Lead Brand Strategist

Company :
Highmark Health
Job Description :
JOB SUMMARY
This job acts as the individual lead responsible for maintaining and evolving the brand architecture and road map for all Highmark Health brands. Responsibilities include collaboration with Brand and Marketing leadership, senior level executives, Community Affairs and Corporate Affairs for both Highmark, AHN and Diversified Business P&Ls to ensure our brand positioning is rooted in deep understanding of our customers, market trends, industry and competitive positioning. The incumbent requires the ability to partner and translate direction from Brand Strategy leadership, ability to indirectly manage brand strategies and development within the team, and influence creative development to ensure strategic alignment of high-quality work that differentiates the Highmark brands within their markets. Will help support/coordinate the work with leadership to ensure that the strategic brand positioning and creative manifestation of this positioning remain in harmony and deliver on differentiating work that fuels brand awareness, trust, preference, consideration and member/patient growth.
ESSENTIAL RESPONSIBILITIES
- Lead brand initiatives and projects with internal leaders, external partners and assigned marketing strategists to develop differentiating brands, marketing briefs and campaign creative to meet and exceed desired business and marketing objectives while also maintaining and improving overall brand health.
- Lead the evolution and maintenance of enterprise brand architecture; inclusive of product and service naming, adherence to BCBSA brand requirements (as necessary), brand positioning, alignment to corporate strategy and delivery of value propositions for consumer, business, and internal employee and employee recruitment targets.
- Consult across the Marketing & Experience department to ensure consistent understanding and adherence to our brand strategy and architecture in partnership with creative leadership.
- Influence the development and monitoring near and long-term brand health goals, key driver modeling, customer insight collection and ongoing consumer trend monitoring with customer insights and analytics team to ensure our brand and positioning remain relevant, fresh and believable.
- Help enable our brand differentiation through simplicity by influencing and directing the naming of branded products, services and benefits that are ownable and generate equity for the relevant brand they serve, and intuitive for the members/patients they are designed for.
- Other duties as assigned or requested.
EDUCATION
Minimum
- Bachelor's Degree in Marketing, Advertising, Communications, Design or equivalent.
Substitutions
- 6 years of related and progressive experience in lieu of Bachelor's degree
EXPERIENCE
Required
- 5 years in Marketing or Advertising Management and Strategy
Preferred
- 3 years in Agency or Brand Management Role
- 3 years developing Multi-media Campaigns from Strategy to Execution
- 3 years traditional Medical, Ancillary, Pharmacy or Retail Healthcare Experience
LICENSES AND CERTIFICATIONS
Required
- None
KNOWLEDGE, SKILLS & ABILITIES
- Ability to work cross-functionally among different business units to align on strategic and creative direction.
- Proficiency in all Office products (Word, Excel, PowerPoint, Outlook), as well as technical ability to learn various other online applications to document and share information (Confluence, Workamajig, Adobe DAM, etc.).
- Strong oral & written communication skills.
- Strong relationship management skills, including the ability to inspire, lead through influence, create consensus and negotiate priorities.
- Ability to help create strategic frameworks that ensure continuity across campaigns but also allow for creative exploration to solve for specific market conditions and/or business challenges.
- High degree of independence, self-motivation and commitment to consistent follow through for deadlines, budgets and excellence in execution.
Language (Other than English):
None
Travel Requirement:
0% - 25%
PHYSICAL, MENTAL DEMANDS and WORKING CONDITIONS
Position Type
Office-based
Teaches / trains others regularly
Occasionally
Travel regularly from the office to various work sites or from site-to-site
Rarely
Works primarily out-of-the office selling products/services (sales employees)
Never
Physical work site required
Yes
Lifting: up to 10 pounds
Constantly
Lifting: 10 to 25 pounds
Occasionally
Lifting: 25 to 50 pounds
Rarely
Disclaimer: The job description has been designed to indicate the general nature and essential duties and responsibilities of work performed by employees within this job title. It may not contain a comprehensive inventory of all duties, responsibilities, and qualifications required of employees to do this job.
Compliance Requirement : This job adheres to the ethical and legal standards and behavioral expectations as set forth in the code of business conduct and company policies.
As a component of job responsibilities, employees may have access to covered information, cardholder data, or other confidential customer information that must be protected at all times. In connection with this, all employees must comply with both the Health Insurance Portability Accountability Act of 1996 (HIPAA) as described in the Notice of Privacy Practices and Privacy Policies and Procedures as well as all data security guidelines established within the Company's Handbook of Privacy Policies and Practices and Information Security Policy.
Furthermore, it is every employee's responsibility to comply with the company's Code of Business Conduct. This includes but is not limited to adherence to applicable federal and state laws, rules, and regulations as well as company policies and training requirements.
Pay Range Minimum:
$78,900.00
Pay Range Maximum:
$146,000.00
Base pay is determined by a variety of factors including a candidate's qualifications, experience, and expected contributions, as well as internal peer equity, market, and business considerations. The displayed salary range does not reflect any geographic differential Highmark may apply for certain locations based upon comparative markets.
Highmark Health and its affiliates prohibit discrimination against qualified individuals based on their status as protected veterans or individuals with disabilities, and prohibit discrimination against all individuals based on their race, color, age, religion, sex, national origin, sexual orientation/gender identity or any other category protected by applicable federal, state or local law. Highmark Health and its affiliates take affirmative action to employ and advance in employment individuals without regard to race, color, age, religion, sex, national origin, sexual orientation/gender identity, protected veteran status or disability.
EEO is The Law
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For accommodation requests, please contact HR Services Online at HRServices@highmarkhealth.org
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Req ID: J214311