Channel Lead - Direct Marketing

Optum is a global organization that delivers care, aided by technology to help millions of people live healthier lives. The work you do with our team will directly improve health outcomes by connecting people with the care, pharmacy benefits, data and resources they need to feel their best. Here, you will find a culture guided by inclusion, talented peers, comprehensive benefits and career development opportunities. Come make an impact on the communities we serve as you help us advance health optimization on a global scale. Join us to start Caring. Connecting. Growing together.

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 MarTech, Data/Analytics, Product, Compliance, Legal, and Technology to ensure segmentation, targeting, and measurement are fit‑for‑purpose
• Establish testing frameworks (MVPs, A/B, multivariate) and a test‑and‑learn roadmap; codify insights into reusable playbooks. Own performance reporting (deliverability, engagement, conversion, list health, opt‑out, complaint rates) and recommend optimization actions
• Ensure full compliance with HIPAA, TCPA, ADA accessibility, and enterprise policies; steward approvals and audit trails
• Comply with the terms and conditions of the employment contract, company policies and procedures, and any and all directives (such as, but not limited to, transfer and/or re-assignment to different work locations, change in teams and/or work shifts, policies in regard to flexibility of work benefits and/or work environment, alternative work arrangements, and other decisions that may arise due to the changing business environment). The Company may adopt, vary or rescind these policies and directives in its absolute discretion and without any limitation (implied or otherwise) on its ability to do so
  
  

• Bachelor's degree required; advanced degree
• 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
• Solid understanding of healthcare/regulatory environments and consent/PHI handling
• 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
• Proven excellent cross‑functional leadership, communication, and stakeholder management; proven ability to influence senior audiences