Blue Shield of California · 1 week ago
Marketing Operations Specialist, Principal - Omnichannel Strategy
California, United States
Full-time
Hybrid
Lead/Staff
10+ years expBlue Shield of California is a nonprofit organization focused on transforming healthcare to enhance quality and affordability. The Omnichannel Strategist, Principal will lead marketing strategies and roadmaps to drive market growth and retention, optimizing customer journeys in government lines of business.
Financial ServicesHealth InsuranceNon Profit
Responsibilities
Champion the marketing omnichannel strategy and roadmaps to drive conversion, acquisition, and retention across the government lines of business
Build and execute integrated go-to-market plans in partnership with Line-of-business, Sales, Product, and channel leads; align objectives and measurable outcomes
Lead cross-functional delivery with Line-of-Business Strategy, Digital Product, UX/UI, Creative, Content, analytics, and external partners, overseeing strategy and development, regulatory/legal approvals, design and development, authoring, SEO and AEO
Provide requirements and establish KPIs and measure success, apply analytical rigor, and run test-and-learn programs to optimize journeys and performance; synthesize results into clear reports with recommendations
Drive segmentation, positioning, and personalization that improve the end-to-end customer experience and support the roadmap
Serve as a subject matter expert in the digital space by staying current on market research, industry trends, platform changes, new technologies, competitive data, and historical data to build digital strategies that support broad marketing plans and business objectives
Lead complex projects and initiatives, owning the project lifecycle from ideation through completion, building, testing, launch, measurement, and ongoing optimization
Develop and execute experiments, A/B tests, and pilot programs to assess the effectiveness of new marketing strategies and tools
Represent Marketing on the Digital Product roadmap, championing marketing and business priorities; continually incorporate stakeholder and end-user feedback into backlog and enhancements
Provide leadership to project teams and vendors, directing work and fostering effective collaboration across strategic and technical disciplines
Qualification
Required
Requires a bachelor's degree in a related field such as marketing or business and/or equivalent combination of education and experience; master's degree or MBA is highly desirable
Requires at least 10 years of prior relevant experience
Requires experience creating and implementing Marketing strategies within an omnichannel environment
Requires deep knowledge in setting and optimizing Marketing and Sales KPIs
Ability to influence others to adopt a strategic plan
Proven ability to manage relationships with cross-functional teams of varying strategic and technical disciplines
Proficiency in using analytics platforms and reports to inform business decisions, experience with Adobe Customer Journey Analytics a plus
Knowledgeable in SEO/AEO strategy and best practices
Strong knowledge of marketing and product management principles
Preferred
Experience in health insurance, managed care, or similar regulated field strongly preferred
Experience managing vendors and agencies as key or primary account contact strongly preferred
Company
Blue Shield of California
Blue Shield of California is a health insurance service provider.
5001-10000 employees
Funding
Current Stage
Late StageLeadership Team
Gary Culp
Senior Vice President, Government Markets
Gregory Siebert
Senior Vice President Provider Partnerships & Network Management
Recent News
2026-01-13
Fierce Healthcare
2025-12-15
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