Sr. eBusiness Mgr. - Online Acquisition Job # 59385
Helping make high-quality health care for Californians easy, accessible and affordable is a great calling. Knowing that your company has contributed over $125 million back into California communities and will continue to do so is flat out uplifting. Join the hardest working, not-for-profit health plan in California and be part of the solution.
Blue Shield of California is seeking an eBusiness Senior Manager to lead our online acquisition team. This role will have end-to-end accountability for driving revenue generating traffic through our online shop, quote, and apply processes. Accountabilities will include leading the management and measurement of all acquisition related marketing communications, creation and deployment of an appropriate and coordinated prospect-eliciting SEO/SEM strategy, and management of all prospect-facing online products (find a plan, quote and apply, etc.)
As part of the Digital Marketing and Sales team, which serves prospects and producers across California, this Senior Manager will serve as Blue Shield's thought leader in the acquisition marketing, SEO/SEM, and online B to C (prospective members) and B to B (brokers as well as prospective groups) sales product development. This digital marketing and product management visionary must manage a team to create innovative and successful digital marketing campaigns, define award winning products, secure organizational support, and monitor successful delivery.
This Senior Manager will report to the Director of Digital Sales and Marketing in eBusiness
and will be located at our corporate office in downtown San Francisco or El Dorado Hills.
Responsibilities:
- Lead the development of a comprehensive multi-year online acquisition strategy including the creation of a marketing and sales product vision to maximize cost savings and growth objectives
- Drive delivery, planning, execution, conversion and measurement across multiple channels, including search (paid and organic), online media, direct response email and more
- Develop and execute against a multi-year roadmap to deliver dramatic membership and revenue goals while maintaining a solid book of profitable online business
- Drive growth in traffic and revenue through effective and results-focused marketing campaigns
- Maximize paid/natural search traffic and order conversion, while meeting cost per acquisition targets
- Recommend new features, enhancements, and capability improvements to our prospect facing products that address business goals and user needs; align timing and development of site capabilities with functional leaders and executives
- Responsible for developing business cases, securing resources, setting and managing expectations for project timing, scope and risk;
- Champion the prospect's experience online within Blue Shield, promoting the site's capabilities and collaborating with other departments to improve site results
- Serve as an expert, with knowledge of the competition, market trends, BSC prospect needs and internal product rationalization processes.
- Work with technical architects to devise scalable and cost effective solutions
to meet business objectives and customer needs.
- Recommend new products and features (assess opportunities, write business cases, pitch concepts, and secure funding).
- Manage vendors, including selection process, evaluation process, contract negotiations and the ongoing relationship. Ensure terms of agreements are upheld and enforced, including adherence to contract and adoption terms
- Represent the department as a prime contact on the product lifecycle and features/functions with internal partners. Effectively influence delivery partners to support the product.
- Ensure committed benefits against approved business case are met, including support of site marketing/adoption plans.
- Oversee development projects ensuring vision is delivered on schedule and on budget.
Requirements:
5+ years of online marketing experience including experience in creating, launching and measuring direct response online marketing campaigns with search engines, affiliates, and web marketing partners
Experience with Facebook and Mobile advertising a plus
Knowledge of direct marketing, segmentation, testing and measurement techniques
Strong analytic skills with proficiency in Excel and Web Analytics
Experience with Multivariate Landing Page Optimization and SEM automation
Extensive experience in healthcare (5+ years working with web portals, data exchange, or other forms of electronic business solutions) highly desirable
Management experience including executive level communication, vendor assessment and negotiation
Strong communication and business analysis skills
Deep subject matter expertise in technology and/or healthcare/financial services business
Deep subject matter expertise in technology and how to use it to provide competitive advantage for product development, brand management and and/or superior client experience
Demonstrated organizational and project management abilities including strategic planning, facilitation, financial management, vendor assessment, and negotiation skills
Proven track record of success in web product management, delivering front-end solutions that enhance the customer experience
Ability to serve as a change agent and influence behavior across departmental lines and at multiple levels
Excellent interpersonal and communication skills, including effective delivery of executive level reports and in-person presentations
Success in building and leading cross-functional teams, fostering collaboration and teamwork
Strong people management skills
Deep knowledge of the individual, small group and producer marketing and sales process and experience
Management and/or systems integration consulting highly desirable
Prior experience with California health plans highly desirable
Process re-engineering experience highly desirable
Internet Marketing including Search Engine Marketing, Social Media, Landing Page
Optimization, A/B and Multivariate Testing, and Marketing Communications
P&L management desirable
Blue Shield of California is an Equal Opportunity Employer.
