Aetna Senior Manager Account Planning in Wellesley, Massachusetts
Req ID: 41476BR
Use a multi-disciplinary problem-solving approach to develop actionable insights to address business problems and inspire innovation in product development; sales and marketing strategy, campaigns, and tactics; and member and customer experience design.
Apply secondary data and the social sciences – primary and secondary research methodologies, cultural and trend studies, behavioral economics, psychology, sociology and anthropology, linguistics and semiotics –to deeply understand customers, category, and culture.
Partner deeply with the business and service groups, to support them in developing breakthrough strategies and making fact-based business decisions.
Support, in partnership with the marketing organization, the strategic priorities and financial performance of internal clients in a business unit or major service area. Serve as a strategic consultant to internal clients, applying knowledge of the business and category and a multi-disciplinary problem-solving approach to develop actionable insights to address the business unit s business problems and inspire innovative business, product design, sales, marketing, and customer management ideas solutions.
Apply secondary data and the social sciences – primary and secondary research methodologies, cultural and trend studies, behavioral economics, psychology, sociology and anthropology, linguistics and semiotics –to deeply understand the business/service unit s customers, category, and culture. Integrate and synthesize data into valid, reliable and actionable information in a way that is simple, practical and impactful.
Oversee small cross-functional teams for key initiatives and multi-functional Enterprise Intelligence teams in major projects. Provide coaching and training to drive professional development and career growth in your team.
Contribute to practice and insight in human behavior, insight generation, innovative research methods and vendors, and ideation and problem-solving methodologies.
The role requires championing the voice of the customer and proactive communication of important influences (such as STEEP, competitive conditions) and potential impact to the business. Seeking an inventive candidate who craves information and understands how to attack a problem by developing data-based hypotheses and test plans. Sets high standards for analytic and insight objectivity, data integrity and research ethics.
Works with business partners to summarize current knowledge and identify gaps that they need filled in order to make better decisions. Demonstrates strong listening & communication skills to collect contextual information, reframe requests and negotiate difficult constituencies ensuring maximum learning value for the time / budget spent on research.
Support the business development of Member Engagement strategy and initiatives to increase health engagement of our members. Draws on primary/secondary market research, competitive, analytics, to assist with all aspects of Member Engagement (strategy, planning, intended behavioral outcomes, engagement design and evaluation in iterative test environment).
Engage marketers and business leaders to understand strategic, tactical plans and priorities. Consistently develop compelling insights into action, supplement project recommendations with professional point of view informed by experience; have conviction about recos and lead dialog with business stakeholders. Involve business partners in process, enabling them to help others apply insights into the business.
Think big picture: contribute to planning and curate learning agendas for one/more lines of business. Exhibit consulting leadership including effective meeting facilitation and communication skills such as storytelling and conclusion-based writing. Design deliverables to generate discussion to provoke business action; present findings to achieve objectives and respond to unexpected reactions; encourage debate around recommendations and consistently advocate for customer point of view.
Independently manage development, project management, design, execution (DIY and full-service) and socialization of primary market research. Consult with other Aetna internal clients and business stakeholders. Identify/manage required resources for initiatives; leverage existing research before starting new research. Apply knowledge of primary/secondary research methods for increasingly challenging questions. With knowledge of business priorities, interpret findings and strategic implications in context of Aetnas strategy and operations; create presentations to succinctly convey complex information.
Effectively manage external research: Identify appropriate vendors and resources for recommended method; Manage vendor negotiation, contracting, timelines and budgets; Oversee deliverables for quality; Optimize partner contribution by sharing in-depth business background on issues/needs. Reframe internal requests and negotiate difficult constituencies ensuring maximum learning value for time/budget spent.
Seek innovative methods to develop strategic plans: identify/summarize knowledge across projects, identify most meaningful patterns across internal/external data sources, use to influence the business; proactively identify knowledge gaps; advise most appropriate insight generation techniques; use experience to improve recommendations. Generate new insights using broad experience: techniques (qualitative, quantitative, secondary) approaches (projective, ethnographic, observation, statistical), and expertise (psychologists, anthropologists, statisticians).
10+ years client-side custom market research, planning in ad/creative/innovation agency, or account management research supplier.
Health insurance, health related or B2C financial services preferred
Bachelor's required (in fields such as Marketing, Business, Communications, and Social Sciences), Masters preferred.
The highest level of education desired for candidates in this position is a Bachelor's degree or equivalent experience.
Functional - Marketing/Market Research/7-10 Years
Functional - Marketing/Strategy development/7-10 Years
MA - Wellesley, NY NYC, or CT - Hartford office. Option for some remote based work.
Benefit eligibility may vary by position. Click here to review the benefits associated with this position.
Job Function: Marketing