Head of Digital and Member Engagement

Blue Cross and Blue Shield of Nebraska; Omaha (NE); Hybrid; USD 140,000 - 190,000; Full time

Job summary

Blue Cross and Blue Shield of Nebraska is seeking a strategic leader to direct enterprise member communications, customer experience, and digital engagement across channels. You will influence executive decisions, oversee branding and compliance, and drive digital marketing, CX, and market segment initiatives.

You will build and govern a digital-first engagement strategy, collaborate with cross-functional teams, and lead a high-performing department focused on measurable business outcomes and

Qualifications

• Bachelor’s degree in marketing, communications, business, digital experience, design, technology, or a related discipline.
• 10+ years of progressively responsible digital marketing and member or customer engagement experience.
• 5+ years of experience leading multidisciplinary teams and managing leaders, employees, agencies, budgets, and cross-functional programs.
• Demonstrated experience developing omnichannel communication or engagement strategies with knowledge of email, SMS, websites, marketing automation, analytics, journey design, and traditional channels.
• Experience establishing project intake, prioritization, traffic management, creative development, review, approval, production, and measurement processes.
• Ability to influence senior executives and translate strategy into measurable execution.
• Equivalent combination of education and experience may be substituted.

Responsibilities

• Own the enterprise member communication strategy and governance across channels, establishing standards, calendars, and performance measures.
• Lead Customer Experience and CX/UX capabilities including journey mapping, usability, accessibility, and continuous improvement.
• Create and manage a disciplined project and production process from intake to delivery with visibility into risks and resources.
• Direct Brand Compliance and media production functions, maintaining brand identity and regulatory review.
• Lead Digital Marketing and Market Segment Support to translate strategies into engagement plans and campaigns.
• Oversee public-facing website strategy and direct-to-consumer ecommerce experiences in collaboration with partners.
• Partner with Information Services to ensure secure, compliant, scalable digital communications and experiences.
• Guide marketing and product teams on digital-first practices, analytics, automation, and emerging technologies.
• Manage external agencies and vendors, ensuring scope, budgets, SLAs, and performance.
• Coach and develop teams, fostering a high-performing culture.

Skills

Omnichannel strategy

Customer engagement

Leadership

Cross-functional collaboration

Marketing automation

Analytics

Journey design

Education

Bachelor’s degree in marketing, communications, business, digital experience, design, technology, or related discipline

Tools

CRM systems

Web analytics tools

Content management systems

Job description

At Blue Cross and Blue Shield of Nebraska, we are a mission-driven organization dedicated to championing the health and well-being of our members and the communities we serve.

Our team is the power behind that promise. And, as the industry rapidly evolves and we seek ways to optimize business processes and customer experiences, there’s no greater time for forward-thinking professionals like you to join us in delivering on it! As a member of Team Blue, you’ll find purpose, opportunities and the support you need to build a meaningful career and make a powerful impact in our community.

The Head of Digital and Member Engagement provides strategic leadership and oversight of enterprise-wide member communications, customer experience, brand management and compliance, digital marketing, media production, and market segment support. This role develops and executes integrated, digital-first engagement strategies to deliver consistent, accessible, compliant, and impactful member experiences across all communication channels.

The position leads cross-functional project and resource management processes to ensure the timely delivery of high-quality communications, creative assets, and marketing initiatives aligned with organizational priorities. Partnering with executive leadership, Information Services, and key stakeholders, this leader drives digital innovation, enhances member engagement, and aligns technology and marketing strategies to support business objectives. The role provides direct leadership to Digital Marketing, Customer Experience, Brand Compliance, and Market Segment Support teams, fostering collaboration, operational excellence, talent development, and measurable business results.

Candidates applying to this position must live within driving distance of the Omaha, Nebraska metro. This position allows remote flexibility but will have 2-3 days per week in the office.

What You’ll Do

• Own the enterprise member communication strategy and governance model across email, text/SMS, web, mobile, print, and other channels. Establish message priorities, audience and channel standards, communication calendars, preference practices, approval requirements, and performance measures to create coordinated, relevant experiences.
• Lead Customer Experience and CX/UX capabilities, including customer research, journey mapping, experience standards, usability, accessibility, and continuous improvement. Ensure uniform messaging, content, and interactions across member, consumer, employer, broker, provider, and employee touchpoints.
• Create and manage a disciplined project, traffic, and creative production process covering intake, scoping, prioritization, capacity planning, assignments, schedules, development, reviews, approvals, quality control, delivery, and reporting. Resolve competing priorities and maintain visibility into status, risks, dependencies, and resource needs.
• Direct Brand Compliance and media production functions. Maintain standards for brand identity, editorial quality, regulatory and legal review, accessibility, and production readiness; facilitate artwork development and delivery of accurate specifications and files to printers, wellness vendors, agencies, media outlets, and other external partners.
• Lead Digital Marketing and Market Segment Support teams in translating enterprise and segment strategies into annual and longer-term engagement plans, campaigns, journeys, content, and finished deliverables supporting acquisition, retention, health outcomes, affordability, internal and external communications, and public relations.
• Own the strategy, content governance, user experience, performance, maintenance, and redesign of the public-facing website. Partner with Product, Marketing, Sales, Operations, and Information Services to build and enhance direct-to-consumer ecommerce experiences that support education, shopping, conversion, and service.
• Serve as the primary departmental partner to Information Services for digital engagement. Define business and experience requirements, align roadmaps and priorities, participate in platform and vendor decisions, support implementation and adoption, and ensure technology enables secure, compliant, measurable, and scalable communications and experiences.
• Guide and consult Marketing, Communications, Product, and business teams on digital-first practices, channel effectiveness, customer-centered design, brand standards, creative production, analytics, automation, emerging technologies, artificial intelligence, and responsible use of new capabilities.
• Manage external agencies, production partners, freelancers, technology vendors, and other resources, including scope, budget, contracts, service levels, quality, risk, and performance. Select the right internal and external capabilities to deliver efficiently and consistently.
• Lead, coach, and develop the Digital Marketing, Customer Experience, Brand Compliance, and Market Segment Support teams. Establish clear accountabilities, build succession and capability plans, attract and retain talent, and foster a proactive, collaborative, accountable, and high-performing culture.

To Be Considered For This Position, You Must Have

• Bachelor’s degree in marketing, communications, business, digital experience, design, technology, or a related discipline.
• Ten or more years of progressively responsible experience in digital marketing, member or customer engagement, customer experience, communications, brand management, creative services, ecommerce, or a related field.
• Five or more years of experience leading multidisciplinary teams and managing leaders, employees, agencies, vendors, budgets, and complex cross-functional programs.
• Demonstrated experience developing omnichannel communication or engagement strategies with strong working knowledge of email, text/SMS, websites, marketing automation, analytics, journey design, and traditional channels.
• Demonstrated experience establishing project intake, prioritization, traffic management, creative development, review, approval, production, and measurement processes.
• Proven ability to influence senior executives, build alignment across business and technology teams, make decisions in ambiguous situations, and translate strategy into measurable execution.
• An equivalent combination of education and experience may be substituted for this requirement.
• The ability to meet or exceed the attendance and timeliness requirements of their departments.
• The ability to work well in a team environment and be capable of building and maintaining positive relationships with other staff, departments, and customers.

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed are representative of the knowledge, skill, and or ability required.

Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions. Other duties may be assigned.

The strongest candidates for this position will also possess- :

• Experience in health care, health insurance, financial services, or another highly regulated, consumer-focused industry.
• Advanced degree in marketing, communications, business, design, technology, or a related discipline.
• Deep understanding of CX/UX methods, accessibility, content strategy, customer research, journey orchestration, website management, conversion optimization, ecommerce, CRM, and marketing automation.
• Knowledge of brand governance, regulatory and compliance review, privacy, consent and preference management, production workflows, and quality assurance.
• Strong business and financial acumen with demonstrated ability to establish KPIs, manage budgets and vendor performance, and use data to improve engagement, experience, conversion, retention, and operational efficiency.
• Track record of building talent, leading change, introducing new technology responsibly, and creating an accountable culture that delivers high-quality work at speed.
• Exceptional written, verbal, presentation, facilitation, negotiation, and executive-consulting skills.

What We Offer You

Learn more about what makes BCBSNE such an exceptional place to work, including details about our comprehensive Total Rewards package, by visiting NebraskaBlue.com/Careers.

We strongly believe that diversity of experience, perspective and background will lead to a better workplace for our employees and a better product for our customers and members.

Stay Safe from Job Scams

BCBSNE only accepts job applications submitted through our official careers website. Genuine correspondence will always come from an email address ending with @nebraskablue.com. We do not ask for sensitive personal information, such as banking details, and we ensure interviews take place before any job offer is made

EEO Statement

BCBSNE is an Equal Opportunity /Affirmative Action Employer, M/F/D/V. If you are a qualified individual with a disability or a disabled veteran, you have the right to request an accommodation if you are unable or limited in your ability to use or access our career center as a result of your disability. To request an accommodation, contact a Human Resources Representative at BCBSNE.