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Digital Marketing Advisor, Website Strategy - Supplemental Benefits (DTC) - Remote

Company: The Cigna Group
Location: Little Rock
Posted on: May 28, 2023

Job 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 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.

  • Oversee the 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 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: for support. Do not email 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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