VP Consumer Marketing

HealthEquity

1mo ago

Job
Full-time
Expert Level
Marketing
Product
United Kingdom, +15
Remote

AI generated summary

You need 15+ years in consumer engagement, expertise in martech and data, proven success in digital transformations, and strong skills in CRM, campaign development, and communication.
You will enhance member engagement, develop marketing strategies, manage partnerships, optimize programs, lead initiatives, and analyze performance while overseeing a team and reporting to leadership.

Requirements

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

Responsibilities

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
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
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
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.

FAQs

What is the primary mission of HealthEquity?

The primary mission of HealthEquity is to save and improve lives by empowering healthcare consumers.

Who does the VP of Consumer Marketing report to?

The VP of Consumer Marketing reports to the SVP & Chief Marketing Officer.

What will the VP of Consumer Marketing be responsible for?

The VP of Consumer Marketing will be responsible for transforming HealthEquity’s consumer engagement capabilities and vision, leading a singular enterprise consumer strategy, and driving enrollment, utilization, and member satisfaction.

How many marketers will the VP oversee?

The VP will lead a team of 15-25 marketers.

What experience is required for this role?

Candidates are required to have 15+ years of consumer engagement leadership experience and 10+ years of experience running a communications platform, including marketing technology and data roadmaps.

What qualifications do I need to apply for this position?

A Bachelor’s degree in any discipline or equivalent years of military service is necessary, along with relevant experience in consumer engagement and marketing.

What types of marketing strategies will the VP be expected to devise?

The VP will be expected to create behavior-based marketing strategies across various channels, develop programmatic drip marketing campaigns, and optimize revenue-generating programs.

Is travel required for this position?

Yes, the position may require up to 30% travel for training, conferences, internal meetings, or client events.

What benefits does HealthEquity offer?

HealthEquity offers a range of benefits including medical, dental, and vision insurance, uncapped paid time off, 401(k) match, paid parental leave, and wellness program incentives.

Is HealthEquity an equal opportunity employer?

Yes, HealthEquity is committed to being an equal opportunity employer and ensuring a welcoming and inclusive environment for all applicants and employees.

HealthEquity

Connecting Health & Wealth.

Finance

Industry

1001-5000

Employees

2002

Founded Year

Mission & Purpose

HealthEquity is a leading administrator of Health Savings Accounts (HSAs) and other consumer-directed benefits—FSA, HRA, COBRA, and Commuter. Benefits advisors, health plans, and retirement providers partner with us to help over 13 million members work toward long-term health and financial wellbeing. Visit HealthEquity.com to see our intuitive technology and remarkable service in action.

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