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

Proven ability to lead a central communication platform with cross functional constituents

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

Benefits

$175500.00 To $232500.00 / year
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

Responsibilities

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
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 labled 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 engageme

VP Consumer Marketing

Job Type