Director, Brand & Content Marketing

Ready to help us transform healthcare? Bring your true colors to blue. 

What we need

We are seeking an experienced and strategic Director of Brand & Content Marketing to lead brand and content marketing efforts that will help advance our brand and business goals. The successful candidate will be responsible for creating and implementing an annual brand and content planning process, as well as individual content marketing plans that raise awareness of our brand and enhance the company’s strong reputation, inspired by our brand positioning, mission and values.

The Director of Brand and Content Marketing will report to the Sr. Director of Brand and Engagement marketing and will manage a team of brand, content and digital marketing managers. This person will also work closely with cross-functional teams to ensure all Brand messaging and content we create across all paid and owned channels is aligned with business objectives and meets the needs of our most important audiences – our members and B2B partners.

Your Day to Day

• Design and execute a comprehensive Brand and Content marketing strategy aligned with business goals, and key B2B and B2C audience insights.
• Manage agency partners across advertising, media, and sponsorships to develop campaigns that help deliver on key brand health goals
• Partner with Engagement Planning and CX to identify opportunities and develop messaging maps across consumer journeys.
• Develop overarching messaging strategies that support B2B and B2C audiences – both at an integrated campaign level as well as across channels: website, email, SMS, DM, social media, paid advertising.
• Manage an overarching content calendar, ensuring consistent and high-quality content across all channels.
• Create a content marketing measurement and optimization program.
• Partner with Corp Comms on development of a detailed editorial calendar that aligns with both enterprise and marketing communication plans and goals.
• Lead all content development (traditional, web, and social) and set up a system for identifying what types of content should be created, co-created or curated, and how/where to integrate AI responsibly into our process.
• Continuously identify ways to innovate brand and creative content creation & distribution, including, new formats or executions, and emerging market and media opportunities.
• Responsible for assessing, implementing, or sunsetting content (including paid media) partnerships, both internal and external.
• Position the company as a leader in the health insurance industry by creating and promoting thought leadership pieces that address industry trends and consumer needs.
• Manage brand and content marketing budgets, ensuring effective ROI and resource allocation.
• Oversee social media strategy for content, platforms and performance.

This document is not an exhaustive list of all responsibilities, skills, duties, requirements, or working conditions associated with the job. Employees may be required to perform other job-related duties

We're Looking For

• Prior BCBS experience is required.
• Bachelor's degree (master’s a plus), preferably in english, journalism, communications, or related field.
• 10+ years of experience, with proven success in leading Brand and Content marketing teams at a client, PR, and / or Advertising Agency.
• B2B and B2C experience required.
• Experience managing the development of brand campaign strategies and the development of fully integrated campaigns, including validating the work and reporting on its performance in market.
• Experience overseeing media planning and buying across integrated channels (video, social, broadcast, and partnerships)
• Exceptional storytelling, editing and writing skills, with experience building content across a variety of content platforms, especially social.
• Skilled at developing content across a broad range of lengths (long-form + short-form) and formats (social media, blogposts, video).
• Deep understanding of the social media space, and emerging content trends.
• Experience developing strategies off of a customer journey framework.
• Able to develop editorial strategies that drive end to end digital content development.
• Strong communicator and strategic thinker with a proven ability to translate complex concepts into easily digestible and compelling content.
• Has sophisticated understanding of contemporary content marketing analytics and experience working with marketing leadership to assess content marketing ROI and optimize programs accordingly
• Performance-oriented, and easily able to translate data into meaningful insights.
• Can communicate effectively with senior leadershi