VP Marketing, Government Business Division – Anthem, Inc.

ABOUT THE COMPANY

Anthem, Inc (NYSE: ANTM) is a leading health care company dedicated to improving lives and communities, and making healthcare simpler. Through its affiliated companies, Anthem serves more than 74 million people, including nearly 40 million within its family of health plans. One in eight Americans receives coverage for their medical care through Anthem’s affiliated plans. 

Anthem offers a spectrum of network-based managed-care health benefit plans to large and small employer, individual, Medicaid and Medicare markets. Through its affiliated health plans, Anthem companies deliver a number of leading health benefit solutions through a broad portfolio of integrated healthcare plans and related services, along with a wide range of specialty products such as life and disability insurance benefits, dental, vision, behavioral health benefit services, as well as long term care insurance and flexible spending accounts. 

The company was formed when WellPoint Health Networks Inc. and Anthem, Inc. merged in 2004 to become the nation’s leading health benefits company. The parent company originally assumed the WellPoint, Inc. name at the time of the merger. In December 2014, WellPoint, Inc. changed its corporate name to Anthem, Inc. The Anthem brand is built on a foundation of trust – it’s the name consumers are most familiar with as a trusted health care partner through the organization’s affiliated health plans. Anthem is an independent licensee of the Blue Cross and Blue Shield Association serving members in California, Colorado, Connecticut, Georgia, Indiana, Kentucky, Maine, Missouri, Nevada, New Hampshire, New York, Ohio, Virginia and Wisconsin; and specialty plan members in other states. 

KEY ANTHEM, INC. FACTS 

 Founded in 1944 

 Headquartered in Indianapolis, Indiana 

 Gail Boudreaux, CEO 

FINANCIAL AND OPERATIONAL HIGHLIGHTS 

2018 Revenues: $94B 

Operating Revenue Growth Over Prior Year: 2.6% 

Over $60B in assets 

68,000+ associates 

 

POSITION SUMMARY

The Vice President of Marketing, Government Business Division will be responsible for developing and driving marketing initiatives to maximize revenue and client / member satisfaction. This is an amazing opportunity for a forward-looking leader to extend a known brand presence for a premier healthcare leader, growing its footprint in Medicare, Medicaid, state and federal spaces. 

The ideal candidate will have a Medicaid and Medicare background and be able to leverage resources and partnerships, internally and externally, to spearhead Anthem’s marketing of its Government Business Division efforts to address the needs of our aging population, providing direction for high quality of care and continued business growth. The Vice President is responsible for leading, developing and overseeing the implementation of strategies as well as programs and outreach strategies in Anthem communities.

KEY RELATIONSHIPS

Reports to  Senior Vice President and Chief Marketing Officer 
Staff  5 Direct Reports, 180 indirect reports 
Other key relationships 

Location 

EVP and President, Government Business Division 

President of Medicare, President of Medicaid 

VP Enterprise Marketing 

Virginia Beach, VA or Indianapolis, IN 

Travel up to ~25% (travel to VA Beach expected) 

Leadership – Demonstrated ability to perform successfully as a leader of other leaders, teams and cross-functional groups. The successful executive will build the framework and environment to support our business in achieving human capital goals and support long-term growth to enable business success. Building strong, deep and highly functioning teams is a requirement. 

Promote Anthem mission and culture – Demonstrated success in building and leading successful teams with a culture that is committed to execution, collaboration, communication and a positive growth and learning environment for our associates. The application of regular coaching, timely performance management and active mentoring.

KEY RESPONSIBILITIES 

On an ongoing basis the successful candidate: 

 Develops, leads, and maintains strategic and operational brand and marketing plans in support of the overall GBD mission and business strategy, with emphasis on government clients within regulations 

 Understands marketing to a government entity and the nuances involved. 

 Supports the overall corporate brand identity. Strategizes and puts in place brand management processes. Monitors, manages and leverages brand assets in terms of both tangible and intangible aspects. Develops programs to conceptualize and maintain a consistent brand experience for all customers by defining and standardizing guidelines & processes around product creation and launch 

 Collaborates with marketing team to align marketing and PR strategy with sales management, new business development, product development, distribution channel management and customer service 

 Keeps abreast of industry and competitor marketing trends and adjusts brand and marketing strategy to meet changing market and competitive conditions 

 Develops and maintains an appropriate organizational structure capable of supporting the branding and marketing needs of GBD’s operating entities 

 Communicates marketing plans, policies and guidelines to relevant stakeholders in the organization, including management groups and professional staff 

 Manages all projects related to major advertising & branding campaigns for GBD 

 Reviews GBD’s advertising, PR and merchandising contracts, soliciting involvement and participation of other management team members as appropriate 

 Promotes and oversees relationships between company and external marketing entities (e.g., advertising agencies, researchers, media and other organizations) 

 Solicits consumer insights and competitive market information useful for business decisions 

 Approves market research studies to formulate new product concepts, determine enhancements 

 Ensures optimum support for sales channels through marketing, branding and promotion 

 Advises external communications strategy to pair with branding and marketing to ensure consistent and accurate messaging to all stakeholders 

 Provides materials to educate potential clients such as seminars, conferences, original research on cost drivers and peer-reviewed journal articles, to demonstrate the capabilities of GBD to deliver the best possible outcomes for members 

 Constantly seeks new ways to deliver messaging to enhance member and client experience 

 Hire, train, coach, counsel and evaluate performance of direct reports. 

DESIRED OUTCOMES 

 Align regional priorities to overall Government Business Division strategy to unite the business. 

 Develop creative, compliant marketing solutions in highly regulated environment 

 Develop strong cross-functional relationships and a collaborative approach. 

 Provide balanced advocacy in support of the enterprise and division.

PROFESSIONAL EXPERIENCE/EDUCATION 

 Bachelor’s degree in Business, Marketing, Public Health, Healthcare Administration or other relevant area of study; or equivalent combination of education and experience. Master’s degree preferred. 

 Medicare/Medicaid knowledge and agility in a marketing capacity required. 

 Experience marketing in managed care for government-sponsored programs required. 

 Proven success as an executive, collaborating with other executives and leaders. Display personal agility to work across a wide array of businesses and stakeholders to develop the credibility to achieve results. 

 10-15 years of in-depth experience in the healthcare field with a large organization, including at least 5+ years of successful management experience with a demonstrated record of hiring and developing direct reports and extended leadership teams 

 Calm, driven, passionate about marketing 

 Influencer, challenger, collaborator 

 Demonstrated experience having established a new brand and bringing it to market successfully. 

 Demonstrated experience building and leading teams. 

 Demonstrated superior oral, written, and interpersonal communication, persuasion, and negotiation skills. 

 Strategic thinking and demonstrated organizational leadership capabilities required. 

 Key skills include analytical ability, innovation and creativity, teamwork and communications. 

 Ability to successfully interface at all levels with the customer, industry, and corporate interfaces. 

 Strong leadership, change management, coaching, and staff development skills. 

PREFERRED COMPETENCIES 

 Strategic minded, critical thinker – someone who demonstrates ability to think broadly and plan long-term. 

 Uses critical thinking, logic and methods to analyze data and evaluate alternatives with measured results. 

 Seeks information and perspectives and assertiveness to better understand the issue and solve the problem. Involves others in problems that affect them. 

 Looks beyond the obvious and doesn’t stop at the first answers. Routinely anticipates and prevents avoidable problems. 

*Position located in Virginia Beach, VA ideally; or Indianapolis, IN. Heavy expected travel to/presence in Virginia Beach will be required if in Indy. 

CRITICAL LEADERSHIP CAPABILITIES 

Building People Capability 

 Uses structured, systematic, and transparent approaches to assessing and developing individuals and how they fit together in the team. 

 Systematically develops whole team; develops individuals in order to build calculated team-wide bench strength and balanced capability. 

 Identifies successors to key roles in organization based on a rigorous understanding of capabilities, experience, motivation and career development needs. 

 Creates uniquely tailored career development plans for employees.

Collaborating and Influencing 

 Facilitates discussions to enable people to collaborate with each other independently; promotes collaboration across multiple parties. 

 Identifies and meets with key players and stakeholders to help them shape a position and engages in a dialogue to reach a final conclusion together, compromising as necessary for results. 

 Develops explicit understanding of which relationships are most important to the organization and its stakeholders, builds a network prioritizing these relationships. 

OTHER PERSONAL CHARACTERISTICS 

 Highly credible leader who, by reputation, will gain the trust and confidence of the business leaders. 

 Sets compelling goals and shows tenacity, resilience, and bias for action and execution skills in driving towards these goals. 

 Action oriented, hands-on and with demonstrated experience in an innovative, fast-paced, performance-oriented environment. 

 Is highly articulate and when s/he communicates and engenders credibility with everyone s/he interacts with, but, in particular, with executives and associates. Must be able to influence across all levels of the organization, from staff to the executive level. 

 Leads with a clear, compelling vision of where s/he wants to take their team, and also a view towards supporting the strategic advancement of the department