Senior Media Lead - Brand Manager

Mar 08, 2018
Apr 05, 2018
Employer Type
Direct Employer
Employment Type
Full Time
Cigna's Brand Center of Excellence is a group of marketing professionals responsible for building our global brand by increasing brand health and making meaningful progress on the execution of key strategic initiatives as outlined in the Global Marketing Strategy, with brand as a critical enabler with the Enterprise Strategy.

As a member of the Brand COE, you will be part of a team that holds responsibility for the leadership and execution of the corporation's brand and advertising strategy; working closely with US and International divisions in the development of not only advertising campaigns, but brand building and direct to consumer initiatives from start to finish. This individual will have primary focus on media strategy, planning, and optimization, and act as a subject matter expert for all businesses and communications throughout Cigna.

Desired Skills & Experience

This position requires direct response and brand media experience, strong project management, analytical, communication, negotiation and organizational skills. Past or current experience with relevant media management or agencies, especially within a traditional B2B environment that is transitioning to a B2C, would be of great relevance. Demonstrated ability to develop 360-degree, campaigns that include multi-channel and multi-geographic components.

Key to success will be the ability to navigate in an environment with a matrix structure by working closely with all relevant internal partners including internal communications, operations, International and domestic business units and externally with advertising agencies and other service providers.

Also key will be an innovative thinker who understand how the media landscape is changing, how we can leverage media to deliver innovative partnerships and results and who can bring the energy and expertise with digital/video/social media plans and understands how a brand comes alive across channels, geographies and partners. Key also is the ability to work with the creative lead, creative agency and our owned and earned media efforts.

This individual report to the Senior Director of Brand, and is responsible for directly managing a team of individuals.

Responsibilities include:

* Supporting the corporate and Brand COE leadership in the development of the strategic direction of the team's efforts ? use media to inform creative strategy, identify opportunities to pilot, partner and drive results in B2B2C, DTC, B2B and influencer audiences and buyer groups.

* Act as strategic media lead, governing agency workflow and process improvement.

* Omni-channel brand and corporate media strategy for maximum exposure, frequency, and impressions ? brings the energy, know-how and expertise with both agencies, media planning and how to maximize our media investment.

* Digital and social expertise and ability to leverage and work across the Cigna communications matrix with internal and external partners; including other Centers of Excellence, local marketing field leads, events & sponsorships.

* Ability to amplify brand campaigns within a paid, owned, and earned media ecosystem.

* Media partner engagement to drive amplified sponsorships and forward thinking innovation.

* Work in collaboration with cross-functional teams, including social, creative, and PR disciplines to develop paid media amplification and custom content distribution strategies

* Functional leadership for the Brand team within the wider Global Brand Marketing team

* Overall responsibility for media campaigns, including test and learn methods and pilots to optimize investments.

* Develops and maintains work plans that consider the priorities, key milestones, time estimates, task sequencing and identification of tasks that may be performed concurrently to achieve objectives.

* Develops and implements reporting mechanisms to ensure the timely delivery of results.

* Provides regular, ongoing communications to teams, and reports results and issues to appropriate audiences including key business leaders and team members to ensure barriers/obstacles to success are removed and necessary support is always provided.

* Develops and grows team members as part of the enterprise's Connect for Growth career talent initiative


* Bachelor's Degree in related field, Master's preferred.

* Financial services, healthcare (pharma to hospital), CPG experience preferred. Agency experience a plus.

* Minimum of 8 - 10 years overall marketing experience, inclusive of 5 years of media management experience, either client-side or at an agency.

* Experience with online and offline media, as well as sponsorships and event activation.

* International and multi-cultural marketing experience a plus.

* Experience in selecting and managing external agencies in marketing efforts

* Ability to drive results, and think strategically

* Ability to think and implement at an enterprise level

* Ability to manage and grow direct reports

* Ability to foster collaboration, value others perspectives and gain support and buy-in for organizational proposals

* Excellent oral and written communication skills

* Strong analytical and problem solving skills

* Proven ability to function in a heavily matrixed environment SDL2017