VP, VBC Marketing Strategy – Consumer Experience

This is a fully remote position, open to applicants in Arizona.

📋 Description

• Develop and oversee marketing strategies for value-based care initiatives.

• Transform business, clinical, and product strategies into actionable marketing plans, campaigns, messaging, and execution roadmaps.

• Take ownership of annual and market-specific marketing strategies, including target audiences, channels, content, budgets, timelines, and performance objectives.

• Provide counsel to executive leadership on patient, member, and provider communication strategies, market positioning, brand development, and growth opportunities.

• Direct outreach efforts to patients and health plan members across SMS, email, phone, direct mail, digital advertising, web, and in-app channels.

• Create audience segmentation, communication journeys, outreach schedules, calls to action, and re-engagement strategies.

• Collaborate with legal, compliance, privacy, information security, payer, client, technical, clinical, product, operational, network, and analytics stakeholders.

• Spearhead product marketing for healthcare services and technology-enabled value-based care solutions, including digital patient engagement and virtual care offerings.

• Formulate value propositions, positioning, messaging frameworks, launch plans, sales enablement materials, and content for patients and providers.

• Guide go-to-market strategies for new capabilities, markets, payer relationships, and program expansions.

• Manage end-to-end integrated marketing campaigns from strategy and creative concept to launch, optimization, and reporting.

• Establish creative briefs, set priorities, oversee review processes, production standards, and ensure delivery accountability.

• Draft, edit, review, or produce marketing materials as necessary.

• Guarantee that content is accurate, consistent with the brand, appropriate for the audience, compliant, and aligned with program goals.

• Integrate healthcare marketing compliance into campaign planning, targeting, consent management, channel selection, and outreach operations.

• Maintain up-to-date knowledge of HIPAA, TCPA, CAN-SPAM, CMS and health plan marketing requirements, state-specific regulations, and contractual communication standards.

• Define and track marketing and outreach performance metrics, dashboards, attribution methods, test-and-learn frameworks, and reporting.

• Utilize data to pinpoint performance gaps, refine audience strategies, optimize communications, and allocate campaign resources effectively.

• Present performance metrics, insights, risks, and recommended actions to executives, clients, and cross-functional stakeholders.

• Assist payer, employer, provider, and other client engagements with customized marketing strategies, implementation plans, and performance updates.

• Supervise external marketing agencies, technology vendors, and production partners.

• Execute additional duties as assigned.

⛳️ Requirements

• A Bachelor’s degree in marketing, communications, business, healthcare administration, or a related field is required.

• A Master’s degree in business, marketing, healthcare administration, public health, or a related field is preferred.

• At least ten (10) years of progressive marketing experience is necessary.

• A minimum of five (5) years of experience leading healthcare marketing teams, consumer engagement initiatives, or product marketing roles is required.

• A strong background in healthcare product marketing is essential.

• Proven experience in developing and executing patient or health plan member outreach campaigns within a regulated healthcare setting is required.

• Demonstrated success in leading marketing teams and creative resources while actively engaging in execution is necessary.

• Experience supporting value-based care, population health, health plans, care management, provider organizations, or consumer healthcare programs is preferred.

• Experience in managing agencies, vendors, budgets, and multi-channel campaign delivery is essential.

• In-depth knowledge of patient and member marketing, outreach strategies, audience segmentation, communication journeys, and healthcare consumer engagement is required.

• Familiarity with healthcare marketing compliance, privacy, consent, and communication requirements is critical.

• Understanding of healthcare product positioning, go-to-market strategies, brand development, content strategy, digital marketing, and campaign operations is necessary.

• Knowledge of value-based care, population health, payer-provider relationships, and patient engagement is required.

• Familiarity with marketing technology, CRM platforms, automation tools, digital analytics, content management, and campaign measurement is essential.

• Strong leadership, strategic planning, product marketing, campaign management, creative direction, analytical, project management, prioritization, and organizational skills are necessary.

• Exceptional written and verbal communication skills are required.

• Ability to manage multiple concurrent initiatives, shifting priorities, and strict deadlines is essential.

• Acknowledgment and signature of HOPCo Mission, Vision, and Values is required.

🏝️ Benefits

• Some travel may be required for client meetings, market visits, and organizational meetings.