Channel Lead Direct Marketing (Associate Director)
Optum Makati Full-time
Primary Responsibilities
- Own the 1:1 direct marketing content strategy (email, SMS, direct mail) across B2B, B2C, and B2Provider audiences; align to brand, product narratives, and campaign objectives.
- Lead planning, creative briefing, and content development in partnership with the creative team; set channel‑specific standards and best practices.
- Build and govern a direct content operating model (calendar, workflows, QA, approvals, versioning) to ensure accuracy, speed, and reuse.
- Advance efficiency and personalization via AI‑assisted copy, dynamic content, templates, and automation (while maintaining human review and compliance).
- Partner with Campaign teams and Marketing Technology, Data/Analytics, Product, Compliance, Legal, and Technology to ensure segmentation, targeting, and measurement are fit‑for‑purpose.
- Own performance reporting (deliverability, engagement, conversion, list health, opt‑out, complaint rates) and recommend optimization actions.
- Performance & growth marketing accountability, including strong understanding of lead generation mechanics, funnel health, and conversion economics across MQL → SQL → revenue, with clear linkage to business outcomes.
- ROI‑driven campaign management, where candidates can articulate return per campaign, drive optimization decisions, manage budget efficiency, and demonstrate comfort interpreting P&L impact at the campaign level.
- 10+ years in direct/CRM/relationship marketing, including email, SMS, and direct mail program leadership at enterprise scale.
- Hands‑on experience with MarTech stacks (e.g., ESPs/Journeys, CDP, A/B testing, dynamic content) and collaboration with data engineers/analysts.
- Demonstrated success driving personalization at scale, content governance, and measurable business outcomes.
- Familiarity with AI in content operations (prompting, outline generation, QA, tagging); able to set guardrails for responsible use.
- Excellent cross‑functional leadership, communication, and stakeholder management; proven ability to influence senior audiences.
- Bachelor’s degree required; advanced degree
- Optum is the health care technology and innovation company of the UnitedHealth Group enterprise along with UnitedHealthcare.
- UnitedHealth Group is a health care and well-being company with a mission to help people live healthier lives and help make the health system work better for everyone.
- We’re a leading health solution and care delivery organization. Our work is complex, but our mission is simple: create a healthier world, with you at the center.
- As part of a Fortune 5 enterprise, we are improving the health care experience of over 125 million people around the world.
- We’re a diverse team with operations across North America, South America, Europe, Asia Pacific and the Middle East. This includes our over 25,000 employees in the Philippines.
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