Associate Director, CenterWell Channel Activation & Optimization

📋 Description

• • As the Associate Director, CenterWell Channel Activation & Optimization, you will be instrumental in transforming healthcare delivery by orchestrating the integrated activation of CenterWell's owned digital channels. Your primary focus will be to move beyond siloed channel execution and create cohesive, connected patient and prospect experiences across social media, email automation, SMS, patient portals, and reputation management platforms.
• • You will serve as the crucial link between the Line of Business (LOB) Digital Activation team's strategic priorities and their actionable implementation. This involves translating high-level objectives into detailed channel plans, defining efficient workflows, and establishing robust continuous optimization programs.
• • This role is perfectly suited for a leader who thrives in dynamic, fast-paced agile environments. You will excel at operationalizing complex strategies, demonstrating a passion for enhancing channel performance through rigorous experimentation, data-driven decision-making, and a holistic, integrated activation approach.
• • You will lead the planning, orchestration, and continuous improvement of patient and prospect communications across all of CenterWell's owned digital touchpoints. This includes developing and managing unified activation workflows that ensure efficient processes for intake, prioritization, sequencing, testing, and timely delivery of communications.
• • A key responsibility will be driving channel optimization by establishing clear goals, defining key performance indicators (KPIs), implementing comprehensive testing programs, and creating frameworks for ongoing improvement. The aim is to maximize engagement, ensure clarity of messaging, and drive conversions effectively.
• • You will oversee the meticulous execution of campaigns, paying close attention to segmentation, targeting, optimal timing, and performance enhancement across all owned channels to ensure maximum impact and ROI.
• • Collaboration is central to this role. You will partner closely with a diverse range of cross-functional teams, including Brand, Product, Consumer Insights & Analytics, Marketing Operations, and Marketing Data & Technology. This ensures that all communications are not only accurate and compliant with healthcare regulations but also strategically aligned with broader business objectives.
• • You will leverage data and insights to significantly improve channel efficiency. This involves identifying opportunities to streamline existing processes, modernize the utilization of various channels, and scale best practices across the organization to foster a culture of continuous learning and improvement.
• • A significant aspect of your role will be advancing personalization and journey-based experiences. You will support the implementation of dynamic content, contextual messaging, and channel-appropriate storytelling to create more relevant and engaging interactions for patients and prospects.
• • You will be responsible for ensuring operational excellence in all aspects of channel activation. This means bringing structure, consistency, and rigor to how CenterWell plans, executes, and optimizes its digital channel strategies, ultimately enhancing the overall patient experience and driving better health outcomes.
• • Your leadership will directly enable CenterWell to deliver integrated, high-performing communications that build trust, encourage desired actions, and contribute positively to improved health outcomes for the individuals we serve.
• • This role requires a deep understanding of digital channels, including social media, email marketing, SMS campaigns, and online reputation management, along with a strong grasp of their respective performance metrics and best practices.
• • You will be expected to manage social media handles and reputation platforms, ensuring a consistent and positive brand presence across digital landscapes.
• • The ability to orchestrate multi-channel activation strategies to support overarching business goals is paramount, demonstrating a proven track record of success in this area.
• • You will be proficient in utilizing CRM systems, various analytics tools, and marketing activation platforms to manage and optimize campaigns effectively.
• • Excellent communication, analytical thinking, and project management skills are essential for success in this multifaceted role, enabling you to lead teams and projects to successful completion.
• • Experience with specific marketing technologies such as Salesforce Marketing Cloud, Adobe Campaign, Sprinklr, or Google Business Listings/Yext is highly desirable, as is familiarity with healthcare regulations and patient communication standards.
• • A background in journey orchestration or dynamic content frameworks will be advantageous, as will experience with agile marketing workflows or operational optimization initiatives.
• • While the role is remote, occasional travel to Humana's offices for training or meetings may be required, necessitating flexibility and adaptability.
• • You will contribute to a culture that prioritizes whole-person well-being, aligning with CenterWell's mission to provide integrated, personalized healthcare experiences.
• • The role demands a strategic mindset coupled with a hands-on approach to execution and optimization, ensuring that CenterWell remains at the forefront of digital healthcare engagement.