VP Consumer Marketing

Job Locations

US-Remote

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 and Chief Marketing Officer, the VP, Consumer Marketing will transform HealthEquity's consumer engagement capabilities and vision.

This role involves:

Leading a unified consumer strategy using advanced data capabilities.

Implementing behavioral-based engagement tactics to drive enrollment into services.

Increasing utilization and improving member satisfaction through targeted strategies.

The ideal candidate has successfully led a digital consumer transformation within enrollment and lifecycle marketing, resulting in a measurable improvement in member satisfaction. Leading a team of 15-25 marketers, including campaign strategists, engagement consultants, learning delivery professionals, and professional engagement services. This team will collaborate closely with leaders in technology, product, security, and data to drive consumer outreach across the enterprise.

What you'll be doing

Enrollment and Lifecycle Marketing

Leading the development of strategic marketing initiatives to drive greater adoption and utilization of HealthEquity services.

Creating acquisition strategies and campaigns that deliver strong results while maintaining an attractive cost of acquisition.

Designing innovative, behavior-based marketing programs across earned, paid, and owned channels to support member engagement and drive desired behaviors.

Developing and executing creative, programmatic marketing campaigns to nurture and grow relationships with both prospective and existing members.

Optimizing marketing strategies to enhance member lifetime value across diverse products, including HSA, FSA, Commuter, and COBRA offerings.

External Client and Partner Value Creation

Providing marketing thought leadership within a complex partner ecosystem, fostering strong relationships with key partners to deliver collaborative and co-branded initiatives.

Developing strategies with partners to increase adoption and improve the utilization of HealthEquity services.

Analyzing employer plan performance and creating tailored marketing solutions to drive engagement and results.

Representing HealthEquity at key client meetings, industry events, and conferences, acting as a brand ambassador and thought leader.

Strategic Leadership in Consumer Engagement

Championing consumer-focused marketing strategies that prioritize innovation, creativity, and measurable outcomes.

Establishing frameworks for outreach strategies, including messaging alignment, channel effectiveness, and frequency.

Driving the roadmap for consumer-centric initiatives, ensuring alignment with organizational goals, and delivering exceptional engagement experiences.

Collaborating with cross-functional teams to harmonize marketing efforts with product, technology, and service strategies.

Consumer Engagement Product Management

Determining the appropriate framework for consumer outreach, including frequency, channel management, and messaging hierarchy, while leveraging CRM platforms and marketing automation tools.

Developing processes for roadmap items related to consumer engagement, including martech integration, data-driven personalization, and predictive analytics to enhance engagement strategies.

Providing input on technical requirements for systems such as Data Cloud, CDP, and Data Bricks to ensure robust data capabilities and alig

nment with marketing objectives.

Implementing engagement guidelines through collaboration with technology partners while ensuring seamless integration across various digital channels.

Driving the development and application of... For full info follow application link.

HEALTHEQUITY, INC.

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VP Consumer Marketing