations, collateral, and digital content; develops messaging frameworks, value propositions, and brand guardrails that balance consistency with flexibility.
• Manages third-party agency and in-house resources in support of marketing campaigns, ensuring seamless planning, execution, reporting, and optimization.
• Identifies and integrates AI-enabled approaches and emerging technologies into marketing practices; develops playbooks and tools that enable scalable execution across internal teams and local Plans.

The posting range for this position is:

113,572.92 - 153,590.12

Required Education, Certifications and Experience:

Education

• Required BS Marketing, Communications, New Media or related field; or equivalent work experience

Experience

• Required 7+ Years marketing/communications planning and implementation, preferably in health care

Knowledge Skills and Abilities

• Advanced promotional writing skills
• Proficiency with Microsoft Office
• Advanced oral and written communications skills with knowledge of grammar and composition principles to create effective writing for diverse audiences
• Advanced analytical and problem-solving skills
• Advanced ability to develop and execute results-driven communications
• Familiarity with AI-enabled marketing tools and emerging technologies that enhance audience targeting, content development, and campaign effectiveness

Extra Posting Information:

• A minimum of 7 years marketing/communications planning and implementation, preferably in health care. Experience writing for a variety of communication vehicles including websites, multimedia, print and online collateral, and market-facing collateral.
• Previous experience in content marketing. Relevant industry experience, including experience in marketing/sales support at health care/insurance company, consultancy/brokerage, or similar experience in a related industry (e.g., financial services).Experience identifying and integrating secondary research to drive marketing communications strategy development.

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