Director, Marketing Planning and Brand Strategy

📋 Description

• • Own the entire brand ecosystem for GEHA’s medical and dental product lines—translating a 2-million-member promise into a living, breathing identity that differentiates us in the crowded federal health-benefits marketplace.
• • Architect and drive the annual go-to-market master plan from strategic vision to Open-Season execution, orchestrating cross-functional squads across Product, Data & Analytics, Sales, Creative, Field Marketing, and external agencies.
• • Lead a high-performing team of brand managers, planning leads, and campaign directors; coach them to turn consumer insights into segment-specific value propositions, creative briefs, and channel strategies that hit aggressive acquisition, retention, and engagement KPIs.
• • Serve as the enterprise “voice of the member,” commissioning foundational research, segment dimensionalization, and persona development that inform everything from brand architecture to media mix modeling.
• • Translate research into a refreshed visual and verbal identity—brand pillars, tone, look/feel, and asset libraries—and oversee a disciplined rollout across sales collateral, digital properties, call-center scripts, and partner ecosystems.
• • Build and own the pro-forma: forecast leads, response curves, and lifetime value by segment and channel; secure budget; and course-correct weekly during Open Season to protect growth targets.
• • Champion direct-response best practices—test matrices, offer constructs, creative rotation, and attribution modeling—to squeeze maximum yield from every direct-mail drop, digital impression, and field event.
• • Pilot emerging channels and MarTech (AI-driven personalization, addressable TV, OTT, SMS, etc.) through rapid test-and-learn sprints that scale only when ROI is proven.
• • Partner with the internal Creative Studio and external AOR to turn insights into big-idea campaign platforms that are emotionally resonant, legally compliant, and relentlessly performance-oriented.
• • Institutionalize a culture of data-driven decision-making: build dashboards, establish learning agendas, and present C-suite-level readouts that connect marketing investments to membership growth and revenue.
• • Act as the central hub for “single source of truth” planning documents—strategic briefs, channel calendars, creative roadmaps, and post-mortems—ensuring every stakeholder is aligned and accountable.
• • Mentor and upskill the team in consumer behavior, health-care consumerism, and growth marketing; create playbooks, run workshops, and embed rotational assignments that accelerate careers.
• • Navigate a highly matrixed, nonprofit environment with diplomacy and urgency, balancing regulatory constraints (HIPAA, OPM guidelines) with the need for bold, breakthrough marketing.
• • Model inclusive leadership, fostering psychological safety, diverse perspectives, and a relentless focus on member-centric outcomes.
• • Deliver “other duties as assigned” with the same rigor and strategic lens—whether that means jumping into a last-minute congressional briefing or stress-testing a new tele-sales script.