Healthcare Bluebook was founded on a simple, yet powerful idea: create fairness in the healthcare marketplace. By combining the best cost and quality data with industry-leading usability, Healthcare Bluebook provides people and organizations with everything they need to be more effective healthcare consumers. Bluebook partners with over 4,500 employers through our website and mobile app, so that consumers can make more informed healthcare decisions. Our clients include both private- and public-sector organizations, including Fortune 500 companies, 30+ Third Party Administrators, and state governments. We’re bringing transparency to healthcare.
Job Summary
Healthcare Bluebook is looking for an experienced Vice President of Marketing, who will be responsible for overseeing the planning, creation, execution, and results of the marketing and advertising for the company. This role requires the ability to think strategically and translate trends, market drivers, the voice of the customer, and non-discrete ideas and concepts into practical and effective execution. This person must have experience identifying themes within the healthcare industry that align with positioning and promoting Healthcare Bluebook’s product offering and thought leadership.
The VP, Marketing will oversee a team of five, including five marketing team members and three inside sales team members. The ideal candidate has experience in healthcare, b2b marketing, and working in a fast-paced, high-growth environment. We are looking for an innovator who will drive increased awareness and lead generation, new product and feature launches, persuasive content and collateral, and thoughtful client retention initiatives.
Roles and responsibilities include:
- Strategic Leadership: Provide the direction and management of all marketing initiatives to ensure that priorities are set and executed in alignment with quarterly and annual goals.
- Team Support: Lead a team five marketing team members. Marketing roles include:
- Director of Lead Generation
- Product Marketing Manager
- Customer Marketing Manager
- Senior Copywriter
- Multimedia Graphic Designer
- Accelerate Brand & Message: Develop market segmentation and highly effective targeting, positioning, and messaging for all related services and strategies, partnering with the executive team and other functional team members to ensure that the Bluebook brand is maintained and continuously improved.
- Market Research: Oversee all market research efforts, including reviewing, analyzing, and interpreting market trends, consumer insights, and competitive intel, and translating for the team and business how it impacts Bluebook’s strategies and overall solutions.
- Drive Growth: Direct strategy for lead generation programs and resources, including the optimized use of marketing and sales automation to increase the quantity and quality of leads.
- Product Marketing: Work with product and the product marketing manager to ensure that marketing is assisting in the development of new features and products, offering support via market intel and messaging, and overall go-to-market promotion for new revenue generation and client retention.
- Sales Support: Plan and execute strategies and tactics in concert with Sales that accelerate prospects through their buying journey and improve the close-ratio.
- Client Strategy Support: Partner with client strategy to build programs and communications that establish Bluebook as thought leaders with existing client base.
- Content & Collateral: Support and assist in copywriting and creation of collateral materials, including sales presentations, one-pagers, whitepapers, blogs, competitive briefs, and case studies.
- Public Relations: Ensure the corporate integrity is optimized in media and all public communications.
- Vendor Management: As needed, maintain positive relationships with vendors and client partners.
- Build Relationships: As a shared service, ensure marketing is collaborating effectively across various teams within the organization, including sales, product, client strategy, engagement, and project management.
- Manage Budget and Technology: Accurately budget, forecast, and track expenses related to all relevant marketing activities.
- Drive ROI: Track, analyze, and optimize marketing metrics and KPIs to ensure activities are effective, efficient, and deliver high ROI.
- Other duties as assigned
Requirements
- Minimum of 10 years of marketing experience, focused on B2B and healthcare.
- Experience managing a team and coaching to effective results.
- Experience in leading marketing programs that yielded measurable results, including higher demand, improved awareness, and increased leads and sales.
- Experience with a wide variety of marketing tactics including direct mail, email marketing, collateral development, digital advertising, SEO and SEM, tradeshows/events, social media, and sales enablement.
- Experience working with or managing an inside sales team, including cold calling and email marketing.
- Demonstrated expertise using Salesforce and Hubspot (or other email marketing platforms) to generate increased return on investment.
- Excellent communications and presentation skills.
- Excellent computer skills – Word, Excel, Powerpoint etc.
- Experience with Photoshop or Adobe Creative Suite a plus.
- Bachelor’s degree in marketing, advertising, communications or other related field of study
Please include a cover letter with your application explaining why you are the best candidate for this role.
Healthcare Bluebook Core Values
Substance over Splash – Be resilient and agile with change
Humility – Serve with gratitude
Accountability – Do what we say we will
Resourceful – Be resilient and agile with change
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