Marketing Lead

Job Description Summary

Leads the development and execution of marketing assets and programs that enable BCBS Plans to effectively position and promote national initiatives. Oversees integrated, multi-channel content and campaign delivery, aligning strategies to complex business priorities while partnering closely with Plans and key stakeholders. Serves as a center of excellence and trusted advisor, delivering scalable tools, guidance, and best practices—including AI-enabled approaches—that drive alignment, consistency, and enterprise-wide impact across BCBS Plans nationally and locally.

Job Description Summary

Leads the development and execution of marketing assets and programs that enable BCBS Plans to effectively position and promote national initiatives. Oversees integrated, multi-channel content and campaign delivery, aligning strategies to complex business priorities while partnering closely with Plans and key stakeholders. Serves as a center of excellence and trusted advisor, delivering scalable tools, guidance, and best practices—including AI-enabled approaches—that drive alignment, consistency, and enterprise-wide impact across BCBS Plans nationally and locally.

Responsibilities Include But Are Not Limited To

• Leads and facilitates marketing Plan Collaboratives (e.g. the B2B Marketing Collaborative), setting annual priorities, tracking deliverables, and advising local Plans on marketing strategies and campaign needs for their service areas.
• Serves as a center of excellence and trusted advisor to BCBS Plan marketing leaders and internal stakeholders, building scalable frameworks, tools, and best practices that drive enterprise alignment and consistency across the system.
• Develops and implements marketing strategies, plans, and tactics for BCBSA national programs, translating business priorities and audience insights into actionable recommendations aligned with enterprise objectives.
• Oversees content development and creative direction for marketing deliverables including presentations, collateral, and digital content; develops messaging frameworks, value propositions, and brand guardrails that balance consistency with flexibility.
• Manages third-party agency and in-house resources in support of marketing campaigns, ensuring seamless planning, execution, reporting, and optimization.
• Identifies and integrates AI-enabled approaches and emerging technologies into marketing practices; develops playbooks and tools that enable scalable execution across internal teams and local Plans.

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Education

• Required BS Marketing, Communications, New Media or related field; or equivalent work experience

Experience

• Required 7+ Years marketing/communications planning and implementation, preferably in health care

• Advanced promotional writing skills
• Proficiency with Microsoft Office
• Advanced oral and written communications skills with knowledge of grammar and composition principles to create effective writing for diverse audiences
• Advanced analytical and problem-solving skills
• Advanced ability to develop and execute results-driven communications
• Familiarity with AI-enabled marketing tools and emerging technologies that enhance audience targeting, content development, and campaign effectiveness

• A minimum of 7 years marketing/communications planning and implementation, preferably in health care. Experience writing for a variety of communication vehicles including websites, multimedia, print and online collateral, and market-facing collateral.
• Previous experience in content marketing. Relevant industry experience, including experience in marketing/sales support at health care/insurance company, consultancy/brokerage, or similar experience in a related industry (e.g., financial services).Experience identifying and integrating secondary research to drive marketing communications strategy development.

The posted salary range is the lowest to highest salary we, in good faith, believe we would pay for this role at the time of this posting. We may ultimately pay more or less than the hiring range…