Sr. Manager Direct Marketing

Optum, a UnitedHealth Group Company; Makati; On-site; PHP 700,000 - 1,000,000; Full time

Job summary

Optum, a UnitedHealth Group Company, is seeking an experienced professional to lead content strategy for 1:1 direct marketing across email, SMS, and direct mail. You will define audience engagement approaches, personalization strategies, and governance standards to enable scalable campaigns.

You will also drive AI-enabled marketing capabilities while ensuring HIPAA-like governance, compliance, and brand integrity, and own the testing/optimization program across channels.

Qualifications

• 5+ years in direct marketing content operations in regulated environments.
• Proficiency with journey tools, content management/tagging, QA, and analytics dashboards.
• Comfort using AI tools for drafting and optimization with governance.
• Bachelor’s degree in marketing, communications, or related field.
• Amenable to working night shift (8PM-5AM Manila time).

Responsibilities

• Lead the content strategy for 1:1 direct marketing channels (email, SMS, direct mail).
• Establish governance and standards for content components and taxonomy.
• Develop campaign and journey strategies with segmentation and personalization.
• Drive AI-enabled marketing capabilities while ensuring compliance and brand integrity.
• Own testing and optimization strategy across channels with measurable outcomes.
• Analyze channel performance and customer engagement trends.
• Serve as liaison with Compliance, Legal, Privacy, and Risk partners.
• Influence the direct marketing roadmap for lifecycle communications.
• Partner with Marketing, Analytics, Product, Customer Experience, and Technology teams.

Skills

Direct marketing operations

Content tagging & QA

AI tooling

Project management

Communication

Bachelor's degree

Education

Bachelor's degree in marketing, communications, or related field

Tools

Journey tools

Analytics dashboards

Job description

Primary Responsibilities

• Lead the content strategyfor 1:1 direct marketing channels (email, SMS, direct mail), defining channel objectives, content frameworks, audience engagement approaches, and personalization strategies aligned to business goals.

• Establish governance and standardsfor content components, modular content architecture, taxonomy, accessibility, version control, and approval processes to ensure scalability and consistency across campaigns.

• Develop campaign and journey strategiesby defining audience segmentation approaches, personalization frameworks, testing roadmaps, and channel optimization opportunities in partnership with campaign execution teams.

• Drive the strategic adoption of AI-enabled marketing capabilities, identifying opportunities to improve content effectiveness, personalization, productivity, and customer experience while ensuring compliance and brand integrity.

• Own the testing and optimization strategyacross direct marketing channels, prioritizing experimentation, defining success metrics, interpreting results, and translating insights into actionable recommendations and best practices.

• Analyze channel performance and customer engagement trends, providing strategic insights and recommendations to improve acquisition, retention, conversion, and overall campaign effectiveness.

• Serve as the strategic liaison with Compliance, Legal, Privacy, and Risk partners, ensuring marketing strategies align with HIPAA, TCPA, ADA, and internal governance requirements while enabling business growth and innovation.

• Influence the direct marketing roadmap, identifying opportunities to enhance customer lifecycle communications, retention programs, personalization capabilities, and channel effectiveness through data-driven decision making.

• Partner with cross-functional stakeholdersacross Marketing, Analytics, Product, Customer Experience, and Technology teams to shape audience strategies, customer journeys, and long-term engagement initiatives.

Qualifications

• 5+ years in direct marketing content operations (email/SMS/direct mail) within a regulated environment; healthcare experience a plus.

• Practical proficiency with journey tools, content management/tagging, QA, and analytics dashboards.

• Comfort using AI tools for drafting and optimization, with strong attention to detail and governance.

• Strong organization and project management skills; ability to juggle multiple campaigns and deadlines.

• Clear communicator and collaborative partner with creative, analytics, and product teams.

• Bachelor’s degree in marketing, communications, or related field.

• Amenable to working night shift (8PM - 5AM Manila time)