Director, Multicultural Marketing

Job Description

Posted on: 
June 23, 2022

Blue Cross Blue Shield of MA is in the process of building a world-class marketing organization. An important role in supporting that vision is the Director of Multicultural Marketing. This role will report to the Vice President of Brand and Integrated Marketing and will lead Multicultural and Equity marketing initiatives for BCBSMA. We are looking for an accomplished, passionate leader with a proven track record of building brands through a culture-first, audience-centric approach. As a senior member of the Marketing team, he/she/they will be responsible for ensuring that Company content, campaigns and media efforts are built on meaningful insights and resonate with our diverse member and community audiences. They have a deep understanding of multicultural segments and will use this cultural awareness to elevate and improve communication relevance, as well as to develop targeted efforts that will drive positive impact on the health and well-being of our members.


  • Build a roadmap for marketing and content development that supports our Company vision for being an Equity champion
  • Act as a change agent to infuse an Equity-centric thinking across the company
  • Work closely with the DE&I, Product Marketing and Consumer Insight teams to define targeted market segments, and understand audience opportunities, trends, motivators, and barriers
  • Use data to drive innovative marketing approaches and effective plan optimizations
  • Create marketing strategies for targeted activations to support closing gaps in care
  • Lead creative strategy for go-to-market programs, working closely with Product Marketing and Integrated Marketing leads
  • Partner with Commerce, Care and Community pillar leads to help define Marketing goals that can support them, and make budget recommendations that align to goals
  • Create a consistent annual approach to sponsorships and partnerships and build relationships with local media groups
  • Establish a system and manage implementation of a more inclusive approach to communication standards across the Company
  • Stay up to date on multicultural marketing best practices and act as champion in socializing learnings across all Enterprise Communications leads
  • Educate and partner with internal and external creative teams to ensure work is grounded in culturally appropriate insights and delivers authentic representation
  • Challenge teams to think differently about how to drive stronger member engagement across diverse segments with demonstrated health needs

Job Requirements

  • A passion for the mission of Blue Cross Blue Shield of Massachusetts
  • 10+ years of experience in multicultural marketing, marketing strategy, advertising, and/or brand management
  • Demonstrated ability to challenge the status quo, inspire teams and serve as a champion of cultural competency
  • Experience leading a strategic multicultural marketing planning process
  • Comfortable managing through ambiguity, and able to help shape and define opportunities through cross-functional partnership
  • Proven experience in running integrated advertising and media campaigns that drive impact
  • Able to influence across a wide organization, particularly at the senior levels
  • A positive team player – with a focus on creating a supportive and high-energy work environment for all team members
  • Exceptional communication skills – a natural storyteller and presenter
  • Fluency in Spanish is a plus
  • BA or BS degree required in Business, Marketing, Communications or related fiel
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