The Campaign Manager is responsible for executing member/direct consumer communications strategies in support of BlueCross BlueShield of Tennessee marketing, education and clinical outreach efforts. This position assumes leadership of communications efforts through content management and web publishing tools. These strategies will enhance our current communications by utilizing persona based customized messaging to optimize response and action. The position works closely with Information Systems, communications and design teams to execute all electronic marketing outreach campaigns and supports other corporate divisions, including Sales, Marketing, Product Development, Health Care Services, Membership Administration and Operations. These targeted, customized communications cover all lines of commercial and government-regulated business.
Included in these responsibilities are: Outlining campaign deliverables and gathering requirements from business leads, Management and execution of campaigns, creating campaign rules and segmentation within the Aprimo product and follow-up analysis and reporting.
Job Duties & Responsibilities
Manages the APRIMO and Site Publisher interface with the internal BCBST clients to oversee the successful definition, design, creation, and delivery of campaign communications using the automated tools in liaison with the IS technical support team.
Oversees the development and delivery of strategic communications through specific channels including: IVR, mail, email, SMS text messaging, web, web-based video content and online training materials.
Collaborates with department peers (advertising manager, marketing communications manager and brand identity and graphic design manager) to ensure a consistent brand voice and identity in all communications.
Provides consultative analysis and measurement on successfulness of communications.
Development and oversight of the adherence to professional communications presentation standards, along with the monitoring of communications to ensure consistent messaging.
Consults with internal clients and their staffs to ensure that their communications needs are sharply defined and successfully met through all delivery channels.
Oversight of training/coaching and development of staff and ongoing assessment of available resources in order to accomplish ongoing enterprise goals and objectives.
Create campaign segmentation, requiring database joins and selections, within the Aprimo product.
Write simple SQL or SAS queries to test campaign segmentation.
Bachelor’s degree in Business, Information Systems or related field, or relevant work experience required
2 years experience with SAS, SQL, or comparable programming language required
3 years experience in healthcare, marketing or relevant industry required
Recent retail marketing experience or campaign experience is a plus
Understanding of sales and marketing principles, with proven ability to apply successfully.
Experience in working with computer GUI-based tools for the creation/facilitation of marketing campaigns and materials.
Experience with one of the following: Dreamweaver, TeamSite, IBM WCM, Drupal, Joomla, or other GUI content management tool or Website Portal product.
Experience with marketing campaign publishing tools is required experience with Aprimo preferred.
Ability to work collaboratively with different enterprise functions to create a results-driven, team-oriented environment.
Demonstrated ability to manage and/or work with IT departments and software vendors.
A high level of initiative.
Exceptional collaborative and project management skills.
Ability to manage multiple demands and timelines while maintaining a can-do attitude.
Demonstrated ability to coach and develop a staff.
Understanding and experience managing overall customized communications programs with multiple messages based on audience segmentation.
Attention to detail and exceptional organizational skills.
Ability to understand and utilize databases.
SQL or SAS query skills are preferred.
BlueCross BlueShield of Tennessee (BCBST) is the oldest and largest not-for-profit managed care provider in the state of Tennessee....