Marketing Manager, Brand Strategist (Health Plan) (70858)

Description

Curana Health is a provider of value-based primary care services exclusively for the senior living industry, including in nursing homes, assisted/independent living facilities, CCRC/life plan communities and affordable senior housing communities. Curana Health serves more than 1,100 senior living community partners across 30 states and participates in both the MSSP ACO, ACO Reach and Medicare Advantage programs with CMS. Backed by more than $300M in venture capital funding, the organization is poised to disrupt care delivery in senior living on a meaningful scale through innovative care models and applied analytics.

Role Overview: This role serves as the primary point of contact for all design needs, responsible for shaping and maintaining each brand's identity and ensuring consistency across marketing and communication efforts. This role oversees all design work, providing art direction, and focuses on enhancing brand perception through visual strategies. By utilizing A/B testing and collaborating with teams, the Brand Manager drives member engagement while ensuring compliance with industry regulations.

Key Responsibilities

Key responsibilities include developing and implementing versioning of marketing materials, works closely with design and content teams, and ensures compliance with CMS and state regulations. The role also involves providing brand guidelines and training, monitoring market trends, and strengthening the brand reputation through clear communication and positive member experiences.

Brand Strategy Development

• Develop and implement brand strategies that align with the health plan’s mission, values, and target audience.
• Highlight unique value propositions to differentiate the brand in a competitive market.

Execution & Oversight Of Marketing Collateral

• Lead the execution and oversight of all marketing collateral for eight health plan brands, ensuring alignment with brand strategies and consistency across all materials utilizing teams CMS (Monday.com) or future CMS programs available
• Ensure accurate hand off marketing assets with marketing operations including brochures, websites, digital ads, enrollment playbooks, and other collateral

Quality Control For Branded Materials

• Lead the QC process for all branded materials, ensuring they maintain the brand’s visual identity, tone, and messaging.
• Review and approve marketing materials, ensuring compliance with CMS (Centers for Medicare & Medicaid Services) and state regulations.
• Develop CMS effective to maintain and track deliverables in collaboration with Project Coordinator

Art Direction & Creative Leadership

• Provide art direction to design and content teams, ensuring creative output aligns with brand standards, compliance requirements, and audience engagement goals.
• Guide teams in developing compelling, compliant, and on-brand marketing assets.

Compliance Oversight

• Ensure all marketing materials comply with CMS and state regulations, utilize content teams playbooks
• Collaborate with director to review and approve marketing collateral before distribution.

Brand Guidelines & Training

• Develop and maintain comprehensive brand guidelines to ensure consistency in messaging, tone, and visual identity across all marketing channels.
• Provide training to internal teams to ensure adherence to brand guidelines and consistent brand representation.
• Ensure that all brand interactions help build a positive perception of the health plan and its offerings.

Market Analysis & Strategy Refinement

• Monitor market trends, competitor positioning, and feedback to refine branding strategies.
• Adjust branding initiatives based on insights gathered from market analysis and member feedback.
• Conduct A/B testing on deliverables, as applicable to help drive marketing strategy

Qualifications

• Desire to excel in a fast-paced environment with quick turn arounds
• Proven ability to work both independently and collaboratively to problem-solve
• Bachelor's degree in Marketing, Business Administration, Communication or English or related field; MBA preferred
• Proven experience in brand management or marketing roles, preferably within health insurance industry
• Strong understanding of brand development principles and marketing strategies.
• Excellent communication and interpersonal skills, with the ability to collaborate effectively across teams
• Analytical mindset with the ability to interpret data and translate insights into actionable strategies
• Creative thinking and problem-solving abilities
• Proficiency in marketing tools and software, such as Hubspot, Vimeo, GA4, Monday.com, Adobe Creative Suite, Microsoft Office Suite, and Word Press
• Strong project management skills, with the ability to prioritize and multitask in a demanding environment
• Leadership experience and the ability to inspire and motivate team members.
• Flexibility to adapt to changing priorities and business needs
• Experience in project management, ability to manage multiple priorities/deadlines, and flexibility to adapt to changing priorities and business needs
• 3-5 years of progressive marketing or account management experience with internal and external stakeholders, and/or vendors
• 3-5 years of experience in technical writing and/or advertising
• Proficiency in
• Knowledge of Medicare/Medicaid regulations or healthcare marketing a plus
• Available to travel 10-15% each year

Knowledge and Skills

• Organized, reliable, self-starter with strong creative thinking, analytical, problem-solving, and decision-making skills
• Proven record of creating effective content for specific audiences and meeting deadlines
• Strong interpersonal skills (written and verbal)
• Ability to influence and advise plan clients and leaders and deliver presentations in an impactful manner
• Equally adept at working independently and collaboratively
• Positive attitude and strong attention to detail; a keen eye for proofreading preferred
• Be flexible; manage change in a positive and collaborative manner

Curana Health is dedicated to the principles of Equal Employment Opportunity. We affirm, in policy and practice, our commitment to diversity. We do not discriminate on the basis of actual or perceived race, color, creed, religion, national origin, ancestry, citizenship status, age, sex or gender (including pregnancy, childbirth and related medical conditions), gender identity or gender expression (including transgender status), sexual orientation, marital status, military service and veteran status, physical or mental disability, protected medical condition as defined by applicable or state law, genetic information, or any other characteristic protected by applicable federal, state and local laws and ordinances.

The EEO policy applies to all personnel matters as outlined in our company policy including recruitment, hiring, transfers, and general treatment during employment.