VP, VBC Marketing Strategy & Consumer Experience

Job Description

Job Description

This position is accountable for several key areas: 1) Developing compliant, effective marketing and outreach strategies and content that increase awareness, engagement, enrollment, and ongoing participation among client members and participating providers, 2) Leading the engagement with client marketing counterparts to ensure alignment of strategies and to promote additional opportunities for HOPCo’s VBC program success, 3) Collaboration with technical teams to enhance 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 awareness in a manner that highlights HOPCo’s VBC program thought leadership, results and expertise across wide audiences nationally and beyond.

Furthermore, this position works closely with VBC operations, clinical, product, analytics, compliance, client, and VBC business development leadership to translate complex healthcare programs into clear, compelling, and actionable communications. The successful candidate will combine strong strategic judgment with a demonstrated track record of personally engaging in projects and with team members to both plan and deliver completed work on time and on budget. 

ESSENTIAL FUNCTIONS  

Marketing Strategy & Leadership  

• In conjunction with VBC leadership, develop and lead the marketing strategy for VBC programs, aligning priorities with organizational growth, member engagement, provider engagement, client commitments, and program performance objectives. 

• Translate business, clinical, and product strategies into practical marketing plans, campaigns, messaging, and execution roadmaps. 

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

• Advise VBC executive leadership on patient, member, and provider communication strategy, market positioning, brand development, and emerging opportunities. 

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

Patient, Member, and Provider Outreach  

• 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 segmentation strategies, communication journeys, outreach cadence, calls to action, and re-engagement strategies designed to improve activation, enrollment, digital clinic appointment completion, and sustained participation. 

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

• Partner with legal, compliance, and technical team members to ensure patient and healthcare consumer communications are fully compliant to all relevant regulated communication parameters and best practices. 

• Partner with VBC operations 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, member and provider feedback, 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-facing and provider-facing content for new and existing products. Collaborate with existing creative assets (or develop strategies to access additional assets if necessary) to proactively plan creative content or communication needs for on-time delivery.

• Partner with product, clinical, operational, and network leaders to understand product capabilities, identify differentiators, and convert complex functionality into meaningful patient, provider, payer, and employer benefits. 

• Guide go-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 teams, of integrated marketing campaigns, from strategy and creative concept through launch, optimization, and reporting. 

• Collaborate with creative assets and marketing professionals, content creators, designers, digital specialists, agencies, and other creative resources needed work product delivery according to schedule 

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

• Oversee or personally draft, edit, review, or produce marketing materials when needed to maintain momentum, quality, and execution speed. 

• Ensure all content is accurate, brand-consistent, audience-appropriate, and aligned with program objectives. 

Healthcare Marketing Compliance  

• Build compliance considerations into campaign planning, content development, targeting, consent management, channel selection, 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. 

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

• Develop practical marketing review processes that support both compliance and timely execution, and promptly address identified risks or deficiencies. 

Performance Measurement & Optimization  

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

• Partner with VBC and IT analytics teams to incorporate dashboards, attribution approaches, test-and-learn frameworks, and actionable reporting. 

• Use data to identify performance gaps, refine audience strategies, optimize communications, and allocate resources 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 as appropriate. 

• Other duties as assigned. 

EDUCATION  

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

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

EXPERIENCE