VP Marketing

Blue Cross of Idaho (BCI) is uniquely positioned as a well-capitalized, leading healthcare payer in its market, serving hundreds of thousands of Idahoans and partnering with best-in-class employers across the state. The Vice President (VP) of Marketing is responsible for creating and implementing strategies for brand, marketing, and communications. The VP ensures these strategies support the company’s vision, mission, and corporate strategy, as well as drive business results. Under the leadership of the VP, the team will advance the understanding of the company’s brand with internal and external audiences, while increasing the value of the brand.

Have you got what it takes to succeed The following information should be read carefully by all candidates.This position is located at the corporate headquarters in Meridian, Idaho.

Required Experience

Ten years’ management experience leading a cross-functional team of brand, marketing, market research, and communications professionalsCombined fifteen years’ experience owning the strategy, planning and implementation work for brand positioning, brand marketing, demand generation marketing, media management, digital marketing, social media marketing, marketing analytics, market research, community relations, corporate communications, employee communications, content marketing, and web content managementFive years’ experience in the healthcare industry working for a health plan, hospital system, pharmacy benefit manager (PBM), or third-party administrator (TPA) is preferredRequired Education

Bachelor’s Degree in marketing or related field; or equivalent work experience (Two years’ relevant experience is equivalent to one-year college)We’d Also Love It If You Had

Master of Business Administration (MBA) or equivalent disciplineKey Responsibilities Of The RoleMarketing

Create and write strategic marketing plan, with quantifiable objectives tied to marketing strategies and tactics that are focused on B2C (business to consumer) and B2B (business to business) dimensions, as well as the company’s sales channelsEffectively leverage data and analytics to guide the team in creating actionable plans that result in market growth, engagement, retention, and margin increaseBe the expert on integrated marketing strategies on how to increase customer awareness, acquisition, engagement, and retention while using customer segmentation models, multi-channel optimization including all-forms of digital, market research, marketing technologies and database marketing to optimize marketing resultsUnderstand when and how to use quantitative and qualitative market research methods to optimize resultsEvolve and maintain the community relations program including non-profit donation oversight and quality execution for a wide array of events across the stateLead the marketing team, along with the company’s agency partners, to deliver flawless execution, performance reporting, and analysis that drive learning and continuous improvementBrand Management

Define, lead, and evolve the brand strategy foundation for the company in terms of vision, mission, brand promise, value proposition, and brand tenetsPull the brand strategy through with consistency into all marketing and communications effortsUse the brand strategy to help build and articulate the company’s culture as a destination employer for employeesMonitor and report on brand health measures, including customer satisfaction, to CEO, top leaders, and/or boards of directorsOversee the brand management for multiple companies within the mutual insurance holding companyCommunications

Oversee the company’s communication strategy, planning and execution efforts across the following targets: external audiences including members, consumers, employers, providers and brokers; internal audiences including CEO, executive staff, employees and board membersCounsel company leaders, in partnership with SVP Public Affairs, on BCI communication policy and communication strategy about marketplace issues that require a responseAnticipate issues and proactively prepare for these challenges with ready-made communication response plans and defined social media guidelinesSteward effective communication creation that uses the writing, editing, graphic design, social media, employee intranet and BCIdaho.com resources and channels availableLead content management communications and education strategy for BCIdaho.com and its portalsOversee the creation for hundreds of documents required for the company’s health plan products, including working collaboratively with Compliance and Legal partnersEmpowering Force

Ensure that the team is an empowering force, strong collaborator, and trusted advisor within the organization as it pertains to brand management, marketing, and communicationsContinuously build and inspire the team with a strong culture grounded in creativity, respect, professional growth, along with a customer-first and accountability approachMake effective and persuasive speeches and presentations on transformational, complex or controversial topics to top management, public groups, and/or boards of directorsPerform other duties and responsibilities as assignedReasonable accommodations To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed above are representative of the knowledge, skill and/or ability required. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

Equal Opportunity Employer We are an Equal Opportunity Employer and do not discriminate against any employee or applicant for employment because of race, color, sex, age, national origin, religion, sexual orientation, gender identity, status as a veteran, and basis of disability or any other federal, state or local protected class.

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