Lead Marketing Strategist - Member Retention and Engagement

Company :

Highmark Health

Job Description : JOB SUMMARY This job leads integrated member retention marketing strategies designed to improve health plan renewal, reduce voluntary disenrollment, strengthen member engagement, and increase lifetime value. The role develops data-driven, personalized communications and experiences across the member lifecycle, with particular focus on onboarding, benefit utilization, satisfaction, renewal, and at-risk member intervention.

The position analyzes member behavior, experience, utilization, demographic, channel, and market data to identify retention drivers, barriers, and segments at risk of attrition. It translates those insights into targeted strategies that reinforce plan value, improve the member experience, close communication gaps, and motivate timely renewal and continued coverage.

Responsible for defining retention audiences, journeys, messaging, channel mix, test plans, forecasts, and performance measures. Partners across Marketing, Product, Sales, Service, Clinical, Digital, Analytics, Operations, Compliance, and other matrix teams to coordinate member outreach and resolve experience issues that may contribute to disenrollment.

The Lead Marketing Strategist develops business cases and budget recommendations for retention initiatives; guides execution within defined timelines; and communicates plans, results, risks, and recommendations to key stakeholders and senior management. The role ensures communications are member-centered, brand-aligned, accessible, and compliant with corporate, federal, state, and regulatory requirements.

Success is measured through outcomes such as renewal and retention rates, voluntary disenrollment, engagement, response and conversion, member satisfaction, channel performance, cost effectiveness, and ROI/ROMI. The role evaluates results and applies test-and-learn insights to optimize current programs and shape future retention strategies.

ESSENTIAL RESPONSIBILITIES Develop integrated member retention plans across the lifecycle, including onboarding, education, engagement, service recovery, renewal, and win-back initiatives.
• Analyze member, experience, utilization, demographic, channel, and market data to identify retention opportunities, churn indicators, priority segments, and actionable insights.
• Build forecasts and business cases for retention programs, including expected impact on renewal, disenrollment, engagement, member lifetime value, cost, and ROI/ROMI.
• Lead cross-functional development and execution of personalized, omnichannel member communications that clearly communicate plan value, benefits, resources, required actions, and renewal information.
• Establish retention KPIs and measurement plans; track renewal, voluntary disenrollment, engagement, response, conversion, satisfaction, channel performance, and ROI/ROMI; and recommend optimizations based on results.
• Partner with Marketing Research, Analytics, Product, Service, Clinical, Digital, Operations, Compliance, and other stakeholders to understand member needs, address experience gaps, and coordinate retention interventions.
• Guide marketing team members in the development of retention briefs, audience strategies, member journeys, testing roadmaps, forecasts, and performance reporting.
• Manage campaign and program budgets, vendor resources, timelines, approvals, risks, and reporting for retention initiatives.
• Other duties as assigned.

REQUIRED EDUCATION Bachelor's Degree – Marketing, Business or related field

Substitutions 6 years’ experience PREFERRED EDUCATION Master's Degree – Marketing, Business or related fieldEXPERIENCEMinimum:
• 8 years' experience coordinating the end to end delivery of marketing strategy programs
• 3-5 year's experience…