📌 Core Information
🔹 Job Title: VP Consumer Marketing
🔹 Company: HealthEquity
🔹 Location: Remote
🔹 Job Type: Full-Time
🔹 Category: Marketing
🔹 Date Posted: 2025-05-22
🔹 Experience Level: 10+ years
🔹 Remote Status: Fully Remote
🚀 Job Overview
Key aspects of this role include:
- Transforming HealthEquity’s consumer engagement capabilities and vision
- 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
ASSUMPTION: This role requires a strategic mindset and experience in consumer engagement to drive measurable improvements in member satisfaction.
📋 Key Responsibilities
✅ 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
✅ Providing marketing thought leadership within a complex partner ecosystem, fostering strong relationships with key partners to deliver collaborative and co-branded initiatives
✅ Representing HealthEquity at key client meetings, industry events, and conferences, acting as a brand ambassador and thought leader
ASSUMPTION: This role involves a mix of strategic planning, hands-on campaign development, and external representation, requiring strong leadership and communication skills.
🎯 Required Qualifications
Education: Bachelor's degree in Marketing, Business, or a related field; MBA preferred
Experience: 15+ years consumer engagement leadership experience in a product or marketing capacity, preferably at least 5 years in a marketing leadership role
Required Skills:
- 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
- Strong understanding of enrollment, customer lifecycle marketing, CRM and consumer segmentation, with particular emphasis on data-driven, behavioral-based journeys
Preferred Skills:
- 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
ASSUMPTION: Candidates should have a strong background in consumer engagement, digital marketing, and lifecycle marketing, with a proven track record of driving results.
💰 Compensation & Benefits
Salary Range: $175,500.00 To $232,500.00 / year
Benefits:
- 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
Working Hours: Full-time, up to 30% travel may be required
ASSUMPTION: The salary range is competitive for a VP-level role in the marketing industry, with a comprehensive benefits package.
📌 Applicant Insights
🔍 Company Context
Industry: HealthEquity operates in the healthcare industry, focusing on consumer-driven health and wealth solutions
Company Size: HealthEquity is a mid-sized company with a remote workforce, offering a collaborative and inclusive environment
Founded: HealthEquity was founded in 2002, with a mission to save and improve lives by empowering healthcare consumers
Company Description:
- HealthEquity is a leading provider of health savings accounts (HSAs) and related services
- The company offers a range of products, including HSAs, FSAs, Commuter, and COBRA offerings
- HealthEquity is committed to providing exceptional customer service and innovative solutions
Company Specialties:
- Health savings accounts (HSAs)
- Flexible spending accounts (FSAs)
- Commuter benefits
- COBRA administration
- Consumer engagement and marketing
Company Website: https://www.healthequity.com/
ASSUMPTION: HealthEquity is a well-established company in the healthcare industry, with a strong focus on consumer engagement and marketing.
📊 Role Analysis
Career Level: This role is a senior leadership position, reporting directly to the SVP & Chief Marketing Officer
Reporting Structure: The VP, Consumer Marketing will lead a team of 15-25 marketers, including campaign strategists, engagement consultants, learning delivery professionals, and professional engagement services
Work Arrangement: This is a fully remote position, with up to 30% travel required for training, conferences, internal meetings, or client events
Growth Opportunities:
- Potential to shape the consumer marketing strategy and vision for the company
- Opportunity to work closely with cross-functional teams, driving collaboration and innovation
- Possibility to advance within the marketing department or explore other leadership roles within the organization
ASSUMPTION: This role offers significant growth potential, with the opportunity to make a substantial impact on the company's consumer engagement strategies.
🌍 Location & Work Environment
Office Type: Remote, with no physical office location
Office Location(s): N/A
Geographic Context:
- HealthEquity operates in a remote work environment, allowing for flexibility and work-life balance
- The company serves customers across the United States, with a focus on consumer engagement and marketing
- HealthEquity's remote work culture fosters collaboration and inclusivity among team members
Work Schedule: Full-time, with flexible hours and the ability to work remotely
ASSUMPTION: HealthEquity's remote work environment offers applicants the opportunity to work from anywhere in the United States, with a flexible and collaborative work schedule.
💼 Interview & Application Insights
Typical Process:
- Initial screening interview with a Talent Partner
- Subsequent interviews with key stakeholders, including the SVP & Chief Marketing Officer
- Final interview and decision-making process
Key Assessment Areas:
- Strategic thinking and analytical skills
- Communication and interpersonal skills
- Leadership and team management abilities
- Understanding of consumer engagement, digital marketing, and lifecycle marketing
Application Tips:
- Highlight your experience in consumer engagement, digital marketing, and lifecycle marketing
- Demonstrate your strategic thinking and analytical skills through specific examples
- Showcase your leadership and team management abilities, emphasizing your ability to inspire and motivate a team
- Tailor your resume and cover letter to emphasize your relevant skills and experiences
ATS Keywords: Consumer engagement, digital marketing, lifecycle marketing, strategic thinking, analytical skills, team leadership, campaign development, behavioral-based marketing, CRM, consumer segmentation, data-driven strategies, content marketing, programmatic marketing, client relationship management, innovation
ASSUMPTION: HealthEquity's application process focuses on assessing candidates' strategic thinking, communication, and leadership skills, with a strong emphasis on consumer engagement and marketing experience.
🛠️ Tools & Technologies
- CRM platforms (e.g., Salesforce)
- Marketing automation tools (e.g., Marketo, HubSpot)
- Data visualization tools (e.g., Tableau, Power BI)
- Performance tracking tools (e.g., Google Analytics)
ASSUMPTION: HealthEquity uses a range of tools and technologies to support its consumer engagement and marketing efforts, with a focus on data-driven strategies and performance tracking.
👔 Cultural Fit Considerations
Company Values:
- Put People First
- Act with Integrity
- Pursue Growth
- Embrace Diversity
- Deliver Excellence
Work Style:
- Collaborative and inclusive team environment
- Focus on data-driven decision-making and continuous improvement
- Strong commitment to customer service and satisfaction
Self-Assessment Questions:
- Do you align with HealthEquity's core values, particularly 'Put People First' and 'Embrace Diversity'?
- Are you comfortable working in a remote, collaborative environment with a focus on data-driven strategies?
- Do you have a proven track record of driving results and inspiring teams in a consumer engagement or marketing role?
ASSUMPTION: HealthEquity values a collaborative, inclusive, and data-driven work environment, with a strong commitment to customer service and satisfaction.
⚠️ Potential Challenges
- Managing a remote team and fostering collaboration in a virtual environment
- Balancing strategic planning with hands-on campaign development and execution
- Navigating a complex partner ecosystem and maintaining strong client relationships
- Adapting to a fast-paced, dynamic work environment with a focus on continuous improvement
ASSUMPTION: This role presents unique challenges, including managing a remote team, balancing strategic and tactical responsibilities, and navigating a complex partner ecosystem.
📈 Similar Roles Comparison
- Unlike other marketing roles, this position focuses specifically on consumer engagement and lifecycle marketing, with a strong emphasis on data-driven strategies and behavioral-based journeys
- HealthEquity's remote work environment offers flexibility and work-life balance, compared to traditional office-based roles
- This role offers significant growth potential, with the opportunity to shape the company's consumer marketing strategy and vision
ASSUMPTION: This role is unique in its focus on consumer engagement and lifecycle marketing, with a remote work environment and significant growth potential.
📝 Sample Projects
- Developing and executing a targeted marketing campaign to increase HSA enrollment among a specific demographic
- Collaborating with cross-functional teams to optimize the member onboarding experience and improve satisfaction scores
- Creating a multichannel personal journey campaign to drive engagement and behavioral change among existing members
ASSUMPTION: These sample projects illustrate the strategic, collaborative, and hands-on nature of the VP, Consumer Marketing role at HealthEquity.
❓ Key Questions to Ask During Interview
- Can you describe the current consumer engagement strategy and how this role will contribute to its evolution?
- How does HealthEquity support the professional development and growth of its marketing team members?
- What are the key priorities for this role in the first 90 days, and how will success be measured?
- How does HealthEquity foster collaboration and innovation among its marketing team and other departments?
- What are the most significant challenges facing the consumer engagement and marketing efforts at HealthEquity, and how can this role address them?
ASSUMPTION: These interview questions focus on understanding the role's strategic focus, team dynamics, performance expectations, and potential challenges.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through this link
- Tailor your resume and cover letter to emphasize your relevant skills and experiences in consumer engagement, digital marketing, and lifecycle marketing
- Prepare for interview questions focused on strategic thinking, communication, and leadership skills, as well as your understanding of consumer engagement and marketing
- Research HealthEquity's company values, mission, and consumer engagement strategies to demonstrate your fit and enthusiasm for the role
- Follow up with the hiring team after your interview to express your interest and reiterate your qualifications
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
