Sr Director Precision Engagement

Job Summary

The Principal Engagement Orchestration leads the enterprise contact strategy and engagement orchestration engine that delivers the right message, through the right channel, at the right moment—without overwhelming the people we serve. This role encompasses nine customer dimensions: employees, prospects, members, patients, providers, family caregivers, brokers/agents, plan sponsors, and vendor partners. This role designs and manages enterprise-wide customer communication strategies and execution plans, guided by "N of 1" personalization and "Self-Service first" principles. This role owns cross-channel communication governance, frequency capping, and suppression logic across Health Services, Commercial and Government Markets, and Shared Services, ensuring compliance with regulatory requirements while maximizing engagement effectiveness.

The Principal Engagement Orchestration serves as the strategic steward of the member communications portfolio, balancing discretionary outreach with mandatory touchpoints, and drives measurable improvements in reach, opt-out rates, and contact-load management. This leader builds a high-performing team that operates as a core function within a shared service model, supporting enterprise-wide strategic efforts across business units and other shared services. While maturing the team from a people, process, and technology perspective, this leader must also create the conditions for experience-obsessed teams and be bold in how we pioneer work that is first of its kind, working hand-in-hand with stakeholders. This function sits within the 'business product' team and works hand-in-hand with the 'technology product' teams. This is a senior leader role reporting to the Vice President, Enterprise Customer Experience & Engagement.

Essential Functions

Enterprise Contact Strategy & Governance

- Own the enterprise contact strategy across all channels (letter, call, IVR, email, SMS/text, push in-app and web) and across Health Services, Commercial and Government Markets, and Shared Services.
- Define the enterprise communication strategy and channel selection logic and lead the team that turns them into execution plans.
- Own the enterprise customer communication calendar and sequencing across business units, so no member receives conflicting or stacked messages.
- Govern frequency capping, suppression rules, sequencing, and prioritization logic to protect members from communication overload.
- Enforce compliance across regulatory, brand, and preference requirements, including HIPAA, TCPA, CAN-SPAM, and CMS Medicare marketing and communications guidelines.
- Own customer preference and consent management, ensuring every communication honors what the member has opted into.
- Establish and monitor the contact-load metric; hold accountability for reducing unnecessary contact burden while maintaining engagement effectiveness.
- Balance regulatory-required communications with discretionary outreach, ensuring compliance and member preference respect.

Engagement Logic & Channel Standards

- Set next-best-action sequencing logic and channel-mix standards that optimize member experience and engagement outcomes.
- Define rules and decision trees that determine optimal timing, channel, and message sequencing for each member segment and journey stage.
- Ensure consistency and quality across all channels, touchpoints, and outbound communications while maintaining flexibility for business unit and segment-specific needs.
- Ensure all customer-facing messages are clear, consistent, timely, and delivered through the optimal channel, adhering to “N of 1” personalization and “Self-Service first” principles.
- Monitor for communication fatigue and duplication, and prevent them before they reach the member.

Communications Portfolio & Narrative

- Own the engagement narrative and the member communications portfolio across all business units.
- Curate and govern the portfolio of outbound messages, campaigns, and touchpoints to ensure coherence, relevance, and non-redundancy.
- Partner with key stakeholders (product, marketing, operations, business units) to align communications strategy with broader experience and business objectives.
- Partner with Marketing on campaign orchestration, so campaigns run through the same frequency, sequencing, and suppression rules as all other outreach.
- Collaborate with Experience Advisory (journey and content design) and UX/UXR (look and feel) to define communication templates.

Integration & Closed-Loop Accountability

- Partner with the Principal Experience Intelligence, who owns the targeting, signal, and predictive models, and own how those models are governed and operationalized within the engagement strategy to close the loop between insights and engagement actions.
- Provide regular feedback to Product on communication effectiveness, including what drives response, self-service adoption, and opt-outs.
- Ensure that engagement orchestration is informed by real-time data, member preferences, and predictive signals.
- Drive accountability for engagement effectiveness metrics: reach, response rates, opt-out rates, message fatigue, and contact-load reduction.
- Translate engagement performance into actionable insights for continuous improvement.

Team Leadership & Development

- Lead a mixed, high-performing team of orchestration strategists and engagement leads.
- Build deep bench strength through mentoring, capability development, and cross-functional pairing.
- Foster expertise in orchestration platforms, engagement strategy, and member-centric communication design.
- Develop partnerships with top MBA and BA schools for internships and fellowships to create a strong pipeline of talent.
- Champion a culture of experience obsession—democratizing engagement rules and contact-load visibility so that every outreach decision protects the member from overload.

Required Qualifications

- 10+ years related work experience in customer engagement, marketing operations, contact center strategy, or related fields.
- Demonstrated success designing and governing enterprise-wide contact strategies across multiple channels and business lines.
- Proven expertise in frequency capping, suppression logic, and engagement orchestration.
- Strong background in regulatory compliance (HIPAA, CAN-SPAM, TCPA, state-specific regulations) as it relates to member communications.
- Experience leading cross-functional teams in complex, matrixed environments.
- Track record of reducing contact overload and improving engagement effectiveness metrics.
- Excellent communication and stakeholder management skills with ability to influence at all organizational levels

Preferred Qualifications

- Experience in healthcare, insurance, benefits industry, or banking administration.
- Expertise in marketing automation platforms, orchestration engines, or customer journey platforms.
- Experience with contact center operations, IVR systems, or omnichannel communication strategies.
- Familiarity with member preference management and consent/suppression frameworks.
- Knowledge of advanced analytics, A/B testing, and engagement optimization methodologies.
- Experience with agile engagement planning or rapid campaign deployment.
- Track record building governance frameworks or centers of excellence for communications.
- Certification in marketing, customer experience, or related disciplines.

Required Management Experience

- 5+ years direct supervisory/management experience

Required Education

- Related Bachelor's degree required

General Physical Demands
Sedentary work: Exerting up to 10 pounds of force occasionally to move objects. Jobs are sedentary if traversing activities are required only occasionally.

Physical/Environmental Activities
Must be able to travel to multiple locations for work (i.e. travel to attend meetings, events, conferences). Occasionally

What We Offer:
As a Florida Blue employee, you will be at the heart of GuideWell’s vision – to lead the nation in transforming health through compassionate, connected, and technology-enabled care that delivers personalized value and empowered living.

To support your wellbeing, comprehensive benefits are offered. As an employee, you will have access to:

- Medical, dental, vision, life and global travel health insurance;
- Income protection benefits: life insurance, short- and long-term disability programs;
- Leave programs to support personal circumstances;
- Retirement Savings Plan including employer match;
- Paid time off, volunteer time off, 10 holidays and 2 well-being days;
- Additional voluntary benefits available; and
- A comprehensive wellness program

Employee benefits are designed to align with federal and state employment laws. Benefits may vary based on the state in which work is performed. Benefits for intern, part-time and seasonal employees may differ.

To support your financial wellbeing, we offer competitive pay as well as opportunities for incentive or commission compensation. We also conduct regular annual reviews with pay for performance considerations for base pay increases.

Annualized Salary Range: $180,000 - $292,500

Typical Annualized Hiring Range: $180,000 - $236,250

Final pay will be determined with consideration of market competitiveness, internal equity, and the job-related knowledge, skills, training, and experience you bring.

We are an Equal Employment Opportunity employer committed to cultivating a work experience where everyone feels like they belong and can perform at their best in pursuit of our mission. All qualified applicants will receive consideration for employment.