• Own Google Ads and Microsoft Ads end to end: account structure, campaigns, bidding strategies, search-terms hygiene, negative-keyword strategy, audiences, and creative testing. • Drive cost efficiency and profitable scale, balancing CAC and volume against clear unit-economics targets. • Build and own your own reporting and monitoring: spend pacing, CAC by funnel stage, payback, and the dashboards you need to stay ahead of the account. • Use AI tools actively as part of your daily workflow, for analysis, audits, ad iteration, and reporting. • Stand up and lead our paid social program (Meta first) with disciplined testing, clear success criteria, and honest go or no-go decisions. • Partner with the Head of Marketing on strategy, landing pages, and where to place the next growth bets. • Communicate performance, trends, and decisions clearly to both technical and non-technical stakeholders.

• Lead creative pods to deliver high-performing, Class A campaigns on time. • Drive creative testing, innovation, and scale-up of winning ad concepts. • Ensure brand consistency and product accuracy across all assets. • Implement agile workflows and optimize creative operations for efficiency. • Analyze performance metrics to guide data-driven creative decisions. • Collaborate cross-functionally to align creative strategy with business goals. • Mentor and grow top creative talent, fostering a culture of learning and excellence.

• Handle day-to-day hands-on optimizations, including managing bids, daily pacing updates, budgets, and operational platform modifications. • Coordinate and execute flawless campaign launches and in-platform management across multiple channels. • Pull performance reports and write clear, data-driven performance insights using platforms like GA4, Shopify, and Looker dashboards to explain the “why” behind campaign results. • Proactively identify and flag optimization or scaling opportunities across assigned accounts to the Senior Strategist. • Support creative analysis by leveraging tools like Motion to evaluate asset performance, and assist with writing Meta/TikTok ad copy roughly once per week (AI tools permitted as a resource).

Role Description The Head of Performance Marketing will lead digital marketing across all digital channels, including search engines, social, and display, and they will lead marketing analytics for the division. The ideal candidate will demonstrate superior technical expertise and organizational capabilities in project and campaign management, analytics, communications evaluation, data modeling, relationship skills, and commercial awareness. - Set the vision and lead a team of 8-10 people managing the audience development and engagement strategies for all digital marketing channels. - Craft and implement a clear, cohesive digital media channel strategy that supports Blue Cross NC’s brand strategy, member acquisition, and retention goals. - Articulate how the channel strategy drives engagement with key audiences, including: - Developing and maintaining audience segment definitions/personas. - Using audience research and digital paid media channel metrics to identify audience insights that will inform the division and team’s work. - Develop full-funnel acquisition digital marketing campaigns, establishing evergreen campaigns while consistently testing new audiences, CTAs, creative, channels, and formats. - Develop measurement framework with clear critical metrics and targets to measure ongoing channel health and performance as well as frameworks for evaluating key campaigns and moments across channels. - Analyze program performance as well as industry trends to develop plans and implement for the optimal marketing mix and translate campaign metrics into meaningful insights. - Develop and provide analytics to report on program results, both at the top-line and campaign levels, ensuring optimal ROI/ROAS against marketing budget and overall ecommerce revenue goals. - Manage and aggregate channel level reporting to help build an integrated view of our acquisition landscape and advertising effectiveness through multiple lenses of attribution. - Develop and execute retention and customer lifecycle strategies that maximize customer engagement, loyalty, and lifetime value. - Measure and analyze retention and customer lifecycle metrics to identify opportunities for improvement and track the success of retention and customer lifecycle programs. - Continually optimize retention and customer lifecycle programs and initiatives through ongoing testing, analysis, and iteration. - Implement and manage comprehensive test and learn strategy. Qualifications - Bachelor's degree or advanced degree (where required). - 10+ years of experience in related field. - In lieu of degree, 12+ years of experience in related field. Requirements - Detail-oriented, self-starter, curious and innovative mindset, with the ability to react quickly to changing priorities without full guidance. - Data-driven, analytical, and solution-oriented. - Thrives in a fast-paced environment and is good at dealing with ambiguity. - Expert level knowledge working with various digital technology vendors, platforms, and solutions, including Salesforce and SAS, Google Analytics, SQL, Power BI, or similar tools. Benefits - Annual Incentive Bonus* based on annual corporate goal achievement and individual performance. - 401(k) with employer match. - Paid Time Off (PTO). - Competitive health benefits and wellness programs. Salary Range $157,978.00 - $252,765.00 Job Alert Fraud We have become aware of scams from individuals, organizations, and internet sites claiming to represent Blue Cross and Blue Shield of North Carolina in recruitment activities in return for disclosing financial information. Our hiring process does not include text-based conversations or interviews and never requires payment or fees from job applicants. All our career opportunities are published on our careers page . If you have already provided your personal information that you suspect is fraudulent activity, please report it to your local authorities. Any fraudulent activity should be reported to: HR.Staffing@BCBSNC.com .