Blue Cross Blue Shield of Massachusetts Director of Brand and Content Strategy in Boston, Massachusetts
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The Director of Brand and Content Strategy will oversee the development of the enterprise-wide, integrated communication plan across multiple stakeholders (member, employer, provider and broker); including development of the content strategy aligned to measurable brand and business goals.The Director will collaborate across all business areas to align communication objectives against an overall messaging strategy /framework. He/she/they will partner with the Director of Integrated Channels to identify the appropriate channels (paid, earned, owned) for the amplification of content to meet measurable business objectives.He/she/they will be responsible for developing and managing an enterprise-wide, cross-functional communications content committee and governance process to align messaging and drive business rules for effective impact. This new committee will be responsible for developing a unified messaging playbook across all audiences.As a strategy lead, he/she/they will participate in journey mapping exercises, determining communications opportunities (when/where) and lead strategy development for high visibility communication campaigns.The ideal candidate is a seasoned leader with a background in building from scratch a new functional area; including the ability to “sell in” the appropriate operating model, assess and attract talent and collaborate/ influence in a highly matrixed organization across multiple stakeholders. Individual must be willing to operate at a strategic level but also “lean in” at a tactical level to drive strategy and execution across functional areas.
Leads an enterprise-wide cross-functional marketing communications planning process, to build and manage execution of an annual enterprise-wide marketing communications plan.
Partners closely with CX, Insights, Analytics, Product Marketing and key business leaders to align on key consumer messaging goals, learning agenda, measurement plan, and messaging opportunities.
Develops detailed Messaging strategies to support the marketing plan across all audiences and channels – both at an integrated campaign level as well as across individual channels when necessary: website, email, SMS, DM, social media, paid advertising.
Collaborates on development of detailed editorial calendar, scheduling, and governance with integrated channel leaders.
Partners with CX and Insights team to determine messaging opportunities across the consumer journey – what messages should be developed, what kind of formats should be considered and when they should be deployed.
Drives asset development including; identifying what types of content should be created, co-created or curated and drives execution with both internal agency and external agency partners, content creators, syndicators and media agencies/publishing companies.
Manages content development across its full lifecycle including content creation, aggregation and curation, monitoring for customer/prospect reaction, optimization and measurement and learning.
Develops standard operating model and workflow/procedures for the planning, execution, optimization, distribution, and amplification of the organization’s content.
Continuously identifies ways to innovate content creation & distribution; including new formats or executions, and emerging market opportunities.
Bachelor's degree, preferably in English, Journalism, Communications, or related field.
Minimum of 15 years of experience, ideally in either brand planning or content strategy. Healthcare experience is preferred.
B2B and B2C experience required.
Exceptional storytelling, editing and writing skills.
Skilled at developing strategies that deliver content across a broad range of lengths (long-form + short-form) and formats (social media, blogposts, video).
Strong communicator and strategic thinker with a proven ability to translate complex concepts into easily digestible and compelling content.
Has sophisticated understanding of contemporary content marketing analytics and experience working with marketing leadership to assess content marketing ROI and optimize programs, accordingly,
Performance-oriented, and easily able to translate data into meaningful insights and strategies.
Demonstrates capacity to communicate effectively with senior leadership, colleagues, peers and direct reports.
Ability to effectively lead and influence in a highly matrixed organization, move quickly, and develop collaborative cross-functional relationships.
Strong communicator, verbally and written as well as strong presenter.
LocationBoston, QuincyTime TypeFull time
Voted as the highest in member satisfaction among Massachusetts commercial health plans by JD Power , Blue Cross Blue Shield of Massachusetts is a community-focused, tax-paying, not-for-profit health plan headquartered in Boston. We have been a market leader for over 75 years, and are consistently ranked among the nation's best health plans. Our daily efforts are dedicated to effectively serving our 2.8 million members, and consistently offering security, stability, and peace of mind to both our members and associates.
Our Commitment to You
We are committed to investing in your development and providing the necessary resources to enable your success. We are dedicated to creating a refreshing and rewarding workplace that promotes excellence and provides opportunities for employees to forge their unique career path. We take pride in our diverse, community-centric, wellness-focused culture and believe every member of our team deserves to enjoy a positive work-life balance.
Blue Cross Blue Shield of Massachusetts is an Equal Employment / Affirmative Action Employer. Applicants are considered for all positions without regard to race, color, religion, sex, national origin, age, veteran status, disability, sexual orientation, gender identity or expression, or any other characteristics protected by law.
Blue Cross Blue Shield of Massachusetts will not discharge or in any other manner discriminate against employees or applicants because they have inquired about, discussed, or disclosed their own pay or the pay of another employee or applicant. However, employees who have access to the compensation information of other employees or applicants as a part of their essential job functions cannot disclose the pay of other employees or applicants to individuals who do not otherwise have access to compensation information, unless the disclosure is (a) in response to a formal complaint or charge, (b) in furtherance of an investigation, proceeding, hearing, or action, including an investigation conducted by the employer, or (c) consistent with Blue Cross Blue Shield of Massachusetts's legal duty to furnish information.