Marketing Planning Strategist at GEHA, Inc.

Summary
The Marketing Planning Strategist reports to the Director, Marketing, Planning & Brand Strategy and is accountable for end-to-end go-to-market planning and tactical execution for one or more of GEHA’s medical and/or dental product lines. The ideal candidate is an expert in consumer behavior, strategic planning, and insight identification and development to carve out unique positioning in the market for Healthcare Payors. The role is responsible for leading a cross-functional, highly matrixed team through the annual planning cycle and execution of Open Season direct to consumer acquisition and brand campaigns, managing strategic plan development, forecasting responses and leads, tactical calendar, media mix inclusive of pro-forma development, and ensuring direct response best practices are incorporated to optimize conversion and meet annual growth targets. The ideal candidate has extensive Healthcare Payor experience, and is an inquisitive, insights leader with strong business acumen, and demonstrated ability to collaborate across functions.

RESPONSIBILITIES:

• Planning accountability across full calendar year, ensuring collaborative development of Growth go-to-market strategy, direct to consumer acquisition campaigns and assets and brand campaigns and assets for product line(s), highly collaborative matrix leader with ability to engage and lead peers across organization from Product, Data and Analytics, Sales, and other functions.
• Strong commercial leadership voice with end-to-end go-to-market planning for product line(s), forecasting annual growth goals for product line(s) by segment, including development of forecasts by segment, media channel, and media drops/deployment.
• Planning and strategy leader for product line(s), own strategic vision and tactical execution across all communication channels, lead team in creating and executing multi-channel marketing, direct response and brand campaigns and growth plans across direct mail, web, telephonic, digital/social, field-marketing, and other channels, and mediums.
• Work closely with Growth team leaders to create and deliver Growth planning and go-to-market plan and execution calendar to meet and exceed growth goals across acquisition, retention, and engagement initiatives.
• Be the internal Subject Matter Expert on Healthcare Payor strategic insights, consumerism, direct response and direct to consumer best practices, with keen insights and strong consumer behavior points-of-view on lead and demand generation strategies and tactics.
• Collaborate closely with internal teams and external agency partners to develop, map, and create foundational planning documents, campaigns and assets.
• Work closely with Growth Insights and Intelligence, Performance Marketing, Product and Sales teams to develop insight-driven input briefs (creative briefs, strategy briefs, media briefs) to guide workstreams across internal teams and external vendor teams.
• Expertise in planning segment-specific, micro-targeting, channel mix and go-to-market strategy.
• Assess new and emerging marketing channels, mediums, approaches, tools, and best practices, including AI (Artificial Intelligence) and others, to drive process improvement and optimize response rates to attract, retain, and engage members.
• Other duties as assigned.