VP, Digital Marketing - Minnetonka, MN

Job Description:

No industry is moving faster than health care, and no organization is better positioned to lead than UnitedHealthcare. Research shows a strong and steady demand from seniors looking to technology and the Internet for health-related resources. Because we believe in offering a meaningful experience for Medicare consumers, we will enhance the integration of digital marketing with our omni-channel marketing strategies, operations and data analytics to evolve our market-leading growth. The VP of Digital Marketing is responsible for developing and driving digital marketing strategies to cohesively build awareness, educate, acquire, engage and retain Medicare consumers across integrated marketing experiences, driving digital impact and user experience through web properties, mobile, online advertising, paid search, SEO / SEM, social media, email marketing, influencer programs, and other engagement technologies. By developing our digital experience as a growing component of an omni-channel strategy and driving purchasing behavior through digital products, platforms, content and technologies, the VP will have a strong focus on business results including engagement, online enrollment, leads, CPA, TCOA, demand, traffic and site conversion; leading enhancement of the digital experience to deliver a growing revenue stream and expanding the consumer's positive experience with UnitedHealthcare. Primary Responsibilities: * Develops, translates and executes strategies or functional / operational objectives for a region, line of business, or major portion of a business segment functional area * Directs others to resolve highly complex or unusual business problems that affect major functions or disciplines * Drives programs that impact markets of customers and consumers * Develop a foundational, but progressive view of Medicare consumers, products and influencers while considering the shifting market dynamics impacting competitors and the industry * Collaborate with business leaders and internal / external partners to lead our consumer-centric digital marketing vision and roadmap, aligned with UHC technology and systems * Drive digital marketing expansion and scalability through identifying opportunities to promote successful offerings through enhanced integrated campaigns and strategies * Manage cross-functional relationships with marketing, technology, consumer insights, analytics, product, and sales teams to ensure a consistent message across consumer touch points to maximize results * Develop innovative and consumer-centric digital marketing plans for awareness, education, acquisition and retention, through insights, meaningful engagements and brand development of consumer targets * Accelerate online enrollments within established and new programs, channels and strategic partnerships * Lead integrated mobile and social media strategy through defining purpose, approach, content, ecommerce, advertising, partnership and community development, consumer research, marketing, and website technology * Grow organizational capability in digital marketing and integrate into each marketing program/campaign * Drive use of marketing analytics to provide insights and with recommendations to reach the consumer in new ways and improve digital marketing ROI, future recommendations and overall strategies * Leverage workflow optimization to improve efficiencies and processes while ensuring digital marketing projects are within budget, scope and timelines * Manage dedicated digital marketing staff, oversee cross-functional teams and direct external partners * Stay curious and maintain awareness of progressive marketplace 'best practice' and industry trends Required Qualifications: * Bachelor Degree in Marketing * 10+ years of marketing leadership experience * 8+ years digital with direct-to-consumer, integrated media and marketing platforms focused on digital, mobile, social and traditional marketing * Exceptional written and verbal communication skills with ability to communicate and inspire at all levels, including addressing opportunities, risks, and strategic positioning with business and technology leaders * Talent in simplifying complex content * Proven track record of displaying ownership, urgency and sound decision making skills * Extensive experience planning and managing large-scale, strategic digital marketing initiatives, including capital planning, across matrixed organizations * Gaining support for initiatives through influence and use of business rationale * Demonstrated experience with roadmapping and implementing digital marketing initiatives that will scale to support the requirements of a growing organization * Deep understanding of the digital environment and evolving tools and platforms used to improve online experience and presence. Able to translate trends into business opportunities * Strong leadership and consensus building skills, with a willingness to continually embrace personal and professional development * Pr...