Director - Regional Sales - West MI
Blue Cross Blue Shield of Michigan
Sales & Business Development
Grand Rapids, MI, USA
Posted on May 18, 2026
Departmental Summary
This role is focused on leading sales and account management activities across West Michigan with primary accountability for retention, customer relationships, and long-term account performance for 50+ sized group customers include Key and Large group business.
Preferred Qualifications / Experience:
- Experience leading and managing a regional portfolio of Key and Large group customers (50+), with strong familiarity of the West Michigan market dynamics.
- Established relationships and/or demonstrated ability to effectively engage with regional stakeholders, including employer groups, brokers/consultants, agents, chambers, and community organizations.
- Proven ability to navigate complex, multi-stakeholder environments, including groups with employer executives, and multiple decision-makers.
- Demonstrated success leading large, complex renewal strategies, including positioning, negotiation, and issue resolution across a diverse book of business.
- Strong ability to analyze market trends, competitor activity, and customer insights to inform regional strategy and improve retention outcomes.
- Experience building and maintaining executive-level relationships, with the ability to influence decisions and represent the organization in high-visibility, strategic discussions.
- Demonstrated ability to collaborate across enterprise functions (e.g., underwriting, product, finance, service teams) to align strategies and deliver integrated solutions that support customer needs.
- Strong business and financial acumen, including understanding of pricing, profitability, and trade-offs required to support account performance and long-term retention.
- Ability to operate with a high degree of autonomy across a broad geographic region, balancing local market needs with enterprise priorities and representing multiple counties/markets effectively.
Direct the sales and service activities of the assigned area to meet the membership, retention and service goals for all product lines of BCBSM and BCN. Accountable to ensure that customer needs of price, product, promotion and service are identified, communicated and responded to. Responsible for regional sales office support by providing marketing intelligence data, marketing analysis and membership reporting to develop forecasts, goals and strategies that support well informed marketing decisions.
- Ensure that the necessary sales and marketing activities support corporate and divisional goals related to membership, market share and customer satisfaction.
- P&L (profit & loss) responsibility for their territory/accounts.
- Directly influence decisions to ensure that appropriate price, products, promotion and resource allocation decisions are developed and implemented in a consistent manner.
- Represent customer needs in relation to all sales and marketing functions of the corporation. Assure that information dispersed by sales and marketing management is reliable, complete and easily understood to insure that desired expectations are met.
- Plan and direct the formulation and implementation of short and long range strategies in support of BCBSM and/or BCN sales and retention goals.
- Ensure representation and active participation on task forces, workgroups and committees responsible for projects having major sales and marketing impacts.
- Direct and monitor the sales processes and results of the sales force and agents.
- Recommend and implement corrective action as required.
- Identify, analyze and improve innovative methods that will improve sales operations, control operational expenses and promote cost effectiveness of the sales and marketing division.
- Responsible for building and maintaining our corporate image, prestige and contracts with the labor market and to maintain an awareness of the public's needs as it relates to sales and marketing.
- Maintain visibility within the community, serve on community boards and attend activities, etc. in the professional environment as required.
- Responsible for team representation and attendance at community and networking functions as appropriate.
- Support and model corporate leadership behaviors and practice these behaviors with staff and employees of the corporation.
- Participate in various forms of community relations to support positive corporate and marketing images.
- Other duties as assigned.
EDUCATION AND EXPERIENCE
- Bachelor's Degree in Business Administration, Marketing or related field required. Master's Degree in related field considered a plus.
- Seven (7) to ten (10) years experience in management of sales and/or marketing functions.
- If an employee is selling/negotiating a price as part of the duties and responsibilities of this job, the following licenses are required within 90 days of the employee's start date or 90 days from license expiration date: valid Michigan Accident and Health Insurance license and a valid and unrestricted driver's license is required.
- Excellent leadership, decision making, analytical, organizational, planning, presentation, problem solving, sales, verbal and written communication skills.
- Extensive knowledge of marketing concepts, sales methodologies, management principles and the health insurance industry.
- Proficient in current industry standard PC applications and systems.
- Other related skills and/or abilities may be required to perform this job.
- Valid Michigan driver's license required.
- Extensive travel to business locations required.
- Must meet local and/or national sales and marketing sales competencies as required.
All qualified applicants will receive consideration for employment without regard to, among other grounds, race, color, religion, sex, national origin, sexual orientation, age, gender identity, protected veteran status or status as an individual with a disability.
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