Lead Product Marketing

Profile

Description

The Product Marketing Lead Develops, directs, and executes the go-to-market approach for a significant product or product category. The Product Marketing Lead works on problems of diverse scope and complexity ranging from moderate to substantial.

Responsibilities

The Product Marketing Lead Creates the product value proposition and aligns the product positioning and messaging strategy to target the intended consumer. Works with Product Managers to establish product launch and adoption strategies, including product direction, advertising, packaging, pricing, and future product development. Plans, develops, and executes promotional campaigns that inform the organization's target market of the merits of purchasing its products and services. Researches, writes, designs, and edits collateral that is effective and appropriate for the intended audience, or partners with Marketing teams to do so. Assesses product launches, advises on how to redirect campaigns, and recommends ways to improve initiatives. Advises executives to develop functional strategies (often segment specific) on matters of significance. Exercises independent judgment and decision making on complex issues regarding job duties and related tasks, and works under minimal supervision, Uses independent judgment requiring analysis of variable factors and determining the best course of action.

Specific responsibilities include:

Serve as the program leader responsible for all aspects of key product efforts including leading the development and execution of marketing strategies that support the Home Solutions segment's overall objectives with a clear focus on product and engagement marketing

Guide the creation and execution of integrated go-to-market plans in partnership with marketing colleagues, key internal business partners, and other cross-functional teams

Drive the development of product marketing deliverables, including value proposition, product positioning, audience and attitudinal/belief/motivation/needs-based segment targets, and customer benefits

Develop deep understanding of consumer insights related to this space; understand emerging trends and competitive environment; contribute innovative ideas for products and marketing solutions to team, as well as innovative ideas for product launches

As part of program ownership, lead the development and execution of a re-brand within the Home Solutions segment with a clear focus on product and engagement marketing. Expect the first 12 months to be focused in this area.

Guide the creation and execution of the rebrand in partnership with marketing colleagues, key internal business partners, and other cross-functional teams

Create an effective communication strategy to support the rebrand for both internal and external parties

Work across the organization to ensure alignment of key objectives and expectations of the rebrand and monitor/drive implementation efforts from beginning to end to ensure a smooth transition and tie in with overall Home Solutions Marketing strategy

Orchestrate all efforts both internally and externally impacted by the rebrand

Translate complex care products, models, and experiences into simple, creative, and impactful product communications that connect with and motivate behavioral change among key target audiences and those impacted by the re-brand

Leverage Behavioral Economics biases and segmentation models to create targeted offers that drive better results; employ test and learn methodologies for rapid iterations

Establish and track key performance indicators and consistently report outcomes to key stakeholders

Lead by example by emulating behaviors consistent with the new ways of working and Humana values

Minimum Role Qualifications

Bachelor's Degree

At least 6 years of building and executing highly impactful product marketing strategies

Strategically oriented, resourceful, influential, critical thinker

Experience in Financial Services, FinTech, Healthcare, HealthTech, Technology, Professional Services, or CPG

Highly collaborative mindset and excellent relationship-building skills, including the ability to engage many diverse stakeholders and SMEs, and win their co-ownership in outcomes

Positive track record of driving customer engagement with new products, services, and/or experiences

Highly effective communication skills

Strong budget management skills

Deep empathy for the customer and ability to translate complexities into simple, comprehensible communications

Persuasive story teller who has demonstrated the ability to communicate effectively with senior leaders; executive presence

Deep understanding of brand positioning and strategy

Expert knowledge and use of marketing frameworks

Ability to identify actionable insights and translate them into winning marketing strategies

Strategically oriented, resourceful, influential, critical thinker

Ability to comprehend the multitude of work streams across the business impacted by a brand transition

Highly collaborative mindset and excellent relationship-building skills, including the ability to engage many diverse stakeholders and SMEs, and win their co-ownership in outcomes

Strong bias for results

Creative Problem solver

Preferred Qualifications

MBA from top school

Agile working model experience

Sales Force Marketing Cloud/Journey experience

Scheduled Weekly Hours

40

Company info

Humana Inc.
Website : http://www.humana.com