The primary responsibility of the Segment Marketing Director is to build and execute Account Based Marketing (ABM) plans for the Regional Health Plan segment that follows a path from account selection / prioritization, contact / persona identification, and nurturing, through to conversion.
To enable the ABM plans, you will build and curate content, in partnership with product marketing and the internal content development team, that shows understanding of the audience’s specific needs and requirements.
This content will be a combination of thought leadership and product information to enable sales and digital marketing engagement.
Strategically, you will collaborate with sales and product marketing to identify and create any unique personas or competitive positioning required for the segment.
Additionally, this collaboration will define program goals and objectives for demand creation, pipeline acceleration, and awareness.
Tactically, you will collaborate with performance marketing to identify and execute activities that will fulfill program objectives and with marketing analytics to share impact results with the business.
This role reports to the VP, Segment Marketing and works across Zelis’ business units to frame our product portfolio and develop content specific to the regional health plan audience.
It’s vital to have or develop a deep understanding of the regional health plan audience by reviewing secondary market research, talking to sales leaders and industry analysts, attending industry conferences etc.
An example of experience that would prepare you for this opportunity is an industry marketing manager position in a technology company, where you outlined specific use cases for a vertical segment.
It is preferred that you have healthcare industry / healthcare payer experience, and a background with technology enabled B2B enterprise solutions is also helpful.
Other key factors for your success include the ability to lead initiatives across a matrixed organization, uncover and communicate new insights, and a proven ability to prioritize and manage complex and innovative projects.
YOU WILL :
- Be a strategic partner to sales. Collaborate with the regional health plan sales team to develop the ABM strategy.
- Collaborate with product marketing on upstream strategic aspects of the marketing plan to define competitive positioning, personas, value propositions, and messages for your segment.
- Collaborate with performance marketing to align on campaign objectives, timeline, and tactics to drive awareness, interest, and demand in the marketplace.
- Drive creation of segment specific content for use in demand programs and sales engagements, outlining the topic and guiding internal and external resources in creation of assets.
- Conceptualize and scope thought leadership content, identifying key themes and working with subject matter experts and internal / external resources to develop long-form content that positions Zelis as a leader with your segment.
- Be an effective writer able craft key messages, develop a thesis, organize an outline, and guide staff writers and creative teams in producing market facing documents and presentations.
- Be comfortable scoping, managing, and communicating results of research projects to generate key insights into the business and market.
Monitor and track secondary research reports for key insights and market understanding relative to trends and competition.
ABOUT YOU :
- 7+ years of successful and progressive work experience in B2B marketing with Account Based Marketing experience.
- B2B Industry or segment marketing experience preferred; healthcare industry experience preferred; experience marketing to healthcare payers preferred;
product marketing experience a plus; experience in B2B technology or professional services marketing a plus
- Strong collaboration, relationship-building and influencer skills to build cross-functional partnerships in a matrixed environment
- Experience in translating insights and strategies into effective marketing tactics
- Strong written and verbal communication skills to help articulate customer and business needs
- Critical thinker capable of producing applied insights and problem-solving
- Self-starter and quick learner with the desire to learn new tools and techniques
- Agile, able to deliver high-quality results under tight timelines
- Ability to travel as needed, not exceeding 20%
EDUCATION :
- Bachelor’s degree required; MBA or Master’s preferred
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