Marketing Director

2 weeks ago

Calgary, Alberta, Canada Alberta Blue Cross Full time

About Alberta Blue Cross

Alberta Blue Cross is a market-leading, impact-driven organization dedicated to the wellbeing of our communities. For over 75 years, we've been committed to providing health coverage to more than 1.8 million Albertans and their businesses.

We're gearing up for big changes to meet tomorrow's opportunities with curiosity, creativity, and skill. Our organization values diversity and sees it as necessary for our success. We celebrate unique perspectives, backgrounds, and experiences.

The Role

As the Director, Marketing, 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. Reporting to our Senior Vice President and Chief Marketing Officer, you'll lead a team of marketing professionals, orchestrating multiple agency and media relationships while collaborating with other Marketing and Customer Experience teams.

Key Responsibilities

  • Develop and execute data-centric, multi-channel marketing and media strategies to enhance brand visibility and drive 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.
  • 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 upholding legal and regulatory standards.
  • Optimize performance marketing initiatives for maximum ROI and engagement.
  • Support sales-led account-based marketing, 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.
  • 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 connect 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.

Requirements

  • 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.

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