AVP, FEP Product Strategy & Engagement

This role provides strategic leadership for all Federal Employee Program member-facing products (Medical, Dental, Vision, Postal, and Overseas) and future portfolio expansion to meet enrollment and profitability targets. Collaborates with the Actuarial team on product pricing strategies and competitive scenarios to ensure portfolio stability. Develops and implements a comprehensive product development and strategic marketing plan with BCBS Plans, strategic partners, and internal resources, utilizing consumer segmentation, focus groups, competitive assessments, and feedback from Plans.

Oversees the development of new benefits and products to enhance customer satisfaction, retention, and financial sustainability of membership. Manages a comprehensive member engagement program, including internal online tools, external websites, and member incentive programs. Collaborates with the Plan management team to deliver dynamic field marketing materials for use in direct member engagement. Works with the VP of Clinical Operations to deliver member tools that improve quality measurements and rates and negotiates yearly benefit and product changes.

• Lead the creation of a national portfolio strategy, securing Board approval for product strategy, development, marketing, brand positioning, and pricing to achieve membership growth targets.
• Implement new products at national and local levels, including sales forecasting, incentive programs, and identifying local market opportunities.
• Direct long-term strategies to sustain and evolve FEP products, integrating new offerings to grow the business while managing disruption and migration.
• Lead the development of new products, business lines, and technology applications, ensuring operational alignment with business design.
• Create comprehensive strategies to attract and retain members, enhance member experiences, and build partnerships across federal populations to increase product awareness. Collaborate with the VP of Clinical Operations to improve HEDIS and CAHPS rates.
• Lead, develop and mentor a high-performing cohesive team of talented professionals including ongoing performance feedback and coaching, setting objectives and development plans, training etc. while fostering a collaborative and innovative work environment aligned with BCBSA values.

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• Required BS Marketing, Statistics or related field; or equivalent experience
• Preferred MS MBA preferred

• Required 15+ Years of progressive related experience in product, sales and marketing of health care products.

• Leadership skills:
  Ability to delegate and motivate others, team-build, and achieve results.
• Advanced organizational skills:
  Ability to develop and manage budgets to accomplish objectives.
• Relationship management skills:
  Ability to develop and maintain high level relationships and gain the trust of customers and internal staff (e.g. Plans/FEP)
• Strategic relationship orientation: a cross-boundary perspective with the ability to meet and integrate the needs of multiple customers
• Facilitation skills:
  Ability to facilitate group meetings and projects and review the work of others, as well as exercise flexibility related to changing and dynamic business issues and priorities
• Strategic and critical thinking skills for establishing and implementing strategic initiatives, solving problems and addressing customer and operational issues; ability to create and communicate innovative conceptual models and synthesize diverse types of information
• Advanced quantitative and qualitative analytic and data skills are required, including critical thinking skills, attention to details, and inductive/deductive reasoning/judgment for developing and executing the appropriate methodologies to answer analytic questions.
• Advanced presentation skills are required for facilitating and/or presenting at meetings, conferences, etc., as are excellent communication skills, verbal and written, for communicating effectively with staff at all levels, both internal and external to BCBSA.
• Analytical skills:
  Ability to conceptualize long term, innovative strategies as well as conceive tactical, issue-driven solutions, including the ability to identify data/information needs, acquire and organize data, deliver analyses, and identify major findings.
• Demonstrates AI literacy and an understanding of generative AI tools, including appropriate business applications and limitations.