Senior Director - Marketing & Engagement at Florida Blue

Job description

The Senior Director, Marketing & Engagement ACA is one of the most strategically consequential roles in GuideWell's Communications, Marketing & Customer Experience (CMX) department. Reporting to the VP, Enterprise Marketing & Acquisition, this leader carries a dual mandate: owning the strategy and execution of GuideWell's acquisition marketing program, and serving as the standing representative of the entire CMX department to GuideWell's Government ACA segment. This second dimension of the role is not a coordination function — it is a strategic leadership responsibility. The Senior Director, Marketing & Engagement ACA is the person in the room when ACA segment leaders are working through their biggest business challenges. They are expected to listen with the full breadth of CMX in mind: understanding not just what marketing can do, but what communications, customer experience, brand, and insights can contribute to the solution. They bring that perspective to ACA segment conversations fluently, credibly, and proactively — and then return to CMX to mobilize the right subject matter experts, provide context and strategic direction, and ensure the department delivers as one integrated function. This model requires a leader who is genuinely fluent across all CMX disciplines — not a generalist who knows a little about everything, but a senior practitioner who understands each function deeply enough to ask the right questions, frame the right problems, and give SMEs what they need to do their best work. It also requires someone who can operate in the language of the business: conversant in segment strategy, competitive dynamics, growth targets, and operational realities, and trusted by segment leaders as a true partner rather than a service provider. In parallel, this leader directly leads the ACA Acquisition Strategy & Planning function and oversees Creative & Communications Development, Campaign Execution & Operations, and Sales and Local Market Support — four disciplines that together determine whether GuideWell's marketing reaches the right people with the right message at the right moment. Key Responsibilities: CMX Segment Integration & Enterprise Representation • Serve as the consistent, senior CMX presence in all segment leadership meetings, strategy sessions, and business planning forums — representing not just marketing, but the full Communications, Marketing & Customer Experience function. • Develop and maintain a deep, current understanding of each segment’s business strategy, competitive pressures, growth targets, operational challenges, and member or customer dynamics — well beyond what is needed to brief a campaign. Speak the language of the business as fluently as the segment leaders themselves. • Listen to segment challenges with the breadth of the full CMX capability set in mind — identifying where marketing, communications, customer experience, brand, and insights each have a role to play, and framing integrated solutions rather than single-discipline responses. • Translate segment business needs into clear, actionable briefs for CMX subject matter experts — providing the strategic context, business rationale, and high-level direction that allows each SME to do their best work without needing to attend every segment conversation. • Mobilize and orchestrate the right CMX experts — across Communications, Customer Experience, Brand, Insights, and Marketing — for each segment challenge, ensuring the department delivers as one integrated function rather than a collection of independent capabilities. • Maintain a real-time understanding of priorities, capacity, and ongoing work across CMX disciplines, so that segment commitments are made with full awareness of what the department can deliver and when. • Serve as the accountability owner for CMX’s commitments to each segment — tracking deliverables, managing expectations, escalating risks, and ensuring the department consistently follows through on what it promises. • Build and sustain trusted, peer-level relationships with segment leaders in Commercial, Government, and Health Services — positioning CMX as a strategic partner that earns a seat at the table because of the value it creates, not because of its organizational role. • Proactively bring CMX insight, intelligence, and capability to segments before they ask — identifying opportunities where communications strategy, customer experience improvement, brand investment, or deeper audience insight could accelerate a segment’s goals, and making the case for that investment. • Report back to the VP, Enterprise Marketing & Acquisition and the broader CMX leadership team on segment priorities, emerging needs, and strategic opportunities — ensuring the department is always forward-looking in how it aligns resources and capabilities to business needs. Acquisition Strategy & Planning • Develop and lead comprehensive enterprise-level acquisition marketing strategies across all business segments — individual, employer, Medicare, Medicaid, and ancillary health solutions — aligned to growth targets, brand positioning, and go-to-market priorities surfaced through segment engagement. • Own audience and segmentation strategy — defining target populations, behavioral profiles, and market prioritization frameworks that focus investment where it will drive the greatest enrollment impact, informed by Insights and VOC data. • Lead campaign planning and budgeting processes, ensuring resource allocation is grounded in data, competitive intelligence, and the segment-specific priorities this leader hears firsthand in business forums. • Develop and maintain campaign forecasting models and performance tracking frameworks that provide real-time visibility into pipeline health and enrollment outcomes. • Own tactical strategy across all acquisition channels — translating high-level objectives into specific channel mix, message prioritization, and execution sequencing in partnership with Media Strategy & Planning. • Lead identification and scoping of research initiatives that deepen audience understanding, sharpen competitive positioning, and surface new growth opportunities, in coordination with the Insights team. • Serve as the accountable decision-maker for campaign performance — with the authority and responsibility to make in-flight adjustments, escalate issues, and drive corrective action when results fall short of targets. Creative & Communications Development • Provide creative direction for all acquisition marketing campaigns — setting the strategic and aesthetic vision for how campaigns come to life across direct mail, email, digital, and agent-facing materials, in alignment with Brand team standards and Communications team narrative. • Own messaging strategy across all acquisition tactics — ensuring every piece of communication reflects GuideWell’s brand positioning, speaks to the specific audience and segment, and is calibrated to drive action. Where segment-specific message adjustments are needed, engage the Brand and Communications SMEs to ensure consistency across all channels and audiences. • Oversee compliance review of all marketing materials, partnering with Legal and Compliance teams to ensure adherence to CMS marketing guidelines, state regulations, and internal policy requirements. • Oversee translation and adaptation of campaign materials for multicultural and multilingual audiences, including Spanish-speaking and Caribbean market segments served by Triple-S and Florida Blue. • Lead proofreading and quality oversight processes to ensure all materials are accurate, on-brand, and error-free before distribution. • Monitor competitive creative activity continuously — tracking how national and regional competitors are showing up in the market and surfacing insights that inform GuideWell’s own creative differentiation. • Serve as the primary liaison with Creative teams — briefing, directing, and providing feedback that drives both creative quality and efficient production timelines. Campaign Execution & Operations • Oversee the planning, execution, and optimization of direct mail campaigns — including list management, vendor relationships, production timelines, and drop schedule adherence. • Oversee email marketing execution — ensuring campaigns are deployed accurately, on schedule, and in alignment with segmentation, compliance, and brand standards. • Manage telephone and keycode management programs to ensure tracking, attribution, and reporting integrity across all campaign touchpoints. • Oversee agent distribution of campaign materials — ensuring field-facing assets are accurate, timely, and aligned to sales priorities and local market needs. • Own campaign workflows and timelines across all tactics — building and managing integrated production calendars that account for creative development, compliance review, translation, and distribution lead times. • Lead creative trafficking for all tactics, ensuring materials move through production and approval efficiently and arrive on time and in the correct format. • Serve as the liaison with Digital (landing pages and content pages) and Campaign Management teams — coordinating handoffs and maintaining continuity across channels. Sales & Local Market Support • Oversee agent connection and distribution programs — ensuring agents have timely access to campaign materials, market intelligence, sales tools, and enrollment resources. • Build and maintain deep local market knowledge across GuideWell’s key geographies — an understanding that directly informs the segment intelligence this leader brings to CMX planning and business forum conversations. • Lead local market development initiatives that identify emerging growth opportunities, support underperforming markets, and align marketing investment to geographic priorities. • Provide strategic and operational support to local markets — serving as the CMX point of contact for local market needs and ensuring campaign materials are appropriately tailored for local relevance. • Serve as the primary liaison with the agent tool platform — ensuring marketing content and resources are accurately represented, easily accessible, and current. • CMX Internal Leadership & Collaboration with every CMX function — including Communications, Customer Experience, Brand, and Insights — sufficient to represent each credibly in a segment conversation and to brief them effectively when they are brought in to solve a problem. • Build and sustain strong peer relationships with CMX functional leaders — creating the trust and mutual understanding that makes fast, effective cross-functional mobilization possible when segment needs arise. • Serve as a consistent voice of the business inside CMX — bringing segment context, strategic priorities, and real-world business intelligence into department planning, ensuring CMX resources and capabilities are aligned to where the enterprise most needs them. • Partner with the VP, Enterprise Marketing & Acquisition to ensure segment commitments are visible, resourced, and integrated into CMX’s overall work plan — and that no segment need falls through the cracks between functions. • Champion a culture of integration and shared accountability within CMX — modeling a way of working where the department’s success is measured by the value it creates for the business, not by the output of any single function. Key Requirements: • 10+ years' related work experience in progressive marketing and communications roles • 5+ years' direct supervisory/management experience • Related Bachelor's degree required in Marketing, Business, Communications, or a related field • Experience in a senior leadership role operating across multiple disciplines within a complex, matrixed organization. • Experience managing acquisition marketing across multiple business segments simultaneously, including Medicare, Medicaid, and/ or commercial employer lines of business. • Demonstrated ability to serve as a senior, integrated representative of a multi-disciplinary function to business segment or client leadership — translating business needs into cross-functional solutions and orchestrating specialists to deliver them. • Deep expertise in integrated acquisition marketing strategy — including campaign planning, audience segmentation, channel mix, budgeting, and performance management across individual, employer, and/or government health markets. • Broad working knowledge of communications, customer experience, brand, and marketing insights disciplines — sufficient to ask the right questions, frame problems accurately, and provide meaningful direction to SMEs across each area. • Proven experience overseeing creative and communications development, with a strong eye for brand, message quality, and compliance requirements in a regulated industry. • Demonstrated operational excellence in managing complex, multi-channel campaign workflows including direct mail, email, digital, and agent-facing materials. • Proven ability to build trusted, peer-level relationships with business leaders and operate credibly in senior business forums — speaking the language of strategy, growth, and competitive dynamics, not just marketing. • Strong command of marketing analytics and performance reporting, with the ability to translate data into strategic insight and hold teams accountable to measurable outcomes. Preferred: • Master’s degree, MBA or equivalent • Experience in the ACA market — with working knowledge of state and federal regulatory requirements. • Demonstrated experience designing and executing marketing strategies for multicultural and multilingual audiences, including Spanish-speaking and Caribbean market contexts. • Familiarity with AI-driven marketing tools, marketing automation platforms, and CDP-enabled audience activation. • Experience partnering with field sales, agent networks, or local market teams to develop and deploy marketing programs that support channel-based enrollment. General Physical Demands Sedentary work: Exerting up to 10 pounds of force occasionally to move objects. Jobs are sedentary if traversing activities are required only occasionally. Physical/Environmental Activities Must be able to travel to multiple locations for work (i.e. travel to attend meetings, events, conferences). Occasionally What We Offer: As a Florida Blue employee, you will be at the heart of GuideWell’s vision – to lead the nation in transforming health through compassionate, connected, and technology-enabled care that delivers personalized value and empowered living. To support your wellbeing, comprehensive benefits are offered. As an employee, you will have access to: Medical, dental, vision, life and global travel health insurance; Income protection benefits: life insurance, short- and long-term disability programs; Leave programs to support personal circumstances; Retirement Savings Plan including employer match; Paid time off, volunteer time off, 10 holidays and 2 well-being days; Additional voluntary benefits available; and A comprehensive wellness program Employee benefits are designed to align with federal and state employment laws. Benefits may vary based on the state in which work is performed. Benefits for intern, part-time and seasonal employees may differ. To support your financial wellbeing, we offer competitive pay as well as opportunities for incentive or commission compensation. We also conduct regular annual reviews with pay for performance considerations for base pay increases. Annualized Salary Range: $126,000 - $204,800 Typical Annualized Hiring Range: $126,000 - $157,500 Final pay will be determined with consideration of market competitiveness, internal equity, and the job-related knowledge, skills, training, and experience you bring. We are an Equal Employment Opportunity employer committed to cultivating a work experience where everyone feels like they belong and can perform at their best in pursuit of our mission. All qualified applicants will receive consideration for employment. General Physical Demands Sedentary work: Exerting up to 10 pounds of force occasionally to move objects. Jobs are sedentary if traversing activities are required only occasionally. Physical/Environmental Activities Must be able to travel to multiple locations for work (i.e. travel to attend meetings, events, conferences). Occasionally What We Offer: As a Florida Blue employee, you will be at the heart of GuideWell’s vision – to lead the nation in transforming health through compassionate, connected, and technology-enabled care that delivers personalized value and empowered living. To support your wellbeing, comprehensive benefits are offered. As an employee, you will have access to: • Medical, dental, vision, life and global travel health insurance; • Income protection benefits: life insurance, short- and long-term disability programs; • Leave programs to support personal circumstances; • Retirement Savings Plan including employer match; • Paid time off, volunteer time off, 10 holidays and 2 well-being days; • Additional voluntary benefits available; and • A comprehensive wellness program Employee benefits are designed to align with federal and state employment laws. Benefits may vary based on the state in which work is performed. Benefits for intern, part-time and seasonal employees may differ. To support your financial wellbeing, we offer competitive pay as well as opportunities for incentive or commission compensation. We also conduct regular annual reviews with pay for performance considerations for base pay increases. Annualized Salary Range: $126,000 - $204,800 Typical Annualized Hiring Range: $126,000 - $157,500 Final pay will be determined with consideration of market competitiveness, internal equity, and the job-related knowledge, skills, training, and experience you bring. We are an Equal Employment Opportunity employer committed to cultivating a work experience where everyone feels like they belong and can perform at their best in pursuit of our mission. All qualified applicants will receive consideration for employment. Reporting to the VP, Enterprise Marketing & Acquisition, this leader carries a dual mandate: owning the strategy and execution of GuideWell’s acquisition marketing program, and serving as the standing representative of the entire CMX department to GuideWell’s Commercial, Government, and Health Services business segments.

Requirements

Must-haves

CMX Segment Integration & Enterprise Representation
Maintain a real-time understanding of priorities, capacity, and ongoing work across CMX disciplines, so that segment commitments are made with full awareness of what the department can deliver and when.
Serve as the accountability owner for CMX’s commitments to each segment — tracking deliverables, managing expectations, escalating risks, and ensuring the department consistently follows through on what it promises.
Acquisition Strategy & Planning
Lead campaign planning and budgeting processes, ensuring resource allocation is grounded in data, competitive intelligence, and the segment-specific priorities this leader hears firsthand in business forums.
Develop and maintain campaign forecasting models and performance tracking frameworks that provide real-time visibility into pipeline health and enrollment outcomes.
Own tactical strategy across all acquisition channels — translating high-level objectives into specific channel mix, message prioritization, and execution sequencing in partnership with Media Strategy & Planning.
Lead identification and scoping of research initiatives that deepen audience understanding, sharpen competitive positioning, and surface new growth opportunities, in coordination with the Insights team.
Serve as the accountable decision-maker for campaign performance — with the authority and responsibility to make in-flight adjustments, escalate issues, and drive corrective action when results fall short of targets.
Creative & Communications Development
Oversee compliance review of all marketing materials, partnering with Legal and Compliance teams to ensure adherence to CMS marketing guidelines, state regulations, and internal policy requirements.
Oversee translation and adaptation of campaign materials for multicultural and multilingual audiences, including Spanish-speaking and Caribbean market segments served by Triple-S and Florida Blue.
Lead proofreading and quality oversight processes to ensure all materials are accurate, on-brand, and error-free before distribution.
Monitor competitive creative activity continuously — tracking how national and regional competitors are showing up in the market and surfacing insights that inform GuideWell’s own creative differentiation.
Serve as the primary liaison with Creative teams — briefing, directing, and providing feedback that drives both creative quality and efficient production timelines.
Campaign Execution & Operations

Nice-to-haves

Master’s degree, MBA or equivalent
Experience in the ACA market — with working knowledge of state and federal regulatory requirements.
Demonstrated experience designing and executing marketing strategies for multicultural and multilingual audiences, including Spanish-speaking and Caribbean market contexts.
Familiarity with AI-driven marketing tools, marketing automation platforms, and CDP-enabled audience activation.
Experience partnering with field sales, agent networks, or local market teams to develop and deploy marketing programs that support channel-based enrollment.
General Physical Demands
Physical/Environmental Activities
Must be able to travel to multiple locations for work (i.e. travel to attend meetings, events, conferences). Occasionally

Application prep

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goai

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Effort: medium

Benefits

Benefits detected in the listing.

Health Insurance

Dental

Vision

Paid Time Off

Wellness