| No industry is moving faster than health care. And no organization is better positioned to lead health care forward. We need attention to every detail with an eye for the points no one has considered. You'll help improve the health of millions. And you'll do your life's best work.(sm) As a member of the Consumer Experience team, the Integrated Marketing Manager position is responsible for creating consumer centric, data - driven, multi - modal campaign strategies to activate and engage consumers in Optum Prevention (wellness) programs, in order to achieve program participation goals and value targets. This position will have direct involvement with Product teams and will define and lead the development of the member activation strategy, including metrics, for products within the Prevention suite. Cross - product collaboration and synergy identification is also a key component of this role. Primary Responsibilities:Product and Campaign Strategy: Develop strategy and supporting tactical plans to achieve the desired level of member engagement the Prevention product suite; identify target audience, methods for identification and outreach modalities (direct mail, email, phone, online, workplace, text, etc.) including social media Anticipate customer (product) and marketplace needs and proactively develops solutions to meet them Build collaborative partnerships with internal business clients in all functional areas of the company Align and socialize collective objectives and detailed project plans across key stakeholders Identify and drive cross promotional / integration opportunities across the Prevention product suite to drive activation and efficiencies Develop communications strategy and campaign plans, including test strategies to maximize response Assist in the development of strategic plans, value propositions, business cases, operational requirements, and branding guidelines Define standard member marketing materials and touch points for the assigned member population(s) Determine timing and frequency for engagement Develop and pilot new consumer engagement approaches / programs Contribute to the multi - layer incentive strategy and positioning plans Performs complex conceptual analyses Monitor results and modify strategy accordingly Influence and integrate content strategy into overall digital presence Creative Development, Research and Analytics: Oversee the employer marketing materials development during all stages of the consumer experience (pre - engagement, launch / maintenance materials, support materials, post - launch toolkit enhancements) Develop campaign creative briefs, providing consumer positioning, as well as copy and design direction to creative staff Apply internal and external communications standards established for the business (e.g., branding standards / guidelines, internal style guides, naming conventions, CAN - SPAM laws, legal review, AP style guides, communications industry standards, health literacy) Maintain strong working knowledge of UHC business policies and procedures Distill and rework complex business copy and / or directions into more succinct and comprehensive communication Develop and serve as ongoing owner of communication materials used to drive program enrollment and behavior change post enrollment Lead and coordinate consumer research required to gain member insight Develop the necessary metrics to evaluate effectiveness of communication plans Manage overall engagement reporting, analytics and impact. Apply learnings to ongoing marketing strategy evolution Work with cross - departmental peers to support the coordination of integrated marketing efforts and share best practicesCampaign and Event Execution: Review and approve drafts of creative materials Lead efforts to set - up, audit and enhance member communication content and materials across modalities (print, email, web etc.) Manage all material reviews, requirements and approval processes across Optum, UHC, Clinical, Legal, Compliance, etc. clearly articulating member and program requirements and the marketing approach, as well as working with partners to resolve conflicting feedback Provide business requirements for campaign execution and analysis Work with Project Manager and Fulfillment Services to ensure the Fulfillment Ordering System is updated and accurate Work with Clinical Operations and Work Force management staff to coordinate marketing efforts with call center staffing capacities Ensure process adherence for campaign planning and execution Manage all channel - specific Data Release Governance (DRG) requirements in accordance to strict data compliance regulations Partner with IT, portal and brand experience teams to ensure marketing programs are implemented with a seamless user experienceSales Support, Training, Presentations: Develop and present support communications and training materials for sales, account staff and RFP content teams to drive campaign participation and provide accurate program representationBudget Management: Develop budgets to support recommended engagement strategies; obtain budget approval from Product, and manage spend relative to budget Request incremental funding and secure approval / denial from business owner Manage budgets, tracking, reporting and share ROI with leadership Partner with Finance to provide input and clarification on quarterly forecasts and annual planningMiscellaneous: Perform other duties as required |
