About this Job
Cigna is currently hiring for a fulltime Senior Director, Paid Media & Sponsorship Marketing - Hybrid position. You can learn more about this employer here as well as clicking the link below to learn more about this listing.
This job was published via JobLeads.
Responsibilities
- The Senior Director, Paid Media & Sponsorship Marketing will be responsible for (1) leveraging paid media and sponsorship channels to accelerate growth of the Cigna Group's US Commercial, Evernorth, and Government Businesses (2) leading strategy and implementation of cross-channel media and sponsorships to drive brand awareness and market conditioning, (3) Providing thought leadership on media campaign strategies, audience segmentation, and data-driven media plans in order to deliver optimal program performance
- Seeking an individual with anentrepreneurialmindsetwho willcreate strong relationships and partnerships with key business and COE leaders and is willing to explore go-to-market strategies that are not traditionally seen in the health services vertical
- It's crucial that this leader embraces and drives change management and can inspire Cigna team members with energy, passion, coaching, creativity, and innovation
- Overall, this individual will be instrumental in running a world class sponsorship marketing and media function through management and leadership of two teams (enterprise paid media & sponsorship marketing)
- Build a best-in-class media and sponsorship marketing COE that is regarded as a key business driver in achieving growth targets and advancing Cigna's marketing capabilities
- Lead The Cigna Group's enterprise paid media portfolio planning, strategy, investment, activation, and measurement - with a focus on outcomes-based success KPIs across our B2C, B2B, B2B2C, and DTC audiences
- Lead planning, execution, and optimization of performance media - paid social, programmatic, integrated media partnerships/sponsorships, paid search/SEO, lead aggregators, and affiliate marketing tactics
- Identify, negotiate, activate, and optimize marketing sponsorships that drive brand differentiation, build stakeholder engagement through borrowed equity, and fuel business growth and retention
- Transform the organization's sponsorship portfolio strategy from transactional to purpose-driven, with a focus on expanding the portfolio across new lines of business, integrating sponsorships into the buyer journey, and establishing clear measures of impact on the business and the brand
- Deliver a refreshed experiential/activation strategy for the Cigna Group's mobile community clinic tour - identify new paths forward to bring underserved communities the health services resources and education that they need
- Own the strategy, execution, and measurement for the Cigna Group's client hospitality programming across partners such as the NFL, The Masters, the US Open, F1, and other top-tier experiences
- Expand and own direct relationships with digital, data, and social partners in order to enable bigger ideas, contextual partner alignment, and more innovation
- Build a strategic framework and playbook for experiential marketing activation
- Successfully roll out pilot season of Commercial Sponsorship Packages
- Audience and Measurement Optimization: Leverage new data streams to build models for who attends tier 1 vs. 3 programming, forecasted return, etc
- Deepen partnership with buyer group leadership and UW to curate programs based on growth objectives and earnings
- Formalize a post-event ROI process with shared data from field/UW
Qualifications
- A minimum of 10 years of work experience in marketing, events or sponsorships; Bachelor's degree required
- If you will be working at home occasionally or permanently, the internet connection must be obtained through a cable broadband or fiber optic internet service provider with speeds of at least 10Mbps download/5Mbps upload