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VP Marketing - Brand and Growth, Government Programs - Minnetonka, MN

Company: UnitedHealth Group Inc.
Location: Minnetonka
Posted on: June 7, 2021

Job Description:

No industry is moving faster than health care. At UnitedHealthcare, we're not just imagining a world where health care is better for everyone - we're creating it! And no organization is better positioned to lead health care forward. In this role, you will improve the lives of millions while doing your life's best work. (sm)

UnitedHealthcare Government Programs serves nearly one in four Medicare beneficiaries. As the largest business dedicated to the health and well-being needs of seniors, UHC has grown to become the preferred choice for people seeking Medicare products. Today, we remain committed to providing people with a choice of innovative health and well-being solutions that help them access the quality care they need and enjoy the superior experience they deserve.

The VP Marketing - Brand and Growth will lead Brand, Creative, Media, and Consumer Marketing acquisition efforts to meet the division's growth objectives for our Medicare Advantage, Dual Special Needs, Medicare Supplement, Part D Prescription Drug and ACA Individual Healthcare plans. This leader will anticipate consumer shopping and buying trends and prepare the organization to adjust to rapidly changing consumer preferences.

This leader will work with our Executive leadership team to align UnitedHealthcare's overall value story and ensure that we have a compelling and consistent brand, creative and content strategy. The position will oversee the Brand and Creative Services team and manage internal and external creative and media agency resources. Responsibilities include maximizing performance and effectiveness of a large and productive marketing investment across media channels (Digital, TV, Direct Mail, Print, Out of Home etc.)

This leader will have a deep understanding of the Medicare and ACA competitive landscape and develop strategies to support product and consumer innovation and new product and program launches. The successful incumbent will partner with sales, finance, product development and senior leadership to achieve the business' strategic objectives.

Primary Responsibilities:

  • Oversee creative development, brand management, positioning and narration of the UHC value story
  • Manage and optimize, through testing, the execution of advertising and marketing campaigns for customer acquisition, sales support and lead nurturing for Medicare and Individual Exchange products across media and channels
  • Oversee ongoing analysis and reporting of campaign performance (customer acquisition cost versus LTV) by audience segment
  • Works closely with agents, field leadership, Market Area managers, product lines, and other key constituents to aid in the development of marketing plans that integrate and align at all levels
  • Partner with Sales and Field Distribution teams to innovate and evolve consumers strategies in a multichannel environment

You'll be rewarded and recognized for your performance in an environment that will challenge you and give you clear direction on what it takes to succeed in your role as well as provide development for other roles you may be interested in.

Required Qualifications:

  • 10+ years of experience in progressive Marketing leadership roles
  • Experience developing value propositions and messaging
  • Experience managing creative and media agency relationships and vendors
  • Direct to consumer marketing experience with multi-channel sales approach
  • Experience in planning, executing and measuring campaigns in a complicated, matrixed organization
  • Experience leading teams
  • Experience developing and executing multicultural marketing
  • Experience in digital acquisition (SEO,SEM, Social, Display, eMail) marketing
  • Extensive analytics, data-driven marketing and project management experience
  • Strong analytical and financial management skills
  • Employees are required to screen for symptoms using the ProtectWell mobile app, Interactive Voice Response (i.e., entering your symptoms via phone system) or a similar UnitedHealth Group-approved symptom screener prior to entering the work site each day, in order to keep our work sites safe. Employees must comply with any state and localmasking orders. In addition, when in a UnitedHealth Group building, employees are expected to wear a mask in areas where physical distancing cannot be attained
  • You will be asked to perform this role in an office setting or other company location

Preferred Qualifications:

  • MBA or other advanced degree
  • Experience with transformational marketing initiatives
  • Familiar with Health Insurance products, ideally Medicare
  • Comfort dealing with ambiguity and rapidly changing priorities
  • Proven track record in developing team members and in working across teams in a matrix environment
  • Excellent presentation and interpersonal skills with the ability to communicate complex concepts clearly and persuasively across different audiences and varying levels of the organization
  • Strong demonstrable bias for action with an innate attention to detail

Careers at UnitedHealthcare Medicare & Retirement. The Boomer generation is the fastest growing market segment in health care. And we are the largest business in the nation dedicated to serving their unique health and well-being needs. Up for the challenge of a lifetime? Join a team of the best and the brightest to find bold new ways to proactively improve the health and quality of life of these 9 million customers. You'll find a wealth of dynamic opportunities to grow and develop as we work together to heal and strengthen our health care system. Ready? It's time to do your life's best work.(sm)

Diversity creates a healthier atmosphere: UnitedHealth Group is an Equal Employment Opportunity/Affirmative Action employer and all qualified applicants will receive consideration for employment without regard to race, color, religion, sex, age, national origin, protected veteran status, disability status, sexual orientation, gender identity or expression, marital status, genetic information, or any other characteristic protected by law.

UnitedHealth Group is a drug-free workplace. Candidates are required to pass a drug test before beginning employment.

Job Keywords: Minnetonka, Minnesota, MN, 928029

Keywords: UnitedHealth Group Inc., Minnetonka , VP Marketing - Brand and Growth, Government Programs - Minnetonka, MN, Other , Minnetonka, Minnesota

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