Leads a team of talented Marketing Strategists focused on Group lines of business and Healthcare division initiatives; manages overall campaign planning and orchestration aligned to 1-3 year business planning and roadmap to help drive business outcomes, avoid customer confusion, and deliver on Blue Cross NC's purpose, values and goals.* Lead and manage staff responsible for business needs analysis, planning, budgeting, and implementation of marketing plans. Initiatives may include; development of marketing strategies, communication plans, advertising campaigns, as well manage external vendors, budgets, production schedule and traffic workflows. * Leverages industry experience and expertise to promote enterprise understanding of the key areas in which the company is seeking to create competitive differentiation and establish sustainable competitive advantage in the marketplace. * Tracks, optimizes and manages inter-project relationships & project lifecycles across department. * Aligns marketing initiatives with departmental priorities and create synergy with other marketing efforts. * Manages and coaches direct reports.

Team focus: Commercial lines of business (Group Markets, Individual Under-65, Healthcare, Ancillary). Responsible for the creation of marketing deliverables in both traditional and digital channels, and for the creation of a seamless experience across digital properties, apps and tools. Directly guides the work of content creators to deliver user-centered, best-in-class creative solutions across the consumer, user, and member’s experience with the Blue Cross NC brand.* Manages an internal team of content creators (writers, content strategists, graphic designers, visual interface designers and multimedia designers).* Responsible for the creative development of all digital and non-digital assets including video, television, radio, email, display ads, social media, print, outdoor, out-of-home advertising, BlueCrossNC.com, landing pages/microsites and apps/portals/applications.* Guides the strategy, architecture, navigation, visual design, user flows and interaction of digital properties.* Leads and reviews the creative output of Blue Cross NC spanning creative ideation, presentation, execution and analysis of marketing campaigns and digital experiences.* Aligns creative output with Brand style and tone.* Champions user-centered design, user research and testing, enterprise content strategy, analytics and language simplification principles.* Mentors the team in developing sound, strategic recommendations that achieve business goals while ensuring consistency with content/design standards and compliance guidelines.* Fosters a highly collaborative, creative work environment.* Provides consultation on creating seamless experiences through traditional and digital channels.* Scrutinizes the creative landscape and analyzes design and consumer trends to assess and advance where Blue Cross NC’s work stands against competitors and the larger marketplace.

* Leads development of engaging content for electronic and interactive communications (e.g., email, landing pages, social media, banner ads).* Provides technical leadership on digital marketing tools and best practices.* Analyzes campaign data to uncover new insights and continually refine messaging.* Supports creative needs associated with advertising, promotional collateral, sales materials, multimedia presentations, and all customer experience touch points.* Acts as department leader for creating a unified brand message and BCBSNC voice across all communication vehicles.* Brainstorms and collaborates with the other team leads to determine appropriate brand messaging and communication channels based on business goals.* Sets content style and grammatical protocols for a consistent, unified BCBSNC voice.* Ensures all copy is compliant with complex regulatory and trademark requirements—and all materials are consistent with BCBSNC and BCBSA brand standards.

* Author and edit a variety of healthcare materials to bolster engagement, promote the company's brand and educate members on their health/wellness.

Talented creative professional with the technical skills to manage multi-channel communications. * Freelance writing, design and proofing. * B2B & B2C consulting services for: * Social Media * Content Strategy * Content Marketing * UX * Health Literacy

* Assisted in the planning, implementation and evaluation of multi-channel marketing campaigns targeting large employers and health plans (Commercial, Medicaid, Medicare)—generating leads while promoting the company and its product lines. * Managed and monitored growth and engagement of B2B social media presence across multiple platforms—including LinkedIn, Facebook, Twitter and SlideShare.* Led member-facing Facebook group for our pediatric obesity program—including creative design of posts, daily posting, member invitations and driving engagement.* Developed content and assisted with design/UX of new EnvolvePeopleCare.com site.* Implemented and advocated for digital marketing tools and innovations—such as marketing automation, blogging, buyer personas, programmatic ads and more.* Was a thought leader in industry trends, market needs and competitive intelligence.* Established content repository that could be quickly leveraged by sales teams.* Monitored ongoing campaigns by market—while serving as a rapid-response resource for executives and sales when unplanned or immediate needs surfaced.* Researched data, constructed ideas, laid out artwork and prepared market-facing staff for interacting with prospects and clients.* Prepared news releases, fact sheets and public relations campaigns.

* Research and author a wide range of marketing materials (including white papers, blog posts, case studies, sales brochures, webinars and health challenge materials).* Author engaging content for wellness-focused activities and tools.

* Wire frame and design/test/maintain features for online health portal. * Create healthcare education, worksite wellness and marketing materials: - Primary author and content manager of member-facing health portal. - Primary author of suite of wellness and disease management program materials.* Design, execute and manage health and wellness e-mail campaigns.* Design end-to-end communication plans (including themes, branding, marketing, deliverables, authoring and ongoing maintenance).* Apply behavioral change strategies in clinical education and psychological methodologies in sales/marketing/web communications.* Codify user experience for products/sites/features/functions.* Experience with HTML; Adobe Creative Suite; MailChimp (e-mail campaigns); Visio and Balsamiq Mockups (wire framing).

* Edited online course materials* Standardized and enhanced HTML design of online course pages

* Created health-related content * Assisted with user experience design of site pages

* Created member-facing healthcare education and marketing materials* Designed health-related newsletters and promotional materials