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B2C Digital and In-life Marketing Manager - Bupa Global



Job Description:

This exciting role will be focusing on the delivery of business to customer (B2C) direct acquisition and retention marketing activities for Bupa Global Europe. The role will partner the wider team which includes B2C Marketing Manager and EEA Marketing Executive.

This role can be based in either of our London or Brighton offices with weekly visits to our other offices as required.

Main Responsibilities

  • Co-own the 18-month full channel marketing plan for the B2C segment within the Bupa Global UK/ROW region (Direct Individual Sales)

  • Plan and primarily execute the digital elements of our multi-channel marketing campaigns to drive acquisition - deliver on key KPI’s such as lead volume, lead quality, revenue and return on marketing investment

  • Management and optimisation of all digital channels including PPC, Affiliates/Partners, Paid Social, Display, and Remarketing – this includes managing media plans, creating assets, developing appropriate landing pages, and ensuring all are approved within the formal sign-off system.

  • Manage the day-to-day and monthly digital planning to hit lead and commercial targets, working with our digital agency to optimise spend and results

  • Identify and own marketing initiatives for improving the prospect journey and customer experience, working closely with Sales teams

    • Review and improve the prospect customer journey from digital asset (creative or copy) to landing page/main website, through to becoming a sale

    • Create a broad set of both online and offline marketing assets to support the direct Sales teams to drive category awareness including sales aids, sales brochures, sales emails used during sales process, rate increase/decrease emails etc.

    • Develop and manage the automated email Lead Nurture strategy to improve conversion from lead to sale

    • Plan and execute marketing activities to support customer retention, to meet key KPI’s to support business metrics such as customer volume and value retention targets including management of the retention toolkit and key engagement touchpoints

  • Create and tailor messaging and marketing materials for key target High Net Worth audiences in the UK, working with the Proposition team, creative agency and studio to maintain and improve them

  • Manage agency relationships including digital agency with weekly, monthly and quarterly reviews.

  • Prepare monthly or quarterly reports to the business on the progress of direct individual performance (new business and retention) vs targets, and make growth and development opportunity recommendations

The Ideal Candidate

  • Experience marketing in a B2C environment, using multiple channels including online with offline channels

  • Business experience which should include developing and launching marketing campaigns, ideally within a global environment

  • Has experience working client side in digital marketing and managing online marketing activities to a budget

  • Experience of operating in a regulated industry; specific experience in healthcare, or insurance will be highly advantageous

  • Understanding of the buying behaviour of businesses, including knowledge and understanding the broker/intermediary market

  • Strong interpersonal skills with a challenging and persuasive manner, to win and maintain the respect of colleagues across the business at all levels;

  • Solid analytical and numerical skills

  • Advanced PC skills, including Acrobat, Excel, Word and PowerPoint

  • Very high standard of written and spoken English and proven copy writing experience

  • Ability to work with prospect management tools (for example HubSpot) to analyse and report data to the business

  • Experience and knowledge of HNW audience is desirable

  • In depth understanding and knowledge of Private Medical Insurance or International Private Medical Insurance is advantageous

About The Company

Bupa’s purpose is longer, healthier, happier lives.

As a leading global health and care company, we offer health insurance, medical subscription and other health and care funding products; we run care homes, retirement and care villages, primary care, diagnostic and wellness centres, hospitals and dental clinics. We also provide workplace health services, home healthcare, health assessments and long-term condition management services. We have 32M customers globally. With no shareholders, we invest our profits to provide more and better healthcare and fulfil our purpose. We employ 86,000 people, principally in the UK, Australia, Spain, Poland, New Zealand and Chile, as well as Saudi Arabia, Hong Kong, India, and the USA.

We have grown significantly, particularly through 2013 to 2015, when we accelerated execution of our strategic vision. We are similar in revenue and profit to Marks & Spencer, and larger than Heinz in revenue. Because Bupa does not have shareholders it does not have a listing, but if it did it would be in the FTSE 100. Bupa is not a mutual or a charity but a company limited by guarantee that seeks to maximise its profits in order to fulfil its purpose. With customers in virtually every country in the world and 70% of its revenues now generated outside the UK, Bupa is a truly international organisation.

Bupa's Strategic Framework

Our strategy has three pillars: Customers, People, Performance. It puts our customers front and centre in the context of today’s digital age. As a service organisation, everything we do for our customers relies on our people and partners, so being a place where people love to work is critical to our success. This, combined with disciplined risk and capital management, is how we will deliver strong and sustainable performance. We are looking for individuals who share in our values and this strategy, and are capable of delivering outstanding results for the business.

Bupa Global

Bupa Global provides products and services worldwide to people who want access to premium health and care at home or as they study, live, travel or work abroad. We provide international health insurance, travel insurance and medical assistance to individuals, small businesses and global corporate customers all around the world.

Bupa Global has over 1,800 employees and has offices in London and Brighton (UK), Miami (USA), Copenhagen (Denmark), Hong Kong (Greater China), and Dubai (UAE), as well as in Egypt, Mexico, the Dominican Republic, Bolivia, Panama, Guatemala and Ecuador. Bupa Global is currently organised around five regional hubs: Bupa Global Africa, India & Middle East; Bupa Global Greater China; Bupa Global Latin America; Bupa Global North America and Bupa Global Europe.

Time Type:

Full time

Job Posting End Date

10 Oct 2020