Vice President of Marketing & Product Management

Minneapolis, Minnesota
Aug 08, 2017
Oct 13, 2017
Employment Status
Full Time

Health Care that Starts with You!

Join a truly mission-driven organization! Independent, nonprofit UCare is recognized as one of the Minnesota's leading health plans. We provide more than 225,000 members across Minnesota and western Wisconsin with the health coverage plans and services they need to maintain and improve their health. The innovative coverage we create makes a difference for Medicare-eligible individuals, individuals and families enrolled in Minnesota Health Care Programs, such as MinnesotaCare and Medical Assistance, and disabled adults with special health care needs. UCare is growing in size, membership, products, geographic coverage, and employees. We're an organization that's going places. Be part of a team that cares about you, be part of UCare.

UCare Position Profile

Vice President of Marketing & Product Management

UCare is an independent, nonprofit health plan providing health coverage and services to more than 360,000 members in Minnesota.  The health plan serves more people from diverse cultures and more people with disabilities enrolled in Medical Assistance than any other health plan in Minnesota.  Working in partnership with health care providers and community organizations, UCare serves: ·        Individuals and families enrolled in Minnesota Health Care Programs, such as MinnesotaCare and Medical Assistance

·        Medicare-eligible individuals

·        Adults with disabilities

·        Individuals and families choosing health coverage through MNsure, the insurance marketplace 

One of the things that make UCare unique is employees' deep commitment to UCare's mission, members and community.  That commitment has resulted in a very highly engaged and special workplace culture, as evidenced by being awarded the Star Tribune's “Top Workplaces Award” for eight consecutive years.  UCare is one of only a few organizations who have this distinction and, in both 2014 and 2016, received special recognition for employee communications because employees' responses were some of the most positive to the question “I feel well informed about important company decisions.”

For more information, visit www.ucare.org.

Position Summary:

The Vice President of Marketing & Product Management reports to the Sr. Vice President of Public Affairs and Chief Marketing Officer and is a member of UCare's Leadership Team.   The Vice President of Marketing & Product Management oversees all areas of marketing including brand strategy, advertising, digital, communications, social media and public relations.  In partnership with the Associate VP of Sales and other key stakeholders, this position is also responsible for aligning and executing UCare's product strategy with the organization's strategic plan and business priorities.  The Vice President of Marketing & Product Management contributes to UCare's overall business strategy by bringing a current knowledge of the health care marketplace with expertise in government programs including Medicare, Medicaid, Special Needs Plans and the individual commercial market. The VP of Marketing & Product Management ensures the department culture is collaborative, participatory, respectful, and an employer of choice for professionals, consistent with UCare's eight-year designation as a StarTribune Top Workplace.

Major Responsibilities:

·Establish and implement the organization's product and marketing strategies in support of UCare's organizational vision and strategies.

·Communicate a clear vision of how marketing and product strategies support enrollment growth targets and other key performance indicators.

·Provide strategic direction and oversight of all product lines.  Foster a department culture in which staff work transparently and collaboratively.

·Drive the development and adherence to UCare brand standards, digital governance processes, and other performance metrics to ensure department work meets organizational needs and delivers value to our members and providers.

·Partner with the Associate VP of Sales to ensure marketing strategy and integrated tactics achieve sales metrics.

·Plan, develop and control the annual administrative expense and capital budgets, for all areas within the department ensuring that spending is within budget and returns on investments are achieved.

·Participate in organizational strategic planning activities.

Ideal Experience:

·Ten or more years of health care marketing experience, including significant leadership responsibilities in the health care industry. 

·Experience leading a marketing organization in a highly regulated industry is required, with health care experience strongly preferred.

·Bachelor's degree in Marketing or related field is required.  An advanced degree would enhance the candidate's credentials.

·Demonstrated experience in managing fully integrated advertising campaigns, including creative development, message testing and marketing analytics.

·Exceptional leadership skills with a track record of creating and maintaining highly engaged teams.

·Excellent verbal and written communication skills.

·Positive, resilient, flexible and collaborative leadership style that is suited for a fast-paced, evolving environment with competing priorities.

Critical Competencies for Success:

·Ability to lead a marketing and product management department that is well established, yet eager for a more disciplined data-driven approach.  

·Ability to partner, collaborate, challenge and influence leaders, peers and staff to advance the three-year strategy.

·Understanding of, and ability to communicate, marketing trends and the implications to the organization.

Key Relationships:

·Members of UCare's Senior Management team

·Associate Vice President Sales

·Internal stakeholders and business leaders

·Key external partners including our advertising agency of record

Significant 2017 Strategic Marketing & Product Management Projects:

·Lead implementation of a transformative digital vision that empowers members, prospective members and business partners, like providers, to engage with UCare on any connected device at any time.

·Develop a plan and begin implementation to modify the Medicare Advantage product portfolio to leverage 2019 market disruption. 

·Explore and develop opportunities for strategic alliances with providers and community organizations.  

·Assess and implement targeted efforts to grow existing products that offer sustainable, unique value in the marketplace. 

·Strengthen product performance through benefit design, cost management, revenue accuracy efforts and improved member satisfaction. 

·Refine product governance processes to optimize the planning and execution of UCare's product portfolio, ensure products are well positioned for 2019 marketplace opportunities.

·Use data to identify, develop and test member experience improvement opportunities that lead to improved member satisfaction and retention rates. 

·Align department structure to more effectively support UCare's business objectives and strategic plan while building greater employee engagement. 





Enter a highly collaborative environment where people are truly engaged, and feedback is valued. You'll enjoy a competitive salary and benefits, as well as a host of other perks, including a nationally recognized wellness program, and a bright, open, award-winning office space in Northeast Minneapolis just minutes from major freeways and retail centers. At UCare, we welcome and employ a diverse employee group committed to meeting the needs of UCare, our members, and the communities we serve.

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