Summary
Reporting to the Director of Insights & Intelligence, the Growth Insights & Enablement Manager is accountable for informing the Marketing, Sales, Product, and Customer Experience functions to help GEHA meet or exceed growth goals by employing best practices to transform available campaign data into information and intelligence through data analysis and using industry and technical domain knowledge to provide consulting to the Insights and Intelligence team. The focus will be on producing empirically driven insights at every phase in the sales funnel and customer journey. This role will have accountability and focus in two key areas. 1 – Becoming a subject matter expert on data that feeds insights needed across the entire growth organization (Sales, Marketing, Customer Experience, and Product). This will include establishing a process and methodology for data collection and manipulation to enable effective campaign and insights reporting. 2- transforming internal and external growth/campaign data sources into information and intelligence for dashboard reporting and insights with primary focus on growth opportunity, consumer behavior, and market trends.
The successful candidate will have a background in marketing data infrastructure, customer metrics, data manipulation, and dashboard reporting in a growth-focused, commercial environment in Health Insurance and / or consulting. The work will be focused on assessing the performance of large-scale growth initiatives. This position requires an experienced performance marketing professional that is enthusiastic about infrastructure, approach, process, and implementation of best practices in the areas of data accessibility, BI tools, insights, and market intelligence to inform the growth team on “where” to focus efforts and improve overall results. The candidate should have experience with analytic programming languages, BI tools, dashboard design, database infrastructure and results interpretation. The successful candidate will have the ability to function as a consultant in communicating and presenting findings to all levels of management.
Duties
- Own Growth Insights roadmap. Assess current state of infrastructure, tools, and resources. Identify immediate and long-term opportunities to embed data-driven decision making and insight development into the Targeting & Insights functions across Sales and Marketing.
- Plan work in the mid to long-range time horizon, focused on establishing infrastructure, process, policy and procedures for work groups as it relates to responsibility.
- Direct full lifecycle of multiple commercial / growth projects, leading cross-functional efforts to deliver consumer and growth insights to optimize Growth team efforts Partner with cross-functional teams including Data and Analytics, Information Technology, Sales, Product, CX, and other teams to share key data, incorporate analytic tools in insights and dashboard development.
- Manage vendors within agreed upon pricing and contract terms.
- Maintain quality control of the data that feeds growth insights, ensuring timely and complete data availability.
- Lead cross-functional team responsible for managing and improving the commercial campaign and performance marketing database to help inform the data, tools, and input data required for best-in-class targeting, segmentation, growth, and insights dashboards.
- Identify and assess new data sources that can improve growth team insights.
- Determine & analyze market expansion data sources that identify GEHA’s Total Addressable Market (TAM) both in aggregate and trigger sources.
- Manage the growth insights metadata for informative reporting.
- Provide deep insights into all growth functions using our CRM, the marketing database, and internal data.
- Uncover impactful insights and effective communication to the growth organization.
- Work with commercial business partners to address business questions and business needs with data and insights.
- Develop key commercial insights to enable segment/product/market/geo-analytical sales targeting and reporting.
- Establish KPIs and benchmarks for standardized reporting packages.
- Evaluate and report on success of tested insights with relevant KPIs.
- Lead initiatives that focus on full-funnel visibility and optimization opportunities for acquisition, retention, engagement, product, and customer journey.
- Other duties as assigned.
Education Requirements
- Bachelor’s degree in business, Data Science, Computer Science, Statistics, Mathematics, Actuarial Science, Marketing Research, or equivalent field required.
Experience Requirements
- 8+ years leading commercial growth insights by shaping the data environment and tools required for nimble decision making.
- Insights and consulting experience in direct response, sales, and growth environments, as well as managing sales CRM and/or marketing databases.
- Proven record of ability to transform raw data into relevant insights and ability to articulate (verbally and in writing) to inform and improve sales and/or marketing performance.
- Health Insurance data insights expertise, or proven record of ability to learn a new industry quickly.
- Direct experience with analytic-focused programing languages such as SQL, Python, and SAS.
- Direct experience with popular BI tools with Power BI being the preference.
- Strong comfort level working with developers, engineers, and other technical roles with ability to assign, prioritize, and review deliverables.
- Purposeful with keen sense of urgency to deliver results.
- Focus on outcomes and process – attention on delivering relevant results that can be realistically implemented.
- Strong written and verbal communication across marketing, technology, and business subject areas.
- In-depth understanding of healthcare data privacy best practices or proven ability to adapt to the compliance environment of a new industry.
Preferred Qualifications
- Master's degree
- 10+ years of related experience
GEHA is an Equal Employment Opportunity and/or Affirmative Action employer, which means we will not discriminate against any individual based on sex, race, color, national origin, disability, religion, age, military status, genetic information, veteran status, pregnancy, marital status, gender identity, and sexual orientation, as well as all other characteristics and qualities protected by federal, state, or local law. We are committed to creating an inclusive environment for all employees.
