VP Consumer Marketing

Job title: VP Consumer Marketing in USA at HealthEquity

Company: HealthEquity

Job description: OverviewHow you can make a differenceReporting to the SVP & 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 doingEnrollment 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 alignment 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 reporting and attribution methodologies to refine marketing efforts, supported by tools for data visualization and performance tracking.

Team and Organizational Leadership

• Providing inspirational leadership to the marketing team, fostering a positive, collaborative, and inclusive environment that aligns with HealthEquity’s values.


• Regularly reporting progress, strategic insights, and resourcing needs to senior leadership and the Board of Directors.


• Establishing a clear vision and strategic direction for the marketing department, ensuring alignment with enterprise priorities and cascading goals across the organization.


• Hiring, mentoring, and managing a high-performing team, promoting professional growth, and achieving exceptional results through collaboration and creativity.

What you will need to be successful

• 15+ years consumer engagement leadership experience in a product or marketing capacity, perferrably at least 5 years in a marketing leadership role.


• Proven track record of developing and executing successful marketing campaigns.


• Strong strategic thinking and analytical skills.


• Excellent communication and interpersonal skills.


• Ability to lead and inspire a team.


• Experience with digital marketing, social media, and other modern marketing channels.


• Bachelor's degree in Marketing, Business, or a related field; MBA preferred.


• 10+ years’ experience running a communications platform, including marketing technology (martech) and data roadmaps preferably using advanced modeling and/or AI capabilities.


• Strong understanding of enrollment, customer lifecycle marketing, CRM and consumer segmentation, with particular emphasis on data-driven, behavioral-based journeys.


• 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.


• Up to 30% travel to attend training, conferences, internal meetings or client events may be required.

#LI-RemoteThis is a remote position.Salary Range$175500.00 To $232500.00 / yearBenefits & PerksThe 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 of benefits including:

• Medical, dental, and vision

• HSA contribution and match

• Dependent care FSA match

• Uncapped paid time off

• 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 HealthEquityHealthEquity has a vision that by 2030 we will make HSAs as wide-spread 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 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 .HealthEquity uses Microsoft Copilot to transcribe screening interviews between candidates and their direct Talent Partner for note taking and interview summaries. By scheduling a screening interview with us, you consent to Microsoft Copilot’s AI technology recording and transcribing your interview with your Talent Partner. This information will be reviewed for accuracy and then used by HealthEquity to summarize the interview, ensure accuracy, and facilitate our hiring process. We take privacy seriously. You have the option to opt out. If you wish to opt out of this Microsoft Copilot transcription, please notify your Talent Partner in advance of the interview. If we do not receive an opt-out request from you, we will assume that you consent to the use of Microsoft Copilot.HealthEquity is committed to your privacy as an applicant for employment. For information on our privacy policies and practices, please visit .

Expected salary: $175500 - 232500 per year

Location: USA

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