The Cigna Group Marketing Communications Senior Advisor, B2B Lifecycle - Remote in Boston, Massachusetts
B2B Lifecycle Marketing Communications Senior Advisor supports planning and development of B2B campaigns targeting employers (current clients and prospects), brokers and consultants. This role will lead marketing (digital) communication planning and messaging strategy development for B2B Lifecycle programs and campaigns. The Senior Advisor will define content and messaging strategy for targeted personas that enables delivery on B2B program and campaign goals and KPIs.
The role will leverage B2B communication experience, solution playbooks and briefings, segment strategy and priority briefings, audience personas to plan persuasive messaging and content strategy. The role requires ability to work collaboratively across team while making individual contributions. The Senior Advisor must have the ability to operate in a highly-matrixed environment and be comfortable in an environment of change.
Understand (and master) audience profiles, personas and buying journey to create (or refine into) an audience-specific messaging strategy that helps differentiate Cigna Healthcare, demonstrates our expertise and motivates action at each stage of buying cycle
Work across Lifecycle team to define content needs and form factors; identify synergies between programs, their audiences and personas and/or find existing enterprise marketing content to adapt
Partner with Content marketing to maintain alignment with enterprise content themes and topics
Maintain alignment of messaging with value proposition, solution positioning and creative and messaging platform across all campaign content
Utilize playbooks and input from SMEs to obtain USP, positioning, reasons to believe, proof points, etc. and synthesize into a persuasive messaging and content strategy that promotes adoption of a solution
Build effective campaign content, offer and messaging documents/plans to guide creative development
Manage and influence cross function/matrix and create accountability to consolidate messaging and content strategy
Help maintain Lifecycle program calendars and manage updates to the overall marketing calendar
Collaborate with peers to manage Lifecycle team priorities, find efficiencies and improve work flow
Preferred Skillset / Experience:
Bachelor’s in Marketing, Communications, or Business Communications; MBA is a plus
8-10+ years of relevant marketing experience
Strategic thinker with a strong understanding of content strategy, storytelling and B2B audiences
Demonstrated success partnering with cross-functional teams in developing messaging strategy
Excellent oral and written communication skills; strong interpersonal skills
Strong time management and project management skills; ability to juggle multiple projects
Previous experience working with internal or external creative agencies
Knowledge of Microsoft Office suite
Travel required occasionally (less than 10%)
If you will be working at home occasionally or permanently, the internet connection must be obtained through a cable broadband or fiber optic internet service provider with speeds of at least 10Mbps download/5Mbps upload.
About Cigna Healthcare
Cigna Healthcare, a division of The Cigna Group, is an advocate for better health through every stage of life. We guide our customers through the health care system, empowering them with the information and insight they need to make the best choices for improving their health and vitality. Join us in driving growth and improving lives.
Qualified applicants will be considered without regard to race, color, age, disability, sex, childbirth (including pregnancy) or related medical conditions including but not limited to lactation, sexual orientation, gender identity or expression, veteran or military status, religion, national origin, ancestry, marital or familial status, genetic information, status with regard to public assistance, citizenship status or any other characteristic protected by applicable equal employment opportunity laws.
If you require reasonable accommodation in completing the online application process, please email: SeeYourself@cigna.com for support. Do not email SeeYourself@cigna.com for an update on your application or to provide your resume as you will not receive a response.
The Cigna Group has a tobacco-free policy and reserves the right not to hire tobacco/nicotine users in states where that is legally permissible. Candidates in such states who use tobacco/nicotine will not be considered for employment unless they enter a qualifying smoking cessation program prior to the start of their employment. These states include: Alabama, Alaska, Arizona, Arkansas, Delaware, Florida, Georgia, Hawaii, Idaho, Iowa, Kansas, Maryland, Massachusetts, Michigan, Nebraska, Ohio, Pennsylvania, Texas, Utah, Vermont, and Washington State.
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