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Integrated Marketing Manager Role - Eden Prairie, MN

01/12/2018Call Center
Job Location:
Eden Prairie, MN
Metro Area:
MN - Minneapolis
Company Name: UnitedHealth Group
Website:  Click to Visit
UnitedHealth Group
No industry is moving faster than health care. And no organization is better positioned to lead health care forward. We need attention to every detail with an eye for the points no one has considered. You'll help improve the health of millions. And you'll do your life's best work.(sm) As a member of the Consumer Experience team, the Integrated Marketing Manager position is responsible for creating consumer centric, data - driven, multi - modal campaign strategies to activate and engage consumers in Optum Prevention (wellness) programs, in order to achieve program participation goals and value targets. This position will have direct involvement with Product teams and will define and lead the development of the member activation strategy, including metrics, for products within the Prevention suite. Cross - product collaboration and synergy identification is also a key component of this role. Primary Responsibilities: Product and Campaign Strategy: Develop strategy and supporting tactical plans to achieve the desired level of member engagement the Prevention product suite; identify target audience, methods for identification and outreach modalities (direct mail, email, phone, online, workplace, text, etc.) including social media Anticipate customer (product) and marketplace needs and proactively develops solutions to meet them Build collaborative partnerships with internal business clients in all functional areas of the company Align and socialize collective objectives and detailed project plans across key stakeholders Identify and drive cross promotional / integration opportunities across the Prevention product suite to drive activation and efficiencies Develop communications strategy and campaign plans, including test strategies to maximize response Assist in the development of strategic plans, value propositions, business cases, operational requirements, and branding guidelines Define standard member marketing materials and touch points for the assigned member population(s) Determine timing and frequency for engagement Develop and pilot new consumer engagement approaches / programs Contribute to the multi-layer incentive strategy and positioning plans Performs complex conceptual analyses Monitor results and modify strategy accordingly Influence and integrate content strategy into overall digital presence Creative Development, Research and Analytics: Oversee the employer marketing materials development during all stages of the consumer experience (pre - engagement, launch / maintenance materials, support materials, post - launch toolkit enhancements) Develop campaign creative briefs, providing consumer positioning, as well as copy and design direction to creative staff Apply internal and external communications standards established for the business (e.g., branding standards / guidelines, internal style guides, naming conventions, CAN - SPAM laws, legal review, AP style guides, communications industry standards, health literacy) Maintain strong working knowledge of UHC business policies and procedures Distill and rework complex business copy and/or directions into more succinct and comprehensive communication Develop and serve as ongoing owner of communication materials used to drive program enrollment and behavior change post enrollment Lead and coordinate consumer research required to gain member insight Develop the necessary metrics to evaluate effectiveness of communication plans Manage overall engagement reporting, analytics and impact. Apply learnings to ongoing marketing strategy evolution Work with cross - departmental peers to support the coordination of integrated marketing efforts and share best practices Campaign and Event Execution: Review and approve drafts of creative materials Lead efforts to set - up, audit and enhance member communication content and materials across modalities (print, email, web etc.) Manage all material reviews, requirements and approval processes across Optum, UHC, Clinical, Legal, Compliance, etc. clearly articulating member and program requirements and the marketing approach, as well as working with partners to resolve conflicting feedback Provide business requirements for campaign execution and analysis Work with Project Manager and Fulfillment Services to ensure the Fulfillment Ordering System is updated and accurate Work with Clinical Operations and Work Force management staff to coordinate marketing efforts with call center staffing capacities Ensure process adherence for campaign planning and execution Manage all channel - specific Data Release Governance (DRG) requirements in accordance to strict data compliance regulations Partner with IT, portal and brand experience teams to ensure marketing programs are implemented with a seamless user experience Sales Support, Training, Presentations: Develop and present support communications and training materials for sales, account staff and RFP content teams to drive campaign participation and provide accurate program representation Budget Management: Develop budgets to support recommended engagement strategies; obtain budget approval from Product, and manage spend relative to budget Request incremental funding and secure approval / denial from business owner Manage budgets, tracking, reporting and share ROI with leadership Partner with Finance to provide input and clarification on quarterly forecasts and annual planning Miscellaneous: Perform other duties as required


Required Qualifications: Associates Degree in Communications or Bachelors Degree 3+ years of Consumer Marketing experience 3+ years of experience leading large Marketing campaigns or projects B2B2C marketing communication experience Campaign and campaign / data experience and ability to analyze and act on result (click through, revenue analysis program enrollments metrics, etc.) Strong digital marketing background required Client management experience Ability to execute strategic marketing plans with strong attention to detail Ability to translate member positioning, marketing strategy and desired outcomes to internal/external creative teams Deep understanding of digital marketing - SEO, understanding web/app creation and audiences, digital infrastructure Self - starter who can work independently with minimal direction Ability to build and maintain strong internal relationships with various cross functional areas Strong communication skills (written and verbal) Demonstrate strong knowledge and leadership for the channel Strong financial acumen; can create and manage budgets Consistently demonstrates proactive problem - solving ability and analytical thinking skills Ability to work cross - organizationally to achieve goals Results-driven; demonstrated willingness to challenge the status - quo Comfortable and adept at working in large organizations with matrixed organizational structures Proven organizational skills with ability to be flexible and work with ambiguity Proficient in Microsoft Office Suite Preferred Qualifications: Healthcare (wellness) experience Agency experience B2B marketing communication experience Careers with Optum. Here's the idea. We built an entire organization around one giant objective; make health care work better for everyone. So when it comes to how we use the world's large accumulation of health-related information, or guide health and lifestyle choices or manage pharmacy benefits for millions, our first goal is to leap beyond the status quo and uncover new ways to serve. Optum, part of the UnitedHealth Group family of businesses, brings together some of the greatest minds and most advanced ideas on where health care has to go in order to reach its fullest potential. For you, that means working on high performance teams against sophisticated challenges that matter. Optum, incredible ideas in one incredible company and a singular opportunity 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: Communications, Consumer Marketing, B2B2C, Campaign, Eden Prairie, MN, Minnesota
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