Aetna is on a mission to build the leading member advocacy program in the world, based on cutting edge analytics that sense and respond to our member's needs with white glove service, resulting in improved member health, strong customer loyalty and a lower overall cost of care for employers.
You'll be the strategic marketing leader for our Advocacy Commercialization strategy, partnering closely with the product team to deliver the insights and direction needed from analytics and market intelligence to drive market adoption, user acquisition and ongoing member engagement.
Develops and owns the complex Marketing strategy that identifies longer term opportunities to provide competitive advantage for one or more lines of business.
Acts as a strategic advisor and executes integrated campaigns that deepen market presence and drive results.
Brings the voice of the customer to the product design table and ensure team has access to the impact reports, (e.g., how our experience designs are changing member behavior.)
Ensures the digital experience is in sync with that of the live channels and flawlessly integrate with digital and traditional channels
Develops a holistic view of target consumer segments & the member journey to influence the customization campaigns as relevant. Manages the activation of marketing programs with in-house agency and/or external agencies, through the close partnerships needed to succeed in a highly-matrixed organization.
Provides thought leadership and direction for marketing solutions.
Makes data driven recommendations that influence the strategy of the organization.
Anticipates and solves strategic and high-risk business problems with broad impact on the business area by applying leading-edge theories and techniques to recommend solutions.
Drives results by shaping content & strategy according to experience with direct to consumer (DTC), business to business (BTB) and business to business to consumer (B2B2C) best practices in both digital and traditional channels.
Creates frames of reference to evaluate relative attractiveness and risks of marketing opportunities and threats.
Provides analyses and/or recommendations regarding Health marketing priorities and resource allocations to geographic markets, market segments, products, or programs.
Develops alternative courses of action and recommends strategic direction of Marketing and business.
10+ years of progressive experience in marketing or a related field.
Experience working with or managing cross functional/matrix teams.
Deep expertise in developing audience segmentations, core value propositions, messaging strategy for different segments, measure impact and efficacy of marketing investments
Experience working in an agile development environment
Experience in consumer-facing health tech a plus
Bachelor's Degree in Business, Marketing, Communications or other related field, or related experience. Master's degree or MBA preferred.
Additional Job Information
Advocacy is an exciting field within the Aetna business, using technology, CRM and talented professionals to deliver the personal touch our members deserve when facing any health issue, financial hurdle, or guidance/coaching on a care plan. Driven by predictive analytics, we're able to sense and respond to our members needs in a proactive way to engage early and manage the gaps in care people face every day, to help keep them on their path to better health. The Strategic Product Marketer is instrumental in the delivery of this models success by help shape and define the member experiences, commercialize the product to Plan Sponsors and optimize channel management.
Bachelor's degree or equivalent experience
Percent of Travel Required
10 - 25%
Aetna, a CVS Health company, we are joined in a common purpose: helping people on their path to better health. We are working to transform health care through innovations that make quality care more accessible, easier to use, less expensive and patient-focused. Working together and organizing around the individual, we are pioneering a new approach to total health that puts people at the heart.
We are committed to maintaining a diverse and inclusive workplace. CVS Health is an equal opportunity and affirmative action employer. We do not discriminate in recruiting, hiring or promotion based on race, ethnicity, gender, gender identity, age, disability or protected veteran status. We proudly support and encourage people with military experience (active, veterans, reservists and National Guard) as well as military spouses to apply for CVS Health job opportunities.
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