Associate VP Marketing - Home Segment

Job Information
Humana
Associate VP, Marketing - Home Segment
in
Bethesda, Maryland

Description
Humana is a Fortune 50 market leader in integrated healthcare whose dream is to help people achieve lifelong well-being. As a company focused on the health and well-being of the people we serve, Humana starts from within, and is committed to providing progressive benefits that advance the employment experience and vitality of the associate community. Through offerings anchored in a whole-person view of human well-being, Humana embraces a focus on stimulating positive individual and population changes while nurturing a sense of security, enabling people to live life fully and be their most productive.

Humana is building an industry-disrupting home care business, which is bringing care to the patient's home across the full spectrum of acuity from Primary Care relationships to Hospital encounters. Our integrated model includes integrating recently acquired assets, such as Kindred at Home and onehome, with strategic partners such as heal and Dispatch and our owned care management, palliative, and other specialized programs. When we are able to integrate the care model of these home-focused services with Humana's other traditional care lines, we will create a superior patient experience driving improved health outcomes and position the company uniquely in service of seniors living with chronic conditions.

This will require developing new categories and products, expanding into new customer segments, deploying critical capabilities to win with those segments and redefining the care experience. This strategic shift will add considerable complexity to the marketing function supporting the segment and strong marketing leadership will be key to the successful execution of the strategy. Over the coming years, the business will be focused on continued growth in the fee-for-service business model, as well as developing and growing an effective value-based care model, together with the recent capabilities brought into the organization through the onehome acquisition.

Against that backdrop, we are seeking a talented marketing leader to join our team in the newly-created role of Associate Vice President (AVP), Marketing - Home Segment. Working in close collaboration with the business, you will oversee the development and implementation of long-term integrated strategies and programs that will be key to the success for the largest Home Health business in the country. More specifically, you will drive patient acquisition, engagement and retention through a tight relationship with the sales function, as well as through direct-to-consumer strategies. Finally, you will develop a broad understanding of the business and how it interacts in the plan space, as well drive marketing strategies that meet business challenges and that also position Humana as a thought leader in the Home Health space.

This position can be located anywhere within the lower 48 states. Relocation assistance will be provided if you desire to relocate to Louisville, KY.

Responsibilities
Key Responsibilities

1. Define Marketing approach for the existing fee-for-service and emerging value-based care business models in home health, with consideration for how the business fits within the overall care delivery system at Humana.
2. Partner deeply with sales function to understand their go-to-market needs, develop strategies to support, and progress capabilities for building business through referrers with CRM tools, bringing marketing automation to home health and other service lines.
3. Partner with clinical innovation team to define and launch new services through the referring community and, where appropriate, direct-to-consumer. Define value prop, position, and oversee development of launch campaigns. Support product development with deep understanding of consumer insights, tracking nascent consumer trends, and responding to market shifts.
4. Lead Portfolio Marketing approach for the segment, considering asset compatibility for internal and external growth.
5. Engage with partner organizations to deeply align on marketing strategies both internal and external to Humana.
6. Lead team in rapid test and learn methodology and innovation in engagement marketing.
7. Relationship management with the most senior levels in the business segment.
8. Drive sales success with carriers and providers (B2B marketing) through packaging value of Home Solutions assets, and thought leadership.
9. Performance measurement and improvement.
10. Oversee and manage all marketing strategy, planning, plan execution, financial management and measurement for the Segment Marketing team.
11. Build, lead, and develop an initial team of 10-15 experienced marketing professionals: coach and mentor associates with a goal of developing and retaining talent. Scale team as business grows; develop roadmap for marketing capabilities and gain buy-in for support. Lead team through change as home health and onehome businesses integrate fully into Humana.
12. Partner with and leverage skilled marketing professionals in other teams as Subject Matter Experts to provide the optimal marketing answers to business challenges; Collaborate within broader Marketing organization to ensure consistency within market strategies, communications and messaging.

Key Candidate Qualifications
The successful candidate will have broad and diverse marketing leadership experience in multiple environments, including sales enablement, B2C, B2B, digital, and introducing CRM/marketing automation practices to a business. He/she will have a degree in Marketing or a related field and a clear track record of spearheading the adoption of marketing best practices and innovation. This person will be a strong leader of people with proven success in expanding and elevating the capabilities and performance of the team. Finally, the successful candidate will have experience playing a pivotal role supporting a successful, large-scale business transformation and will demonstrate the ability to toggle effortlessly between strategic and tactical activities.

In addition to the above, the following professional qualifications and personal attributes will be ideal:

1. Strong business acumen... more than 'just' a marketing mindset - understanding downstream and upstream impacts.
2. Experience with business development and growth strategies; innovation mindset.
3. Solid foundational expertise in marketing/consumer analytics.
4. Excellent foundation in marketing fundamentals and best practices, with understanding and demonstrated experience in complex or regulated consumer purchases.
5. Ability to introduce and create change and/or urgency; perseverance to overcome disruption and barriers; ability to work through tumultuous or ambiguous scenarios successfully.
6. Experience managing external vendor relationships.
7. Strategic thought partnership and ability to learn the business, helping to shape the 2-3 year marketing strategy to support business growth.
8. A clear passion for the consumer/customer.
9. Excellent oral and written communications skills, including the polish, poise, and executive presence that will ensure effective interaction with senior and executive level audiences.
10. Current or recent experience in a large, highly matrixed company (i.e., Fortune 250), with proven ability to influence leaders and key stakeholders in such an environment.
11. Highly collaborative mindset and excellent relationship-building skills, including the ability to engage many diverse stakeholders and SMEs and win their co-ownership in the outcome.
12. MBA or advanced degree in marketing, advertising, or similar field.

NOTE: We will require full COVID vaccination, including booster, for this job, as we are a healthcare company committed to putting health and safety first for our members, patients, associates, and the communities we serve. If progressed to offer, you will be required to provide proof of full vaccination, or documentation for consideration of a medical or religious exemption where allowed by law. Requests for these exemptions should be submitted at least 2 weeks prior to your scheduled first day of work.

Scheduled Weekly Hours: 40