A national blended health organization, Highmark Health and our leading businesses support millions of customers with products, services and solutions closely aligned to our mission of creating remarkable health experiences, freeing people to be their best. Headquartered in Pittsburgh, we're regionally focused in Pennsylvania, Delaware, West Virginia and New York, with customers in all 50 states and the District of Columbia. We passionately serve individual consumers and fellow businesses alike. Our companies cover a diversified spectrum of essential health-related needs, including health insurance, health care delivery, population health management, dental solutions, reinsurance solutions, and innovative technology solutions. Our financial position reflects strength and stability, with our year-end 2023 consolidated revenues totaling $27.1 billion. We’re also proud to carry forth an important legacy of compassionate care and philanthropy that began more than 170 years ago. This tradition of giving back, reinvesting and ensuring that our communities remain strong and healthy is deeply embedded in our culture, informing our decisions every day.

Company :

Highmark Health

Job Description :

JOB SUMMARY

This role is responsible for shaping, integrating, and optimizing our company’s content efforts for external customer audiences (employers, brokers, and members/prospects/patients) to tightly align with Highmark Health’s mission and vision, centered on delivering remarkable health experiences, freeing people to be their best and a world where everyone embraces health. Also responsible for linking content strategies to brand strategies, to optimize content’s impact on growing brand awareness and consideration as well as acquisition, engagement, and overall business growth.

This role must be an effective influencer and consultant to, and relationship builder with leaders in marketing, business functions, other support functions that develop communications, as well as external stakeholders and vendors. As a direct leader of a small team, this role is responsible for providing leadership, guidance, oversight, and growth and development opportunities to enterprise content management team members.

Serves as primary consultant and leads the development of enterprise content strategy, which includes content frameworks, messaging, and stories, as well as content creation and management capabilities. Defines key themes, messaging pillars, and content formats across channels. Plans long-term content and editorial calendars. Works collaboratively with teams in Highmark’s in-house agency, as well as teams from brand, line-of-business marketing, engagement and retention marketing, media, digital product, and corporate communications teams to develop and/or version content in alignment with the content strategy. Works collaboratively with agency operations, marketing operations, production, and IT teams to develop and execute content processes and tools to establish highly efficient approaches to content development and dissemination.

ESSENTIAL RESPONSIBILITIES

Serves as key member of Marketing and Experience department’s leader team, contributing to annual strategic plans, departmental wide education and development efforts, and other department-wide initiatives

Demonstrates an intimate understanding of the organization’s strategic direction, operations, needs of employees/stakeholders, and goals

Partners with executive leadership and other marketing and communications teams to develop effective enterprise content strategies driven by the mission, vision, and brands, including communications and messaging frameworks and approaches, enterprise-level content, messaging to connect existing content to broader content strategies

Develops a connected/integrated content strategy aligned with business goals, audience needs, and brand positioning.

Defines key themes, messaging pillars, and content formats across channels.

Plans for and effectively uses qualitative, quantitative, Voice of the Customer, and data insights to inform strategies

Uses segmentation data, mindset data, and/or personas to inform content strategy and/or content deliverables

Analyzes customer journeys to align content with each stage

Stays updated on industry trends, competitive content strategies, and emerging platforms

Together with other marketing leaders, collaboratively develops channel strategies and frameworks for content that drive consistent storytelling and support and support for business goals (Channels include digital/web, paid display and social, digital video, linear and connected tv, direct mail, print, and member journey touchpoints such as customer services and care management)

Supports line of business marketing teams with adoption of new content vision and channel approaches, and helps them work through change management processes

Partners with marketers and digital product developers who generate campaign content to ensure the content is developed to align with the enterprise content strategy

Serves as one of the Marketing and Experience organization’s lead consultants and advisors for external content, ensuring communications developed by marketing strategy teams meet their brand’s enterprise content vision

Effectively leads through influence other enterprise functions who play a role in creating and/or managing content to drive alignment of the enterprise content strategy

Owns the content strategy maturity model and partners with other leaders from Marketing and Experience and IT to advance content capabilities

Contributes business requirements for content management to MarTech roadmaps

Plans, develops, launches, and drives adoption of tools for managing content such as long term content roadmaps and editorial calendars

Owns the KPIs for the content strategy and develops recommended reporting strategy to senior and executive leadership. Oversees communication benchmarking, best practices, and trends for enterprise content

Perform management responsibilities to include, but are not limited to: involved in hiring and termination decisions, coaching and development, rewards and recognition, performance management and staff productivity. Plan, organize, staff, direct and control the day-to-day operations of the department; develop and implement policies and programs as necessary; may have budgetary responsibility and authority.

Plan, organize, staff, and direct the strategic operations of the team, and develop and implement policies, guidelines, and programs as necessary.

Other duties as assigned or requested.

EDUCATION

Required

Bachelor's Degree

Substitutions

6 years of related and progressive experience in lieu of Bachelor's degree

Preferred

None

EXPERIENCE

Required

10 years in Health Care, Health Insurance, Information Technology and/or large corporate communications

To Include:

7 years of managing large communication programs in corporate environments, as well as an internal and/or external spokesperson
7 years with change management communications
5 years of demonstrated leadership capabilities

Preferred

None

LICENSES or CERTIFICATIONS

Required

None

Preferred

None

SKILLS

Has a charismatic, creative, and positive work ethic, inspires others, and models the organizations core behaviors. Passionate about leadership, advocating for and developing their team, and growing individuals to be their best

Demonstrates strong strategic acumen

Demonstrates exceptional written and verbal communication skills

Extensive knowledge of strategic communications, engagement, and planning skills

Analytical and problem solving skills, particularly with redesigning processes to increase speed to market and quality

Successfully partners in a heavily matrixed environment

A proactive self-starter with the ability to work under pressure in a fast-paced environment independently or with a team

Comfortable with ambiguity and developing new strategic approaches

Actively engaged in building relationships with leaders, employees, and stakeholders

Exceptional conflict resolution and negotiation skills

Outgoing and confident member who can speak up independently with creative and purposeful communication strategies

An understanding of effective change management methodologies

Understanding of health care nomenclature desired

Language (Other than English):

None

Travel Requirement:

0% - 25%

PHYSICAL, MENTAL DEMANDS and WORKING CONDITIONS

Position Type

Office-based

Teaches / trains others regularly

Frequently

Travel regularly from the office to various work sites or from site-to-site

Occasionally

Works primarily out-of-the office selling products/services (sales employees)

Never

Physical work site required

Yes

Lifting: up to 10 pounds

Constantly

Lifting: 10 to 25 pounds

Rarely

Lifting: 25 to 50 pounds

Never

Disclaimer: The job description has been designed to indicate the general nature and essential duties and responsibilities of work performed by employees within this job title. It may not contain a comprehensive inventory of all duties, responsibilities, and qualifications required of employees to do this job.

Compliance Requirement: This job adheres to the ethical and legal standards and behavioral expectations as set forth in the code of business conduct and company policies.

As a component of job responsibilities, employees may have access to covered information, cardholder data, or other confidential customer information that must be protected at all times. In connection with this, all employees must comply with both the Health Insurance Portability Accountability Act of 1996 (HIPAA) as described in the Notice of Privacy Practices and Privacy Policies and Procedures as well as all data security guidelines established within the Company’s Handbook of Privacy Policies and Practices and Information Security Policy.

Furthermore, it is every employee’s responsibility to comply with the company’s Code of Business Conduct. This includes but is not limited to adherence to applicable federal and state laws, rules, and regulations as well as company policies and training requirements.

Pay Range Minimum:

$108,000.00

Pay Range Maximum:

$201,800.00

Base pay is determined by a variety of factors including a candidate’s qualifications, experience, and expected contributions, as well as internal peer equity, market, and business considerations. The displayed salary range does not reflect any geographic differential Highmark may apply for certain locations based upon comparative markets.

Highmark Health and its affiliates prohibit discrimination against qualified individuals based on their status as protected veterans or individuals with disabilities and prohibit discrimination against all individuals based on any category protected by applicable federal, state, or local law.

We endeavor to make this site accessible to any and all users. If you would like to contact us regarding the accessibility of our website or need assistance completing the application process, please contact the email below.

For accommodation requests, please contact HR Services Online at HRServices@highmarkhealth.org

California Consumer Privacy Act Employees, Contractors, and Applicants Notice

Director Strategic Content

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