The Advertising Manager serves as the principal marketing communications specialist responsible for the development and implementation of high-level advertising campaigns that effectively position the BlueCross BlueShield of Tennessee brand to sell, retain and/or promote company products and services. This position reports to the Director, Brand Strategy.
The incumbent works closely with senior leadership,on advertising/branding initiatives to meet enterprise goal and objectives. As a functional lead, the incumbent mentors and directs the work of other employees to ensure that projects are managed effectively.
The incumbent will have a keen knowledge and utilize various advertising disciplines including, agency management; brand positioning; television, radio print, out of home production; media placement and strategy; digital marketing; and direct to consumer marketing. Incumbent will manage and direct external advertising agencies and be accountable for establishing quality standards and return on investments for advertising/marketing activities.
The position takes direction from Director, Brand Strategy and helps the company achieve its sales, retention and marketing goals and initiatives through the following responsibilities:
Job Duties & Responsibilities
Manages advertising and brand strategy. Oversees execution of all broadcast, print, out-of-home, and direct response campaigns in conjunction with the Director of Brand Strategy.
Collaborates with Director, Market Strategy on strategic analysis of the market, competition and products to develop advertising campaign strategies.
Collaborates with Digital Marketing team responsible for the development of all digital and e-commerce campaigns.
Supervises creative strategy, concepts, production quality, timelines and media plans in partnership with Director, Brand Strategy.
Develops and manages the performance tracking of all advertising campaigns for internal clients and executive leadership.
Manages advertising budget as it pertains to areas of responsibility listed.
Manages and supervises the Corporate Sponsorship Project Manager on the evaluation, management, execution and performance tracking of all sponsorship activities.
Manages external advertising agency partners to ensure projects meet expectations and are delivered on time and within budget.
Supervises integration of efforts among external partners (creative/media agencies, sponsorship management agency).
Works with Brand Identity and Graphic Design Manager, Marketing Communications Manager and Corporate Communications area to ensure consistent messaging between advertising and other communications efforts.
Works with various management teams (product development, sales and account management, corporate communications, Legal, etc.) to gain appropriate input and buy-in on advertising strategy and execution.
Ensures that all advertising is compliant with Blue Cross Blue Shield Association brand regulations.
Obtains appropriate regulatory and compliance approval for all advertising materials.
Bachelor's degree in Advertising, Marketing, Journalism or a related field, and/or equivalent work-related experience.
Minimum of eight years experience in marketing, advertising, communications or related fields
Minimum of one year experience working for an external advertising agency, managing an advertising agency relationship as a client, or experience working for an in-house advertising department is required.
Recent experience in the health care financing industry, banking or in an agency serving the industry is preferred. Recent retail marketing experience preferred.
Minimum of three years management experience.
Minimum of two years of production experience including TV, print and collateral.
BlueCross BlueShield of Tennessee (BCBST) is the oldest and largest not-for-profit managed care provider in the state of Tennessee....