Aetna Head of Strategic Marketing, Digital Alliances in Wellesley, Massachusetts
Req ID: 49134BR
Change agent wanted! Aetna Marketing is looking for an innovative product marketer passionate about changing the healthcare landscape.
One of the company s highest priority initiatives is to launch new consumer-facing technologies to make healthcare more real-time and user driven. This role will be front-and-center as the product marketing lead for our strategic alliance with a well-known international digital brand. This critical role will partner closely with the product development team to deliver the insights and direction they need from analytics and market intelligence to drive user acquisition and ongoing consumer engagement.
Specific responsibilities include: Develop/Execute direct-to-consumer market strategy: create and implement a product launch strategy that includes both internal and external communications. This plan will be executed in conjunction with other member engagement strategy teams.Orchestrate journey-centric design: Ensure the product development teams are working with data and insight-driven journeys that deliver on the most valuable benefits to most value members, and where appropriate encourage the most beneficial behavior changes from the member. Develop tailored content that drives member engagement via technology and sales content that can nurture prospect relationships throughout the sales cycle (e.g., thought leadership, use cases, testimonials, etc.) Member advocacy: Bring 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.)Live channel choreography: Ensure the digital experience is in sync with that of the live channels, (e.g., customer service, advocacy/clinical programs via phone/chat/video, etc.)Value proposition: Articulate the core value proposition of the new experience to each core audience, (e.g., member, plan sponsor, consultant/broker, doctors, etc.) Develop market facing pitch experience: Work with sales enablement teams to develop the baseline pitch decks, demos, journeys, etc.Talent management: lead small core marketing team and partner with Aetna s internal creative agency
Background / Experience desired:
15+ years of strategic marketing experience
7+ years of experience as SME in product marketing and DTC (direct-to-consumer) acquisition
Deep expertise in developing audience segmentations, core value propositions, messaging strategy for different segments, measure impact and efficacy of marketing investments
Experience managing complex project teams and partnerships required
Experience working in an agile development environment
Experience in consumer-facing health tech a plus
Bachelor's degree or equivalent experience. MBA preferred
ADDITIONAL JOB INFORMATION * TRAVEL - this role will require frequent travel to California, role is based out of Wellesley, MA
Aetna is about more than just doing a job. This is our opportunity to re-shape healthcare for America and across the globe. We are developing solutions to improve the quality and affordability of healthcare. What we do will benefit generations to come.
We care about each other, our customers and our communities. We are inspired to make a difference, and we are committed to integrity and excellence.
Together we will empower people to live healthier lives.
Aetna is an equal opportunity & affirmative action employer. All qualified applicants will receive consideration for employment regardless of personal characteristics or status. We take affirmative action to recruit, select and develop women, people of color, veterans and individuals with disabilities.
We are a company built on excellence. We have a culture that values growth, achievement and diversity and a workplace where your voice can be heard.
Benefit eligibility may vary by position. Click here to review the benefits associated with this position.
Aetna takes our candidate's data privacy seriously. At no time will any Aetna recruiter or employee request any financial or personal information (Social Security Number, Credit card information for direct deposit, etc.) from you via e-mail. Any requests for information will be discussed prior and will be conducted through a secure website provided by the recruiter. Should you be asked for such information, please notify us immediately.
Job Function: Marketing