Digital Marketing Advisor, Website Strategy - Supplemental Benefits (DTC) - Remote
Company: The Cigna Group
Location: Little Rock
Posted on: May 28, 2023
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Job Description:
Description
The Digital Marketing Advisor will support the Cigna Supplemental
Benefits (CSB) business segment by developing and executing website
strategies that support the aggressive DTC channel growth goals
established by the business. Reporting to the Senior Manager,
Digital Strategy, this role will have oversight of the Cigna.com
Supplemental Benefits shopping portal experience as well as
accountability for the development and execution of a robust
content management strategy for all Supplemental Benefits pages,
including Medicare Supplement insurance and additional supplemental
insurance products including Cancer, Heart, Accident, Hospital
Indemnity and Whole Life. In addition, this role will support the
Broker digital platform strategy and execution.
This role will need to partner closely with the Medicare Advantage
team, as well as our enterprise digital team and analytics and
reporting teams.
Web design and content experience, as well as traditional marketing
competencies around targeted messaging and creative execution that
drive response, are important for this role. This role will also
need to have an understanding of digital metrics and the ability to
make data-driven marketing decisions. This individual will also
need to understand the competitive environment and help execute a
strategy to meet business objectives. The successful candidate will
be a self-directed, proactive individual who brings a natural
intellectual curiosity and appetite for action to the role and is
comfortable with a fast-paced, changing environment.
Candidates must be able to collaborate on the development of their
strategies and be able to demonstrate successful outcomes
influencing in a matrixed environment. Qualified candidates will
have experience in the health insurance industry, and a working
knowledge of compliance requirements. Finally, working in a
dynamic, evolving environment with multiple cross-functional
partners, including with our call centers and analytics teams, will
be required.
Responsibilities
Oversee the Cigna.com experience for all Cigna Supplemental
Benefits pages, as well as the shopping portal experience.
Establish KPIs and develop associated reporting requirements to
track, monitor and optimize website results.
Develop the website strategy, including UX, design, content,
shopping and lead generation strategies. Accountable for developing
the implementation plan and an execution roadmap, aligning strategy
to overall CSB segment goals.
Lead the implementation of the strategies, collaborating with the
enterprise digital team, brand team and other key stakeholders and
agencies on the execution. Ensure all content meets Cigna brand
standards for the website.
Track and report on all site metrics and sales results.
Establish value from performance metrics, customer research,
competitive landscape, and industry standard best practices in
order to continuously evolve and improve our website experience
towards overall business goal
Manage and execute SEO strategy, in partnership with external
agency, to drive leads and applications via keyword discovery and
utilization, content and page development, copywriting, metatags,
page titles, URLs, linking strategy, and site indexing for SEO.
Partner with enterprise digital team to ensure CSB products are
included in the Cigna.com content calendar to maximize site
exposure.
Manage implementation of content strategy for Broker portal sites
(ie, PathFactory, CignaforBrokers).
Develop and manage nurture email campaign to drive increased
engagement and sales from newly appointed agents.
Manage all quote proposals (Broker and DTC) and streamline for
efficiency with automated updates.
Work closely with analytics partners to develop and maintain
reporting to track Broker results from self-enrollment platform and
nurture email campaign.
Partner with the analytics teams to develop testing strategies and
establish a roadmap for modeling and predictive analytics tied to
the website and shopping portal.
Partner with the call center/operations teams to socialize
strategies and ensure they are trained and able to support the
strategies.
Work across the Government Business Segment, including the Medicare
Advantage team, and other parts of Cigna to secure business input
and socialize plans.
Keep current with emerging web technologies through relevant
industry communications and events.
Ideal candidates will offer
Bachelor's Degree; MBA or Master's Degree a plus
5-7+ years of relevant, strategic experience
Digital marketing experience on a direct-to-consumer,
analytically-driven marketing team
Experience managing external creative agencies
Experience in developing and executing against marketing plans
Website architecture and UX design experience, including the
development of shopping/purchasing portals
Content management experience
Experience with marketing analytic and testing methodologies,
including A/B and multi-variate digital testing
Knowledge of and experience with Adobe Analytics preferred
Copywriting experience a plus
Curious and inquisitive nature that loves to think from the
consumer's point of view, and has an understanding of basic market
research methodologies
Experience in balancing strategy within realities of operational
parameters
Ability to work effectively in dynamic, rapidly changing,
team-based environment
Must balance high-priority, long-term projects with short-term,
immediate deadlines
Proven ability to lead in a heavily matrixed environment
Ability to foster collaboration and value others perspectives and
gain support and buy-in for organizational proposals
Excellent oral and written communication skills and executive
presence
Excellent attention to detail a must
Health insurance industry experience a plus, but not required
If you will be working at home occasionally or permanently, the
internet connection must be obtained through a cable broadband or
fiber optic internet service provider with speeds of at least
10Mbps download/5Mbps upload.
About Cigna Healthcare
Cigna Healthcare, a division of The Cigna Group, is an advocate for
better health through every stage of life. We guide our customers
through the health care system, empowering them with the
information and insight they need to make the best choices for
improving their health and vitality. Join us in driving growth and
improving lives.
Qualified applicants will be considered without regard to race,
color, age, disability, sex, childbirth (including pregnancy) or
related medical conditions including but not limited to lactation,
sexual orientation, gender identity or expression, veteran or
military status, religion, national origin, ancestry, marital or
familial status, genetic information, status with regard to public
assistance, citizenship status or any other characteristic
protected by applicable equal employment opportunity laws.
If you require reasonable accommodation in completing the online
application process, please email: SeeYourself@cigna.com for
support. Do not email SeeYourself@cigna.com for an update on your
application or to provide your resume as you will not receive a
response.
The Cigna Group has a tobacco-free policy and reserves the right
not to hire tobacco/nicotine users in states where that is legally
permissible. Candidates in such states who use tobacco/nicotine
will not be considered for employment unless they enter a
qualifying smoking cessation program prior to the start of their
employment. These states include: Alabama, Alaska, Arizona,
Arkansas, Delaware, Florida, Georgia, Hawaii, Idaho, Iowa, Kansas,
Maryland, Massachusetts, Michigan, Nebraska, Ohio, Pennsylvania,
Texas, Utah, Vermont, and Washington State.
Keywords: The Cigna Group, Little Rock , Digital Marketing Advisor, Website Strategy - Supplemental Benefits (DTC) - Remote, Advertising , Little Rock, Arkansas
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