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Company Name: Blue Cross Blue Shield of Massachusetts
Job Title: eMarketing Manager
Location: Boston, MA
Profession: Department Head or Executive

Job Description:

Job Title: eMarketing Manager
Business Area: Marketing
Location: Boston
Req #: bcbs-00002291

Description:
Blue Cross Blue Shield of Massachusetts is an Equal Opportunity Employer/Affirmative Action Employer. Applicants are considered for all positions without regard to race, color, religion, sex, national origin, age, veteran status, disability, sexual orientation, or any other characteristics protected by law.

Position Summary
The eMarketing Manager is a results-oriented individual with experience in e-commerce, website development, including database marketing strategies and internet-related consumer promotions. The eMarketing Manager leads e-marketing efforts (including outside agencies) in strategic and creative development, implementation and measurement of all online promotion and search engine optimization strategies. Responsible for supporting the personalization, email marketing and database marketing disciplines, the eMarketing Manager utilizes effective online communications to extend and support the overall brand experience.

Responsibilities

    * Develop the company's email marketing strategy and provide end-to-end management of its personalized email channel, including microsites, email campaigns and online promotions.
    * Define and implement a search engine marketing strategy, including optimization initiatives in support of existing properties, and new online properties as they develop.
    * Lead the interactive marketing team in planning and prioritization, creative development and relevant measurement of email, personalization and search initiatives.
    * Set and evangelize standards for email marketing and search engine marketing best practices.
    * Serve as the email and search engine marketing strategist to other business areas that seek to use email as a communication medium.
    * Lead and work collaboratively with marketing and business teams to fully integrate and institutionalize personalized email and search engine marketing as core competencies.
    * Ensure compliance with terms of use/privacy policy, CANSPAM and other permission-marketing email practices including management of corporate opt-out lists.
    * Develop segmentation, testing, reporting and analysis strategies and tactics for email and search engine marketing campaigns.
    * Identify and recommend appropriate tools, services and partnerships to achieve objectives.
    * Help evangelize web technology and use of the web as a business channel, as well as articulate the benefits of an optimized user experience to all levels of the organization.

Experience and Education:

    * Minimum BS/BA in Business, Marketing or equivalent required
    * Minimum 10-12 years experience in online communications, e-commerce and website development, including database marketing strategies and internet related consumer promotions, with demonstrated experience managing staff.
    * Strong written & verbal communication skills.
    * Familiarity with email service provider operations as well as deep and diverse experience in online marketing, database marketing, email marketing, SEO and online media.
    * Knowledge of online marketing concepts, tools, practices and methodologies related to email marketing, search marketing, personalization and e-commerce.
    * Demonstrated hands-on experience implementing programs from concept to completion, using metrics to iterate and drive continuous improvement.

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