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eHealth connects people with quality, affordable health insurance through a proprietary marketplace offering Medicare Advantage, Medicare Supplement, Medicare Part D prescription drug, individual, family, small business, and ancillary plans from 200 health insurance carriers nationwide. As part of eHealth’s transformation, we are seeking a Director of Direct Mail Marketing. This person is responsible for the strategic development, oversight and execution of effective marketing strategies and tactics designed to drive customer response and overall customer growth. Reporting to the Senior Director, Marketing Channel Strategy & Operations, this position requires a seasoned marketing professional who can create direct response tactics to drive sales across Medicare, Individual, Family, Small Business and ancillary products and audiences to positively impact consumer perception of the eHealth brand. In collaboration with marketing audience strategy leads, marketing analytics, media and creative agencies, emphasis is on determining the most effective targeting, creative and seasonal/daypart allocations of spend across the marketing channel mix, including post campaign analysis and actionable performance recommendations for future in-market efforts. The individual must be highly efficient, a strong solutions-based thinker and data-driven in decision-making focused on maximizing ROI. In addition, this person will have strong intellectual curiosity to challenge status quo with new ideas and modern marketing practices, a track record of delivering superior results and a passion for growing an exceptional team through recruiting, development, culture building and servant leadership.
The Director of Direct Mail Marketing will oversee a paid media budget of more than $25M and can be based anywhere in the U.S.
Key Responsibilities:
- Lead strategic roadmap development, implementation, and management of direct marketing programs that grow and retain beneficiary consumers.
- Create an effective and ever-expanding direct response lead generation capability to drive sales through both the on-line ecommerce platform and the tele-sales organization.
- Leverage market, customer, competitive, best practice and continuously source latest trends and technology insights to develop executable direct mail strategies to achieve measurable program success
- Develop systems and oversee deployment of direct mail plans using tactical matrices incorporating multivariate testing that drives continual optimization
- Develop short- and long-term direct marketing plans and budgets that maximize effective levels of spend and channel mix
- Direct development of and interpret quantitative and predictive models, analyses, ROI and industry benchmarks to recommend strategic shifts and program direction.
- Oversee direct response campaigns, analyzing audience trends and strategies including list rental, segmentation, data modeling, creative, and post-campaign analysis.
- Provide direction for team with processes to manages resource allocations based on business value balancing short term and long-term needs and opportunities
- Solves complex problems, taking a broad perspective to identify innovative solutions with a continuous pipeline of new strategies for test and optimization
- Lead cross functional teams, including the strategic management of vendor partners, to develop process and project improvements that ensure quality standards are met effectively and efficiently
- Create processes to ensure constant adherence to industry and regulatory standards.
- Responsible for achieving program revenue goals, on budget and on time with increases year over year.
- Work closely with data and technology team to continuously improve data processes and develop on-demand dashboard tools to measure customer lifecycle performance and communicate results.
- Leverage customer-first mindset to understand customer omnichannel experience to drive business growth and customer retention.
- Organize, energize, inspire, and manage a team of talented marketers, developing a best-in-class team culture based on high performance and engagement.
Ideal Experience:
- Bachelor's degree in Marketing, Master's degree in related area of study preferred.
- 10+ years experience in direct-to-consumer marketing overseeing direct response campaigns.
- 5+ years of managing marketing professionals.
- Demonstrated successful performance and results in the health care sector (Medicare experience preferred).
- Successful track-record of developing direct mail marketing strategies, executing, measuring, and delivering on performance targets.
- Track record of efficiently deploying a performance marketing budget that continuously drives growth against ROI and LTV.
- Strong agency management skills and strong interdepartmental collaboration abilities.
- Demonstrated strength using analytics to drive business decisions.
- Proven track record holding a team accountable for achieving quarterly results.
- Experience with testing methodology and driving results through analytics
- Experience and comfort working in an entrepreneurial environment, creating structure and priorities while operating at a fast pace and fluid nature to adapt the changing needs of the consumer, the regulatory environment and the business.
- Strong empathy and understanding of the customer mindset to deliver exceptional customer experiences
- Excellent project management skills including: conceptualization, driving alignment, planning resources, managing deadlines and objectives, delivering analysis and recommendations.
Who you are:
- Consumer Obsessed. You have strong audience empathy, with a passion for delivering compelling value that drives behavior change.
- Critical, Strategic Thinker. You sort through the clutter to define the best path forward. You’re a creative problem solver, who uses excellent judgment.
- Achiever. You’re motivated to drive results. You are highly accountable, anticipating future needs and willing to adapt to changing priorities.
- Analytical. You use data to uncover new insights, opportunities and make decisions.
- Doer. You roll up your sleeves, dig in and chart the course to advance solutions.
- Clear Communicator. You are clear, concise, candid and authentic. You lead and influence by crafting stories with a vision supported by rationale and data insights.
- Relationship Builder. You listen, partner and influence across decision makers with a high degree of professionalism.
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eHealth is an Equal Employment Opportunity employer. It is our policy to provide equal opportunity to all employees and applicants and to prohibit any discrimination because of race, color, religion, sex, national origin, age, marital status, sexual orientation, genetic information, disability, protected veteran status, or any other consideration made unlawful by applicable federal, state or local laws. The foundation of these policies is our commitment to treat everyone fairly and equally and to have a bias-free work environment.
If you are interested in applying for employment with eHealth and need special assistance or an accommodation to apply for a posted position contact us at:
accommodations@ehealthinsurance.com
.
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