Overview:
The Director, Lifecycle Marketing role will drive the strategy and implementation of our enrollment, engagement and retention programs across all platforms and audiences. This position will ensure our patients(customers) have a cohesive and engaging experience at each stage in their journey with us, building a deep relationship and ensuring they think of CCS as trusted partner as they navigate their health.
Leveraging their customer centric mindset, this role must work to deeply understand our target audiences, their motivations, and challenges.
The successful candidate will report directly to the VP, Patient Experience. The position location is flexible, ideally located in either ET or CT time zone. The placement must be willing to travel, quarterly or less.
Other Key Relationships:
Partnering closely with Enterprise Operations, Analytics, Clinical, Tech and Marketing Operations, this position will play a critical role in helping to meet our enrollment/engagement and retention goals.
Responsibilities:
- Build the omni-channel Lifecycle strategy to engage and retain patients across our programs and services.
- Optimize campaigns by building an experimentation plan including scalable A/B tests across subject lines, calls to action, etc.
- Create a nurture/drip campaign strategy to keep CCS top of mind throughout patient reorder cycles, leveraging education and content from our Clinical Education team.
- Work collaboratively with cross-functional stakeholders to build experiences that engage and retain our patients while meeting goals/objectives.
- Establish benchmarks, reporting capabilities, and monitoring for patient communications that support ongoing campaign analysis and performance reports/readouts to cross-functional stakeholders and the leadership team.
- Coordinate creative and execution work with key partners on our Marketing Ops team.
- Some project and program management.
- Maintains a high degree of confidentiality at all times due to access to sensitive information.
- Maintains regular, predictable, consistent attendance and is flexible to meet the needs of the department.
- Follows all Medicare, Medicaid, HIPAA, and Private Insurance regulations and requirements.
Desired Outcomes:
- Develop and implement omni-channel (email, SMS, phone, direct mail) patient and/or customer journeys and lifecycle campaigns that improve our enrollment and engagement.
- Utilize automation via Marketo, partnering closely with our Marketing Ops and IT team.
- Develop benchmarks and reporting that allow for clear understanding of impact.
- Demonstrate strategic and creative thinking while also implementing tactically.
- Thrive in a highly collaborative, fast-paced team environment.
- Mentor more junior members of the team.
Qualifications:
- 7+ years in Lifecycle Marketing, Customer Marketing and/or Retention Marketing ideally in the Healthcare or Digital Health space.
- Education – Bachelors or equivalent combination of education and/or experience.
- Experience leading integrated, digital (email, SMS, etc.) and offline communications & campaigns, including direct mail, packaging/shipping materials.
- High level of experience with marketing automation tools like Marketo.
- Ability to align the right messaging with the right segment.
- Exceptional attention to detail and strong writing skills.
- Strong reporting & analytics experience required.
- Critical thinking and ability to maintain focus while juggling multiple tasks.
Values:
- Certainty – The lives of the individuals we serve depend on our ability to execute. We commit to doing this every day.
- Use appropriate methods and a flexible interpersonal style to help build a cohesive and collaborative team based on a foundation of trust and transparency. Deliver what you commit to.
- Compassion – We understand the burdens of patients and their loved ones and channel this into a relentless pursuit of customer satisfaction in every part of our business.
- Ensure that the patient is the driving force behind business decisions, implementing service practices that meet needs of both the patient and the organization. Treat others the way you want to be treated.
- Advancement – We are endlessly looking for ways to progress and become more innovative in all things we do.
- Encourage innovative approaches for addressing opportunities and facilitating change, driving cross-functional alignment to accomplish goals. Speak the truth.
