Vice President (VP) Brand Marketing Job at HealthEquity
$150,000 - $247,500 a year
Overview:
How you can make a difference
Marketers are drawn to HealthEquity because of our purpose and impact. We have the power to radically transform the lives of millions of workers in America through employer-sponsored health benefits. Reporting to the Chief Marketing Officer, the Vice President of Brand will lead the way.
HealthEquity puts individuals in the driver’s seat of their finances by delivering impactful education, empowering experiences and easy administration of consumer driven benefits.
The HealthEquity Marketing team serves a critical role in raising awareness for families across America and empowering them to take control of their expenses through compelling educational and marketing programs. We partner with Health Plans, Retirement Plans, Consultants and Brokers to bring services to market, and we employ traditional media and Sales enablement tactics to attract and retain both business and individual consumer customers. It’s an exciting time for the team as we’re growing and adding several marketing positions.
The Vice President, Brand is a new leadership role responsible for leading a team of 20 – 30 team members + agencies to develop compelling value propositions for consumers and partners across the healthcare ecosystem and activate the strength of our brand across the entirety of the healthcare ecosystem – from individual consumers and all the way through their employers and their employers’ partners and influencers. Our brand promise permeates the HealthEquity organization and the leader of our brand team will have a strong voice and influence in the HealthEquity culture, including participation in our culture team, employee resource groups and direct ownership of teammember communications.
What you’ll be doing
What you will need to be successful
#LI-Remote
Come be your authentic self
HealthEquity is committed to your privacy as an applicant for employment. For information on our privacy policies and practices, please visit HealthEquity Privacy.
We are
CONNECTING HEALTH AND WEALTH.
Come be part of remarkable.
How you can make a difference
Marketers are drawn to HealthEquity because of our purpose and impact. We have the power to radically transform the lives of millions of workers in America through employer-sponsored health benefits. Reporting to the Chief Marketing Officer, the Vice President of Brand will lead the way.
HealthEquity puts individuals in the driver’s seat of their finances by delivering impactful education, empowering experiences and easy administration of consumer driven benefits.
The HealthEquity Marketing team serves a critical role in raising awareness for families across America and empowering them to take control of their expenses through compelling educational and marketing programs. We partner with Health Plans, Retirement Plans, Consultants and Brokers to bring services to market, and we employ traditional media and Sales enablement tactics to attract and retain both business and individual consumer customers. It’s an exciting time for the team as we’re growing and adding several marketing positions.
The Vice President, Brand is a new leadership role responsible for leading a team of 20 – 30 team members + agencies to develop compelling value propositions for consumers and partners across the healthcare ecosystem and activate the strength of our brand across the entirety of the healthcare ecosystem – from individual consumers and all the way through their employers and their employers’ partners and influencers. Our brand promise permeates the HealthEquity organization and the leader of our brand team will have a strong voice and influence in the HealthEquity culture, including participation in our culture team, employee resource groups and direct ownership of teammember communications.
The right candidate is comfortable interacting with and leading senior cross-functional leaders, establishing scalable content and creative processes, developing and remediating quantifiable brand affinity measurements and driving brand loyalty systems that extend beyond Marketing and throughout the organization. The VP of brand will develop and execute strategies from scratch, has a tenacious drive for measurable results and can influence peer and executive teams.
What you’ll be doing
- Leading the strategy, definition and activation of the HealthEquity brand through a team of 20 – 30 brand marketers, including content, public relations, social media, creative, research, traffic management and internal communications
- Defining the HealthEquity brand promise, establishing the value proposition blueprint for touchpoints across the HealthEquity organization and driving ongoing team member adoption
- Developing deep knowledge of market trends, competitive analysis and customer insights to shape marketing strategy; including consumer and market research and win/loss analysis
- Establishing scalable systems and processes for creative intake, content and creative management and insights-based brand strategies; including brief development and traffic management
- Owning the HealthEquity reputation, brand sentiment and affinity metrics; including definition, tracking and targeted remediation
- Continuously developing and evolving our brand to differentiate and elevate HealthEquity within the Consumer Directed Benefits industry through owned, earned and paid channels
- Establishing trackable, durable systems of content management; including editorial calendars, creative briefs, campaign management, traffic management and using content management system (CMS) technology to tag and track content – from scratch
- Developing a high-impact creative and video production team to elevate and govern the HealthEquity brand expression and identity
- Amplifying our brand expertise and key value drivers through research-based PR and other public tactics, social media and owned channels
- Devising measurable systems of success for brand sentiment, affinity, market share growth and leading efforts to drive improvement across key performance indicators for the HealthEquity brand
- Collaborating and leading across the organization, including executive, peer and team member levels to drive adoption and success of brand strategies
- Speaking publicly on HealthEquity’s behalf at conferences, client and partner events
- Leading and inspiring in a manner consistent with HealthEquity values that positively contributes to our Remarkable culture
- Contributing to Marketing and HealthEquity financial objectives and customer satisfaction
- Traveling up to 25% of the time for conference, internal and partner meetings
What you will need to be successful
- 15+ years of Brand or Integrated Marketing leadership experience with a track record of establishing a high-quality brand and delivering measurable brand-led market penetration
- Experience defining a brand promise and evolving over time to meet the changing market, economic and business conditions, including re-branding and re-positioning efforts
- Demonstrable experience differentiating a company in a mature, competitive market and winning market share
- Expertise devising brand affinity and loyalty metrics and systematically improving across measurable sentiment categories
- Experience scaling a brand promise throughout the organization – beyond Marketing materials and into the blueprint of the larger organization
- Expertise leading impactful content marketing strategies, leading research and connecting cross-functionally to develop calendars, integrated marketing and empowering sales experiences
- Experienced brand activation through public relations, social media and crisis management including measurable strategies to manage brand reputation
- Track record of developing repeatable, scalable systems to improve the efficiency, quality and accountability of the creative and content teams
- Deep customer empathy with a track record of using human centered design and other insights-based, customer-first tactics to improve customer awareness and connection
- Passion for leadership and team member development with the ability to successfully inspire, lead and scale teams
- History or establishing process, building scale and improving operations of the Brand marketing team from the ground up
- Excellent collaborator and cross functional leader with the ability to effectively build relationships and partner across the organization and within Marketing
- Ability to work autonomously in a remote environment and travel up to 25% of the time for partner, conference and internal planning meetings
- Comfort and proficiency with Microsoft devices and services (word, excel, powerpoint, Teams) along with common design, content and PR marketing technologies
#LI-Remote
This is a remote position.
Salary Range: $150000.00 To $247500.00 / 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 for HealthEquity
HealthEquity 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 here to learn more.
Come be your authentic self
HealthEquity, Inc. is an equal opportunity employer that is committed to inclusion and diversity. We take affirmative action to ensure equal opportunity for all applicants 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.
HealthEquity is committed to your privacy as an applicant for employment. For information on our privacy policies and practices, please visit HealthEquity Privacy.
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