Marketing Strategist (Behavior Change Marketing) - 62930BRPrimary Location: New York, NY
Additional Locations: NY-New York Apply
The Behavior Change Marketing Strategist leads end-to-end delivery of consumer engagement campaigns to drive better health outcomes for our almost 40 million members – driven by predictive models and advanced analytics.
This is a key role in Aetna's Behavior Change Marketing organization. Trigger behavioral changes that reduce healthcare spend while increasing quality of life -- this is more than just a marketing job! Come onboard and help us define and build the team. Behavior change is a critical part of Aetna's strategy - this position sits at the crux of executing behavior change campaigns.
Drive end-to-end delivery of behavior change marketing campaigns in a cross-functional, test & learn environment – with the goal to create and determine most effective campaign strategy (i.e. content, channel, and incentives)
Ensure all campaigns are driven by bold hypotheses, leveraging behavioral economics where possible, with a constant eye on expanding our learning agenda
Partner with data scientists, senior management, and marketing clients to develop marketing and testing strategies for multi-channel marketing communications across targeted audience segments
Develop and maintain Agile artifacts such as Test Briefs, Hypothesis Backlogs, and Execution Plans
Partner with copywriters and graphic designers to develop compelling creative and copy for campaigns that push the envelope of member communications without compromising brand integrity
Partner with Salesforce Marketing Cloud architects, channel owners, and vendors to ensure accurate and timely implementation of campaigns across a variety of channels (email, direct mail, SMS, paid digital channels, outbound phone calls, websites, incentives, etc.), with quality checks and accurate tracking
Heavily ‘project manage’ the deployment of your behavior change campaigns, operationalizing the work in full
Demonstrated past experience in driving behavior change and behavior change marketing campaigns through the use of behavioral economics; ideally 10+ years work experience with 2+ years using behavioral economics
Deep marketing background, with proven results leading marketing campaigns
Degree or coursework in behavioral economics, the science behind behavior change, etc. (preferred)
Experience working in an Agile methodology and/or rapid test and learn environment (either directly with marketing campaigns or in a product development environment) (preferred)
In addition to playing a role in helping shape the creative culture at Aetna, you have a chance to be on the cutting edge of marketing the largest healthcare company in the United States! The Behavior Change Marketing organization is part of a “Transformation” business unit stood up after the integration of Aetna and CVS Health (now a “Fortune 10” company in scale). This organization has four small teams producing high volume test & learn on different permutations of messaging and behavioral economic principles. There is a heavy partnership with data science, which develops predictive models to identify the Aetna members that should be getting an intervention message. Potential Telework Position: No Percent of Travel Required: 0 - 10% EEO Statement: Aetna is an Equal Opportunity, Affirmative Action Employer Benefit Eligibility: Benefit eligibility may vary by position. Click here to review the benefits associated with this position. Candidate Privacy Information:
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