📌 Core Information
🔹 Job Title: Senior Director, Consumer Experience & Marketing Strategy
🔹 Company: RVO Health
🔹 Location: Minneapolis, Minnesota, United States
🔹 Job Type: Hybrid (3 days on-site, 2 days remote)
🔹 Category: Health Care
🔹 Date Posted: April 9, 2025
🔹 Experience Level: 10+ years
🔹 Remote Status: Hybrid (Minneapolis office required 3 days/week)
🚀 Job Overview
Key aspects of this role include:
- Defining and implementing a cohesive product and merchandising strategy
- Developing and refining marketing value propositions
- Merchandising registered and authenticated user flows and products
- Championing a user-centric design approach for go-to-market strategy
- Optimizing product experience for revenue growth and retention
ASSUMPTION: This role requires a strategic mindset, strong leadership skills, and a deep understanding of consumer behavior and digital marketing in the digital health space.
📋 Key Responsibilities
✅ Define and implement a cohesive product and merchandising strategy to create a unified consumer experience at all entry points
✅ Develop, test, and refine marketing value propositions used both within product experiences and across marketing channels
✅ Develop a strategy to merchandise registered and authenticated user flows and products
✅ Champion the go-to-market strategy and direction for a user-centric design approach
✅ Own innovation and enhancement processes to optimize the product experience focused on revenue growth and retention
ASSUMPTION: This role involves cross-functional collaboration with product, design, marketing, engineering, and analytics teams to ensure alignment and consistency in user interactions and product messaging.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field (MBA preferred)
Experience: 10+ years of experience in developing direct-to-consumer go-to-market strategies, with a strong focus on digital health and e-commerce
Required Skills:
- Proven track record of designing and implementing unified user experiences across a complex digital platform
- Expertise in crafting a compelling narrative that articulates the problem and the envisioned future
- Strong problem-solving skills, utilizing data and industry best practices to drive solutions
- Ability to win followership and be an active and collaborative thought partner
- Familiarity with digital health and consumer behavior trends
Preferred Skills:
- Experience with A/B testing and optimization strategies
- Familiarity with agile development methodologies
- Proficiency in data analysis and visualization tools
ASSUMPTION: A background in consumer-focused industries, such as e-commerce, retail, or digital media, would be beneficial for this role.
💰 Compensation & Benefits
Salary Range: $154,000 - $200,000 per year (based on geographic location, qualifications, and experience)
Benefits:
- LTIP and bonus potential
- Health, dental, and vision insurance
- Life, short-term, and long-term disability insurance
- Flexible spending accounts
- Paid time off and holiday pay
- 401(k) with match
- Employee assistance program
- Paid parental bonding benefit program
- Pharmacy benefits
- Income protection plans
- Pet services plans
- Mental health support
- Wellness coaching
- HSA - Health Savings Account
- Commuter benefits
- Gym and fitness center discount program
Working Hours: Full-time (40 hours/week)
ASSUMPTION: The salary range provided is an estimate based on industry standards for similar roles in the Minneapolis area.
📌 Applicant Insights
🔍 Company Context
Industry: Health Care
Company Size: 1,001-5,000 employees
Founded: 2022
Company Description:
- RVO Health is a new healthcare platform of digital media brands, services, and technologies focused on building relationships with people throughout their health and wellness journey
- The company aims to meet people where they are in their personal health journeys and connect them with both the information and the care they need
- RVO Health was created by joining teams from both Red Ventures and UnitedHealth Group’s Optum Health
Company Specialties:
- Healthline Media (Healthline, Medical News Today, Psych Central, Greatist, and Bezzy)
- Healthgrades
- FindCare
- PlateJoy
- Optum Perks, Optum Store, and virtual coaching platforms (Real Appeal, Wellness Coaching, and QuitForLife)
Company Website: https://rvohealth.com/
ASSUMPTION: RVO Health's diverse portfolio of brands and services allows it to reach a wide audience and provide comprehensive health and wellness support.
📊 Role Analysis
Career Level: Senior Director
Reporting Structure: This role reports directly to the Chief Marketing Officer and oversees a team of marketing professionals
Work Arrangement: Hybrid (3 days on-site in Minneapolis, 2 days remote)
Growth Opportunities:
- Potential to shape the consumer experience and marketing strategy for a rapidly growing healthcare platform
- Opportunities to collaborate with cross-functional teams and influence product development
- Possibility to advance to a VP or C-level role as the company continues to grow and expand its offerings
ASSUMPTION: This role offers significant growth potential for the right candidate, as RVO Health continues to expand its portfolio and user base.
🌍 Location & Work Environment
Office Type: Hybrid (3 days on-site, 2 days remote)
Office Location(s): 11000 Optum Cir, Eden Prairie, MN 55344
Geographic Context:
- Minneapolis is the largest city in the state of Minnesota, with a population of over 430,000
- The city is known for its strong healthcare industry, with several major healthcare providers and research institutions
- Minneapolis offers a high quality of life, with a vibrant arts and culture scene, numerous parks, and a variety of neighborhoods
Work Schedule: Full-time (40 hours/week), with core hours of 9:00 AM - 5:00 PM CST
ASSUMPTION: The hybrid work arrangement allows for flexibility while ensuring regular in-person collaboration and team building.
💼 Interview & Application Insights
Typical Process:
- Phone or video screen with the hiring manager
- In-depth behavioral and skills-based interviews with cross-functional team members
- Final interview with the Chief Marketing Officer
- Background check and offer extension
Key Assessment Areas:
- Strategic thinking and problem-solving skills
- Leadership and team management abilities
- Expertise in consumer behavior, digital marketing, and e-commerce strategies
- Familiarity with the digital health industry and trends
Application Tips:
- Tailor your resume and cover letter to highlight your experience with direct-to-consumer go-to-market strategies, consumer behavior, and digital marketing
- Prepare examples of your ability to craft compelling narratives and translate product value propositions into consumer stories and messaging
- Be ready to discuss your experience with data-driven decision-making and optimization strategies
- Follow up with the hiring manager within 24 hours of your interview to express your enthusiasm for the role and reiterate your qualifications
ATS Keywords: Direct-to-Consumer, Go-To-Market Strategy, Consumer Behavior, Digital Marketing, E-commerce, User Experience, Product Messaging, Revenue Growth, Retention
ASSUMPTION: RVO Health's application process is designed to assess both technical skills and cultural fit, with a focus on strategic thinking and leadership abilities.
🛠️ Tools & Technologies
- Google Workspace (Gmail, Google Docs, Sheets, Slides)
- Asana or similar project management tool
- Data analysis and visualization tools (e.g., Tableau, Power BI)
- Marketing automation and analytics platforms (e.g., Marketo, Google Analytics)
- Customer relationship management (CRM) software (e.g., Salesforce, HubSpot)
ASSUMPTION: This role requires proficiency in a variety of marketing and project management tools, as well as strong data analysis skills.
👔 Cultural Fit Considerations
Company Values:
- Put People First
- Act with Integrity
- Embrace Change
- Collaborate to Win
- Deliver Results
Work Style:
- Fast-paced and dynamic, with a focus on innovation and continuous improvement
- Collaborative and team-oriented, with a strong emphasis on cross-functional collaboration
- Data-driven and results-focused, with a commitment to using data to inform decision-making
Self-Assessment Questions:
- Do you thrive in a fast-paced, dynamic environment, and are you comfortable with change and ambiguity?
- Are you an effective collaborator, and do you enjoy working with cross-functional teams to achieve common goals?
- Are you comfortable using data to inform decision-making, and do you have strong data analysis skills?
ASSUMPTION: RVO Health values candidates who are adaptable, collaborative, and results-driven, with a strong commitment to using data to inform decision-making.
⚠️ Potential Challenges
- Balancing the needs of multiple stakeholders, including consumers, product teams, and marketing teams
- Managing a team of marketing professionals in a fast-paced, dynamic environment
- Keeping up with the latest trends and best practices in digital health and consumer behavior
- Navigating a hybrid work arrangement, with regular in-person collaboration and remote work
ASSUMPTION: This role presents unique challenges and opportunities, requiring a strategic mindset, strong leadership skills, and a deep understanding of consumer behavior and digital marketing.
📈 Similar Roles Comparison
- This role is unique in its focus on defining and implementing a cohesive product and merchandising strategy for a digital health platform
- Unlike traditional marketing roles, this position requires a strong understanding of consumer behavior and digital marketing, as well as the ability to translate product value propositions into compelling consumer stories and messaging
- Career progression in this role may lead to opportunities in product management, marketing leadership, or other strategic positions within the digital health industry
ASSUMPTION: This role offers a unique opportunity to shape the consumer experience and marketing strategy for a rapidly growing healthcare platform, with significant growth potential for the right candidate.
📝 Sample Projects
- Developing and implementing a go-to-market strategy for a new digital health product, including consumer research, value proposition development, and launch planning
- Conducting a competitive analysis of digital health platforms and identifying opportunities to differentiate RVO Health's offerings
- Optimizing the user experience and product messaging for RVO Health's existing portfolio of digital health products, based on user feedback and data analysis
ASSUMPTION: These sample projects illustrate the strategic and tactical aspects of the Senior Director, Consumer Experience & Marketing Strategy role, with a focus on consumer research, value proposition development, and user experience optimization.
❓ Key Questions to Ask During Interview
- How does this role fit into the overall marketing strategy for RVO Health, and how will my work impact the company's growth and success?
- What are the key priorities for this role in the first 30, 60, and 90 days?
- How does RVO Health support the professional development and growth of its employees?
- What is the company's approach to work-life balance, and how does this role fit into that framework?
- How does RVO Health measure the success of its marketing efforts, and what key performance indicators (KPIs) will I be responsible for tracking and optimizing?
ASSUMPTION: Asking these questions will help you better understand the role's expectations, the company's culture, and the opportunities for professional growth and development.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to highlight your experience with direct-to-consumer go-to-market strategies, consumer behavior, and digital marketing
- Prepare examples of your ability to craft compelling narratives and translate product value propositions into consumer stories and messaging
- Be ready to discuss your experience with data-driven decision-making and optimization strategies
- Follow up with the hiring manager within 24 hours of your interview to express your enthusiasm for the role and reiterate your qualifications
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
