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Director Marketing - Senior Products

Company name
Tufts Health Plan

Watertown, MA

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The Director oversees all marketing, internal and external communications for the Senior Products division of Tufts Health Plan and for all associated markets. The Sr. Products Marketing Director works collaboratively with Individual and Group Sales to plan and execute outreach campaigns to raise awareness and generate sufficient prospects to meet sales goals and grow market share. Primary responsibility includes lead generation and analysis, using analysis to identify trends, assess effectiveness and modify plans and strategies to improve results. Effectively managing the channel ecosystem will be critical as consumer preference transitions from direct mail to digital. The director will oversee creative development driven by consumer research, budget management, and production of all advertising, digital and other media. In addition to Sales support, the incumbent works closely with Member Services to develop member communication, education, and retention solutions.

The Director oversees managers responsible for member communications advertising, print and Web publishing, production, and Sales support across all markets. This staff has direct contact with internal business partners and vendors in the strategic and tactical development and execution of advertising and other materials to support member growth and retention. The projects owned by this group reach multiple audiences, including the general public, members, providers, employers, Medicare advocates, and brokers.

The Director is responsible for brand consistency, information accuracy, and regulatory compliance across all audiences and media produced by the Marketing department. As the brand manager for Tufts Medicare Preferred, the Director's responsibilities include measuring and monitoring brand and product preferences, as well as, the member experience. The Director works with other business partners to recommend strategies to improve brand position and overall member satisfaction.

The Director supports the product development process by providing input and counsel for enhancing product appeal and market share. Also collaborates closely with Sales as all acquisition strategies are fully integrated between Marketing. Field Sales and Inside Sales. The Marketing Director will participate in the building and executing of the Sales, Marketing and Product (SMP) annual business plan.


Administrative Responsibility:

* Manage all direct reports. Meet for regular updates; provide feedback on professional development at least monthly. Provide annual written feedback.

* Ensure all projects are prioritized and appropriately assigned to staff, and that production and budget resources are appropriately allocated to support key business initiatives. Review, edit and approve all written material for accuracy, branding, and compliance.

* Oversee development of annual marketing budget. Report any necessary variances with rationale to VP.

* Responsible for development of, and adherence to, department policies and procedures. Responsible for department compliance with Medicare Marketing Guidelines and other regulatory requirements. Report any compliance variances to VP and THP compliance office. Ensure legal and CMS approval of all marketing materials prior to use. Examples include advertising, enrollment/sales kits, Well! Magazine, Website, collateral brochures and directories, and member communication such as the annual notification of plan changes.

* Participate with SMP directors and VP on building and executing on the annual business plan.

Work collaboratively with All SMP Directors and SMPO (analytic team), Sr. Products Sales, develop annual lead forecast, budget, and implementation plan to maximize new enrollment. Directly or indirectly through staff, oversee vendor support for these activities as necessary.

Oversee all direct response marketing programs as appropriate to the objective and budget, as well as, monitor, analyze and report of the results of these campaigns (focus is on direct-to-consumer direct mail initiatives).

Develop strategies and interventions to strengthen brand position, and satisfaction. Continually improve effectiveness and cost effectiveness of member communications.

Maintain continuously updated consumer understanding inputs into messaging and content for acquisition strategies.

Advise and communicate with internal business partners to ensure efficient and effective collaboration on joint initiatives. Provide marketing consultation for initiatives throughout the company that support Senior Products.

EDUCATION: (Minimum educations & certifications required)

Bachelors degree in marketing, communications, or other related field, along with the knowledge of the principles of communication and marketing. Masters degree preferred.

EXPERIENCE: (Years of experience)

Requires specific strategic marketing management experience, usually acquired through 10 years in a corporate marketing department, advertising/PR agency, publishing, or other communications field. Experience managing multiple markets and brands a plus.

SKILL REQUIREMENTS: (Include interpersonal skills)

The incumbent must have strong direct response advertising experience with emphasis on complex direct mail and digital strategies to generate response from individual consumers (i.e., not business-to-business). This position requires strong analytic skills to oversee the evaluation of direct response campaign effectiveness. Must also have sufficient television and newspaper background, preferably in a multi-media direct response environment. Solid writing and communications skills are essential.

Must be able to work cooperatively and effectively with partner departments and other areas of the company to support joint communications goals. Ability to communicate effectively with senior management.

Strong ability to manage multiple priorities necessary. Ability to interpret complex information and present it to a variety of audiences in the most appropriate and user-friendly format. Ability to prioritize and troubleshoot on a daily basis. Ability to engage staff to ensure the successful completion of the marketing plan on time, in compliance, and within budget.

WORKING CONDITIONS AND ADDITIONAL REQUIREMENTS (include special requirements, e.g., lifting, travel,


Requires ability to perform in a fast paced, changing office environment handling multiple demands. Must be able to think quickly in a stressful environment and exercise appropriate judgment as necessary. Must be detail and deadline oriented. Entails flexibility to work beyond regular hours as needed to execute projects on time.

CONFIDENTIAL DATA: All information (written, verbal, electronic, etc.) that an employee encounters while working at Tufts Health Plan is considered confidential. Will be exposed to and required to deal with highly confidential and sensitive material and must adhere to corporate compliance policy and department guidelines/policies and all applicable laws and regulations at all times.

Equal Opportunity Employer Minorities/Women/Protected Veterans/Disabled

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Company info

Tufts Health Plan
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