Aetna Product (Content) Marketing Director in Wellesley, Massachusetts

Req ID: 44146BR


Accountable for working across Product Marketing business lines to review and ensure all content tells the correct story, and aligns to the overall mission and direction of Aetna.

Assess content inventory to ensure standards are being met and adherence to the compliance and SOPs are being followed

Ensures all content tells a cohesive story

Collaborates with the marketing technology team to determine if market ready content

Reviews and organizes white papers from the Brand team for Plan Sponsor focus

Develop clear and memorable value propositions for each audience we market to.

Serve as a catalyst for change within the business by bringing an outside-in perspective to the business through customer, competitor, and marketplace insights.

Leads a team of marketers ensuring that the alignment of content governance is followed

Develops the team to take on broader roles

Fundamental Components:


Value proposition: Galvanize a common understanding of the core value proposition of each product across the organization so that we walk and work as one. We do this by articulating the value proposition for each core audience, e.g., member, plan sponsor, consultant/broker, doctors, etc. in plain language.

Develop market facing pitch experience: Work with sales teams to develop the baseline pitch decks, demos, journeys, etc. from which customized presentations can be created. Ensure individual pieces add up to a whole greater than the sum of its parts. Minimize fragmentation.

Develop content that helps Sales nurture prospect relationships throughout the sales cycle, e.g., thought leadership, cases, testimonials, etc. This includes developing an integrated mobile content tool for Sales quickly identify and access content.

Member advocacy and journey-centric design: Bring the voice of the customer to the product design table. Ensure the product development teams are working with data and insight driven journeys that deliver on the most valuable benefits to drive the most beneficial behavior changes.

Inform member and provider engagement strategy: Ensure our engagement strategy reflects the value propositions of our individual products and the Aetna brand.

Program execution: Oversee the execution of in-market programs to ensure they are strategically sound and choreographed. We work with the Agency, events, corporate communications, etc. to coordinate activities

Measure and continuously improve: Procure activity reports, e.g., how our experience designs are changing member behavior, and feed them back into segmentation, product development and engagement strategies.


10+ years of strategic marketing experience

Must have proven experiences within the content space with the strategic view to connect all the stories.


The highest level of education desired for candidates in this position is a Bachelor's degree or equivalent experience.


Approved by Liz Cary HRP

Aetna is about more than just doing a job. This is our opportunity to re-shape healthcare for America and across the globe. We are developing solutions to improve the quality and affordability of healthcare. What we do will benefit generations to come.

We care about each other, our customers and our communities. We are inspired to make a difference, and we are committed to integrity and excellence.

Together we will empower people to live healthier lives.

Aetna is an equal opportunity & affirmative action employer. All qualified applicants will receive consideration for employment regardless of personal characteristics or status. We take affirmative action to recruit, select and develop women, people of color, veterans and individuals with disabilities.

We are a company built on excellence. We have a culture that values growth, achievement and diversity and a workplace where your voice can be heard.

Benefit eligibility may vary by position. Click here to review the benefits associated with this position.

Aetna takes our candidate's data privacy seriously. At no time will any Aetna recruiter or employee request any financial or personal information (Social Security Number, Credit card information for direct deposit, etc.) from you via e-mail. Any requests for information will be discussed prior and will be conducted through a secure website provided by the recruiter. Should you be asked for such information, please notify us immediately.

Job Function: Marketing