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Director, Gov't. Products & Marketing - HAP (Troy)


The Director, Government Product & Marketing is responsible for providing vision and leadership for HAP’s Medicare products. The director will develop and implement tactical product and marketing strategies designed to capitalize on market opportunities and generate increased demand for HAP’s Medicare products and services.

This position will lead activities for the operations, sales and retention of the Medicare product; partnering with other departments on the development and implementation of specific strategies to streamline processes, enhance member satisfaction and growth, while increasing member retention.

This position will also have oversight of HAP’s Individual and Government Products.

This position will have responsibility to interface with governmental bodies relative to plan rules and regulations and overall impact for the product.

Set the strategic direction and work closely with the directors of Marketing & Communications and Product & Marketing Operations on the execution of strategy, including all marketing activities and materials; branding; member experience; demand generation campaigns; and customer acquisitions. Explore new and existing marketing mediums and lead the marketing team to develop programs that drive brand storytelling, increase loyalty and positively impact sales.
Lead cross departmental steering committee to ensure that all departments are aware of requirements and dates. Maintain and review performance metrics (dashboard) and report to senior staff.
Work with Sales to define multi-year growth targets and determine what is needed to achieve these goals. This includes both new and existing member retention marketing and product strategies.
Work with Strategic Planning to develop and communicate necessary corporate efforts to achieve targets.
Lead annual process to determine upcoming year benefits, pricing, marketing, service area expansion, etc. Gather data necessary for bid, working with Underwriting, Actuaries, Sales, Product Development, Pharmacy, Network Development, Compliance and other areas as appropriate.
Work with stakeholders to develop and implement strategies for Medicare membership growth and retention. Track and report on product performance and progress against goals.
Participate in workgroups for CMS. Attend annual training and conferences.
Work closely with the Director of Product & Marketing Operations to oversee CMS data submission requirements, including annual data validation process.
Disseminate industry updates and competitive information regarding Medicare products internally.
Collaborate with HAP Empowered for best practices for Dual Eligibles.
Work closely with the Director of Product and Marketing Operations to oversee operational opportunities to improve product financial performance.
Create, implement and measure the success of a comprehensive Medicare marketing program that will enhance the company’s image and position within the marketplace.
Work Closely with Director of Marketing and communications to align execution of marketing strategy and deliverables.
Align with sales and product management to develop and execute go–to-market strategies, proactively defining opportunities to achieve brand, retail, digital and product sales objectives.
Lead projects as assigned, such as cause-related marketing and special events.
Works closely with Director of Product and Marketing Operations on compliance with regulatory submissions required for marketing materials and plans.
Interpret results of marketing programs and modify campaigns and initiatives to achieve optimal performance.
Perform other related duties as assigned

Bachelor’s Degree in a related field required. Master’s degree, preferred.

Minimum of five (5) years leadership experience in both product and marketing in a managed care, health care, health plan clinical or financial administration environment.

- Strong knowledge of government health insurance programs.
- Prior experience in Government program sales is preferred.
- Prior experience setting product and marketing strategy preferred.
- Excellent program and project management skills including planning, prioritizing and problem solving-
Conceptual/strategic thinker
- Excellent ability to multi-task, influence and negotiate
- Respect for diversity

HAP is a Michigan-based, nonprofit health plan that provides health coverage to individuals, companies and organizations. A subsidiary of Henry Ford Health System, we partner with doctors, employers and community groups to enhance the overall health and well-being of the lives we touch. With more than 1,100 dedicated and passionate employees, our goal is to make health care easy for our members.

Henry Ford Health System, one of the largest and most comprehensive integrated U.S. health care systems, is a national leader in clinical care, research and education. The system includes the 1,200-member Henry Ford Medical Group, five hospitals, Health Alliance Plan (a health insurance and wellness company), Henry Ford Physician Network, a 150-site ambulatory network and many other health-related entities throughout southeast Michigan, providing a full continuum of care. In 2015, Henry Ford provided $299 million in uncompensated care. The health system also is a major economic driver in Michigan and employs more than 24,600 employees. Henry Ford is a 2011 Malcolm Baldrige National Quality Award recipient. The health system is led by President and CEO Wright Lassiter III. To learn more, visit

Whether it's offering a new medical option, helping you make healthier lifestyle choices or making the employee enrollment selection experience easier, it's all about choice. Henry Ford Health System has a new approach for its employee benefits program - My Choice Rewards. My Choice Rewards is a program as diverse as the people it serves. There are dozens of options for all of our employees including compensation, benefits, work/life balance and learning - options that enhance your career and add value to your personal life. As an employee you are provided access to Retirement Programs, an Employee Assistance Program (Henry Ford Enhanced), Tuition Reimbursement, Paid Time Off, Employee Health and Wellness and access to day care services at Bright Horizons Midtown Detroit, and a whole host of other benefits and services. Employee's classified as contingent status are not eligible for benefits

Equal Employment Opportunity/Affirmative Action Employer
Equal Employment Opportunity / Affirmative Action Employer Henry Ford Health System is committed to the hiring, advancement and fair treatment of all individuals without regard to race, color, creed, religion, age, sex, national origin, disability, veteran status, size, height, weight, marital status, family status, gender identity, sexual orientation, and genetic information, or any other protected status in accordance with applicable federal and state laws.

Time:  Full time
Salary:  Salary
Category:  Marketing/sales/product development

Updated: 5/29/2020 5:20:09 PM

Job Contact:
Jessica Greig

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2850 W Grand Blvd
Detroit, MI 48202-2643