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UPMC Director, Market Strategy/Planning in Pittsburgh, Pennsylvania


The Director, Market Strategy/Planning works with UPMC Insurance Services Division lines of business to define, develop and execute market strategies increase market share, enhance opportunities, and help grow the overall business within the UPMC Insurance Services Division market. Primary duties include:Identifying strategic priorities for multiple segments and business, managing ISD growth strategies across the business portfolio, and overseeing the execution of strategic and measurable campaigns that drive sales growth, builds brand awareness, and sustains a competitive advantage within our markets.

This position will manage and direct customer targeting activities, ensuring that vital market research, marketing data and new technologies are utilized. This position will also oversee a team of market strategists and campaign management strategists.


  • Develop and automate/customize processes to enhance profitable and sustainable growth as an ISD line of business and as a competitive player in the market. National marketplace.

  • Lead, identify and prioritize target market segments along with market value chain from acquisition to retention by defining product positioning, key messaging, campaign tactics, and measurable ROI.

  • Lead all sales supportmaterials and strategies for internal and external (brokers) sales staff.

  • Collaborate with market intelligence team on research, analysis and monitoring of effectiveness of market strategies and campaign executions.

  • Oversee the brand strategy development and brand architecture for specific B2B lines of business within the UPMC Insurance Services division.

  • Manage engagement through multiple channels, many at the same time, including direct marketing, public relations, social media, web, and advertising.

  • Partner with senior leaders to understand business goals and objectives, and align market strategies accordingly.

  • Build an effective team of market strategy and campaign strategy managers through training, coaching and professional development opportunities.


  • Bachelor's degree in marketing, business or a related field required.

  • Master's degree in one of these fields highly preferred.

  • Sevenyears experience in planning, implementing, and evaluating strategic communications initiatives, including specific experience pertaining to ancillary health care products and services. Namely Workers Compensation, Leave Absence, Human Capital Management and analytics supporting employee resources.

  • Sevenyears experience writing marketing communications materials, including strategic product, marketing plans campaigns and budgets, literature copy, correspondence, and presentations.

  • Sevenyears experience in B2B lead generation/qualification and account-based marketing

  • National experience preferred.