Head of Direct Growth

4 weeks ago

Glasgow, United Kingdom The Cigna Group Full time

Head of Direct Growth & Performance

OVERVIEW

As part of the International Health growth platform and reporting to the Head of Direct Sales & Global Retentions for Global Individual Health (GIH), the Head of Growth & Performance will be a key member of the GIH Commercial team. This newly created role will be responsible for driving the growth of the direct sales channel (online and telemarketing) through management of multi-million dollar performance marketing budget, being the primary client relationship owner for a world-class digital agency relationship and innovating the sales process to optimize conversion using the latest technologies and digital tools.

This role would be well suited to a candidate either with client-side digital agency management experience or an agency heavyweight who is looking for a move client side. Experience with contact centre / telephony sales is strongly preferred.

YOUR ROLE

As Head of Direct Growth & Performance, you will play a pivotal role in driving the strategic direction and execution of our GIH performance marketing efforts. You will be responsible for spearheading initiatives that accelerate user acquisition, engagement, sales processes and revenue growth through innovative and data-driven marketing strategies.

Key accountabilities:

Driving the performance marketing strategy & day-to-day digital agency management (50%)

  • Develop and execute a comprehensive growth strategy to increase high quality lead generation and revenue growth through digital paid media
  • Lead an internal team of performance marketers, providing guidance, mentorship and support to optimise campaign performance and achieve KPI’s
  • Own the strategic relationship with performance marketing / media agency and other key partners
  • Drive long-term strategy to optimize and lower the customer acquisition costs, increase lead volume, grow conversion and increase average book value
  • Partner with analytics to develop and maintain a robust attribution methodology
  • Collaborate with the wider marketing team to ensure alignment between growth marketing efforts and brand positioning
  • Stay updated with industry trends, best practice and emerging technologies to drive innovation and maintain a competitive edge

Support optimization and innovation in the sales process to improve conversion rate (50%)

  • Identify and implement growth opportunities within the segment, including end to end ownership of performance projects (e.g. Salesforce CRMA implementation, lead scoring, campaign design)
  • Innovate and implement test and learn strategies to drive scalable results
  • Perform in-depth analysis of channel performance and ROI to make recommendations for improvement
  • Use data driven insight to improve efficiency and effectiveness across all digital media channels and sales processes
  • Building dashboards and reports to provide timely updates to internal stakeholders
  • Work closely with, and challenge the sales teams by providing data-driven analysis to optimise the sales process and workflows
  • Provide strategic insights to our online brokers to improve volume and quality

YOUR PROFILE

  • Proven track record of success in growth marketing with at least 10 years’ experience, either in an agency, client side or mix of both
  • Strong analytics skills and proficiency in in data-drive decision making, with experience in using analytics tools, preferably Google Analytics
  • Demonstrate leadership experience in managing and motivating high performing marketing teams to achieve ambitious growth targets
  • Excellent communication and collaboration skills with the ability to effectively interface with stakeholders at all levels internally and externally
  • Creative problem solving abilities and a passion for innovation, with results-oriented mindset and a drive for continuous improvement

About Cigna Healthcare

Cigna Healthcare, a division of The Cigna Group, is an advocate for better health through every stage of life. We guide our customers through the health care system, empowering them with the information and insight they need to make the best choices for improving their health and vitality. Join us in driving growth and improving lives.

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