GEHA is hiring a Director, Marketing Planning and Brand Strategy to lead the organization’s brand platform and end-to-end go-to-market planning for all medical and dental product lines. You will be responsible for managing a team through the annual planning cycle, strategic plan development, forecasting, and tactical execution across multiple channels.
What You'll Do
- Lead the evolution of the organization’s brand platform, including foundational brand research, segmentation, and development of visual/verbal identity and brand standards.
- Roll out a foundational asset refresh across sales, marketing, field-marketing, and partner ecosystems.
- Partner with internal Creative teams and external agencies to translate the brand into actionable, insights-informed campaign concepts.
- Work across the organization to unlock the brand’s full potential in operational, community, and growth applications while managing brand standards.
- Ensure collaborative development of the Growth go-to-market strategy for product lines, engaging peers across Product, Data and Analytics, Sales, and other functions.
- Forecast annual growth goals for product lines by segment, including development of forecasts by segment, media channel, and deployment.
- Own strategic vision and tactical execution across all communication channels, leading the team in creating and executing multi-channel marketing and growth plans.
- Work closely with Growth team leaders to create and deliver Growth planning and go-to-market plans to meet growth goals across acquisition, retention, and engagement.
- Lead a team of internal Subject Matter Experts on Health Payor strategic insights, consumerism, and best practices.
- Collaborate with internal teams and external agency partners to develop, map, and create foundational planning documents.
- Plan segment-specific, micro-targeting, channel mix, and go-to-market strategy.
- Assess new and emerging marketing channels, mediums, approaches, and tools, including AI, to drive process improvement and optimize response rates.
- Develop talent by championing training in consumer insights, direct response methodologies, and growth performance optimization strategies.
What We're Looking For
- 10+ years of brand and planning leadership, including marketing, growth, go-to-market, and/or sales experience for a Health Payor.
- Bachelor’s degree in Business, Marketing, or a related field.
- Health Payor experience is required, with in-depth understanding of planning, go-to-market planning, and consumer behavior, specifically direct response.
- Demonstrated ability to lead large-scale acquisition strategy with a proven history of meeting or exceeding growth goals.
- Process-oriented leader with ability to thrive in an ambiguous, fast-changing market and environment.
- Strong business acumen and mastery of data and insights to develop segments, value propositions, and overall growth strategy.
- Demonstrated ability to mentor, develop, and inspire a team, comfortable managing and developing people through constructive feedback.
- Purposeful with a keen sense of urgency to deliver results.
- Focus on outcomes and process – attention on delivering the right results the right way.
- Strong written, verbal, and visual communication skills, with ability to establish rapport across all levels of an organization and stakeholders.
- Must have ability to provide a non-cellular High Speed Internet Service such as Fiber, DSL, or cable Modems for a home office with minimum speed of 30mbps download x 5mbps upload.
- Latency (ping) response time lower than 80 ms.
- A dedicated space lacking ongoing interruptions to protect member PHI / HIPAA information.
Nice to Have
- Master’s degree preferred.
Team & Environment
You will lead a team of brand, planning, and campaign managers.
Benefits & Compensation
- Competitive pay/salary ranges.
- Incentive plan.
- Health/Vision/Dental benefits effective day one.
- 401(k) retirement plan: company match – dollar for dollar up to 4% employee contribution (pretax or Roth options) plus a 6% annual company contribution.
- Robust employee well-being program.
- Paid Time Off.
- Personal Community Enrichment Time.
- Company-provided Basic Life and AD&D.
- Company-provided Short-Term & Long-Term Disability.
- Tuition Assistance Program.
- Compensation range: $158,530 - $200,550 USD, with a current maximum salary for this role of $223,470 USD.
Work Mode
This is a remote position. Applicants must be located within the United States, excluding U.S. territories and the states of Alaska, Hawaii, California, Washington, Oregon, Colorado, Wyoming, Montana, New York, Connecticut, Vermont, Pennsylvania, and Maine.
G.E.H.A. is an Equal Opportunity Employer, which means we will not discriminate against any individual based on sex, race, color, national origin, disability, religion, age, military status, genetic information, veteran status, pregnancy, marital status, gender identity, and sexual orientation, as well as all other characteristics and qualities protected by federal, state, or local law. We celebrate diversity and are committed to creating an inclusive environment for all employees.
