Director, Marketing – Marketing & Customer Experience

Crafting connections with an iconic brand

Alberta Blue Cross is looking for a dynamic Director, Marketing to spearhead our marketing strategies to drive growth, enhance customer engagement, and elevate our brand to new heights.

If you are a seasoned marketing professional with a passion for harnessing the potential of data and are ready to nurture a culture of brilliance and leave an indelible mark on our brand, this is the role for you.

ABOUT US :

Alberta Blue Cross is a market-leading, impact-driven organization, here for Albertans through thick and thin as we explore the future of being well.

For more than 75 years, we’ve been committed to the wellbeing of our communities. Today, we provide health coverage to more than 1.8 million Albertans and their businesses.

But we’re just getting started. We’re gearing up for big changes so we can meet tomorrow’s opportunities with curiosity, creativity and skill.

We don’t just value diversity—we see it as necessary for our success. We celebrate unique perspectives, backgrounds and experiences.

If you’re ready for a dynamic, caring and rewarding career, we’d love to meet you.

THE ROLE :

Reporting to our Senior Vice President and Chief Marketing Officer, you'll play a pivotal role in shaping and executing a comprehensive marketing strategy to drive growth across our diverse range of products and solutions.

As the Director, Marketing, your mandate is clear : elevate brand reputation, cultivate meaningful people-first customer engagements, and champion the strategic growth of Alberta Blue Cross across all business lines. Your leadership will span the spectrum, from awareness and acquisition to upsell, cross-sell, retention, and loyalty.

This involves leading a team of marketing professionals, orchestrating multiple agency and media relationships while collaborating and drawing on the support and expertise of other Marketing and Customer Experience teams : Brand, Digital Experience, Customer Experience, Product & Benefit Plan Management, Market Intelligence, Data, and Analytics. You will lead the building and execution of all go-to-market strategies to effectively bring new and enhanced products to our markets that deliver on our business goals.

WHAT YOU WILL DO :

Develop and execute comprehensive data-centric, multi-channel marketing and media strategies to enhance brand visibility and drive to business goals.

Leverage technology and customer insights to optimize a diverse mix of marketing tactics spanning communications, content, digital, events, and market positioning.

Inspire and mentor a high-performing marketing team, cultivating a culture of collaboration, creativity, and results. This includes clear coaching, support, and direction, fostering strong alignment with other departments for a holistic marketing approach.

Define and track key performance indicators, providing actionable insights while demonstrating the overall success and ROI of marketing efforts.

Coordinate cross-functional planning to ensure cohesive messaging and strategy implementation.

Stay abreast of industry trends, emerging technologies, and digital marketing best practices to revolutionize our market delivery and create a lasting impression.

Oversee all digital marketing initiatives to enhance brand visibility and customer engagement.

Advocate for the responsible and strategic use of customer data in marketing campaigns, ensuring that data informs decisions without compromising privacy and to uphold legal and regulatory standards.

Optimize performance marketing initiatives for maximum ROI and engagement.

Support sales-led account-based marketing including collaborating to respond to complex Request for Proposals for large group clients.

Drive sales enablement strategies by collaborating with sales leadership and internal subject matter experts to translate market trends and customer needs into impactful sales support materials, tools and resources. This spans support over acquisition and retention strategies.

Manage agency relationships to ensure seamless communication, cohesive messaging, and effective campaign execution.

Leverage content expertise to lead content marketing strategy, ensuring compelling and consistent marketing materials across various channels that connects with people.

Lead social media content and growth strategy to effectively engage our audiences.

Manage and optimize marketing budgets, ensuring efficient resource allocation.

Present marketing strategies and results to executive leadership team with clarity and confidence.

Collaborate with senior leaders to achieve and deliver on operating plan and business goals.

WHAT YOU WILL HAVE :

10+ years of progressive leadership experience in marketing, focus on media strategy, content development and performance marketing.

Undergraduate degree in business, marketing, or related field.

Proven success in leading and developing high-performance teams.

Expertise in sales enablement, content marketing, and social media management.

Experience in developing segmentation strategies, personas, and go-to-market plans.

Strong budget management skills and experience optimizing marketing spend.

Performance marketing experience employing a data-driven approach to decision-making.

Experience combining and analyzing data from multiple sources including CRM systems, Excel, Google Analytics and Adobe Analytics.

Exceptional presentation skills with the ability to articulate complex strategies to executive leadership.

Track record of driving results and curating experiences for both B2B and B2C diverse customer segments.

WHY JOIN US :

Opportunity to shape and lead a dynamic marketing team.

Work in a collaborative and innovative environment.

Competitive salary and benefits package.

Hybrid work environment.

This position will remain open until Friday, January 5, 2024 .