VP, VBC Marketing Strategy & Consumer Experience

This positionis accountable forseveral key areas: 1) Developing compliant effective marketingand outreachstrategiesand contentthat increase awareness engagement enrollment and ongoing participation amongclientmembersand participating providers 2) Leading the engagement withclientmarketing counterparts to ensure alignment of strategies and to promote additional opportunities forHOPCosVBC program success 3) Collaboration with technical teams toenhance the VBC patient engagement and program consumer facing product strategies such that they deliver a superior user experience aligned to VBC program goals and 4) Promoting VBC program awarenessin a manner that highlightsHOPCosVBC programthought leadership results and expertise across wide audiencesnationally and beyond.

Furthermore this positionworks closely with VBC operations clinical product analytics compliance client andVBCbusiness development leadership to translate complex healthcare programs into clear compelling and actionable communications. The successful candidate will combine strong strategic judgment with a demonstratedtrack recordofpersonallyengaging in projects and with team memberstoboth plan anddeliver completedworkon time and on budget.

ESSENTIAL FUNCTIONS

Marketing Strategy & Leadership

• In conjunction with VBC leadership develop and lead the marketing strategy for VBC programsaligningpriorities with organizational growth member engagementprovider engagementclient commitments and program performanceobjectives.

• Translate business clinical and product strategies into practical marketing plans campaigns messaging andexecutionroadmaps.

• Own the development of annual and market-specific marketing plans including target audiences channel strategycontentbudgets timelines and measurable performance goals.

• AdviseVBC executive leadership on patientmember and providercommunication strategy market positioning brand development and emerging opportunities.

• Balance long-term strategic planning with rapid execution in a dynamic growth-oriented healthcare environment.

PatientMember and ProviderOutreach

• Lead patient and health plan member outreach strategies across SMS email telephone direct mail digital advertising web in-app and other approved channels.

• Develop audience segmentationstrategies communication journeys outreach cadence calls to action and re-engagement strategies designed to improve activation enrollmentdigital clinicappointment completion and sustained participation.

• Ensure communications are understandable accessible culturallyappropriate and responsive to the needs of diverse populations and varying levels of health literacy.

• Partner with legalcompliance and technicalteam members to ensure patient and healthcare consumer communications are fully compliant to all relevant regulated communication parameters and best practices.

• Partner withVBCoperations and care teams to align marketing communications with the actual patient experience available services staffing capacity and follow-up workflows.

• Partner with VBC operations and network management to align marketing communications and collateral with program goals.

• Continuously improve outreach effectiveness through testing performance analysis memberand providerfeedback and operational learning.

Healthcare Product Marketing & Digital Engagement

• Lead product marketing for healthcare services and technology-enabled VBC offerings with particular emphasis on digital patient engagement and virtual care solutions.

• Develop clear value propositions positioning messaging frameworks launch plans sales enablement materials and patient-facingand provider-facingcontent for new and existing with existing creative assets (or develop strategies to accessadditionalassets if necessary) to proactively plan creative content or communication needs for on-time delivery.

• Partner with product clinical operational and networkleaders to understand product capabilitiesidentifydifferentiators and convert complex functionality into meaningful patient provider payer and employer benefits.

• Guidego-to-market planning for new capabilities markets payer relationships and program expansions.

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

Campaign Execution & Creative Oversight

• Lead the end-to-end development and execution through collaboration with technical development teamsof integrated marketing campaigns from strategy and creative concept through launch optimization and reporting.

• Collaborate with creative assets andmarketing professionals content creators designers digital specialists agencies and other creative resourcesneeded work product delivery according to schedule

• Establish clear creative briefs priorities review processes production standards and accountability fortimelydelivery.

• Oversee or personally draft edit review or produce marketing materials when needed tomaintainmomentum quality and execution speed.

• Ensure all content isaccurate brand-consistent audience-appropriate and aligned with programobjectives.

Healthcare Marketing Compliance

• Build compliance considerations into campaign planning content development targeting consent management channelselection and outreach operations.

• Partner closely with legal compliance privacy information security payer and client stakeholders to ensure patient and member marketing activities meet applicable requirements.

• Maintain strong working knowledge of healthcare privacy and marketing requirements including HIPAA TCPA CAN-SPAM CMS and health plan marketing requirements state-specific requirements and contractual communication standards.

• Ensureappropriate substantiation approvals opt-out processes recordkeeping vendor oversight and version control for regulated communications.

• Develop practical marketing review processes that support both compliance andtimelyexecution andpromptly address identified risks or deficiencies.

Performance Measurement & Optimization

• Define andmonitormarketing and outreach performance indicators including reach response conversion enrollment engagement retention cost efficiency and channel effectiveness.

• Partner withVBC and ITanalytics teams toincorporatedashboards attribution approaches test-and-learn frameworks and actionable reporting.

• Use data toidentifyperformance gaps refine audience strategiesoptimizecommunications andallocateresources across campaigns and markets.

• Present marketing performance insights risks and recommended actions to executive leaders clients and cross-functional stakeholders.

• Connect marketing activity to downstream operational and VBC program outcomes wherever practicable.

Cross-Functional & Client Engagement

• Work closely with clinical operations product analytics network management business development legal and compliance teams to support integrated program execution.

• Support payer employer provider and other client engagements by developing tailored marketing strategies implementation plans and performance updates.

• Build effective working relationships across the organization and create alignment among stakeholders with differing priorities and areas of expertise.

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

• Other duties as assigned.

EDUCATION

• Bachelors degree in marketing communications business healthcare administration ora relatedfieldrequired.

• Masters degree in business marketing healthcare administration public health ora relatedfield preferred.

EXPERIENCE

• Minimumten(10)years of progressive marketing experience includingat least five (5)substantial experienceleadinghealthcare marketingteams consumer engagement initiatives or product marketing functions.

• Strong background in healthcare product marketing; experience with digital patient engagement virtual care digital health or patient-facing healthcare technology is strongly preferred.

• Demonstrated experience developing and executing patient or health plan member outreach campaigns in a regulated healthcare environment.

• Demonstrated success leading marketing teams and creative resources whileremainingpersonally engaged in execution.

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

• Experience managing agencies vendors budgets and multi-channel campaign delivery.

KNOWLEDGE

• Deep knowledge of patient and member marketing outreach strategy audience segmentation communication journeys and healthcare consumer engagement.

• Knowledge of healthcare marketing compliance privacy consent and communication requirements applicable to patient and member outreach.

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

• Understanding ofvalue-based care population health payer-provider relationships and the role of patient engagement in achieving clinical and financial outcomes.

• Knowledge of marketing technology CRM platforms automation tools digital analytics content management and campaign measurement.

SKILLS

• Strong leadership and team-development skills with the ability to set directionestablishpriorities and hold teams accountable for results.

• Exceptional written and verbal communication skills including the ability to simplify complex healthcare concepts for patients members providers clients and executives.

• Strong strategic planning product marketing campaign management and creative direction skills.

• Excellent judgmentregardinghealthcare marketing risk compliance tone audience and channelselection.

• Strong analytical skills with the ability to interpret performance data and translate findings into practical marketing actions.

• Highly effective project management prioritization and organizational skills in a fast-paced environment.

• Strong leadership skills in a fast paced matrix organization

ABILITIES

• Ability to lead strategically while also rolling up sleeves to write edit review troubleshoot and complete work directly as needed.

• Ability to develop high-performing marketing and creative teams and foster a culture of accountability responsiveness and continuous improvement.

• Ability tocollaborate lead andwork effectively across clinical operational technical analytical legal compliance and commercial functions.

• Ability to manage multiple concurrent initiatives shifting priorities and firm deadlines without sacrificing quality or compliance.

• Ability to identify practical solutions remove execution barriers and move work from concept to measurable results.

• Ability to communicate effectively with all levels of the organization and with external clients and partners.

ENVIRONMENTAL WORKING CONDITIONS

• Normal office environment.

• Some travel as needed for client meetings markets and organizational meetings.

PHYSICAL/MENTAL DEMANDS

• Requires sitting and standing associated with a normal office environment.

ORGANIZATIONAL REQUIREMENTS

• HOPCoMission Vision and Values must be read and signed.

This description is intended to provide only basic guidelines for meeting job requirements. Responsibilities knowledge skills abilities and working conditions may change as needs evolve.

Required Experience:

Exec