VP Consumer Marketing

HealthEquity, Inc.; United States; Remote; USD 175,000 - 233,000; Full time

Job summary

An established industry player is seeking a dynamic VP of Consumer Marketing to revolutionize consumer engagement strategies. This pivotal role involves leading a talented team to enhance enrollment and lifecycle marketing, utilizing advanced data capabilities and innovative tech solutions to drive member satisfaction and service utilization. You will spearhead marketing initiatives across various channels, ensuring effective communication with clients and partners. Join a forward-thinking organization that values your contributions and fosters a culture of inclusivity and growth. This is your chance to make a meaningful impact in the healthcare sector and empower consumers on their financial wellness journey.

Benefits

Medical, dental, and vision insurance

HSA contribution and match

Uncapped paid time off

Adventure accounts

Paid parental leave

401(k) match

Ongoing education & tuition assistance

Gym and fitness reimbursement

Wellness program incentives

Qualifications

• 15+ years of experience in consumer engagement leadership.
• Strong understanding of CRM and customer lifecycle marketing.
• Proven ability to lead a central communication platform.

Responsibilities

• Transform enrollment and lifecycle journeys to drive service adoption.
• Lead marketing efforts in a complex partner ecosystem.
• Develop and implement consumer engagement strategies across departments.

Skills

Consumer Engagement Leadership

Communications Platform Management

Digital Consumer Transformation

Data-Driven Marketing

Behavioral-Based Marketing

KPI Establishment

Negotiation Skills

Executive Communication

Education

Bachelor’s Degree

Tools

Salesforce Marketing Cloud

Data Cloud

Data Bricks

Microsoft Outlook

Microsoft PowerPoint

Microsoft Excel

Microsoft Teams

Job description

Our Mission

Our mission is to SAVE AND IMPROVE LIVES BY EMPOWERING HEALTHCARE CONSUMERS.Come be part of 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 singular, enterprise consumer strategy that leverages powerful data capabilities, a modernized tech stack and compelling, behavioral-based engagement tactics to drive enrollment into our services, increase utilization and improve member satisfaction. Leading a team of 15-25 marketers, including campaign strategists, engagement consultants, learning delivery and professional engagement services and will work closely with technology, product, security and data leaders to lead consumer outreach across the enterprise.

What you’ll be doing

Enrollment and Lifecycle Marketing

• Transforming enrollment and lifecycle journeys to drive greater adoption and utilization of HealthEquity services
• Creating acquisition strategies and programs to drive account adoption at an attractive cost of acquisition
• Devising intelligent behavior-based marketing strategies across earned, paid and owned channels to support account usage and drive key member behaviors
• Developing programmatic drip marketing and nurture campaigns for existing and prospective members
• Optimizing revenue-generating programs to increase member lifetime value across HSA, FSA, Commuter and COBRA products
• Developing, analyzing, sustaining and sharing test and learn methodologies across programs and member segments, with an eye toward continuous improvement
• Sponsoring consumer-focused behavioral, user and market research in support of engagement strategy

External Client and Partner Value Creation

• Leading marketing efforts in a complex partner ecosystem, managing relationships with key partners to drive co-branded and collaborative marketing initiatives
• Ensuring consumer engagement strategies support partnerships and exploring options to deliver co-branded or white-labeled communications to increase adoption and improve utilization
• Analyzing employers’ plan performance to identify and implement company-specific engagement tactics to improve adoption and utilization
• Establishing a new professional services offering to drive revenue from proprietary engagement capabilities
• Speaking at key client meetings, prospective/finalist meetings, events and conferences

Consumer Engagement Product Management

• Determining the appropriate framework for consumer outreach, including frequency, channel management, messaging hierarchy and working with technology partners to implement and maintain engagement guidelines
• Developing processes for engagement-related roadmap items, including consumer martech, consumer-related Next Best Actions and consumer-facing Analyzer roadmap, and providing input into required Data Cloud, CDP and Data Bricks capabilities
• Operating as the “central control tower” for all proactive consumer engagement outreach, across all channels and departments including product, technology, digital, marketing and service
• Developing and implementing a reporting and attribution methodology to guide consumer engagement efforts across Marketing, Product, Technology, Service and other organizations

Team and Cross Functional Leadership

• Working cross functionally to co-develop shared roadmaps and goals that align with corporate priorities to achieve consumer objectives
• Regularly updating the Senior Leadership Team (SLT), Executive Leadership Team (XLT) and occasionally the Board of Directors on progress, results and resourcing needs
• Contributing to a positive, inclusive environment in accordance with HealthEquity leadership competencies
• Establishes a departmental vision and key objectives, secures and allocates resources in alignment with enterprise objectives, cascades goals throughout their team and across the organization
• Manages and carries out the personnel actions for direct reports, including but not limited to hiring and scheduling; training and evaluating; coaching and managing performance; making salary, merit, or other compensation recommendations for team of direct reports; and making recommendations and/or taking corrective or disciplinary action as appropriate.

What you will need to be successful

• Bachelor’s degree in any discipline or equivalent years of military service
• 15+ years consumer engagement leadership experience in a product or marketing capacity
• 10+ years’ experience running a communications platform, including marketing technology (martech) and data roadmaps preferably using advanced modeling and/or AI capabilities
• Successfully led a digital consumer transformation within enrollment and lifecycle marketing
• Strong understanding of enrollment, customer lifecycle marketing, CRM and consumer segmentation, with particular emphasis on data-driven, behavioral-based journeys
• Successful track record of acquiring new clients at an attractive cost across paid, earned and owned channels
• Experience developing multichannel personal journey campaigns, content marketing programs and other programmatic efforts to drive engagement and behavioral change
• Comfort establishing KPIs, managing to performance targets and sourcing and extracting insights from data
• Proven ability to lead a central communication platform with cross functional constituents
• Experience leading a professional services offering preferred
• Strong decision making, executive influence and powerful negotiation skills
• Exceptional verbal, written, interpersonal and executive communication skills
• Comfort speaking to Marketing tools such as Salesforce Marketing Cloud (SMC), Data Cloud, Data Bricks and proficient in Microsoft products such as Outlook, Powerpoint, Excel and Teams
• Up to 30% travel to attend training, conferences, internal meetings or client events may be required.

Salary Range

$175500.00 To $232500.00 / year

Benefits & Perks

The compensation range describes the typical minimum or maximum base pay range for this position. The actual compensation offer is determined based on job-related knowledge, education, skills, experience, and work location. This position will be eligible for performance-based incentives and restricted stock units as part of the total compensation package, in addition to a full range in addition to a full range of benefits including:

• Medical, dental, and vision
• HSA contribution and match
• Dependent care FSA match
• Uncapped paid time off
• Adventure accounts
• Paid parental leave
• 401(k) match
• Personal and healthcare financial literacy programs
• Ongoing education& tuition assistance
• Gym and fitness reimbursement
• Wellness program incentives

Why work with HealthEquity

HealthEquity has a vision that by 2030 we will make HSAs as widespread and popular as retirement accounts. We are passionate about providing a solution that allows American families to connect health and wealth. Join us and discover a work experience where the person is valued more than the position. Click here to learn more.

You belong at HealthEquity!

HealthEquity, Inc. is an equal opportunity employer, and we are committed to being an employer where no matter your background or identity – you feel welcome and included. We ensure equal opportunity for all applicants and employees without regard to race, age, color, religion, sex, sexual orientation, gender identity, national origin, status as a qualified individual with a disability, veteran status, or other legally protected characteristics. HealthEquity is a drug-free workplace. For more information about our EEO policy, or about HealthEquity’s applicant disability accommodation, drug-free workplace, background check, and E-Verify policies, please visit our Careers page.

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