[Hiring] Senior Director - Marketing & Engagement ACA @Florida Blue

Role Description

The Senior Director, Marketing & Engagement ACA is one of the most strategically consequential roles in GuideWell's Communications, Marketing & Customer Experience (CMX) department. Reporting to the VP, Enterprise Marketing & Acquisition, this leader carries a dual mandate: owning the strategy and execution of GuideWell's acquisition marketing program, and serving as the standing representative of the entire CMX department to GuideWell's Government ACA segment.

This second dimension of the role is not a coordination function — it is a strategic leadership responsibility. The Senior Director, Marketing & Engagement ACA is the person in the room when ACA segment leaders are working through their biggest business challenges. They are expected to listen with the full breadth of CMX in mind: understanding not just what marketing can do, but what communications, customer experience, brand, and insights can contribute to the solution.

In parallel, this leader directly leads the ACA Acquisition Strategy & Planning function and oversees Creative & Communications Development, Campaign Execution & Operations, and Sales and Local Market Support — four disciplines that together determine whether GuideWell's marketing reaches the right people with the right message at the right moment.

Key Responsibilities

• CMX Segment Integration & Enterprise Representation
  • Serve as the consistent, senior CMX presence in all segment leadership meetings, strategy sessions, and business planning forums.
  • Develop and maintain a deep, current understanding of each segment’s business strategy, competitive pressures, growth targets, operational challenges, and member or customer dynamics.
  • Listen to segment challenges with the breadth of the full CMX capability set in mind.
  • Translate segment business needs into clear, actionable briefs for CMX subject matter experts.
  • Mobilize and orchestrate the right CMX experts for each segment challenge.
  • Maintain a real-time understanding of priorities, capacity, and ongoing work across CMX disciplines.
  • Serve as the accountability owner for CMX’s commitments to each segment.
  • Build and sustain trusted, peer-level relationships with segment leaders.
  • Proactively bring CMX insight, intelligence, and capability to segments before they ask.
  • Report back to the VP, Enterprise Marketing & Acquisition and the broader CMX leadership team on segment priorities.
• Acquisition Strategy & Planning
  • Develop and lead comprehensive enterprise-level acquisition marketing strategies across all business segments.
  • Own audience and segmentation strategy.
  • Lead campaign planning and budgeting processes.
  • Develop and maintain campaign forecasting models and performance tracking frameworks.
  • Own tactical strategy across all acquisition channels.
  • Lead identification and scoping of research initiatives.
  • Serve as the accountable decision-maker for campaign performance.
• Creative & Communications Development
  • Provide creative direction for all acquisition marketing campaigns.
  • Own messaging strategy across all acquisition tactics.
  • Oversee compliance review of all marketing materials.
  • Oversee translation and adaptation of campaign materials for multicultural and multilingual audiences.
  • Lead proofreading and quality oversight processes.
  • Monitor competitive creative activity continuously.
  • Serve as the primary liaison with Creative teams.
• Campaign Execution & Operations
  • Oversee the planning, execution, and optimization of direct mail campaigns.
  • Oversee email marketing execution.
  • Manage telephone and keycode management programs.
  • Oversee agent distribution of campaign materials.
  • Own campaign workflows and timelines across all tactics.
  • Lead creative trafficking for all tactics.
  • Serve as the liaison with Digital and Campaign Management teams.
• Sales & Local Market Support
  • Oversee agent connection and distribution programs.
  • Build and maintain deep local market knowledge across GuideWell’s key geographies.
  • Lead local market development initiatives.
  • Provide strategic and operational support to local markets.
  • Serve as the primary liaison with the agent tool platform.
  • Build and sustain strong peer relationships with CMX functional leaders.
  • Serve as a consistent voice of the business inside CMX.
  • Partner with the VP, Enterprise Marketing & Acquisition.
  • Champion a culture of integration and shared accountability within CMX.

Qualifications

• 10+ years' related work experience in progressive marketing and communications roles.
• 5+ years' direct supervisory/management experience.
• Related Bachelor's degree required in Marketing, Business, Communications, or a related field.
• Experience in a senior leadership role operating across multiple disciplines within a complex, matrixed organization.
• Experience managing acquisition marketing across multiple business segments simultaneously.
• Demonstrated ability to serve as a senior, integrated representative of a multi-disciplinary function.
• Deep expertise in integrated acquisition marketing strategy.
• Broad working knowledge of communications, customer experience, brand, and marketing insights disciplines.
• Proven experience overseeing creative and communications development.
• Demonstrated operational excellence in managing complex, multi-channel campaign workflows.
• Proven ability to build trusted, peer-level relationships with business leaders.
• Strong command of marketing analytics and performance reporting.

Preferred

• Master’s degree, MBA or equivalent.
• Experience in the ACA market.
• Demonstrated experience designing and executing marketing strategies for multicultural and multilingual audiences.
• Familiarity with AI-driven marketing tools, marketing automation platforms, and CDP-enabled audience activation.
• Experience partnering with field sales, agent networks, or local market teams.

Benefits

• Medical, dental, vision, life and global travel health insurance.
• Income protection benefits: life insurance, short- and long-term disability programs.
• Leave programs to support personal circumstances.
• Retirement Savings Plan including employer match.
• Paid time off, volunteer time off, 10 holidays and 2 well-being days.
• Additional voluntary benefits available.
• A comprehensive wellness program.

General Physical Demands

Sedentary work: Exerting up to 10 pounds of force occasionally to move objects. Jobs are sedentary if traversing activities are required only occasionally.

Physical/Environmental Activities

Must be able to travel to multiple locations for work (i.e. travel to attend meetings, events, conferences). Occasionally.

Annualized Salary Range

$126,000 - $204,800

Typical Annualized Hiring Range: $126,000 - $157,500

Final pay will be determined with consideration of market competitiveness, internal equity, and the job-related knowledge, skills, training, and experience you bring.

We are an Equal Employment Opportunity employer committed to cultivating a work experience where everyone feels like they belong and can perform at their best in pursuit of our mission. All qualified applicants will receive consideration for employment.