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Bind Associate Director of Content Marketing and Strategy -

Employer
UnitedHealth Group
Location
Minneapolis
Salary
97300.00 - 176900.00 USD Annual
Careers at Bind, part of the UnitedHealthcare family of businesses. At Bind, we work to make health insurance personal with the clarity, flexibility and power people deserve. We took the old model of health insurance apart and are rebuilding it from floor to ceiling, from studs to rafters. We're not iterating a tired design or nudging a change-resistant industry, we're delivering what people want now - clear prices, timely support, personal choice, flexibility and an intuitive experience. Help build different and make a difference by doing your life's best work.(sm)

As the leader of the Content Marketing & Strategy team, you will develop the marketing content strategy, infused with consumer insights and competitive and market intelligence. You'll be overseeing our content and digital strategies and crafting compelling, informative, engaging, and high-impact content roadmap/calendar and success metrics across integrated campaigns, blog, and website traffic. You will manage team members responsible for product messaging, thought leadership, Bind C-Suite talking points, working closely with the web/SEO, integrated creative and design, and growth marketing teams.

We're looking for a self-starter who is comfortable wearing multiple hats and thrives in a dynamic environment. You will be a curious individual with an insatiable appetite for insights, learning and a strong believer in consumer input and testing (test and learn iterations), and A/B testing. You will manage Bind's marketing research to form the insights that will drive the content strategy, including crafting a more robust consumer journey mapping and persona development, working with outside partners and counterparts at Optum/UHC.

You are a creative marketing and content professional with a strong writing background, excellent storytelling skills, and extensive experience developing content throughout a full marketing funnel that appeals to your target audience. You will have a keen sense of the messages, stories, engagement models, and tactics that resonate with our prospects and users. You aren't afraid to experiment with different media, whether it's social, video, articles, events, stories, podcasts, or other new channels and platforms. You are a diligent leader that works to cascade the content strategy across audiences and channels.

You'll enjoy the flexibility to telecommute* from anywhere within the U.S. as you take on some tough challenges.

Primary Responsibilities:
  • Team Leadership & Development:
    • The ability to attract and recruit top marketing talent; and the ability to inform and inspire the product, growth, creative and production marketing team members
    • The ability to persevere in the face of challenges, problem solve and partner with other members of the team cross-functionally and within marketing
    • A leader who can manage 2 - 3 team members in a matrix environment to ensure each team member is working toward personal growth and contributing to Bind's marketing vision
  • Strategy Leadership & Development:
    • As a strategic thinker, you will clearly articulate concepts, strategies, and trade-offs to the rest of the Marketing Leadership Team
    • Shape and execute the brand and product messaging across all business partners internal and external
    • Manage a holistic brand story for broad-based, multi-channel, integrated content strategy development, including all media
    • Partner closely with Marketing Leadership Team and UnitedHealthcare Marketing to ensure corporate and product positioning is produced and designed at world-class level
    • Partner with UHC/Optum and internal and external partners to create segmentation and personas of key consumer prospects and early adopters. Develop a consumer journey map to identify points of contact and messaging opportunities throughout the consumer journey
    • In a complex matrix organizational structure, lead Bind marketing strategy development, marketing collateral, graphic design efforts with internal stakeholders and agency partners to drive creative and content strategies that build brand awareness
    • Leverage and lead research to gather insights to inform customer and consumer work related to our brand, as needed
    • Agency and research partner direction and input, as needed
  • Content Strategy
    • Develop a content strategy will drive qualified leads, consumer engagement, and customer retention as well as support Bind's thought leadership initiatives
    • Help ensure the Bind content strategy pillars and story ideas are clear and followed across all channels, including but not limited to digital, social, PR, video, sales tools, marketing communications, and internal communications
    • Develop messaging/input to inform all social media activities and assist in driving partnerships with influencers and member testimonials, supporting our social proof strategy
    • Deeply understand the B2B and consumer buyers, constantly working on how to engage and attract them
    • Create messaging and go-to-market value propositions that communicate the value of our products and solutions
    • Understand the consumer journey from pre-member status to member, assisting with creating compelling marketing messages along the way to create a positive and engaging member experience
    • Propose, develop, and evaluate innovative and digital marketing strategies
    • Drive the strategy of social media and consumer engagement strategy
    • Assist in creating a robust SEO effort, across platforms and teams
    • Propose and develop innovative and digital-first marketing strategies and creative ideas

You'll be rewarded and recognized for your performance in an environment that will challenge you and give you clear direction on what it takes to succeed in your role as well as provide development for other roles you may be interested in.

Required Qualifications:
  • Bachelor's degree
  • 10+ years (incl. management) in marketing and content strategy and relevant adjacencies eg: digital, social media, product marketing, brand storytelling, editing, thought leadership & market research
  • Experience in health care (creative direction, design, digital and copy)
  • Exceptional writing and storytelling skills - Creative thinker who shares brilliant ideas of how to make content all types interesting and impactful. Copyediting experience with best-in-class standards for editorial quality. In addition, you bring immaculate attention to detail across your work
  • Demonstrated track record of creating, coaching, and executing complex campaigns across B2B and B2C audiences
  • Understanding of SEO best practices, including keyword research, backlink strategies, content audits, etc.
Preferred Qualifications:
  • Experience with Contentful, content management system, Google Search Console, and Google
  • Enjoys the challenge of cultivating new relationships as well as maintaining and grooming existing relationships
  • Ability to manage and grow internal and external cross functional relationships and partnerships
  • Comfortable with ambiguity and uncertainty; the ability to adapt nimbly and lead others through complex situations
  • Open to feedback and ideas from others with both the ability to disagree and to commit
  • Solid project and team management skills; can drive from insight to ideation to execution, manage multiple projects at once, and re-prioritize as needed
  • Strategic mindset and understanding of customer journey
  • Ability to thrive in a fast-paced environment
To protect the health and safety of our workforce, patients and communities we serve, UnitedHealth Group and its affiliate companies require all employees to disclose COVID-19 vaccination status prior to beginning employment. In addition, some roles and locations require full COVID-19 vaccination, including boosters, as an essential job function. UnitedHealth Group adheres to all federal, state and local COVID-19 vaccination regulations as well as all client COVID-19 vaccination requirements and will obtain the necessary information from candidates prior to employment to ensure compliance. Candidates must be able to perform all essential job functions with or without reasonable accommodation. Failure to meet the vaccination requirement may result in rescission of an employment offer or termination of employment.

Careers at UnitedHealthcare Employer & Individual. We all want to make a difference with the work we do. Sometimes we're presented with an opportunity to make a difference on a scale we couldn't imagine. Here, you get that opportunity every day. As a member of one of our elite teams, you'll provide the ideas and solutions that help nearly 25 million customers live healthier lives. You'll help write the next chapter in the history of health care. And you'll find a wealth of open doors and career paths that will take you as far as you want to go. Go further. This is your life's best work.(sm)

Colorado, Connecticut or Nevada Residents Only: The salary range for Colorado residents is $97,300 to $176,900. The salary range for Connecticut / Nevada residents is $97,300 to $176,900. Pay is based on several factors including but not limited to education, work experience, certifications, etc. In addition to your salary, UnitedHealth Group offers benefits such as, a comprehensive benefits package, incentive and recognition programs, equity stock purchase and 401k contribution (all benefits are subject to eligibility requirements). No matter where or when you begin a career with UnitedHealth Group..... click apply for full job details

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