Marketing Specialist (Hybrid - Troy, MI) - Health Alliance Plan

GENERAL SUMMARY:

The Marketing Specialist is an integral member of the Marketing team and is responsible for assisting in the development and implementation of multi-channel marketing strategies to meet critical business objectives related to growth, patient acquisition, revenue generation, awareness- and reputation-building efforts and other key business objectives. The Marketing Specialist position requires autonomous planning and execution of integrated marketing strategy, employing a host of traditional and digital marketing tools and tactics. The Marketing Specialist should be well-versed in strategic thinking, converting business goals into tangible plans and tactics, and relying upon a framework of strong organizational and project management skills. A successful Marketing Specialist will demonstrate a keen attention to detail, strong interpersonal and customer service skills, a preference for collaboration and team-oriented project work, and the ability to learn and master marketing strategy in a rapidly evolving environment. This position supports all product lines across HAP.

PRINCIPLE DUTIES AND RESPONSIBILITIES:

• Leads development of comprehensive, integrated, multi-channel advertising and marketing strategy along with tactical planning for low- to moderate-complexity regional marketing initiatives.
• Supports Director and Manager on high-complexity marketing initiatives, including planning, execution, measurement and reporting.
• Works with all partners to understand business objectives, how success or failure will be defined, clarify expectations, and provide strategic thought leadership before embarking on strategic and tactical planning efforts.
• Works with all partners to define and measure key performance indicators (KPI) to demonstrate campaign efficacy, opportunities for optimization and leveraging best practices across campaigns.
• Collaborates with HAP leadership, internal stakeholders, and external strategic partners to ensure communication and reporting needs and expectations are met in a consistent and timely manner.
• Engages with integrated marketing, communications, PR and digital experience teams to broker resources and support, as needed, and ensure a wide array of expertise and input is incorporated into regional marketing plans; engages full integrated team to report on campaign performance and recommendations for optimization.
• Manages external business partners (consultants and vendors) by providing sufficient background on key projects and requests, management of day-to-day relationship, along with analysis, modification and implementation of partner recommendations.
• Identifies opportunities to scale programs or processes across product lines to economize resources and ensure a unified approach, when feasible.
• Creates, updates and maintains reports – including PowerPoint presentations – to keep stakeholders informed of planning efforts, progress made, forecasting future initiatives and measuring the success of shared efforts.
• Ensures brand standards and consistency are maintained across the enterprise for all deliverables by leveraging templates, playbooks and other standardized resources, and by tapping into the expertise of internal brand experts.
• Maintains awareness of competitor marketing efforts and establishes clarity around our differentiating factors to act as a focal point in outreach and 
  messaging.
• Supervises copywriting, design, production and editing of printed and digital marketing deliverables by providing clear direction and feedback to in-house, freelance and agency resources.
• Writes content for a variety of print and digital assets.
• Maintains professional growth and development through online learning, seminars, workshops and/or professional affiliations.
• Performs other responsibilities or assignments, as required.