Aetna Senior Customer Marketing Manager - 39238BR in Farnborough, United Kingdom

Req ID: 39238BR

Senior Customer Marketing Manager

Reporting to the Director of Customer Marketing, the Senior Customer Marketing Manager will be accountable for all global in life customer marketing campaigns. The person will act as the senior interface to the Global Account Management teams and General Managers to take regional briefs and identify the most strategically appropriate marketing campaigns. The role-holder will be responsible campaigns and projects from design strategy though to regional execution of marketing activity that will retain and grow the in-life experiences, loyalty and value of the customer base. This will include taking business briefs and proactively suggesting the most effective creative strategy to serve business objectives.

The role holder will collaborate with other internal and external business functions across all regions including where relevant the channels to market including brokers, planned sponsors or direct to consumers. As part of the Customer Marketing department, this role holds significant influence to increase customer engagement so that the Aetna International brand becomes synonymous with their healthcare needs, drives growth, digital adoption and V Health. This is a fully global role that requires customer marketing knowledge and experience across international markets and consumer groups.


Work with the General Managers and Global Account Management Teams to create and execute global customer marketing campaignsInterface with other senior people in the organization to get buy in to the marketing planning and delivery so that all campaigns and programs can be delivered to the financial targets set and measurements of success(e.g renewals, customer values, customer retention, customer cost to serve / digital adoption, customer satisfaction)Provide thought leadership to the market insights and intelligence to understand campaign successfulness by region and by customer group based on the business objectives for proactive and reactive outreach campaigns, creating a world class suite of customer marketing campaign portfolio.Contribute to the brand effectiveness by managing a calendar of outreach campaigns based on identified global growth regions, vertical sectors, customer types and value propositions that enhance the customer lifecycle and experience in-life to prevent churn and improve Aetna s market positioning as a service leader in each of these regionsAlongside marketing insights and the digital analytics team, provide business information and data driven presentations that inform the business about customer campaigns and behaviors in order to develop strategies that will drive loyalty through both the direct and indirect channels.Provide education to the regions on how better to support customer groups to become more knowledgeable on wellness to grow customer value, reduce cost of renewal and cost to serveWorking closely with Population Health to create, successfully launch and grow the V Health proposition for Aetna InternationalProvide customer marketing expertise to the Digital marketing team, IT and V Health to drive digital adoption and ensure all mobile, web or other device platforms have a unified experience to the customer Manage demand funnel from senior business stakeholders and parts of the business for sign of and approval appropriate to different customer groups and regions for messaging including but not limited to General Managers, Compliance, Legal and Actuary, working closely with the latter to drive customer value management.Report against all activity through both detailed and high level reports on deliverables, outcomes, trends analysis for stakeholder management and internal communicationsWherever possible use a ‘shared services model so that any outputs can be re-deployed, customized and re-used for different markets building a library of content and learning materials for the business


BA/BS marketing degree of equivalent qualification.Extencive proven marketing experience in a consumer and B2B environment A proven track record in customer marketing and digital channels Ability to understand financial numbers and drive ROI based campaigns Real self starter, proactive, dynamic and innovative thinker Excellent communication and collaborative skills with the ability to work at a strategic and senior level of the organisation Highly organized with the ability to multi task many projects at the same time Good project management skills who enjoys making things happen and managing campaigns at detailed creative level Creative thinker with experience of award winning in life customer marketing campaigns Ability to influence in a matrix environment across different skills, departments and regions Projects a genuine passion for the customer, service excellence and differentiation Experience of working with creative agencies and/ or outsourced partners Good grasp of data patterns, trends and analysis and can translate these into meaningful projects, initiatives and campaigns to market.


Job Function: Marketing