VP Consumer Marketing

HealthEquity; Draper (UT); Remote; USD 175,000 - 233,000; Full time

Job summary

An innovative firm is seeking a VP of Consumer Marketing to lead transformative strategies that empower healthcare consumers. This pivotal role involves overseeing a dedicated team and leveraging data-driven insights to enhance member engagement and satisfaction. You will be at the forefront of developing behavior-based marketing strategies, optimizing revenue programs, and fostering partnerships within a complex ecosystem. Join a mission-driven organization that values inclusivity and offers a dynamic work environment, where your contributions will make a significant impact on the future of healthcare consumerism.

Benefits

Health Coverage

401(k)

Paid Leave

Financial Literacy Programs

Wellness Incentives

Performance Incentives

Stock Units

Qualifications

• 15+ years in consumer engagement leadership required.
• Experience leading digital transformation in marketing essential.

Responsibilities

• Transform enrollment and lifecycle journeys to promote adoption.
• Manage marketing efforts within a complex partner ecosystem.
• Define outreach frameworks and manage messaging strategies.

Skills

Consumer Engagement Leadership

Digital Transformation

Lifecycle Marketing

CRM Management

Data Analysis

Communication Skills

Decision-Making

Negotiation Skills

Education

Bachelor's Degree

Equivalent Military Experience

Tools

Salesforce

Data Cloud

Data Bricks

Microsoft Office

Job description

VP Consumer Marketing

Location: US-Remote

Our Mission

Our mission is to SAVE AND IMPROVE LIVES BY EMPOWERING HEALTHCARE CONSUMERS. Come be part of something remarkable.

Overview

How you can make a difference

Reporting to the SVP & Chief Marketing Officer, the VP, Consumer Marketing will transform HealthEquity's consumer engagement capabilities and vision by leading a unified, enterprise consumer strategy. This strategy leverages data capabilities, a modern tech stack, and behavioral engagement tactics to drive enrollment, increase utilization, and enhance member satisfaction. You will lead a team of 15-25 marketers, including strategists and engagement specialists, working closely with technology, product, security, and data leaders to oversee consumer outreach across the organization.

What you'll be doing

Enrollment and Lifecycle Marketing

• Transform enrollment and lifecycle journeys to promote adoption and utilization
• Create acquisition strategies to attract new accounts cost-effectively
• Develop behavior-based marketing strategies across channels
• Implement nurturing campaigns for existing and prospective members
• Optimize revenue programs to boost lifetime value across various products
• Apply test-and-learn methodologies for continuous improvement
• Support consumer research initiatives

External Client and Partner Value Creation

• Manage marketing efforts within a complex partner ecosystem
• Build relationships to facilitate co-branded marketing initiatives
• Analyze employer performance data to tailor engagement tactics
• Establish new professional services offerings
• Represent the company at key meetings and events

Consumer Engagement Product Management

• Define outreach frameworks and manage messaging strategies
• Develop processes for engagement roadmaps and collaborate on technological capabilities
• Act as the central coordinator for all consumer outreach efforts
• Create reporting and attribution methodologies for engagement efforts

Team and Cross-Functional Leadership

• Align shared goals across functions and report to senior leadership
• Contribute to a positive, inclusive work environment
• Set departmental vision, secure resources, and cascade goals
• Manage personnel actions for direct reports

What you will need to be successful

• Bachelor's degree or equivalent military experience
• 15+ years in consumer engagement leadership
• 10+ years managing marketing platforms and data roadmaps
• Experience leading digital transformation in enrollment and lifecycle marketing
• Deep understanding of lifecycle marketing, CRM, and segmentation
• Proven success in client acquisition and multichannel campaigns
• Ability to establish KPIs and derive insights from data
• Experience managing a central communication platform
• Strong decision-making, influence, and negotiation skills
• Excellent communication skills
• Proficiency with marketing tools like Salesforce, Data Cloud, Data Bricks, and Microsoft Office
• Willingness to travel up to 30%

#LI-Remote

This is a remote position.

Salary Range

$175,500 - $232,500 per year

Benefits & Perks

Compensation is based on experience and includes performance incentives, stock units, and benefits such as health coverage, HSA, FSA, paid leave, 401(k), financial literacy programs, wellness incentives, and more.

Why work with HealthEquity

Join us in our vision to make HSAs as popular as retirement accounts by 2030. We value each individual and foster an inclusive environment. We are committed to equal opportunity employment and maintaining a drug-free workplace. For more information, visit our Careers page.

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