Director, Integrated Acquisition Marketing

Humana is a Fortune 50 market leader in integrated healthcare whose dream is to help people achieve lifelong well-being. As a company focused on the health and well-being of the people we serve, Humana starts from within, and is committed to providing progressive benefits that advance the employment experience and vitality of the associate community. Through offerings anchored in a whole-person view of human well-being, Humana embraces a focus on stimulating positive individual and population changes while nurturing a sense of security, enabling people to live life fully and be their most productive. Humana is building a best-in-class Marketing organization to drive profitable membership growth across diverse business lines. The Retail Acquisition Marketing team is a part of Humana’s Marketing & Communications organization, supporting direct response marketing initiatives for our Medicare Advantage products. We are seeking a talented leader to join our team in the Director, Retail Acquisition Marketing reporting to Associate VP Acquisition Marketing and Media.

Responsibilities

The Director, Retail Acquisition Marketing is accountable for the strategy and execution of Email, Direct Mail and DRTV campaigns to drive new member growth. The Director will be a highly visible and impactful position. This role oversees the strategy and development of email, direct mail and DRTV creative. This position requires an in depth understanding of performance marketing, best in class creative strategy and development for multiple audiences and a love for challenges in a regulated industry. The ideal candidate will need experience with setting marketing objectives, developing marketing strategies and direct response creative, analyzing performance data and ability to make tough decisions to drive growth. They are motivated by leading a team of five marketing professionals with channel expertise so nurturing and growth-oriented people management is a must.

• Partners closely with the Retail business to understand key strategies and translates them into marketing objectives and go-to-market plans
• Drive strategy for creative development to achieve sales goals for Medicare Advantage, Medicare Supplement and Prescription Drug plan product lines through direct mail, e-mail, Direct Response TV (short form and infomercial)
• Responsible for developing creative and testing strategies throughout selling seasons across direct mail, DRTV, e-mail and other emerging channels to continuously improve response, conversion and close metrics.
• Ensure impactful, integrated, and consistent creative messaging across media, including branding media (OOH, print and TV) and agent materials through leading a collaborative creative strategy team.
• Demonstrate leadership by coordinating YOY analysis, market research, competitive landscape and product competitiveness activities to plan for each selling season.
• Present creative, performance and competitive information to senior leadership on a regular basis
• Lead creative agency relationships as well as matrixed Direct Response Team
• Lead by example by emulating behaviors consistent with the new ways of working and Humana values

Key Candidate Qualifications

• 10+ years of direct response creative development including Direct Mail, Email and DRTV
• The ideal candidate will have extensive experience in direct response marketing leadership roles and will be a strong leader of people with proven success in expanding and elevating the capabilities and performance of the team
• This person will have in depth performance marketing, project management experience and an ability to support multiple priorities
• Ability to deliver executive level insights and presentations through storytelling
• A record of success in attracting, developing, and motivating top talent from inside and outside of the organization, and preparing direct reports for expanded responsibilities
• Current or recent experience in a large, highly matrixed company (i.e., Fortune 250), with proven ability to influence leaders and key stakeholders in such an environment
• Excellent oral and written communications skills, including the polish, poise, and executive presence that will ensure effective interaction with senior and executive level audiences
• Highly collaborative mindset and excellent relationship-building skills, including the ability to engage many diverse stakeholders and SMEs and win their co-ownership in the outcome
• Experience in managing change by leading and energizing others, modeling adaptability, and inspiring strong organizational performance through periods of transformation, ambiguity, and complexity
• Prior health insurance industry experience is preferred. Experience in regulated industries like financial services or insurance is a big plus
• Bachelor’s degree