Head of Marketing & External Communications

Blue Cross & Blue Shield of Rhode Island; Providence (RI); Hybrid; USD 196,000 - 314,000; Full time

Benefits offered by this job

Remote/hybrid options

Paid time off

Bonuses and investment plans

Job summary

Blue Cross & Blue Shield of Rhode Island seeks a senior marketing leader to head enterprise marketing strategy and external communications. You will oversee integrated print, web, digital channels and ensure consistent, compelling brand messaging across all audiences.

Responsibilities include directing customer communications, digital demand generation, and campaign performance. The role requires a strategic mindset, leadership skills, and a track record of delivering measurable results.

Qualifications

• Bachelor’s degree or equivalent in communications/marketing.
• 10+ years in corporate communications or advertising/marketing.
• 7+ years management experience.
• Proven external communications and media relations experience.
• Ability to translate business strategy into actionable objectives.

Responsibilities

• Lead enterprise marketing strategy and external communications across multiple channels.
• Oversee print, web, digital, and external marketing to ensure consistent messaging.
• Direct customer and member communications, digital demand generation, and campaign planning.
• Set brand strategy and integrated communications plans aligned with corporate goals.
• Evaluate programs, establish metrics, and apply insights for impact.
• Lead public relations to strengthen reputation and trust with stakeholders.

Skills

External communications

Media relations

Leadership

Budget management

Strategic thinking

Education

Bachelor’s degree in Communications, Advertising, Marketing, or related field

Job description

Pay Range

$196,200.00 - $313,900.00

At BCBSRI, our greatest resource is our people.

We come from varying backgrounds, different cultures, and unique experiences. We are hard-working, caring, and creative individuals who collaborate, support one another, and grow together. Passion, empathy, and understanding are at the forefront of everything we do—not just for our members, but for our employees as well.

We recognize that to do your best work, you have to be your best self.

It’s why we offer flexible work arrangements that include remote and hybrid opportunities and paid time off. We provide tuition reimbursement and assist with student-loan repayment. We offer health, dental, and vision insurance as well as programs that support your mental health and well-being. We pay competitively, offer bonuses and investment plans, and are committed to growing and developing our employees.

Our culture is one of belonging.

We strive to be transparent and accountable. We believe in equipping our associates with the knowledge and resources they need to be successful. No matter where you’re at in the organization, you’re an integral part of our team and your input, thoughts, and ideas are valued.

Join Others Who Value a Workplace For All.

We appreciate and celebrate everything that makes us unique, from personal characteristics to past experiences. Our different perspectives strengthen us as an organization and help us better serve all Rhode Islanders.

We’re dedicated to serving Rhode Islanders.

Our focus extends beyond providing access to high-quality, affordable, and equitable care. To further improve the health and well-being of our fellow Rhode Islanders, we regularly roll up our sleeves and get to work (literally) in communities all across the state—building homes, working in food pantries, revitalizing community centers, and transforming outdoor spaces for children and adults. Because we believe it is our collective responsibility to uplift our fellow Rhode Islanders when and where we can, our associates receive additional paid time to volunteer.

Why This Job Matters

Lead enterprise marketing strategy and external communications to strengthen brand positioning, drive market growth, and support business objectives across all profit and loss centers. Oversee integrated print, web, digital, and external marketing channels to ensure consistent, compelling market-facing messaging. Direct customer and member communications, digital demand generation, campaign planning, performance measurement, and optimization to advance organizational priorities and deliver measurable results.

What You Will Do

• Develop and lead enterprise marketing and communications strategies that strengthen brand reputation, market position, and engagement across consumer, employer, provider, regulatory, member, producer, and prospect audiences.
• Lead the development, execution, and integration of marketing communications across print, web, digital, and other channels to ensure consistent messaging, effective product and service promotion, and optimized digital marketing, lead generation, and online engagement.
• Set and oversee marketing strategies that support demand for health insurance products and services through retail and other market-facing channels.
• Develop and execute the annual brand strategy and integrated communications plan in alignment with corporate strategy, using multiple channels to reach and influence a diverse customer and consumer base.
• Evaluate marketing and communications programs, campaigns, and materials on an ongoing basis; establish success metrics, assess performance, and apply insights to improve effectiveness and business impact.
• Lead public relations strategy to strengthen reputation, visibility, and stakeholder trust; oversee media relations and external messaging aligned with brand, business, and community priorities
• Own and continuously improve the enterprise content management process to ensure timely, accurate, brand-aligned, and audience-relevant communications.
• Manage strategic relationships with marketing, communications, media, digital, and creative vendors to ensure high-quality delivery, accountability, and value.
• Perform other duties as assigned.

What You Need To Succeed

• Bachelor’s degree in Communications, Advertising, Marketing, or related field; or an equivalent combination of education and experience·
• Ten or more years experience in corporate communications or advertising/marketing·
• Seven or more years management experience
• Demonstrated external communications and public relations experience, including media relations, reputation management, and development of audience-specific messaging for external stakeholders.
• Strong working knowledge of marketing and employee communication strategies
• Working knowledge of copywriting, editing, research, management, advertising, change management, health-related communications and employee communications
• Ability to collaborate while dealing with complex situations
• Ability to think creatively and to drive innovation
• Ability to motivate, lead and inspire a diverse group to a common goal/solution with multiple stakeholders.
• Ability to convert business strategy into action oriented objectives and measurable results
• Ability to develop and manage a budget
• Strong business acumen and political savvy
• Strong leadership skills
• Ability to mentor, coach and provide guidance to others
• Ability to act as a strategist, visionary, or change agent

Location

BCBSRI is headquartered in downtown Providence, conveniently located near the train station and bus terminal. We actively support associate well-being and work/life balance and offer the following schedules, based on role:

• In-office: onsite 5 days per week
• Hybrid: onsite 2-4 days per week
• Remote: onsite 0-1 days per week. Permitted to reside in the following states, pending approval from the Human Resources Department: Arizona, Connecticut, Florida, Georgia, Louisiana, Massachusetts, North Carolina, Oklahoma, Rhode Island, South Carolina, Texas, Virginia

Our culture of belonging at Blue Cross & Blue Shield of Rhode Island (BCBSRI) is at the core of all we do, and it strengthens our ability to meet the challenges of today’s healthcare industry. BCBSRI is an equal opportunity employer.

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