Marketing Consultant IV, Acquisition and Retention Marketing

NOTE : Salary ranges are geographically based.  Kaiser Permanente is committed to pay equity and transparency. The posted pay range is based on possible base salaries for the role and does not include the value of our total rewards package. Actual pay determined at offer will be based on years of relevant work experience, education, certifications, skills, and geographic location along with a review of current employees in similar roles to ensure that pay equity is achieved and maintained across Kaiser Permanente.

Job Summary :

In addition to the responsibilities listed below, this position is responsible for strategy development, design, and execution of audience- based workflows and campaigns to drive member acquisition and retention. This position will create and manage omni channel, responsive campaigns, via the Marketo platform including member journey mapping, segmentation, A / B testing, and performance analysis.  This position identifies key moments in the customer journey and uses data to define channels, creative and messaging to meet customer needs and achieve business goals.

Essential Responsibilities :

• Practices self-development and promotes learning in others by proactively providing information, resources, advice, and expertise with coworkers and customers; building relationships with cross-functional stakeholders; influencing others through technical explanations and examples; adapting to competing demands and new responsibilities; listening and responding to, seeking, and addressing performance feedback; providing feedback to others; creating and executing plans to capitalize on strengths and develop weaknesses; supporting team collaboration; and adapting to and learning from change, difficulties, and feedback.
• Completes work assignments and supports business-specific projects by applying expertise in subject area; supporting the development of work plans to meet business priorities and deadlines; ensuring team follows all procedures and policies; coordinating resources to accomplish priorities and deadlines; collaborating cross-functionally to make effective business decisions; solving complex problems; escalating high priority issues or risks as appropriate; and recognizing and capitalizing on improvement opportunities.
• Develops and implements strategic go-to-market plans by managing relationships with channel partners; assessing and validating channel partner needs and performance on an ongoing basis; investigating audience needs using data-driven learnings to evaluate and identify new multi-channel opportunities; and leading channel marketing programs to drive go-to-market strategies.
• Develops and executes integrated marketing communications programs and strategies by integrating business-to-business, business-to-consumer, and line of business; working with market research and data analytics teams to understand stakeholder attitudes and needs; translating insights into promotional strategies; working with enterprise teams to align activities; communicating consistent positioning and messages across all media; evaluating effectiveness of plans, programs, and campaigns; and making recommendations to optimize campaigns.
• Conducts market data collection and synthesis by interpreting data and insights to turn them into actionable, evidence-based marketing plans; partnering with research and strategy teams to gather marketplace and consumer dynamics to drive marketing strategies; defining market research needs; partnering with analytics teams to drive marketing strategies and track performance; and reporting and optimizing ROI on strategies and tactics.
• Provides direction to creative team by gathering data, research, and customer input and sign-off to develop an understanding of the work; collaborating with communication and marketing teams; developing and writing complete creative briefs that inform and inspire writers, designers, and other creative professionals; reviewing the completed brief with the customer and relevant stakeholders; and presenting the brief.
• Manages marketing projects by developing and updating project plans; identifying and managing cross-functional stakeholder contacts; assembling teams based on project needs and team member strengths; forecasting and adhering to project budget; participating in vendor selection; managing vendor relationships; and presenting project updates.
• Designs and implements marketing strategies by ensuring strategies support membership growth, retention, and product / service promotion initiatives to meet business goals; developing strategic plan deliverables; verifying brand consistency and brand standard compliance through all marketing channels; conducting and leveraging market research to identify new opportunities and / or validate assumptions; analyzing sales and marketing metrics; creating reports and presenting results; tracking progress to overall enterprise objectives; and driving improvement and optimization efforts toward established goals.