"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:
• Leveraging paid media and sponsorship channels to accelerate growth of the Cigna Group's US Commercial, Evernorth, and Government Businesses
• Leading strategy and implementation of cross-channel media and sponsorships to drive brand awareness and market conditioning
• 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 an entrepreneurial mindset who will create 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