Anthem, Inc. Staff VP Brand Advertising - PS37051 in Chicago, Illinois
SHIFT: Day Job
Responsible for leading enterprise wide brand management by defining and articulating Anthem’s brand architecture, strategy, and identity and coordinating a cross-functional process that ensures the delivery of break through branding through the execution of world class integrated brand building programs.
Location: Any Anthem office location (Chicago, IL preferred). May consider other locations.
VP Enterprise Marketing
Direct Reports – 12
Other key relationships
Enterprise and business segment marketing leaders
Business segment leaders
Primary duties to include, but are not limited to:
Leads the company and our agency partners to develop breakthrough creative – advertising and related content that brings Anthem’s brand purpose to life!
Plans and executes annual brand development plan
Acts as a key brand steward for Anthem Inc. and Anthem Blue Cross Blue Shield. Monitors competitor brand management activities and programs and informs Leadership of emerging issues/opportunities.
Develops and manages Anthem’s brand architecture to define the role of the corporate brand, determine the identity of the market-facing brands, and identify the linkages between the market-facing brands and the corporate brand.
Develops messaging that convey the brands’ differentiating attributes so they are understood throughout the organization and sets clear communications guidelines so that all internal and external communications fall within communications standards and guidelines.
Recruits and develops world class brand management talent -- Hires, trains, coaches, counsels, and evaluates performance of direct reports.
Manages day-to-day activities of Anthem’s brand ad agencies and brand consultants
Best in class brand management
Break through brand advertising
Exceptional product naming architecture and management system
Requires a BA/BS degree; 10 years of experience in leading an enterprise-wide brand function for a Fortune 500 company; or any combination of education and experience which would provide an equivalent background. Master’s degree preferred.
Must have background and experience in all of the following areas:
Leading the repositioning and relaunch of brands.
Brand Evangelism: Socialization and activation of brand campaigns.
Development through execution of advertising campaigns.
Agency Partner Management (including selection, contract negotiations, relationship management).
Leadership experience developing and leading brand management teams.
Relevant industry experience in CPG (Consumer Packaged Goods) and/or healthcare/financial.
CRITICAL SUCCESS FACTORS
Establish strategies that create or sustain competitive advantage. Think broadly and long-term, recognizing the impact of decisions and actions on Anthem’s membership, business and key stakeholders over time
Dynamic approach to top-line and bottom line approach to new technology and other innovations in the healthcare services space
Communication and Influence
Ask tough questions, challenge and engage leaders in conversation to ensure the right things happen for the business
Help leaders understand business implications of their actions and influence a change in direction
Integrate key messages into all communications to ensure people understand how initiatives work together to support business goals
Has the executive presence to influence direction and inspire confidence with Anthem’s senior leaders
Focus your people
Create an environment that enables and focuses people on the company’s mission and vision
Inspire superior performance by cultivating ownership and personal commitment to goals and objectives
Communicate strategic context to ensure that people understand what we are doing and what drives them
Discontinue efforts not focused on critical business priorities
Executing for Results
Hold oneself to the highest standards of accountability, drive change while maintaining operating effectiveness, integrate and align efforts across functions
Monitor results, tackle problems directly and delegate effectively
Anthem, Inc. is ranked as one of America’s Most Admired Companies among health insurers by Fortune magazine and one of America’s Most JUST Companies for 2020, according to Forbes and JUST Capital,. To learn more about our company and apply, please visit us at careers.antheminc.com. An Equal Opportunity Employer/Disability/Veteran.