Lead Marketing Strategist - Member Retention and Engagement

Company :

Highmark Health

Job Description :

JOB SUMMARY
This job leads integrated member retention marketing strategies designed to improve health plan renewal, reduce voluntary disenrollment, strengthen member engagement, and increase lifetime value. The role develops data-driven, personalized communications and experiences across the member lifecycle, with particular focus on onboarding, benefit utilization, satisfaction, renewal, and at-risk member intervention.

The position analyzes member behavior, experience, utilization, demographic, channel, and market data to identify retention drivers, barriers, and segments at risk of attrition. It translates those insights into targeted strategies that reinforce plan value, improve the member experience, close communication gaps, and motivate timely renewal and continued coverage.

Responsible for defining retention audiences, journeys, messaging, channel mix, test plans, forecasts, and performance measures. Partners across Marketing, Product, Sales, Service, Clinical, Digital, Analytics, Operations, Compliance, and other matrix teams to coordinate member outreach and resolve experience issues that may contribute to disenrollment.

The Lead Marketing Strategist develops business cases and budget recommendations for retention initiatives; guides execution within defined timelines; and communicates plans, results, risks, and recommendations to key stakeholders and senior management. The role ensures communications are member-centered, brand-aligned, accessible, and compliant with corporate, federal, state, and regulatory requirements.

Success is measured through outcomes such as renewal and retention rates, voluntary disenrollment, engagement, response and conversion, member satisfaction, channel performance, cost effectiveness, and ROI/ROMI. The role evaluates results and applies test-and-learn insights to optimize current programs and shape future retention strategies.

ESSENTIAL RESPONSIBILITIES
Develop integrated member retention plans across the lifecycle, including onboarding, education, engagement, service recovery, renewal, and win-back initiatives.

• Analyze member, experience, utilization, demographic, channel, and market data to identify retention opportunities, churn indicators, priority segments, and actionable insights.

• Build forecasts and business cases for retention programs, including expected impact on renewal, disenrollment, engagement, member lifetime value, cost, and ROI/ROMI.

• Lead cross-functional development and execution of personalized, omnichannel member communications that clearly communicate plan value, benefits, resources, required actions, and renewal information.

• Establish retention KPIs and measurement plans; track renewal, voluntary disenrollment, engagement, response, conversion, satisfaction, channel performance, and ROI/ROMI; and recommend optimizations based on results.

• Partner with Marketing Research, Analytics, Product, Service, Clinical, Digital, Operations, Compliance, and other stakeholders to understand member needs, address experience gaps, and coordinate retention interventions.

• Guide marketing team members in the development of retention briefs, audience strategies, member journeys, testing roadmaps, forecasts, and performance reporting.

• Manage campaign and program budgets, vendor resources, timelines, approvals, risks, and reporting for retention initiatives.

• Other duties as assigned.

REQUIRED EDUCATION
Bachelor's Degree – Marketing, Business or related field
Substitutions
6 years’ experience

PREFERRED EDUCATION
Master's Degree – Marketing, Business or related field

EXPERIENCE
Minimum:
• 8 years' experience coordinating the end to end delivery of marketing strategy programs
• 3-5 year's experience managing cross functional teams and creative development
• 2-5 years' experience developing forecast and ROI analysis
• 2-5 years' experience in the development of marketing plan including tactical development and budget

Preferred:
• Experience in the marketing of health or other insurance products is preferred
• Previous experience providing coaching or guidance to coworkers on marketing practices

• Professional experience using technology, tools, and AI in a Marketing function

KNOWLEDGE, SKILLS & ABILITIES
• Demonstrated experience in creativity, marketing strategy work within program with complex deliverables
• Provide oversite to cross functional team to stay on strategy and lead matrix team members
• Demonstrated experience working across multiple organization to successful completion of project
• Experience in effectively prioritizing and managing a large volume of projects to completion
• Excellent business writing skills
• High standard of professional conduct
• Demonstrated ability to manage a budget
• Ability to present marketing program to internal and external stakeholders and executives

• Proactive in learning and adapting to new marketing technologies, tools, and AI-powered marketing platforms

TRAVEL REQUIREMENT:

0% - 25%

Language Requirement (other than English)?

None

PHYSICAL, MENTAL DEMANDS AND WORKING CONDITIONS
(The physical, mental demands and working conditions described here are representative of those that must be met by an employee to successfully perform the essential function of their job. Reasonable accommodations will be made when necessary to enable individuals with disabilities to perform the essential duties of the position, to the extent that they do not cause undue hardship).

Position Type:

Hybrid - 3 days a week onsite in Pittsburgh - T, W, TH

Teaches/Trains others regularly

Frequently

Travels regularly from the office to various work sites or from site-to-site

Occasionally

Works primarily out-of-the office selling products/services (Sales employees)

Does Not Apply

Physical Work Site Required

Yes

Disclaimer: The job description has been designed to indicate the general nature and essential duties and responsibilities of work performed by employees within this job title. It may not contain a comprehensive inventory of all duties, responsibilities, and qualifications required of employees to do this job.

Compliance Requirement: This position adheres to the ethical and legal standards and behavioral expectations as set forth in the code of business conduct and company policies

As a component of job responsibilities, employees may have access to covered information, cardholder data, or other confidential customer information that must be protected at all times. In connection with this, all employees must comply with both the Health Insurance Portability Accountability Act of 1996 (HIPAA) as described in the Notice of Privacy Practices and Privacy Policies and Procedures as well as all data security guidelines established within the Company’s Handbook of Privacy Policies and Practices and Information Security Policy. Furthermore, it is every employee’s responsibility to comply with the company’s Code of Business Conduct. This includes but is not limited to adherence to applicable federal and state laws, rules, and regulations as well as company policies and training requirements.

Highmark Health and its affiliates prohibit discrimination against qualified individuals based on their status as protected veterans or individuals with disabilities and prohibit discrimination against all individuals based on any category protected by applicable federal, state, or local law.

California Consumer Privacy Act Employees, Contractors, and Applicants Notice

About Us

Highmark Health is a national, blended health organization that includes one of America’s largest Blue Cross Blue Shield insurers and a growing regional hospital and physician network.

Based in Pittsburgh, Pa., Highmark Health’s 35,000 employees serve millions of customers nationwide through the nonprofit organization’s affiliated businesses, which include Highmark Inc., Allegheny Health Network, HM Insurance Group, United Concordia Dental, HM Health Solutions and HM Home & Community Services.

Highmark Health’s businesses proudly serve a broad spectrum of health-related needs including health insurance, health care delivery, population health management, dental solutions, reinsurance solutions, and innovative, technology solutions.