Director of Marketing and Communications - Health Alliance Plan - Troy

Business (Non-Clinical)
189802 Requisition #
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The Director of Marketing & Communications will provide vision and leadership for developing and implementing successful lead generation, marketing, communications and branding strategies. The director will work in close partnership with the Chief Sales and Marketing Officer and the Sales leadership team to develop and implement strategic and tactical communication plans designed to capitalize on market opportunities and generate increased demand for HAP’s products and services. This position will lead and enhance an integrated, creative marketing team that builds brand awareness and reputation and measures return on marketing program investments and campaign effectiveness.

Primary responsibilities:

  • Create, implement and measure the success of a comprehensive marketing program that will enhance the company’s image and position within the marketplace.
  • Align with sales and product management to develop and execute go–to-market strategies, proactively defining opportunities to achieve brand, retail, digital and product sales objectives.
  • Set the strategic direction for all company marketing activities and materials including branding, member experience, demand generation campaigns and customer acquisitions. Explore new and existing marketing mediums and lead the marketing team to develop programs that drive brand storytelling, increase loyalty and positively impact sales.
  • Lead teams responsible for managing digital analytics, SEO and marketing channels: company website, social media channels, email marketing and blog.
  • Lead projects as assigned, such as cause-related marketing and special events.
  • Ensure compliance with regulatory submissions required for marketing materials and plans.
  • Design the methodology for analyzing the effectiveness of marketing programs and oversee the data collection and analysis by staff.
  • Ensure articulation of HAP’s brand image and position, assure consistent communication of image and position to all constituencies, both internal and external.
  • Interpret results of marketing programs and modify campaigns and initiatives to achieve optimal performance.
  • Analyze market research to understand market trends and consumer behaviors.
  • Direct outside agencies and vendors and ensure compliance with company’s policies and procedures.
  • Work with staff to coordinate media interest in the company and ensure regular contact with target media and appropriate response to media requests.    

Planning and budgeting

  • Develop short and long-term plans and budgets for the marketing programs and activities; monitor progress, assure adherence and evaluate performance.
  • Develop, implement and monitor systems and procedures necessary for the effective operation of the marketing department.
  • Negotiate contracts and manage relationships with key advertising agencies, print vendors, mail houses, media buyer, publisher and entertainment venues.
  • Keep informed of developments in the fields of marketing and the health insurance industry and use this information to drive initiative and innovation throughout the company.



  • Bachelor’s degree in marketing, communications, business administration, advertising or related field.
  • A minimum of seven years of relevant experience in marketing, communications, and advertising with a good record of progression.
  • A minimum of five years of experience in a leadership capacity responsible for marketing, communications, or advertising.
  • Proven experience developing consumer marketing plans and managing marketing budgets.
  • Exceptional track record of developing and implementing marketing and promotional strategies that have consistently met or exceeded planned objectives. Experience with leveraging evaluation tools and reporting on metrics.
  • Prior knowledge and experience with digital media and e-commerce platforms.
  • Experience in consumer brand marketing preferred.
  • Ability to work collaboratively with colleagues and staff to create a results-driven, team-oriented environment.
  • Strong strategic planning and analytical skills in sales, marketing and competitive advantage.
  • Ability to analyze economic considerations, develop marketing forecasts, estimate costs, and manage program and project budgets.
  • Strong skills in verbal and written communications.
  • Proficient in the use of Microsoft Office. Must have experience creating presentations and reports within Excel and PowerPoint.

Preferred qualifications:

  • Experience in health care and insurance or financial services sector is preferred.
  • Experience working with government programs such as Medicare and Medicaid.
  • Familiarity with the Centers for Medicare and Medicaid Services and state of Michigan's Medicaid marketing restrictions.



       Henry Ford Health System, one of the largest and most comprehensive integrated U.S. health

       care systems, is a national leader in clinical care, research and education.  The system includes

       the 1,200-member Henry Ford Medical Group, five hospitals, Health Alliance Plan (a health

       insurance and wellness company), Henry Ford Physician Network, a 150-site ambulatory

       network and many other health-related entities throughout southeast Michigan, providing a

       full continuum of care.  In 2015, Henry Ford provided $299 million in uncompensated care.

       The health system also is a major economic driver in Michigan and employs more than 24,600

       employees.  Henry Ford is a 2011Malcolm Baldrige National Quality Award recipient.  The

       health system is led by President and CEO Wright Lassiter III.  To learn more, visit


       Whether it's offering a new medical option, helping you make healthier lifestyle choices or

       making the employee enrollment selection experience easier, it's all about choice.  Henry

       Ford Health System has a new approach for its employee benefits program - My Choice

       Rewards.  My Choice Rewards is a program as diverse as the people it serves.  There are

       dozens of options for all of our employees including compensation, benefits, work/life balance

       and learning - options that enhance your career and add value to your personal life.  As an

       employee you are provided access to Retirement Programs, an Employee Assistance Program

       (Henry Ford Enhanced), Tuition Reimbursement, Paid Time Off, Employee Health and Wellness

       and access to day care services at Bright Horizons Midtown Detroit, and a whole host of other

       benefits and services.  Employee's classified as contingent status are not eligible for benefits.    

      Equal Employment Opportunity/Affirmative Action Employer

        Equal Employment Opportunity / Affirmative Action Employer Henry Ford Health System is

        committed to the hiring, advancement and fair treatment of all individuals without regard to

        race, color, creed, religion, age, sex, national origin, disability, veteran status, size, height,

        weight, marital status, family status, gender identity, sexual orientation, and genetic information,

        or any other protected status in accordance with applicable federal and state laws.

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