Job description
Working At Aetna -- the Value To You
What does it mean to work at Aetna? A lot. From programs and benefits that support your financial, physical and emotional health to opportunities to build your knowledge and expand your career, the company makes working here a valuable experience in many ways.
Brandand Social MediaManager - this position can be located in any one of the following areas:In the UK (Farnborough), in Dubai or Singapore office locations.
Reporting to the Senior Director, Brand Strategy and Communications, this role is responsible for taking ownership of the brand experience and turning it into compelling engagement strategies and messaging platforms, depending on territory and audience segment. The role will have a strong interface with the Marketing Operations team, to ensure execution of the concepts meets the original brief. They will also have a strong interface with the Acquisition and Customer teams, ensuring that the value stories for each pillar of the business are directly reflected in outreach activities. The role holder will play a critical part in creating the new Aetna International value story components, for use in acquisition and retention activity in every part of our footprint.
The role holder will be required to create clear and specific marketing briefs to ensure that the vision translates to the spoken and written word, as well as the visual identity.
The role holder is required to work across, on and offline disciplines.
Responsibilities:
Requirements:
Career Band Description
How to apply
Please use the "Apply" link to apply to this position. If you cannot view this link, you can find this position on our website by visiting: www.aetna.com/working, click on apply online, search openings, and enter 33592BR in the keyword field. Additional information on what its like to work for Aetna and more can also be found on our website.
We value leadership, creativity and initiative. If you share those values and a commitment to excellence and innovation, consider a career with Aetna.
Aetna does not permit the use of tobacco related products or drugs in the workplace.
Aetna is an EO/AA Employer-Minorities/Women/Veterans/Disability.
No search firms please.
You will not be asked for personal information until you have been fully evaluated through Aetna's screening processes. Aetna will never ask applicants for money. If you want to verify the identity of someone who contacts you from Aetna, call 1-800-AETNAHR (1-800-238-6247).
Click on THIS link to apply.
Working At Aetna -- the Value To You
What does it mean to work at Aetna? A lot. From programs and benefits that support your financial, physical and emotional health to opportunities to build your knowledge and expand your career, the company makes working here a valuable experience in many ways.
Brandand Social MediaManager - this position can be located in any one of the following areas:In the UK (Farnborough), in Dubai or Singapore office locations.
Reporting to the Senior Director, Brand Strategy and Communications, this role is responsible for taking ownership of the brand experience and turning it into compelling engagement strategies and messaging platforms, depending on territory and audience segment. The role will have a strong interface with the Marketing Operations team, to ensure execution of the concepts meets the original brief. They will also have a strong interface with the Acquisition and Customer teams, ensuring that the value stories for each pillar of the business are directly reflected in outreach activities. The role holder will play a critical part in creating the new Aetna International value story components, for use in acquisition and retention activity in every part of our footprint.
The role holder will be required to create clear and specific marketing briefs to ensure that the vision translates to the spoken and written word, as well as the visual identity.
The role holder is required to work across, on and offline disciplines.
Responsibilities:
- Working with Customer Marketing, map "promise to reality" across the customer journey and propose brand campaigns that close the delta
- Translate the brand strategy into measurable brand plans and brand transition from health insurer to health services, by territory and customer segment
- Create positioning and go-to-market strategies for new market entry, licensed territories and product/service launches such as vHealth. This will include creating media plans and providing an overview of all launch costs, working with others on the team as necessary.
- Oversight of brand/reputation risk and mitigation, and begin work on CSR activity for Aetna International
- Monitor market trends, research consumer markets and competitors activities to identify opportunities and threats, ensuring these filter through to our market positioning so we can take advantage
- Analyse how our brand is positioned in target markets and create a map to move positioning if not optimal, and how to protect where positioning is aligned well to strategy
- Using the Value Proposition, develop compelling stories that can be modified to create change in perception or behavior in key audiences
- Use customer segmentation to determine appropriate channels and messaging platforms for Aetna International, consistent with business objectives
- Oversee the development of a social media strategy for Aetna International, to include governance, operational response and content themes. Work with Marketing Operations to execute on the strategy.
- Develop the brand story for vHealth, and produce go-to-market plans for the launch, to include branding, media planning, high level visual and tonal identity and measurement dashboard
- Use the outputs from the "Pioneering Change" survey to develop a brand for the report, and contribute to a content strategy that positions us across three dimensions: visibility, differentiation and engagement, in target markets
- Oversee marketing and advertising activities to ensure consistency with brand strategy.
- Lead development of creative briefs, where necessary, and create motivating stimulus to get targeted populations to "take action".
- Conceptualize brand content, describing how it can be repurposed and amplified across other platforms including web, social, mobile, video, point of sale and merchandise
Requirements:
- BA/BS in related field or equivalent working experience.
- Powerful communicator, both written and verbally
- High attention to detail and organisation skills.
- Excellent understanding of the full marketing mix
- 8+ years of experience with a brand/advertising agency or in-house marketing team
- Aptitude for the consumer voice, with a strong understanding of how consumers and businesses engage with social channels
- Ability to train and embed social media best practice, in collaboration with the enterprise team, across the marketing and Operations functions
- Originality of thinking
- Ideally, knowledge of gamification and other brand engagement/immersion channels
- A strong understanding of how to interpret social and brand analytics to deliver successful campaigns
- Ability to work within enterprise social media governance and brand guidelines
- Confidence to present and explain ideas to stakeholders
- Enthusiastic with a proactive attitude
- Strong understanding of both the insurance and health and wellness industries
- High level knowledge of regional requirements from a regulatory and legal perspective
- Good understanding of media consumption patterns by territory and audience segment
- Demonstrable cultural competency, to integrate into approach
- Ability to develop and embed core messaging platforms from which the Marketing Operations team will develop specific content appropriate to particular customer segments, to ensure brand cut through
Career Band Description
How to apply
Please use the "Apply" link to apply to this position. If you cannot view this link, you can find this position on our website by visiting: www.aetna.com/working, click on apply online, search openings, and enter 33592BR in the keyword field. Additional information on what its like to work for Aetna and more can also be found on our website.
We value leadership, creativity and initiative. If you share those values and a commitment to excellence and innovation, consider a career with Aetna.
Aetna does not permit the use of tobacco related products or drugs in the workplace.
Aetna is an EO/AA Employer-Minorities/Women/Veterans/Disability.
No search firms please.
You will not be asked for personal information until you have been fully evaluated through Aetna's screening processes. Aetna will never ask applicants for money. If you want to verify the identity of someone who contacts you from Aetna, call 1-800-AETNAHR (1-800-238-6247).
Click on THIS link to apply.
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