Digital Marketing Manager

WellSense Health Plan is a nonprofit health insurance company serving members across Massachusetts and New Hampshire through Medicare, Individual and Family, and Medicaid plans. Founded 25 years ago as Boston Medical Center HealthNet Plan, we provide plans and services that work for our members, no matter their circumstances.

It’s an exciting time to join the WellSense Health Plan, a growing regional health insurance company with a 25-year history of providing health insurance that works for our members, no matter their circumstances.

Job Summary

The Digital Marketing Manager is responsible for day-to-day management, oversight and optimization of our customer portal and  associated communication campaigns. This role will work across multiple online channels to help drive adoption, identify functionality enhancements, and build out this key digital communication channel used by members and prospects. This role is the primary owner of the portal while also supporting email and SMS programs for WellSense. Responsibilities include vendor management; campaign design, setup and execution; response tracking; engagement measurement; and ongoing optimization. This role provides expert consult on digital go-to-market/adoption campaign design, including the identification of success metrics and the necessary mechanisms for tracking them. This role will work across multiple digital member engagement channels, in addition to the member portal, to help provide an efficient, effective and user-friendly digital experience for our members.

This role will build a modern, effective and relevant member digital communications program, utilizing email, SMS and social platforms to ensure an outstanding member experience.   This role will help customize and update the customer relationship management system used by the teams to manage their sales leads effectively, including pipeline management, lead management strategies and communications programs.   As part of the digital marketing team, the role will also work on other digital initiatives including website optimization, page development, search engine optimization, user experience mapping, persona development and website analytics, ensuring a seamless digital experience for members and prospects.

Reporting to the Director of Marketing, this role will develop a scalable, repeatable approach to digital communications and marketing for an ambitious and growing marketing team. 

Our Investment in You:

• Full-time remote work

• Competitive salaries

• Excellent benefits

Key Functions/Responsibilities:

• Collaboratively works on member engagement platforms, such as the member portal, to enhance and build an effective and efficient member experience

• Provides data-driven strategies and documents outcomes

• Builds transactional campaigns to modernize the customer experience, including explanation of benefits notifications, welcome messages and retention campaigns

• Creates a backlog and road map for assigned digital channels

• Oversees work of agency partners and tracks results against benchmarks and established targets

• Creates a digital marketing dashboard that tracks results against targets

• Utilizes and manages workflow automation systems

• Collaborates on all digital communications platforms and accounts, including outbound email marketing system, SMS/text systems, and member-specific channels

• Supports a digital communications working model with a documented process for deploying, approving and auditing digital communications content

• Develops effective, integrated email and SMS campaigns, including automated campaigns for prospects and members

• Creates campaign tracking process and ensures marketing efforts can be tracked individually and holistically

• Sets digital marketing performance metrics and socializes them with the larger organization

• Develops and implements the digital sales process utilizing customer relationship management platform and building digital communication and outreach tools

• Works with the digital team to manage social media monitoring and tracking, tracking campaigns and goals and building social advertising and communications programs

• Sets performance metrics and socializes them with the larger organization

• Works with content strategists, UX resources and external partners to develop a user-experience approach that identifies and measures KPIs along with a reporting dashboard

• Other digital marketing projects as assigned

• Bachelor’s degree in marketing, business, digital marketing or related field

• Minimum of four years of digital marketing operations or digital marketing experience, with administration responsibility for a customer portal, CMS, CRM and/or marketing automation platform

• Healthcare payer experience strongly preferred

• Demonstrated management of an ESP platform and/or SMS platform

• Experience with workforce automation software

• Strong HTML and CSS skills

• Strong knowledge of email and SMS campaign design, development and configuration

• Effective collaborative and proven process improvement skills

• Demonstrated ability to successfully plan, organize and lead complex projects

• Familiarity with marketing and consumer data management platforms

• Experience using a web content management systems, preferably Hubspot

• ESP and SMS management skills

• Knowledge of SEO and successful SEO strategies

• Understanding of UX best practices and A/B testing approaches

• A strong working knowledge of Microsoft Office and Google products

• Proactive and forward thinking; strong interest in implementing innovative technologies, processes, and ideas

• Work is normally performed remotely at a home-based office with occasional travel to Boston office for in-person meetings and strategy sessions

Qualifications:

Education:

•  Bachelor’s degree in marketing, business, digital marketing or related field

Experience Required:

• Minimum of four years of digital marketing operations or digital marketing experience, with administration responsibility for a customer portal, CMS, CRM and/or marketing automation platform

• Healthcare payer experience strongly preferred

• Demonstrated management of an ESP platform and/or SMS platform

• Experience with workforce automation software

Competencies, Skills, and Attributes:

• Strong HTML and CSS skills

• Strong knowledge of email and SMS campaign design, development andconfiguration

• Effective collaborative and proven process improvement skills

• Demonstrated ability to successfully plan, organize and lead complex projects

• Familiarity with marketing and consumer data management platforms

• Experience using a web content management systems, preferably Hubspot

• ESP and SMS management skills

• Knowledge of SEO and successful SEO strategies

• Understanding of UX best practices and A/B testing approaches

• A strong working knowledge of Microsoft Office and Google products

• Proactive and forward thinking; strong interest in implementing innovative technologies, processes, and ideas

Working Conditions and Physical Effort:

•  Work is normally performed remotely at a home-based office with occasional travel to Boston office for in-person meetings and strategy sessions

 About WellSense

WellSense Health Plan is a nonprofit health insurance company serving more than 740,000 members across Massachusetts and New Hampshire through Medicare, Individual and Family, and Medicaid plans. Founded in 1997, WellSense provides high-quality health plans and services that work for our members, no matter their circumstances.

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Qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, sexual orientation, gender identity, disability or protected veteran status. WellSense participates in the E-Verify program to electronically verify the employment eligibility of newly hired employees.