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Field Marketing Lead

Company: Cigna
Location: Nashville
Posted on: October 17, 2019

Job Description:

Develop and execute local-focus integrated marketing plan, in coordination with local market leadership team, US Business Marketing and Marketing Centers of Excellence. Plan should reflect full alignment with local market (as reflected in the market’s “Operating Plan Memorandum”) and enterprise objectives, demonstrating in-depth understanding of market and competitive dynamics and how the entirety of marketing assets can be leveraged to achieve those goals. Create a local market value proposition – translating the Company Value Proposition into a “local story” with localized proof points. Serve as a trusted advisor and counselor for the Market President (MP) and his/her leadership team. This includes implementing and maintaining a regular operational cadence with the MP and lead team (i.e. MP briefings, leadership & staff meetings, 11s, etc.) to discuss the business-aligned marketing activities, solicit feedback for improvement and share programmatic results.  Ideally to establish him/herself as a key partner for all market activities. Serve as the “marketing quarterback” (one point of contact) in the local market for the Company Marketing organization and local team. Cultivate market level marketing programs (all buyer groups and solutions plans) that create a highly differentiated position for Company in the market to drive incremental improvement to the brand, support acquisition & retention, expand share of wallet, and improve affordability. Convene local market competitive intelligence based upon feedback from sales, network leadership as well as Market Leadership to create and inform Company differentiated messaging and programs. Collaborate with the local market leadership team and the Company Foundation & Civic Affairs to develop the local market Community strategy, aligned with the local marketing strategy and business plan. Build and strengthen relationships within the local markets through a thoughtful strategy to deepen connections to existing and potential clients, brokers/producers, providers and other key partners. Manage the execution and activation of the marketing plan and associated activities, to include coordinating efforts with Centers of Excellence (i.e. Events and Sponsorships, MarComm, etc.) and other Enterprise Partners (i.e. Producer Relations, Solutions, Sales Effectiveness, Company Foundation, etc.). Contribute to internal/external communications, public affairs, media, social media and events, as appropriate. Manage local marketing administration budget, invoice processing, operating & activity calendar, measurement tracking, reporting, etc., as required Partner with and/or mentor extended Field Marketing Team members, as needed Qualifications Must have familiarity with and reside in the local market he/she is serving; with ability to travel among key market offices (frequency dependent upon market needs) 8-10+years’ experience developing and implementing a cross-buyer group, local market based marketing strategy for a Fortune 500 company. Experience in healthcare or financial industries highly preferred. Bachelors degree is required, graduate degree strongly preferred. Expert English language communicator A strong strategic sense coupled with an operational orientation; able to contribute to a strategic process, yet is someone who executes flawlessly. Demonstrated ability to influence others – including C-suite and senior leadership, partners, clients and community leaders - and utilize resources to accomplish tasks. Has excellent win/win negotiation skills and client service capabilities. Proven ability to analyze competitors marketing plans and strategies. Enterprise thinker with proven ability to influence across a matrix environment. Ability to develop relationships across all levels of the organization, as well as externally. Strong financial acumen and P&L experience; has a track record of achieving bottom-line results by managing against well-crafted strategic plans and thoughtfully leveraging relationships Experience managing multiple priorities and executing strategy within time, budget and quality standards. Ability to work from Georgia as a home base, so some relo assistance may be available.

Keywords: Cigna, Nashville , Field Marketing Lead, Other , Nashville, Tennessee

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