Sr Director Precision Engagement

Florida Blue; Jacksonville (FL); On-site; USD 150,000 - 210,000; Full time

Job summary

Florida Blue Group is seeking a Principal Engagement Orchestration leader to drive enterprise-wide customer communication strategies. The role focuses on personalization, cross-channel orchestration, and governance across health services, commercial, and government markets.

The candidate will build a high-performing team, partner with product, marketing, and operations, and ensure compliant, effective outreach while reducing contact burden and optimizing engagement.

Qualifications

• 10+ years related work experience in customer engagement, marketing operations, contact center strategy, or related fields.
• Experience designing and governing enterprise-wide contact strategies across multiple channels and business lines.
• Proven expertise in frequency capping, suppression logic, and engagement orchestration.
• Strong background in regulatory compliance (HIPAA, CAN-SPAM, TCPA, state-specific regulations) as it relates to member communications.
• Experience leading cross-functional teams in complex, matrixed environments.
• Track record of reducing contact overload and improving engagement effectiveness metrics.

Responsibilities

• Own the enterprise contact strategy across all channels and across Health Services, Commercial and Government Markets, and Shared Services.
• Define the enterprise communication strategy and channel selection logic and lead the team that turns them into execution plans.
• Own the enterprise customer communication calendar and sequencing across business units, so no member receives conflicting or stacked messages.
• Govern frequency capping, suppression rules, sequencing, and prioritization logic to protect members from communication overload.
• Enforce compliance across regulatory, brand, and preference requirements, including HIPAA, TCPA, CAN-SPAM, and CMS Medicare marketing and communications guidelines.
• Own customer preference and consent management, ensuring every communication honors what the member has opted into.
• Establish and monitor the contact-load metric; hold accountability for reducing unnecessary contact burden while maintaining engagement effectiveness.
• Balance regulatory-required communications with discretionary outreach, ensuring compliance and member preference respect.
• Set next-best-action sequencing logic and channel-mix standards that optimize member experience and engagement outcomes.
• Define rules and decision trees that determine optimal timing, channel, and message sequencing for each member segment and journey stage.
• Ensure consistency and quality across all channels, touchpoints, and outbound communications while maintaining flexibility for business unit and segment-specific needs.
• Monitor for communication fatigue and duplication, and prevent them before they reach the member.
• Own the engagement narrative and the member communications portfolio across all business units.
• Curate and govern the portfolio of outbound messages, campaigns, and touchpoints to ensure coherence, relevance, and non-redundancy.
• Partner with key stakeholders to align communications strategy with broader experience and business objectives.
• Partner with Marketing on campaign orchestration, so campaigns run through the same frequency, sequencing, and suppression rules as all other outreach.
• Collaborate with Experience Advisory and UX/UXR to define communication templates.
• Provide regular feedback to Product on communication effectiveness, including what drives response, self-service adoption, and opt-outs.
• Ensure that engagement orchestration is informed by real-time data, member preferences, and predictive signals.
• Drive accountability for engagement effectiveness metrics: reach, response rates, opt-out rates, message fatigue, and contact-load reduction.
• Translate engagement performance into actionable insights for continuous improvement.
• Lead a mixed, high-performing team of orchestration strategists and engagement leads.
• Build deep bench strength through mentoring, capability development, and cross-functional pairing.
• Foster expertise in orchestration platforms, engagement strategy, and member-centric communication design.
• Develop partnerships with top MBA and BA schools for internships and fellowships to create a strong pipeline of talent.
• Champion a culture of experience obsession—democratizing engagement rules and contact-load visibility so that every outreach decision protects the member from overload.

Skills

Customer engagement strategy

Cross-functional leadership

Regulatory compliance

Stakeholder management

Team leadership

Orchestration platforms

Marketing automation platforms

Healthcare/insurance experience

Education

Bachelor's degree or related field

Tools

Marketing automation platforms

Orchestration engines

CRM systems

Job description

The Principal Engagement Orchestration leads the enterprise contact strategy and engagement orchestration engine that delivers the right message, through the right channel, at the right moment—without overwhelming the people we serve. This role encompasses nine customer dimensions: employees, prospects, members, patients, providers, family caregivers, brokers/agents, plan sponsors, and vendor partners. This role designs and manages enterprise-wide customer communication strategies and execution plans, guided by "N of 1" personalization and "Self-Service first" principles. This role owns cross-channel communication governance, frequency capping, and suppression logic across Health Services, Commercial and Government Markets, and Shared Services, ensuring compliance with regulatory requirements while maximizing engagement effectiveness.

The Principal Engagement Orchestration serves as the strategic steward of the member communications portfolio, balancing discretionary outreach with mandatory touchpoints, and drives measurable improvements in reach, opt-out rates, and contact-load management. This leader builds a high-performing team that operates as a core function within a shared service model, supporting enterprise-wide strategic efforts across business units and other shared services. While maturing the team from a people, process, and technology perspective, this leader must also create the conditions for experience-obsessed teams and be bold in how we pioneer work that is first of its kind, working hand-in-hand with stakeholders. This function sits within the 'business product' team and works hand-in-hand with the 'technology product' teams. This is a senior leader role reporting to the Vice President, Enterprise Customer Experience & Engagement.

Key Responsibilities

Enterprise Contact Strategy & Governance

• Own the enterprise contact strategy across all channels (letter, call, IVR, email, SMS/text, push in-app and web) and across Health Services, Commercial and Government Markets, and Shared Services.
• Define the enterprise communication strategy and channel selection logic and lead the team that turns them into execution plans.
• Own the enterprise customer communication calendar and sequencing across business units, so no member receives conflicting or stacked messages.
• Govern frequency capping, suppression rules, sequencing, and prioritization logic to protect members from communication overload.
• Enforce compliance across regulatory, brand, and preference requirements, including HIPAA, TCPA, CAN-SPAM, and CMS Medicare marketing and communications guidelines.
• Own customer preference and consent management, ensuring every communication honors what the member has opted into.
• Establish and monitor the contact-load metric; hold accountability for reducing unnecessary contact burden while maintaining engagement effectiveness.
• Balance regulatory-required communications with discretionary outreach, ensuring compliance and member preference respect.

Engagement Logic & Channel Standards

• Set next-best-action sequencing logic and channel-mix standards that optimize member experience and engagement outcomes.
• Define rules and decision trees that determine optimal timing, channel, and message sequencing for each member segment and journey stage.
• Ensure consistency and quality across all channels, touchpoints, and outbound communications while maintaining flexibility for business unit and segment-specific needs.
• Ensure all customer-facing messages are clear, consistent, timely, and delivered through the optimal channel, adhering to “N of 1” personalization and “Self-Service first” principles.
• Monitor for communication fatigue and duplication, and prevent them before they reach the member.

Communications Portfolio & Narrative

• Own the engagement narrative and the member communications portfolio across all business units.
• Curate and govern the portfolio of outbound messages, campaigns, and touchpoints to ensure coherence, relevance, and non-redundancy.
• Partner with key stakeholders (product, marketing, operations, business units) to align communications strategy with broader experience and business objectives.
• Partner with Marketing on campaign orchestration, so campaigns run through the same frequency, sequencing, and suppression rules as all other outreach.
• Collaborate with Experience Advisory (journey and content design) and UX/UXR (look and feel) to define communication templates.

Integration & Closed-Loop Accountability

• Partner with the Principal Experience Intelligence, who owns the targeting, signal, and predictive models, and own how those models are governed and operationalized within the engagement strategy to close the loop between insights and engagement actions.
• Provide regular feedback to Product on communication effectiveness, including what drives response, self-service adoption, and opt-outs.
• Ensure that engagement orchestration is informed by real-time data, member preferences, and predictive signals.
• Drive accountability for engagement effectiveness metrics: reach, response rates, opt-out rates, message fatigue, and contact-load reduction.
• Translate engagement performance into actionable insights for continuous improvement.

Team Leadership & Development

• Lead a mixed, high-performing team of orchestration strategists and engagement leads.
• Build deep bench strength through mentoring, capability development, and cross-functional pairing.
• Foster expertise in orchestration platforms, engagement strategy, and member-centric communication design.
• Develop partnerships with top MBA and BA schools for internships and fellowships to create a strong pipeline of talent.
• Champion a culture of experience obsession—democratizing engagement rules and contact-load visibility so that every outreach decision protects the member from overload.

Key Requirements

• 10+ years related work experience in customer engagement, marketing operations, contact center strategy, or related fields.
• Demonstrated success designing and governing enterprise-wide contact strategies across multiple channels and business lines.
• Proven expertise in frequency capping, suppression logic, and engagement orchestration.
• Strong background in regulatory compliance (HIPAA, CAN-SPAM, TCPA, state-specific regulations) as it relates to member communications.
• Experience leading cross-functional teams in complex, matrixed environments.
• Track record of reducing contact overload and improving engagement effectiveness metrics.
• Excellent communication and stakeholder management skills with ability to influence at all organizational levels
• 5+ years direct supervisory/management experience
• Related Bachelor's degree or additional related equivalent work experience

Preferred Qualifications

• Experience in healthcare, insurance, benefits industry, or banking administration.
• Expertise in marketing automation platforms, orchestration engines, or customer journey platforms.
• Experience with contact center operations, IVR systems, or omnichannel communication strategies