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Senior Marketing Specialist (USFHP)
Johns Hopkins Health Plans
Johns Hopkins Health Plans seeks a Senior Marketing Specialist to lead omni-channel strategy and planning for growth marketing, lead generation, and enrollment for the US Family Health Plan (USFHP) TRICARE Prime® plan. The role plans and coordinates email and SMS campaigns, direct mail, paid digital media, and web content optimized for search and answer engines (SEO/AEO). The role is also responsible for the data integrations that connect the CRM to sales and the team's external partners. The ideal candidate is an experienced marketing professional who applies AI tools to develop strategy and improve efficiency and output in their daily work.
Responsibilities:

• Build, deploy, and measure omni-channel campaigns to optimize ROI and meet growth goals.
• Drive email and SMS strategies across the organization's lines of business.
• Coordinate with internal and external agencies to launch and optimize paid digital campaigns, including search engine marketing (SEM), Performance Max, and display, and apply agency performance reporting to inform campaign decisions.
• Apply best practices in search engine optimization (SEO) and answer engine optimization (AEO) to improve results and ranking.
• Serve as the team's CRM subject-matter expert and manage the system's vendor integrations, including the setup and maintenance of the APIs that transfer lead data between the CRM and external partners (call center, marketing agency, mail vendor, and website vendor).
• Direct creative development across print and digital channels, including business requirements documents (BRDs), new-job meetings, strategy, and content and creative reviews.
• Assign toll-free numbers (TFNs) to campaigns and manage website redirects to support lead tracking and attribution.
• Partner with the internal web team to develop and deploy lead-capture landing pages and to maintain accurate, current website content.
• Develop, maintain, and share best practices for AI prompting, workflows, and content development while ensuring compliance with brand, legal, HIPAA, and Department of Defense communication requirements.
• Leverage AI to accelerate development of campaign briefs, creative concepts, copy variations, audience insights, competitive research, presentations, and performance reporting.
• Evaluate emerging AI tools and recommend solutions that improve productivity, reduce cycle time, and enhance marketing effectiveness.
• Train and mentor marketing team members on approved AI tools, prompt engineering techniques, and effective AI-assisted workflows.

Qualifications:

• Bachelor's degree in business, healthcare administration, information systems, or related field.
• 5-7 years of marketing experience, preferably including agency-side experience supporting or managing paid media.
• Demonstrated CRM and marketing automation expertise, including experience coordinating API integrations between a CRM and external vendor systems (Microsoft Dynamics experience preferred).
• Hands-on email, SMS, and direct mail marketing experience.
• Experience with project and workflow management platforms such as Wrike or Monday.
• Proficiency with AI tools and a demonstrated ability to integrate them into day-to-day marketing work.

About Johns Hopkins USFHP / TRICARE Prime
Johns Hopkins US Family Health Plan is a congressionally designated provider of TRICARE Prime in the mid-Atlantic region. We provide the full TRICARE Prime benefit through a large network of civilian doctors and hospitals, including The Johns Hopkins Hospital, globally renowned for excellence. Johns Hopkins USFHP is available to families of active-duty service members and to retired service members and their families in Maryland, Washington, D.C., Delaware, and parts of Virginia, Pennsylvania, and West Virginia.
Salary Range: Minimum 34.41/hour - Maximum 56.82/hour. Compensation will be commensurate with equity and experience for roles of similar scope and responsibility. In cases where the range is displayed as a $0 amount, salary discussions will occur during candidate screening calls, before any subsequent compensation discussion is held between the candidate and any hiring authority.
The Hospital reserves the right to modify employee schedules as needed.
We are committed to creating a welcoming and inclusive environment, where we embrace and celebrate our differences, where all employees feel valued, contribute to our mission of serving the community, and engage in equitable healthcare delivery and workforce practices.
Johns Hopkins Health System and its affiliates are an Equal Opportunity employer. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, sexual orientation, gender identity and expression, age, national origin, mental or physical disability, genetic information, veteran status, or any other status protected by federal, state, or local law.
Johns Hopkins Health System and its affiliates are drug-free workplace employers.