Job Summary:

The Director, Interactive Marketing is responsible for translating overall Blue Cross and Blue Shield of Minnesota Marketing and Communications strategic brand and product objectives into actionable online strategy and programs that drives measurable results. Qualified candidates will have both interactive and traditional marketing experience including facilitation of cross functional teams (Marketing, IT and operations) to frame strategic initiatives, their requirements and ongoing governance.

The primary target audiences are both B2B and B2C audiences, and include consumers, BCBS members, employers and brokers. This accountability spans all BCBS product and service lines affecting these audiences.

The scope of this position requires experience driving strategy and implementation across web, mobile and social platforms. While this is not a technology role, technical literacy to effectively collaborate with BCBS IT and IT vendors will be key.

The success of this role will be evaluated on its ability drive measurable improvements in customer reach, engagement, sales and retention leveraging online strategies and technologies as well as reduce costs associated with traditional initiatives.

This leadership position requires a strategic thinker with a bias for action and results, with a thorough understanding of the marketplace, key stakeholders, and opportunities to reduce cost, improve service, and customer relations; and to enhance marketing campaigns; and purchase of Blue Cross products.

The director helps create a strategic vision and business case for marketing goals into actionable, technology-based solutions, in the process defining the solution itself and its key performance indicators. 

 This position, will work in partnership with the IT department, and portal owners across the organization, in areas including Network Management, Operations, Customer Services, Sales, and will coordinate work cross-functionally for successful implementation of e-marketing strategies and campaigns. The individual must be a team player, thrive in a fast paced, changing environment and be able to communicate effectively with internal and external clients at many levels.

The position reports to the Vice President for Marketing & Communications; and would supervise a team of 5-7 staff members.

Roles and Responsibilities:

1.     In partnership with company leadership, creates a web business strategy to effectively and efficiently develop and serve Blue Cross’ business for key stakeholders: including members, consumers, employers, group purchasers.

2.      The position will be responsible for the strategy and successful execution of programs and services provided through the main health plan portal—bluecrossmn.com; and through the secure member portal—mybluecrossmn.com –including creating a steering team of people who have programs and services that depend on functions and navigation provided through the main Blue Cross portal.

3.     Partners with the Director of Marketing & Communications  to implement marketing campaigns and strategies for all market segments.

4.     Creates a consistent user experience across constituents: members, employers, and brokers—and understands linkages between various Blue Cross portals—and how the user experience relates to success of marketing and sales programs; and to constituent’s satisfaction with Blue Cross.

5.     Drives web adoption strategies by stakeholders to improve operating efficiency and raise stakeholder satisfaction and loyalty.

6.     Implements strategies to position Blue Cross as the leader in the application of web technology for sales, service and information—in conjunction with teams across the organization-including sales, customer service, operations.

7.     Provides management for the Web team; including work direction, coaching and performance management.

8.     Works with the IT department and experts to recommends and incorporate technology and applications with long-term business plans in order to support marketing and sales goals.

9.     Develops and maintains effective working relationships with key internal business partners and demonstrates clear understanding of business needs, strategies and solutions.

10.            Ensures proper alignment of eBusiness strategies with corporate objectives as well as the objectives of key internal partners.

11.            Develops long-range planning and budgeting for digital and web tools relating to Marketing and Communications department work.

12.            Serves as a primary contact as needed with vendors supplying programs or services

13.            Represents the Marketing and Communications department on IT governance teams and structures to advocate and explain need for resources, technology and applications.

Minimum Qualifications:

1.     BA in business, marketing, or related area.

2.     8-10 years progress experience in web development and/or business strategy.

3.     at least 7 years of direct staff management experience required

4.     Ability to drive key business initiatives through positive relationships, effective communication and cross-team collaboration.

5.     Strong consulting skills and systems thinking required.

6.     Strong business orientation with a passion for customer service and results.

7.     Ability to interact effectively across department lines and with all levels of management.

8.     Ability to communicate complex technical concepts to non-technical audience.

9.     Strong analytical, problem solving, and troubleshooting skills.

10.            Excellent communication skills, both written and verbal. 

11.            Excellent presentation skills.

12.            Strong knowledge of insurance industry from the perspective of the plan, the provider and the purchaser of insurance; or relevant experience.

Additional Qualifications Preferred:

1.     Experience with various web, mobile, social technology tools, applications and platforms including web CMS systems, Android and Apple mobile platforms, analytics platforms and familiarity with web portal technologies.

2.     Experience with knowledge management concepts and applications.

3.     Leadership of web creative teams.