VP, VBC Marketing Strategy – Consumer Experience

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

📋 Description

• Develop and spearhead the marketing strategy for value-based care (VBC) initiatives.

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

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

• Provide guidance to VBC executive leadership regarding patient, member, and provider communications, market positioning, brand development, and potential opportunities.

• Direct outreach efforts to patients and health plan members across various channels including SMS, email, telephone, direct mail, digital advertising, web, in-app, and other approved platforms.

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

• Ensure that communications are clear, accessible, culturally relevant, and compliant with regulations.

• Collaborate with legal, compliance, technical, operations, care, and network teams to align communications with patient experience, services, workflows, and program objectives.

• Lead product marketing efforts for healthcare services and technology-driven VBC offerings, with a focus on digital patient engagement and virtual care solutions.

• 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.

• Uphold consistency across product naming, brand architecture, websites, digital experiences, collateral, and campaign content.

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

• Establish creative briefs, priorities, review processes, production standards, and accountability for delivery.

• Draft, edit, review, or generate marketing materials as needed.

• Incorporate compliance into campaign planning, content, targeting, consent management, channel selection, and outreach operations.

• Ensure adherence to HIPAA, TCPA, CAN-SPAM, CMS, health plan, state-specific, and contractual communication regulations.

• Define and track marketing and outreach performance metrics, dashboards, attribution, testing frameworks, and reporting.

• Utilize data to identify gaps, refine target audiences, optimize communications, and allocate resources for campaigns.

• Present performance insights, risks, and recommendations to executives, clients, and cross-functional stakeholders.

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

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

• Perform additional duties as assigned.

⛳️ Requirements

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

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

• A minimum of ten (10) years of progressive marketing experience is required.

• At least five (5) years of significant experience leading healthcare marketing teams, consumer engagement initiatives, or product marketing functions.

• Strong background in healthcare product marketing is essential.

• Proven experience in developing and executing outreach campaigns for patients or health plan members within a regulated healthcare environment.

• Demonstrated success in leading marketing teams and creative resources while maintaining active engagement in execution.

• Experience in 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 execution.

• Extensive knowledge of patient and member marketing, outreach strategies, audience segmentation, communication journeys, and healthcare consumer engagement.

• Familiarity with healthcare marketing compliance, privacy, consent, and communication regulations.

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

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

• Proficiency in marketing technology, CRM platforms, automation tools, digital analytics, content management, and campaign measurement.

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

• Outstanding written and verbal communication abilities.

• Capability to lead strategically while also engaging in writing, editing, reviewing, troubleshooting, and completing tasks.

• Ability to collaborate across clinical, operational, technical, analytical, legal, compliance, and commercial functions.

• Capacity to manage multiple concurrent initiatives, shifting priorities, and strict deadlines.

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

🏝️ Benefits

• Remote work arrangement.

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