Job Information
CareFirst Manager, Broker Relations (Hybrid) in Columbia, Maryland
Resp & Qualifications
PURPOSE:
The Manager, Broker Relations is responsible for developing, executing, and optimizing CareFirsts enterprise broker and consultant activation plan. This role will directly contribute to increased growth and retention across all Commercial Sales and Specialty segments, strengthen relationships with key brokers and consultants, and ensure CareFirst is the preferred carrier in the Mid-Atlantic region.
The leader will partner closely with Commercial Sales, Specialty, Product, Marketing, Underwriting, and Executive Leadership to align distribution strategies with growth targets, broker segmentation models, and emerging market opportunities. The position combines strategic planning, market development, and hands-on broker relationship management.
ESSENTIAL FUNCTIONS:
Broker Strategy & Segmentation
Establish and maintain a comprehensive Broker Segmentation Strategy across Tier 1 (Enterprise), Tier 2 (Regional/Mid-Market), and Tier 3 (Local/Emerging) firms.
Develop effective engagement models and define experience expectations for each broker tier that aligns with both Commercial Sales and Specialty growth targets.
Build annual broker activation plan aligned to CareFirsts Commercial Sales and Specialty goals and the broader competitive landscape.
Work with the Business Development team to create performance metrics and reporting to track leading and lagging broker KPIs.
Growth & Retention Leadership
Drive Commercial Sales and Specialty membership growth (New Business and Existing Business) by equipping brokers with differentiated tools, insights, and CareFirst value propositions.
Partner with New Business & Account Management to support strategic opportunities, renewal strategy, and broker-specific retention and growth action plans.
Proactively identify market risks, competitor activity, and broker-level trends affecting sales performance.
Broker Experience & Relationship Management
Serve as the primary relationship owner for Tier 1 and Tier 2 brokers; ensure Tier 3 brokers receive structured and scalable engagement from our General Producer (GP) partners.
Execute the annual broker activation plan. Facilitate senior-level broker meetings, quarterly business reviews (QBRs), business planning sessions, and strategic roadmap discussions.
Coordinate with internal teams to support the resolution of escalated issues and strengthen overall broker satisfaction.
Sales Effectiveness & Distribution Enablement
Build a data-driven broker engagement model leveraging productivity analytics, win-loss insights, and pipeline trends.
Partner with Marketing to develop broker-focused communication, collateral, digital content, and education campaigns.
Ensure brokers are fully trained on new products, network strategies, digital capabilities, funding arrangements, and legislative/regulatory developments across all Commercial Sales and Specialty segments.
Cross-Functional Collaboration
Work closely with Commercial Sales and Specialty leadership (Small Group, Mid-Market, Self-funded, CFA) to drive consistent broker strategy across segments.
Coordinate with Product, Health Services, and Network teams to align with emerging market needs and competitive offerings.
Partner with Broker Operations to enhance broker workflows, reducing friction and improving overall broker experience with CareFirst.
People Leadership
Manage a team of Broker Relations Advisors responsible for execution at the local and regional level.
Deliver coaching, professional development, performance management, and role clarity.
Foster a culture of accountability, collaboration, and commercial growth focus.
QUALIFICATIONS:
Education Level: Bachelor's Degree in Marketing, Business or related field OR in lieu of a Bachelor's degree, an additional 4 years of relevant work experience is required in addition to the required work experience.
Experience:
5 years in sales, relationship management and/or marketing
1 year supervisory experience or demonstrated progressive leadership experience
Preferred Qualifications:
Experience at broker or consulting firms
A current Health/Life License in Maryland, Virginia, and District of Columbia
Knowledge, Skills and Abilities (KSAs):
Proven analytic and problem-solving skills.
Exceptional presentation skills with professional delivery.
Demonstrated ability to act as a credible source to convey complex reporting and healthcare trends in an easily understood manner to guide audience.
High attention to detail.
Proven effective written and interpersonal communication skills, well organized, ability to multi-task and work independently, promote flexibility and teamwork Strong PC skills with experience using Microsoft Office applications.
Ability to develop and implement successful sales and trade marketing strategies.
Ability to analyze processes and continuously search for more efficient, effective, and productive ways to accomplish processes and procedures.
Salary Range: $108,400 - $201,218
Salary Range Disclaimer
The disclosed range estimate has not been adjusted for the applicable geographic differential associated with the location at which the work is being performed. This compensation range is specific and considers factors such as (but not limited to) the scope and responsibilities of the position, the candidate's work experience, education/training, internal peer equity, and market and business consideration. It is not typical for an individual to be hired at the top of the range, as compensation decisions depend on each case's facts and circumstances, including but not limited to experience, internal equity, and location. In addition to your compensation, CareFirst offers a comprehensive benefits package, various incentive programs/plans, and 401k contribution programs/plans (all benefits/incentives are subject to eligibility requirements).
Department
Business Development
Equal Employment Opportunity
CareFirst BlueCross BlueShield is an Equal Opportunity (EEO) employer. It is the policy of the Company to provide equal employment opportunities to all qualified applicants without regard to race, color, religion, sex, sexual orientation, gender identity, national origin, age, protected veteran or disabled status, or genetic information.
Where To Apply
Please visit our website to apply: www.carefirst.com/careers
Federal Disc/Physical Demand
Note: The incumbent is required to immediately disclose any debarment, exclusion, or other event that makes him/her ineligible to perform work directly or indirectly on Federal health care programs.
PHYSICAL DEMANDS:
The associate is primarily seated while performing the duties of the position. Occasional walking or standing is required. The hands are regularly used to write, type, key and handle or feel small controls and objects. The associate must frequently talk and hear. Weights up to 25 pounds are occasionally lifted.
Sponsorship in US
Must be eligible to work in the U.S. without Sponsorship
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REQNUMBER: 22020