Director, Performance Marketing

The Director of Performance Marketing will lead Media and digital marketing across all channels, including search engines, social, and display and they will lead marketing analytics for the division. The ideal candidate will demonstrate superior technical expertise and organizational capabilities in media and campaign management, analytics, communications evaluation, data modeling, relationship skills, and commercial awareness.

On-site expectations for this role will average once-a-month travel to our campus in Durham, NC. Initial onboarding time in Durham, NC will most likely be more frequent to support a strong start in this role.

What You'll Do

• Set the vision and lead a team managing the audience development and engagement strategies for all media and digital marketing channels

• Craft and implement a clear, cohesive media channel strategy that supports Blue Cross NC's brand strategy, member acquisition and retention goals

• Articulate how the channel strategy drives engagement with key audiences, including developing, maintaining audience segment definitions/personas, and using audience research and digital paid media channel metrics to identify audience insights that will inform the division and team's work

• Develop full-funnel acquisition media campaigns, establishing evergreen campaigns while consistently testing new audiences, CTAs, creative, channels, and formats.

• Develop measurement framework with clear critical metrics and targets to measure ongoing channel health and performance as well as frameworks for evaluating key campaigns and moments across channels

• Analyze program performance as well as industry trends to develop plans and implement for the optimal marketing & media mix and translate campaign metrics into meaningful insights

• Develop and provide analytics to report on program results, both at the top-line and campaign levels, ensuring optimal ROI/ROAS against marketing budget and overall ecommerce revenue goals

• Manage and aggregate channel level reporting to help build an integrated view of our acquisition landscape and advertising effectiveness through multiple lenses of attribution.

• Develop and execute retention and customer lifecycle strategies that maximize customer engagement, loyalty, and lifetime value

• Measure and analyze retention and customer lifecycle metrics to identify opportunities for improvement and track the success of retention and customer lifecycle programs.

• Continually optimize retention and customer lifecycle programs and initiatives through ongoing testing, analysis, and iteration.

• Implement and manage comprehensive test and learn strategy.

What You Bring

• Bachelor's degree

• 10 years of experience with responsibility for strategic development, business development, or market / product development

• 7 years' experience leading teams and/or managing direct staff

• In lieu of degree, 12+ years of experience in related field

Bonus Points

• Detail-oriented, self-starter, curious and innovative mindset, with the ability to react quickly to changing priorities without full guidance

• Data-driven, analytical, and solution-oriented

• Thrives in a fast-paced environment and is good at dealing with ambiguity

• Expert level knowledge working with various digital technology vendors, platforms, and solutions, including sales force and SAS, Google Analytics, SQL, Power BI, or similar tools

What You'll Get

• The opportunity to work at the cutting edge of health care delivery with a team that's deeply invested in the community

• Work-life balance, flexibility, and the autonomy to do great work

• Medical, dental, and vision coverage along with numerous health and wellness programs

• Parental leave and support plus adoption and surrogacy assistance

• Career development programs and tuition reimbursement for continued education

• 401k match including an annual company contribution

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