The Director of Direct Marketing will lead strategic and tactical initiatives to acquire and retain Affordable Care Act (ACA) members across multiple brands for a large regional health insurer. This role is responsible for developing and executing data-driven marketing strategies that enhance member engagement, improve health outcomes, and drive digital adoption. In addition to member-focused communications, the Director will oversee digital communications to brokers, consultants, and sales teams, ensuring alignment with corporate objectives and brand standards. The position requires strong collaboration across business units, advanced campaign management expertise, and a deep understanding of regulatory requirements.
·Direct the development and execution of direct marketing strategies to acquire and retain ACA members across multiple brands.
·Oversee the design, governance, and continuous optimization of 200+ trigger-based clinical messages to improve adherence, preventive care completion, and chronic condition management.
·Direct the team responsible for the creation and deployment of onboarding materials that welcome new members and educate them on plan benefits, coverage, and digital tools.
·Serve as the product owner for the campaign management platform, guiding business requirements, data enhancements, and new campaign development.
·Drive enterprise-wide digital engagement initiatives that reduce administrative costs and accelerate self-service adoption across key populations.
·Ensure full compliance with state and federal regulations through timely, accurate, and audit-ready delivery of mandatory communications.
·Oversee the development and distribution of print and digital communications to brokers, consultants, and sales teams across multiple brands.
·Direct the production and editorial strategy for digital newsletters that highlight corporate capabilities, plan updates, and key changes for customer audiences.
·Champion cross-functional collaboration with clinical, IT, compliance, and marketing partners to align messaging and strengthen operational excellence.
·Manage and strategically guide external vendor relationships to deliver monthly small group renewal packages, including oversight of the annual refresh of materials.
·Bachelor’s degree in Marketing, Communications, Business, or related field, or equivalent experience.
·Minimum 8–10 years in direct marketing, preferably in health insurance or healthcare.
·Demonstrated experience managing a high-performing team.
·Proven experience managing multi-channel campaigns and marketing automation platforms.
·Strong understanding of ACA market dynamics and regulatory requirements.
·Demonstrated vendor management experience, including oversight of deliverables and timelines.
·Expertise in campaign management tools and CRM systems.
·Data-driven decision-making and analytical skills.
·Excellent communication and stakeholder management abilities.
·Ability to lead cross-functional projects and manage multiple priorities.
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