AVP Consumer Products

Purpose: Are you ready to lead the team that drives change and innovation in the products we offer our commercial clients? The AVP, Consumer Products, will strategically define how we will deliver a holistic, integrated, customer experience across multi-channel product, solution, and service programs that will exceed customer expectations. You will create, implement, test, prove, and commercialize a consumer retail experience (solution) that drives exceptional value for customers and surpasses any experience created before in the health insurance industry.

The AVP, Consumer Products will lead the design and marketing of successful Exchange-focused health coverage products; strategically focus on the overall financial performance, data management, and technology platform management of the organization, while communicating with the appropriate teams/departments across the Insurance Services Division. This role is Hybrid and will require a minimum of 3 days in-person in Downtown Pittsburgh.

Accountable for representing the Voice of the Customer experience with UPMC. Assist UPMC Health Plan in designing products, services and business models that establish us as the backbone of consumer health, wellness and productivity information for customers. Assist in creating a product development culture inside of UPMC Health Plan built around the principles of customer-centered design (creative thought, customer empathy, curiosity, rapid prototyping, and visual storytelling).

Be able to clearly articulate the value proposition and brand promise of the individual and small group segments in order to define and guide the creative development of all marketing and advertising material. Create and implement go to market strategy and business model that includes direction on the product families/retail market segments of the market to lead, where to participate and where not to participate. Create segment specific approaches for each targeted consumer micro-segment.

Create value added experience, understand how elements of the value proposition connect to key economic behaviors, and monetize value of programs, tools and services. Develop a deep understanding of customer insights, what they need, what they prefer and how they behave. Develop a member centric, multi-year consumer retail strategy and personalized experience across all channels.

Develop an intimate knowledge of the purchasing funnel (aware, considering the product, purchasing the product and retaining the product) to understand levers that affect each stage and determine how to measure our results. Develop strategic solutions to continuously improve the Customer's experience and engage the UPMC employee population to drive culture change as a change leader. Generate new perspectives, frameworks or innovations and challenge the status quo.

Lead market segmentation research, persona development, and customer ethnographic research studies to develop qualitative customer insight that will enable us to create. Establish strategic direction. Interact with clinical, finance, and other key departments to maximize revenues, reduce expenses (Clinical and Administrative), and generate gross profits.

Works closely with the COO, CM Products on all Sales enabling technologies; prioritizing investments to ensure new sales/renewal productivity. Provides leadership to the CM Product organization and counsel to the COO and President, CM Product in implementation strategic initiatives and enabling supporting technologies. Bachelor's Degree, MBA or Master's Degree preferred Minimum of 5 to 10 years of management experience.

Must have a strong understanding of new product development. 5+ years of Director-level experience managing a large and dispersed team. Creative thinker and problem-solver-ability to come up with new ideas and messaging concepts that meet current and future business objectives. Demonstrated success in defining and launching excellent products.

Excellent written and verbal communication skills. Demonstrated ability to facilitate collaborative solutions to complex multi-disciplinary problems and articulate features and benefits to appropriate executive management audiences. Expertise in creating, building organization support and developing and implementing new programs including the ability to manage multiple initiatives and projects varying in scope and complexity.

Proven ability to drive results, lead cross-functional teams, influence others and foster collaboration. Proven expertise combining data analytics with qualitative and quantitative research to create actionable insights. Experience in health insurance and retail marketing preferred.

Superior management, problem solving organizational and communication skills (oral and written) are required. Prefer product management with a consumer retail organization that has a successful consumer vision. UPMC is an Equal Opportunity Employer/Disability/Veteran