Job Abstract

The Marketing Program Manager’s (PM) primary role is to serve as marketing subject matter expert in driving strategy that results in sustainable growth and retention for their assigned product line. The role requires leadership attributes and ability to develop strategic go to market plans. The Program Manager oversees and drives the end to end execution of multi-faceted marketing campaigns outlined within the marketing plans. This position works closely with the cross-functional teams within the service area, product line leaders and other key stakeholders overseeing all aspects of the marketing program development respective to each line of business. Some key functions range from consulting with cross-functional team leaders, defining the vision to influence and gain alignment for final approval of content and deliverables, and deploying communications and media campaigns and member journey map. This role functions to ensure programs align with line of business’ product strategies as well as overarching organizational strategies. This position oversees and administers all facets of the day-to-day operations and activities related to the marketing program plan, including quality control, risk management, and stakeholder engagement. On a project-by-project basis, the PM delineates and defines an appropriate scope tailored to achieve the program's goals, creates and runs a program plan and timeline, engages internal and external stakeholders, as needed, and provides the logistical support and subject matter expertise needed to successfully complete the program. The PM assembles and delivers all protocols, manuals, and training to ensure staff and stakeholders are apprised of the methods and processes implemented in the Programs and other departmental initiatives and programs.

Develop, propose and implement program strategies and objectives.  Responsible for monitoring program budget and expenditures.  Plans, develops, and implements strategies for generating funding and/or resource opportunities for program activities. 

Develop the LOB-specific Marketing Plan through close consultation with Marketing leadership, Product leadership, Sales, Strategic Planning, Contracted Vendors, and other key stakeholders at all levels internal and external to the organization. Responsible for the development and execution of Go-to-Market strategies and the Member Journey experience. Lead the overall efforts to gain alignment on strategic marketing plan with product leaders and cross functional partners. Direct and develop market research requirements and analysis to identify opportunities, market trends, and competitive threats. Own the development of brand studies and focus groups for their respective product line. Ensure program objectives and deliverables are in alignment with department and L.A. Care goals.

Set, lead and manage project goals, objectives and timelines. Develop a product-specific marketing plan based on annual Marketing goals and objectives while ensuring alignment with the respective lines of business annual vision goals and objectives. Lead and oversee efforts to ensure marketing project initiatives align with overall program, business unit and leadership goals, and expected outcomes meet the needs of internal key stakeholders including marketing compliance. 

Analyze goals in the Annual Strategic Marketing plan and develop strategy to influence alignment with key stakeholders across the organization to ensure successful execution of program plan.  Evaluate, prioritize, recommend, and ensure allocation of project resources.  Plan, schedule, manage and track progress, including how the budget is being used. Monitors and reports on budget status.

Ensure team members have the resources needed to meet their objectives.  Monitor and report out on Key Performance Indicators (KPIs), project pipeline updates, and lessons-learned metrics to project stakeholders.  Receive support from marketing leaders and specialists to accomplish this task.

Provide regular progress reports to senior management on all activities.  Continuously review programs, audit projects and tactics within an annual plan for quality, track projects for impact to intended goals, as defined in the project plans, and provide consultative advice to cross-functional partners and stakeholders.

Plan, lead and facilitate meetings and strategy sessions with Product and other stakeholder teams.  

Serve to ensure cross-functional Marketing teams are following defined protocols.

Oversees the execution of the product lines’ respective strategic marketing plans inclusive of the annual go-to-market plan for the year, ensuring that timelines and key performance indicators (KPIs) are being met.  Works with the team to execute initiatives and ensure plans are executed and objectives are met.  Ensures that project closure is completed, and works with the team to discuss and evaluate the programs implementation processes and programs process improvements. Responsible in archiving project records and deliberations.

Consult with the Product teams on a regular basis to address changes in the market or regulatory landscape.

Works with the Creative Services team to develop creative briefs for new creative approaches based on industry standards and relevant product data. Has oversight of all marketing channels for brand consistency. Owns the health education, provider and sales marketing initiatives with support from Marketing Specialist.

Monitor inter-connected programs/project work product, outcome and interplay to be able to make necessary enhancements or modifications as appropriate to ensure alignment with department objectives.  Coordinate cross-program/project activities as necessary.

Submits ongoing reports to Product Strategy, Sales and Marketing (PSSM) leadership on active go-to-market efforts and performance. Leads and facilitates periodic status meetings.

Responsible for vendor management as necessary and as relates to assigned programs.

Perform other duties as assigned.

Required:

A minimum of 5 years of marketing, advertising, brand management experience, with at least 4 years of demonstrated marketing/advertising project/program management expertise.                                                                    

Proven success of leading projects/programs. 

Preferred:

Experience in Health Plan or Managed Care Organization.

Experience in various Product line such as Medi-Cal, Medicare, Commercial Product and/or market exchanges.

Required:

Demonstrated increasing levels of successful planning and results.

Demonstrated skills in the program management, project management, and implementation of programs with varying degrees of complexity.

Excellent communication, demonstrated leadership skills, and a strategic thinker.

Highly skilled in change management and operating in ambiguous situations. 

Problem-solving, critical thinking and conflict-resolution ability.

Outstanding organizational and analytical skills.

Strong ability to manage project scopes and timelines.

Excellent presentation skills.

Proficiency in MS Office, especially Excel, PowerPoint and Project, as well as proficiency in Web based Marketing platforms.

Proficiency or advanced with project management tools.