Sacramento, California, Are you a senior marketing & advertising team leader with a passion to extend high quality health care to all Californians?
Covered California is an independent state agency with a mission to increase the number of insured Californians, improve health care quality, lower costs, and reduce health disparities through an innovative, competitive health plan marketplace. We were the first and are the largest state-based ACA marketplace in the country, and have helped more than 5 million people obtain health coverage. Learn more about Covered California HERE .
One of the keys to Covered California’s success has been our commitment to and investment in marketing and communications which play a critical role in promoting and educating California consumers about the services available through Covered California. The Marketing Director reports to the Chief Deputy Executive Director, Programs, and acts as the subject matter expert and marketing strategist for the organization. They provide executive leadership and policy guidance on marketing, consumer research and communication to ensure that Covered California meets or exceeds its individual and small business acquisition and retention goals. As a member of the senior leadership team, the Director is a key advisor to the Executive Director and the Board of Directors and represents Covered California with external stakeholders including health insurance industry representatives, and federal and state officials.
The Director oversees an annual budget of about $53 million, and is responsible for the design, planning, monitoring, and implementation of all marketing efforts. They lead a team of marketing professionals in the development and implementation of comprehensive year-round marketing and communications efforts to promote open enrollment, special enrollment, and renewal, as well as educate consumers on deadlines, penalties, and qualifying events that allow them to sign up for health coverage outside of open enrollment. The Director will also oversee communications to existing members to educate them on insurance terms, the importance of keeping their information current and to encourage them to utilize their health coverage.
Deliver effective creative and media plans that motivate all Californians to get and stay insured, with a focus on culturally and linguistically diverse communities that are over-represented within the approximately 6.5% of Californians who remain uninsured.
Coordinate, support, and foster cross-division collaboration across the organization and especially between Marketing; Communications and External Affairs; Policy, Eligibility and Research; Sales and Outreach; and the Service Center to ensure consistent and congruent messaging and efforts.
Champion a Marketing Division culture that advances innovation, creativity, transparency, and collaboration between the Advertising & Operations Branch, and the Consumer Communications, Research & Analytics Branch teams.
Oversee efforts using Customer Relationship Management (CRM) systems and databases to maximize member communications and promote enrollment, as well as oversee a team that provides customer service via social media.
Aggressively test the effectiveness of messaging and be a catalyst for the adoption of organization-wide language to reinforce our brand and unify our message regarding what we offer and where and how consumers connect with us.
Meet the uninsured where they are – pivoting to new platforms and social channels to reach and motivate them to seek out more information and/or enroll via the CoveredCA.com website, the Service Center, a Navigator, or an Insurance Agent.
Serves as the leader of Covered California’s Marketing Division, fostering a positive and inclusive experience for all team members, developing individual and team capabilities to effectively deliver on the priorities and deliverables of the Advertising and Operations Branch, and the Consumer Communications, Research and Analytics Branch.
Develops the overall consumer-focused marketing strategy that aligns with the broader organizational goals, and effectively reaches targeted general market and linguistically, culturally, and ethnically diverse audiences.
Recommends to the Executive Director and executive leadership team the consumer marketing strategy, and serves as their primary guide in the development, implementation, and placement of creative assets for all media channels.
Supervises three senior-level reports and a total team of 33, including interviewing, hiring, and training; planning, assigning, and directing work; motivating and coaching; setting priorities; resolving problems and inspiring innovation and efficacy in program development.
Plans and prepares the division’s annual budget recommendation; tracks and monitors the budget to ensure maximum efficacy and return on investment.
Directs the paid media effort for Covered California’s Annual Open Enrollment and Special Enrollment campaigns, managing those aspects handled in-house and those delegated to vendors.
Continues to build on our rigorous reliance on data and analytics to drive media purchases and ad buys and provide enhanced evidence for these choices to organization-wide decision-makers.
Solicits, selects, monitors, and effectively manages external consultants and vendors that complement and enhance the work of the highly capable internal team.
Manages the implementation of the California Health Insurance Awareness Survey, focus groups, and other methodologies to determine the impact of Covered California’s efforts.
Develops, utilizes, and reports on key metrics to ascertain if marketing efforts are effective; and creates an evaluation plan that will inform future investments of time, talent, and resources to retain existing members and seek out and target new consumers, and potential growth opportunities.
Full description of the opportunity and application information HERE .
If you have:
at least ten years of director-level marketing leadership experience managing day-to-day operations of in-house or agency marketing or advertising function with a professional team of direct reports you mentor and grow,
a track record in successfully designing, implementing, and evaluating comprehensive statewide marketing campaigns including brand, reputation management, digital presence, and analytics,
a deep understanding of and appreciation for the ethnic, cultural, geographic, and socio-economic diversity of Californians and the myriad of ways that consumers access information, and
experience blending traditional media with cutting-edge video, social media, online, search, and owned content, and effectively leverage all channels
this opportunity may be a great match for you! The Director must reside in California; may work from Covered California’s offices in Los Angeles, Oakland or Sacramento; and is expected to work on-site at the Sacramento Expo office as needed. The starting salary offer will depend on experience. The generous State of California benefits package includes employee and dependent health, dental and vision insurance with employer contributions to premiums for a wide choice of HMO and PPO plans, and access to CalPERS defined benefit retirement. See the full job description for more details about the comprehensive benefits.