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Director of Enterprise Paid Media - Strategy & Investment (Remote)

  • Marketing and PR, Advertising and Creative Media Jobs
  • Management Executive

Description

The Director of Enterprise Paid Media Strategy & Investment will be responsible for leading, evolving, and activating brand media, performance media, and media solutions across all Cigna Enterprise brands and lines of business (Cigna and Evernorth). This visionary thought leader will develop holistic media and investment plans aligned to business priorities and build a roadmap for competitive advantage across all media touchpoints. It’s crucial that this leader embraces and drives change management and inspires the team with energy, passion, coaching, creativity, and innovation. This individual will report to the Senior Director of Enterprise Media & Sponsorships, and is responsible for directly managing a team of individuals

Responsibilities:

  • Lead Cigna's enterprise paid media portfolio planning, strategy, investment, activation, optimization, and measurement – with a focus on outcomes-based metrics for success across our B2C, B2B, B2B2C, and DTC targets

  • In partnership with external agency resources, create multi-channel, integrated media campaigns that build brand preference, deliver Cigna’s differentiated value to the marketplace, and drive funnel activity and conversion

  • Build a best-in-class performance media team and capability that is regarded as a key business driver in achieving business growth targets, advancing Cigna's marketing capabilities and ad tech

  • Lead planning, execution, and optimization of paid social, programmatic, integrated media partnerships, media sponsorships, paid search (SEM) and SEO, lead aggregators, and affiliate marketing tactics

  • Partner with marketing analytics to evolve Cigna's media operations capabilities across insights (competitive, consumption, trends), reporting, testing, modeling/attribution, data management/machine learning, audience development and activation, and ad tech

  • Drive innovative media buying and optimization practices by monitoring competitive trends and technology platforms

  • Deepen and nurture relationship with media publishers and technology companies to enable first-mover access, competitive testing environments, and platform innovation

  • Oversee day-to-day management of the media team: talent development, agency management/scope/operating reviews, and budget planning and optimization

  • Design a roadmap for bringing a portion of Cigna's digital media buying capabilities in-house

  • Report performance to senior leadership on a regular cadence, highlighting opportunities for continuous improvement

  • Leverage Cigna's portfolio of enterprise sponsorships to build and activate differentiated media campaigns

Specific Requirements

  • Bachelor’s degree in related field; MBA or Master’s degree a plus

  • Minimum of 10-15+ years overall marketing experience, inclusive of 5-8+ years of media management experience (client or agency side); healthcare experience preferred

  • Experience leading teams across performance media, direct business acquisition/retention, lead generation media, and account-based marketing

  • Proven leadership in crafting a strategic media vision and influencing decision-making in a highly matrixed  environment

  • Well-versed in audience development/activation, ad tech platforms, and analytics solutions (DSPs, ad servers, DMPs, SEM bid management platforms, digital analytics, etc.)

  • Experience negotiating partnership and sponsorship contracts across sports, talent, media, and events

  • Demonstrated success in managing, optimizing, and reconciling multi-million dollar media budgets

  • Thrives in ambiguity and a high-paced marketing environment

  • International and multicultural marketing experience a plus

  • Strong vendor management and contract negotiation skills

  • Embeds data, analytics, and insights into every decision

  • Proficiency in data visualization tools such as Tableau and in data analytics tools

  • A leader with empathy, who fosters an environment where team members grow and develop their careers

This position is not eligible to be performed in Colorado.

Hard Skills

  • Customer relations
  • Account management
  • Opportunity analysis
  • Search Engine Optimization (SEO)
  • Marketing plan development

Soft Skills

  • Communication
  • Team-oriented
  • Skilled Collaborator
  • Flexible
  • Organized