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Position Description

Arkansas Blue Cross and Blue Shield - EXEMPT POSITION DESCRIPTION

Position:  Coordinator Consumer Web Marketing
Reports To: 
Division:  Corporate Marketing (0012)
Company:  ABCBS
Location:  Label
Job Code:  039955
Min Salary:   59000
Date Posted:  2/28/2013

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Position Specific Requirements: No position specific requirements

Job Summary
The Consumer Web Marketing Coordinator serves as the lead analyst of the enterprise’s customer-facing sales sites/sections, ensuring that our sites are effective marketing and sales support vehicles with our external customers. The position is responsible for the strategic design and development of our sales portals; identifying and implementing best-in-class online marketing/shopping techniques; and review and modification of sales portals based on the day-to-day tracking and analytics of the portals. This position will have primary responsibility for a variety of Web marketing projects and will coordinate with other users/business owners such as the Web team, MarketWrite, Statewide Business and others.

The position serves as a member of the Advertising and Communications Web team as well as any consumer marketing workgroups. In addition, the position is responsible for a variety of special projects, supporting and assisting with advertising, communications, public relations and community integration activities of the division.

Nature & Scope
The Consumer Marketing Web Content Coordinator reports to the Manager of Web and Corporate Communications, who in turn reports to the Vice President of Advertising and Communications. The position is responsible for creating content and coordinating design for the external sales portals maximizing their marketing value to the enterprise and its customers. This involves managing the communications content and coordinating its implementation with the Web team and other technical support. It also involves coordinating and integrating the development of e-commerce capabilities to support sales.

The position is responsible for tracking Web site traffic, modifying and improving the portals based on site visitors, and for testing the effectiveness of design and product placement on the site.

The position is responsible for writing detailed and accurate project requirements, defining usability standards, developing best-in-class content and design, and overall strategic direction of the marketing portals.

The position will assist the Manager and Vice President with digital advertising, providing assistance with coordination and approvals and working with the advertising agency as needed. The position also handles special project coordination from inception through completion. The position is also responsible for special Web marketing projects in support of other enterprise divisions. The position is expected to travel throughout Arkansas and to other cities as needed to gather content and information.

Skills, Knowledge and Abilities

1. The creative ability to conceive, adapt and implement effective online communications and sales portals.
2. Ability to write effectively and to edit online marketing copy.
3. Knowledge in the use of proper grammar and style.
4 Knowledge and experience in the use of electronic and Internet technology for effective communications.
5. Basic knowledge of HTML and CSS.
6. Knowledge of usability and understanding design best practices.
7. Ability to coordinate advertising activities and work with outside advertising agency and other vendors.
8. Ability to communicate with employees at all levels of the Plan and with persons outside the company, including physicians and hospital administrators.
9. Ability to communicate effectively both orally and in writing.
10. Ability to function without supervision and to initiate correspondence, reports and memos.
11. Ability to work in teams, both as a team member and as a team leader.
12. Ability to organize, set priorities and produce under pressure.
13. Willingness to travel and work irregular hours.
14. A broad understanding of the health care system in Arkansas and our Plan's role in it.

Job Dimensions

1. Work with Statewide Business, Web team and Advertising staff, and others to implement and enhance marketing sections for our Web sites including design, usability, functionality and requirements gathering and writing, testing, analysis and research.

2. Commit to function as an effective team leader in the continued development of best-in-class consumer marketing sites and as an effective team member for other projects as assigned.

3. Commit to the process of using best practices and the latest in technology to enhance the customer shopping experience.

4. Accept accountability for your work and the work of the division.

5. Exhibit professionalism, pride and service in all work done on behalf of the enterprise.

Minimum Job Requirements

1. A bachelor's degree in communications, marketing, advertising, business or a related field and experience in one of these fields. In the absence of a degree, experience in one of these fields.

2. Working knowledge related to digital marketing, Web site tracking and analytics, and Web site content and design.

3. Experience in Web content management and the use of Internet technology in effective communications.

4. Experience working with Web sites including working with business owners, gathering and writing requirements, understanding usability and functionality, and Web design and content for various browsers and operating systems.

5. Experience with HTML and CSS a plus.

6. Knowledge of online marketing and retail sales best practices a plus.


Security Requirements
This position is identified as level three (3). This position must ensure the security and confidentiality of records and information to prevent substantial harm, embarrassment, inconvenience, or unfairness to any individual on whom information is maintained. The integrity of information must be maintained as outlined in the company Administrative Manual.

Segregation of Duties
Segregation of duties will be used to ensure that errors or irregularities are prevented or detected on a timely basis by employees in the normal course of business. This position must adhere to the segregation of duties guidelines in the Administrative Manual.

1. Responsible for effectively managing the content and design of the enterprise’s sales sites/sections related to marketing and the consumer shopping experience.
2. Determine usability, function and design of marketing sections for all sites.
3. Coordinate the development of sales portals with the Web team and other technical support.
4. Assisting in the development and integration of online marketing capabilities with the sales and marketing functions of the enterprise.
5. Serve as contributor to special projects.
6. Responsible for special project coordination, as assigned.
7. Responsible for special Web marketing assignments in support of other enterprise affiliates and divisions.
8. Advertising coordination support as directed by the Vice President.
9. Support of other division advertising, communications and public relations activities, as assigned.

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