Marketing Manager, Medicare Advantage

Johns Hopkins Health Plans is seeking a strategic, data-driven Marketing Manager to lead growth marketing initiatives for our Medicare Advantage business. This leader will combine deep knowledge of Medicare marketing with advanced AI capabilities to develop highly personalized, compliant, and measurable campaigns that accelerate membership growth, improve member engagement, and optimize marketing ROI.

This role is designed for the next generation of marketing leaders—someone who views Artificial Intelligence as a daily business tool rather than an emerging technology. The successful candidate will leverage generative AI, predictive analytics, marketing automation, and intelligent workflow tools to increase speed-to-market, improve decision-making, and enhance marketing performance while maintaining strict CMS compliance.

Responsibilities

• Developing strategic Medicare Advantage marketing plans
• Develop annual and quarterly marketing strategies supporting acquisition, retention, and member engagement goals.
• Build integrated omnichannel marketing plans across direct mail, digital, television, social media, search, broker marketing, community outreach, CRM, email, and events.
• Translate enterprise growth objectives into measurable marketing initiatives.
• Identify new market opportunities through consumer insights, competitive intelligence, demographic analysis, and AI-driven forecasting.

• Leveraging artificial intelligence to improve marketing performance
• Serve as an AI champion by integrating artificial intelligence throughout the marketing lifecycle.
• Use generative AI to accelerate campaign planning, creative development, content creation, and messaging optimization.
• Develop AI prompts, reusable workflows, and automated playbooks for the marketing organization.
• Utilize AI agents to conduct market research, audience segmentation, and competitive intelligence.
• Implement predictive models for lead scoring, enrollment forecasting, churn prediction, and campaign optimization.
• Evaluate emerging AI technologies and recommend solutions that improve efficiency, quality, and business outcomes.
• Train and mentor team members on responsible AI adoption and best practices.
• Establish governance standards for ethical, secure, and compliant AI usage.

• Leading integrated marketing campaigns
• Manage end-to-end marketing campaigns for Annual Enrollment Period (AEP), Open Enrollment Period (OEP), Turning 65, Dual Eligible Special Needs Plans (D-SNP), broker marketing, provider marketing, community outreach, retention, and cross-sell initiatives.
• Lead campaign strategy, creative development, execution, budget management, vendor coordination, performance reporting, and continuous optimization.
• Ensure projects are delivered on time, within budget, and aligned with business objectives.

• Managing digital marketing and demand generation
• Oversee paid search (SEM), SEO, Answer Engine Optimization (AEO), Performance Max, paid social, display advertising, Connected TV (CTV), programmatic media, landing pages, website optimization, email marketing, SMS campaigns, and marketing automation.
• Apply AI-powered insights to improve campaign targeting, personalization, conversion rates, and return on marketing investment.
• Partner with internal digital teams and agencies to optimize channel performance.

• Driving analytics and business insights
• Analyze marketing performance using dashboards, predictive analytics, and AI-assisted reporting.
• Monitor key performance indicators including lead volume, conversion rates, enrollment, cost per acquisition, cost per sale, retention, attribution, and marketing ROI.
• Design and execute A/B and multivariate testing strategies.
• Develop executive-level presentations that translate data into actionable business recommendations.

• Managing marketing technology and CRM platforms
• Oversee CRM platforms, marketing automation systems, lead routing, API integrations, customer segmentation, and attribution models.
• Partner with IT, Digital, and Operations teams to improve system capabilities and marketing effectiveness.
• Identify opportunities to automate workflows and improve operational efficiency through AI.

• Ensuring regulatory compliance
• Ensure all marketing activities comply with CMS Medicare Marketing Guidelines, HIPAA, state regulations, accessibility standards, privacy requirements, and corporate brand standards.
• Apply appropriate governance and human oversight to all AI-generated marketing content and decision support.
• Collaborate with Compliance and Legal teams throughout campaign development and approval processes.

• Leading cross-functional collaboration
• Partner with Sales, Product, Clinical, Digital, Analytics, Compliance, Legal, Customer Experience, Provider Relations, and executive leadership to execute enterprise marketing initiatives.
• Manage external agencies, media partners, creative vendors, and technology providers.
• Build strong relationships across the organization to deliver high-impact, integrated marketing programs.

• Building a culture of innovation and continuous improvement
• Champion a test-and-learn mindset by using experimentation, AI, and analytics to continuously improve marketing performance.
• Identify opportunities to streamline processes, reduce time-to-market, and increase team productivity.
• Stay current on Medicare regulations, consumer trends, digital marketing innovations, and emerging AI technologies, translating new capabilities into measurable business value.

Required Qualifications

• Bachelor's degree in Marketing, Business, Communications, Healthcare Administration, or related field
• 5-7+ years of progressive marketing experience
• 3-5+ years supporting Medicare Advantage, Medicare, or healthcare marketing
• Experience leading integrated marketing campaigns
• Experience managing external agencies and vendors
• Strong project management skills
• Advanced analytical capabilities
• Excellent executive communication skills

Preferred Qualifications

• Master's degree (MBA or related discipline)
• Medicare Advantage payer experience
• Experience launching new markets
• Digital marketing certifications
• Marketing automation expertise
• AI certifications or demonstrated AI implementation experience

Salary Range: Minimum 41.88/hour - Maximum 73.31/hour. Compensation will be commensurate with equity and experience for roles of similar scope and responsibility. In cases where the range is displayed as a $0 amount, salary discussions will occur during candidate screening calls, before any subsequent compensation discussion is held between the candidate and any hiring authority.

The Hospital reserves the right to modify employee schedules as needed.

We are committed to creating a welcoming and inclusive environment, where we embrace and celebrate our differences, where all employees feel valued, contribute to our mission of serving the community, and engage in equitable healthcare delivery and workforce practices.

Johns Hopkins Health System and its affiliates are drug-free workplace employers.