The Customer Relationship Marketing (CRM) Director will assist the Sr. Director with leading all CRM strategy. This role will specifically focus on directing all omnichannel planning which assigns the inbound and outbound channel mix to drive optimal member engagement and lead campaign planning discussions with segment marketing teams. Additionally, this role will lead projects for campaign orchestration and measurement which includes documenting journeys, events, and data attributes to deliver integrated member communications with performance reporting.
Job Duties Include But Are Not Limited To
CRM Governance including business, omnichannel and campaign planning
Support all CRM business planning processes including business leadership alignment sessions, program measurement, stakeholder forms, communications, socialization, and support
Lead omnichannel planning activities across enterprise teams for each member program, resulting in channel mix recommendations focused on optimizing member engagement
Deliver the annual CRM programming calendar; manage on-going adjustments
Direct the campaign planning teams regarding member program prioritization which includes member outreach frequency, channel mix, and modality to ensure coordination and reduce redundancies
Lead campaign orchestration strategy including business requirements documentation for digital transformation and IT teams to guide journey mapping, data attributes, content templates and reporting criteria
Partner with the Segment and Commercial Marketing teams to manage the annual communication plan, identifying the most impactful programs and coordinating all program performance measurement with the Measurement Manager
Lead CRM planning discussions with Care and Rewards teams to identify and solve business problems, working across different disciplines such as Marketing, Data, Creative and IT to drive the required elements for program success
Job Requirements
Related Bachelor’s degree or additional related equivalent work experience
7+ years related work experience. Experience Details: Marketing strategy, planning and program delivery experience
3+ years direct supervisory/management experience
Experience in marketing automation, digital campaign management, and analytics to develop and track marketing programs.
Working knowledge of database marketing, campaign management systems or related tools
Strong attention to detail, process documentation, quality assurance/control and process improvement
Strong written and oral communication skills
Demonstrated proficiency in using Microsoft Windows software (Excel, Word, PowerPoint, Outlook, TEAMS)
Preferred
Prior experience with Campaign Relationship Management systems such as Salesforce Marketing Cloud, Adobe Campaign Classic, Adobe Journey Orchestration, Adobe Experience Platform and Workfront
Experience working in health insurance
Experience with managing end-to-end multi-channel customer relationship programs
Ability to establish credibility with partners and peers as a trusted leader to gain alignment
What We Offer
As a Florida Blue employee, you will thrive in our Be Well, Work Well, GuideWell culture where being well as an individual, and working well as a team, are both important in serving our members and communities.
To support your wellbeing, comprehensive benefits are offered. As an employee, you will have access to:
Medical, dental, vision, life and global travel health insurance;
Income protection benefits: life insurance, Short- and long-term disability programs;
Leave programs to support personal circumstances;
Retirement Savings Plan includes employer contribution and employer match;
Paid time off, volunteer time off, 10 holidays and two flexible Well-Being days
Additional voluntary benefits available; and
A comprehensive wellness program
Employee benefits are designed to align with federal and state employment laws. Benefits may vary based on the state in which work is performed. Benefits for intern, part-time and seasonal employees may differ.
To support your financial wellbeing, we offer competitive pay as well as opportunities for incentive or commission compensation. We also conduct regular annual reviews with pay for performance considerations for base pay increases.
Final pay will be determined with consideration of market competitiveness, internal equity, and the job-related knowledge, skills, training, and experience you bring.
We are an Equal Opportunity/Protected Veteran/Disabled Employer committed to creating a diverse, inclusive and equitable culture for our employees and communities.
About Us
At GuideWell, we are committed to making diversity, equity and inclusion part of everything we do. We believe in hiring people who represent the communities we serve while creating a workplace that encourages a sense of belonging for everyone, no matter who you are or where you come from.
From students to former military to seasoned professionals, our family of mission-based companies are stronger because of the unique talents and skills of our employees. We believe everyone’s contribution has the power to help people and communities achieve better health. Find your new team today.
About The Team
Florida Blue, A GuideWell Company, has been providing health insurance to residents of Florida for 75 years. Driven by its mission of helping people and communicating to achieve better health, the company serves more than five million health care members across the state. We are looking for exceptional people who will bring our mission to life and succeed by putting the members first.
Seniority level
Mid-Senior level
Employment type
Full-time
Job function
Marketing and Sales
Industries
Government Administration
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