Company :Highmark HealthJob Description :
JOB SUMMARY
This role is responsible for shaping, integrating, and optimizing our company’s content efforts for external customer audiences (employers, brokers, and members/prospects/patients) to tightly align with Highmark Health’s mission and vision, centered on delivering remarkable health experiences, freeing people to be their best and a world where everyone embraces health. Also responsible for linking content strategies to brand strategies, to optimize content’s impact on growing brand awareness and consideration as well as acquisition, engagement, and overall business growth.
This role must be an effective influencer and consultant to, and relationship builder with leaders in marketing, business functions, other support functions that develop communications, as well as external stakeholders and vendors. As a direct leader of a small team, this role is responsible for providing leadership, guidance, oversight, and growth and development opportunities to enterprise content management team members.
Serves as primary consultant and leads the development of enterprise content strategy, which includes content frameworks, messaging, and stories, as well as content creation and management capabilities. Defines key themes, messaging pillars, and content formats across channels. Plans long-term content and editorial calendars. Works collaboratively with teams in Highmark’s in-house agency, as well as teams from brand, line-of-business marketing, engagement and retention marketing, media, digital product, and corporate communications teams to develop and/or version content in alignment with the content strategy. Works collaboratively with agency operations, marketing operations, production, and IT teams to develop and execute content processes and tools to establish highly efficient approaches to content development and dissemination.
ESSENTIAL RESPONSIBILITIES
- Serves as key member of Marketing and Experience department’s leader team, contributing to annual strategic plans, departmental wide education and development efforts, and other department-wide initiatives
- Demonstrates an intimate understanding of the organization’s strategic direction, operations, needs of employees/stakeholders, and goals
- Partners with executive leadership and other marketing and communications teams to develop effective enterprise content strategies driven by the mission, vision, and brands, including communications and messaging frameworks and approaches, enterprise-level content, messaging to connect existing content to broader content strategies
- Develops a connected/integrated content strategy aligned with business goals, audience needs, and brand positioning.
- Defines key themes, messaging pillars, and content formats across channels.
- Plans for and effectively uses qualitative, quantitative, Voice of the Customer, and data insights to inform strategies
- Uses segmentation data, mindset data, and/or personas to inform content strategy and/or content deliverables
- Analyzes customer journeys to align content with each stage
- Stays updated on industry trends, competitive content strategies, and emerging platforms
- Together with other marketing leaders, collaboratively develops channel strategies and frameworks for content that drive consistent storytelling and support and support for business goals (Channels include digital/web, paid display and social, digital video, linear and connected tv, direct mail, print, and member journey touchpoints such as customer services and care management)
- Supports line of business marketing teams with adoption of new content vision and channel approaches, and helps them work through change management processes
- Partners with marketers and digital product developers who generate campaign content to ensure the content is developed to align with the enterprise content strategy
- Serves as one of the Marketing and Experience organization’s lead consultants and advisors for external content, ensuring communications developed by marketing strategy teams meet their brand’s enterprise content vision
- Effectively leads through influence other enterprise functions who play a role in creating and/or managing content to drive alignment of the enterprise content strategy
- Owns the content strategy maturity model and partners with other leaders from Marketing and Experience and IT to advance content capabilities
- Contributes business requirements for content management to MarTech roadmaps
- Plans, develops, launches, and drives adoption of tools for managing content such as long term content roadmaps and editorial calendars
- Owns the KPIs for the content strategy and develops recommended reporting strategy to senior and executive leadership. Oversees communication benchmarking, best practices, and trends for enterprise content
- Perform management responsibilities to include, but are not limited to: involved in hiring and termination decisions, coaching and development, rewards and recognition, performance management and staff productivity. Plan, organize, staff, direct and control the day-to-day operations of the department; develop and implement policies and programs as necessary; may have budgetary responsibility and authority.
- Plan, organize, staff, and direct the strategic operations of the team, and develop and implement policies, guidelines, and programs as necessary.
- Other duties as assigned or requested.
EDUCATION
Required
-
Bachelor's Degree
Substitutions
-
6 years of related and progressive experience in lieu of Bachelor's degree
Preferred
-
None
EXPERIENCE
Required
-
10 years in Health Care, Health Insurance, Information Technology and/or large corporate communications
To Include:
-
7 years of managing large communication programs in corporate environments, as well as an internal and/or external spokesperson
-
7 years with change management communications
-
5 years of demonstrated leadership capabilities
Preferred
-
None
LICENSES or CERTIFICATIONS
Required
-
None
Preferred
-
None
SKILLS
- Has a charismatic, creative, and positive work ethic, inspires others, and models the organizations core behaviors. Passionate about leadership, advocating for and developing their team, and growing individuals to be their best
- Demonstrates strong strategic acumen
- Demonstrates exceptional written and verbal communication skills
- Extensive knowledge of strategic communications, engagement, and planning skills
- Analytical and problem solving skills, particularly with redesigning processes to increase speed to market and quality
- Successfully partners in a heavily matrixed environment
- A proactive self-starter with the ability to work under pressure in a fast-paced environment independently or with a team
- Comfortable with ambiguity and developing new strategic approaches
- Actively engaged in building relationships with leaders, employees, and stakeholders
- Exceptional conflict resolution and negotiation skills
- Outgoing and confident member who can speak up independently with creative and purposeful communication strategies
- An understanding of effective change management methodologies
- Understanding of health care nomenclature desired
Language (Other than English):
None
Travel Requirement:
0% - 25%
PHYSICAL, MENTAL DEMANDS and WORKING CONDITIONS
Position Type
Office-based
Teaches / trains others regularly
Frequently
Travel regularly from the office to various work sites or from site-to-site
Occasionally
Works primarily out-of-the office selling products/services (sales employees)
Never
Physical work site required
Yes
Lifting: up to 10 pounds
Constantly
Lifting: 10 to 25 pounds
Rarely
Lifting: 25 to 50 pounds
Never
Disclaimer: The job description has been designed to indicate the general nature and essential duties and responsibilities of work performed by employees within this job title. It may not contain a comprehensive inventory of all duties, responsibilities, and qualifications required of employees to do this job.
Compliance Requirement: This job adheres to the ethical and legal standards and behavioral expectations as set forth in the code of business conduct and company policies.
As a component of job responsibilities, employees may have access to covered information, cardholder data, or other confidential customer information that must be protected at all times. In connection with this, all employees must comply with both the Health Insurance Portability Accountability Act of 1996 (HIPAA) as described in the Notice of Privacy Practices and Privacy Policies and Procedures as well as all data security guidelines established within the Company’s Handbook of Privacy Policies and Practices and Information Security Policy.
Furthermore, it is every employee’s responsibility to comply with the company’s Code of Business Conduct. This includes but is not limited to adherence to applicable federal and state laws, rules, and regulations as well as company policies and training requirements.
Pay Range Minimum:
$108,000.00
Pay Range Maximum:
$201,800.00
Base pay is determined by a variety of factors including a candidate’s qualifications, experience, and expected contributions, as well as internal peer equity, market, and business considerations. The displayed salary range does not reflect any geographic differential Highmark may apply for certain locations based upon comparative markets.
Highmark Health and its affiliates prohibit discrimination against qualified individuals based on their status as protected veterans or individuals with disabilities and prohibit discrimination against all individuals based on any category protected by applicable federal, state, or local law.
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