Senior Manager, Engagement Marketing

At Blue Shield of California we are parents, leader, students, visionaries, heroes, and providers. Everyday we come together striving to fulfill our mission, to ensure all Californians have access to high-quality health care at a sustainably affordable price. For more than 80 years, Blue Shield of California has been dedicated to transforming health care by making it more accessible, cost-effective, and customer-centric. We are a not-for-profit, independent member of the Blue Cross Blue Shield Association with 6,800 employees, more than $20 billion in annual revenue and 4.3 million members. The company has contributed more than $500 million to Blue Shield of California Foundation since 2002 to have a positive impact on California communities. Blue Shield of California is headquartered in Oakland, California with 18 additional locations including Sacramento, Los Angeles, and San Diego. We're excited to share Blue Shield of California has received awards and recognition for - LGBT diversity, quality improvement, most influential women in corporate America, Bay Area's top companies in volunteering & giving, and one of the world's most ethical companies. Here at Blue Shield of California, we're striving to make a positive change across our industry and the communities we live in - Join us!


Job Summary

Member Engagement and Retention Marketing is responsible for overseeing strategic planning, development and implementation, and measurement of all member marketing programs that align with Blue Shield of California's business objectives.The Senior Manager, Engagement Marketing is accountable for campaign strategy, management, and execution of member onboarding and ongoing engagement marketing programs.

The Senior Manager, Engagement Marketing leads a dedicated team of professionals focused on engaging members across all lines of business (Medicare, Medi-Cal, Individual/Family, and Commercial/Group) throughout the member lifecycle. Partners with management, business units, health solutions, outside agencies, and other stakeholders for a unified messaging strategy.

  • Leads team with cutting-edge, data-driven, digitally sophisticated strategies in an environment where operational excellence, innovation, and experimentation are valued and encouraged.
  • Partners with the Senior Director, Member Engagement and Retention Marketing and VP, Integrated Customer Experience to implement an operating model that supports the upstream and downstream needs. of member engagement, member retention, and marketing operations.
  • Participates in and leads cross-functional teams to align business goals, priorities, budgets, campaigns, and success metrics.
  • Develops talent to ensure business progress and continuity.
  • Cascades knowledge to their team to ensure all members understand and adhere to regulated communication requirements.
  • Leads large cross-functional and project-based teams develop and implement new marketing strategies, processes, and tools.
  • Guides the overall team to ensure all communications reinforce brand value to the member.
  • Builds a high performing team that can successfully navigate through change and transformation.
  • Creates and oversees execution of communication strategies through the eyes of the member - developing holistic experiences and meaningful touchpoints.
  • Uses data, experience, and experimentation, to continually optimize the member experience, drive loyalty, and maximize results.
  • Uses full spectrum of communication tools and tactics to achieve measurable goals - consumer engagement, content marketing, SEO/SEM, social media, display and digital advertising, content syndication, paid amplification, email marketing, influencer engagement, strategic partnerships, data analysis, etc.
  • Ensures clear roles and decision rights are defined, as well as institute a communication mechanism to keep all stakeholders aligned on prioritizations of retention activities.
  • Leverages deep understanding of lifecycle marketing to improve the member experience across the organization.
  • Cultivates and maintain relationships with business partners (i.e. lines of business, legal, compliance, health solutions, digital marketing, brand, etc.) to ensure business needs are thoroughly understood, represented, and achieved.
  • Maintains budget responsibility and oversight of retention marketing budget.
  • Other duties as assigned.


Knowledge and Experience
  • Requires a BA/BS in business, marketing or related field and/or equivalent combination of education and experience. An MBA is highly desirable.
  • 10-year prior relevant experience, including 4 years of management experience.
  • Demonstrated history of successfully managing complex projects required.
  • Proven history and ability to influence senior management, key stakeholders, decision makers and peers.
  • Healthcare industry experience is preferred.
  • In-depth knowledge of advanced marketing principles, concepts and techniques including marketing analysis and research tools.
  • Ability to independently evaluate marketing plans and processes and recommend improvements.
  • Demonstrated leadership ability to lead direct reports and/or facilitate major cross-functional marketing or project teams.
  • Knowledge of legal, brand and regulatory compliance requirements for marketing health insurance plans.
  • Knowledge of consumer health education and engagement guidelines and public health recommendations.
  • Excellent interpersonal, negotiation and communications (verbal, written & presentation) skills.
  • Ability to multitask with multiple deadlines and/or milestone requirements.
  • Strong analytical and quantitative skills with ability to use advance features of Excel, PowerPoint and Word.
  • Requires practical knowledge in leading and managing the execution of processes, projects, and tactics within an area.
  • Has advanced knowledge and skills including technical or functional expertise, business acumen, financial analysis skills, risk management, delegation skills, critical thinking, and decision-making skills.
  • In-depth knowledge of Blue Shield of California's mission, vision and strategy and healthcare industry environment.

Physical Requirements

Office Environment - roles involving part to full time schedule in Office Environment. Based in our physical offices and work from home office/deskwork - Activity level: Sedentary, frequency most of work day.
Please click here for further physical requirement detail.

External hires must pass a background check/drug screen. Qualified applicants with arrest records and/or conviction records will be considered for employment in a manner consistent with Federal, State and local laws, including but not limited to the San Francisco Fair Chance Ordinance. All qualified applicants will receive consideration for employment without regards to race, color, religion, sex, national origin, sexual orientation, gender identity, protected veteran status or disability status and any other classification protected by Federal, State and local laws.EEO Policy