Associate Director of Member Engagement & Enablement
Associate Director of Member Engagement Enablement
1) deeply understand our members
2) set our member engagement and experience strategy, including the measures of performance that drive value, both enterprise-wide and for key strategic initiatives
3) provide the support, guidance and insights to help the business achieve those levels of performance;
4) partner with enterprise technology to build and manage the next generation of member engagement capabilities and infrastructure; and
5) operationalize our member engagement programs by coordinating across clinical, service, analytics, marketing, enterprise technology to deliver seamless member engagement interventions that produce measurable impacts and resonate in the market.
Reporting to the Vice President of Member Engagement, Experience, and Advocacy, the Director of Member Engagement Enablement is responsible for supporting the team’s charter by delivering on the 4th pillar. This person will partner deeply with enterprise technology to help scope, design and build the next generation of our consumer engagement infrastructure, leveraging the insights and needs of the entire MEEA team – especially member engagement programs and consumer research and performance measurement – as well as those of the broader organization to helps us advance our core member engagement-driven strategic imperatives, which includes member navigation.
Key responsibilities include:
- Lead the consumer experience and engagement ‘enablement’ strategic portfolio project work project:
- Be the day-to-day business lead for the staged build of our core member engagement operational data platform
- E.g. ensure the phasing aligns with our strategic business needs and use cases, aware of interdependencies with other projects, vendors and partners in their own phases of development
- E.g. ensure all business use cases and needs across the organization are understood, represented and included for prioritization and then explaining the business rationale behind prioritization decisions to all stakeholders
- Be the day-to-day business lead for our email/SMS
- Design and advance future consumer engagement enablement strategic projects
- In support of our current and developing member engagement programs, and in partnership with the Associate Director of Member Engagement Programs, lead the work to ensure seamless data flow and integration across various engagement platforms including but not limited to CRM, omni-channel communication orchestration engines, and analytics platforms.
- Evaluate and consider emerging tools such as (AI, personalization engines, CRM/CMS innovations) for relevance and scalability
- For example, partner with the Associate Director of Member Engagement Programs and colleagues in Performance Measurement and Improvement (PMI) and Health and Medical Management to evaluate new machine learning and CenAI algorithms/tools that identify key points on members’ clinical journeys, the most impactful opportunities for navigation/guidance/intervention and how to prioritize across multiple clinical pathways when a member has multiple conditions, as well as factoring in other key interactions with BCBSMA to maximize relevance, strengthen our relationship with the member and increase the impact of engagement.
- Champion and prioritize AI, automation and self-service functions across all relevant domains and purviews above.
Qualifications:
- Bachelor’s degree required
- Minimum 10 years of experience in health-related technology roles, with a strong preference for health plan experience and the deep understanding of health plan core technologies, data structures, formats and uses (for BCBSMA this means working knowledge and/or use of: DAL/CAR, RTMS, EDI, EAH, MSST and Data warehouse
- Preferred areas of specialization include (but not limited to): consumer experience and/or digital and marketing technologies; health plan analytics and performance measurement (actuarial, consumer experience, provider performance)
- Deep understanding of the marketing, service and CX technology landscape, including CRM, and email/SMS tools, and customer data technologies.
- Familiarity with agile methodologies and experience embedding agile practices in business teams
- Experience with corporate strategy and portfolio processes
- Strong technical expertise and acumen, with a demonstrated ability to deliver business value through technology
- Proven track record of delivering business-focused results through cross-functional partnerships across a matrixed organization
- Ability to generate trust, influence, and build alliances with dependent stakeholders and business partners.
- Excellent leadership and staff management skills
- Experience communicating and visualizing complex and abstract concepts as well as story-tell to all levels/knowledge-levels in a way that resonates.
