VP, Consumer-Directed Healthcare Sales & Strategy

SummaryCapital Community Bank is launching a full-spectrum Health Savings Account (HSA), Flexible Spending Account (FSA), Health Reimbursement Arrangement (HRA), and wellness benefits program. To drive this expansion the Bank is seeking a dynamic, highly experienced leader to build and run the entire Consumer-Directed Healthcare (CDH) business line.This is a leadership role with full P&L accountability, not a single-function seat. The right leader owns the strategy, the go-to-market, the vendor relationship, the team, the budget, and the numbers. Together with Bank leadership, you will set direction for the program, build the sales engine that fuels it, and operate the cross-functional team - vendor coordination, sales & marketing, and reporting. Expect to wear multiple hats and move fluidly between strategy, selling, sales leadership and operational problem-solving in the same week.The Bank is entering the CDH market as a disruptor, not a follower. As a high-performing community bank, we earn more margin on deposits than the “big box” HSA players, and we’re passing that advantage directly to consumers. Our HSA accounts will pay more interest (targeted to be ~3–5x higher) than that offered by “big box” HSA peers, with zero per account per month fees for HSAs. This combination will generate immediate and significant interest. We are looking for a leader who understands how to weaponize superior economics, someone who can walk into an employer or broker’s office, lay our rate card next to the incumbents’, and move entire HSA book, while also building the durable business behind that pitch. This is not a caretaker role. This is a ground-floor opportunity to build a national business around a product that wins on the math.This leader will serve as the face of the Bank’s HSA program - responsible for program strategy, training and managing a geographically dispersed team of independent (1099) sales agents, owning the relationship with our software/BPO platform, and personally driving channel growth through broker relationships, employer group sales, TPAs, and others. This is a player-coach, build-it-yourself role with full P&L accountability for CDH performance, including deposit growth, revenue, and expense management.Key ResponsibilitiesProgram Strategy & General Management (20%)Own the CDH/HSA business line: together with Bank leadership, set the strategic direction, annual operating plan, and multi-year roadmap, and carry full P&L accountability for results.Shape product, pricing, and positioning in partnership with Bank leadership — including rate-card strategy, fee structure, and the competitive value proposition that differentiates CCBank from incumbent custodians.Translate the Bank’s deposit and margin economics into a go-to-market strategy, and serve as the business owner who balances growth, profitability, and risk.Assist in recruiting and building the broader CDH team over time including the 1099 agent network.Deliver regular reporting on the full business line — deposit growth, revenue projections, expense and margin performance, pipeline, and competitive intelligence — and represent the program in internal strategic forums.Sales Leadership & Team Management (50%)Assist in recruiting, onboarding, training, and managing a national network of 1099 independent sales agents (target: 4–8 agents within the first 12 months).Set sales strategy, performance expectations, KPIs, and activity metrics; conduct ongoing pipeline reviews and performance coaching.Develop and implement the HSA Sales Playbook, including value propositions, competitive positioning, objection handling, and broker/employer presentation materials.Personally develop and close employer group, broker channel, and TPA relationships, particularly in the Mountain region.Represent the Bank at industry conferences, benefits trade shows, and broker association events.Negotiate and execute client and channel partner agreements in coordination with Bank leadership and counsel.Partner with external recruiters and other resources to identify and vet 1099 sales candidates.Operations, Vendor Management, Marketing & Compliance (30%)Own the relationship with the bank's CDH solution provider (software, onboarding, and call-center service provider) as the accountable Bank principal — managing implementations, onboarding workflows, broker-portal configuration, service levels, and escalations, not solely sales-related coordination.Collaborate with Marketing and The bank’s CDH solution provider to develop and refine program branding, collateral, broker kits, and digital marketing campaigns.Coordinate across Bank functions — compliance, risk management, deposit operations, and finance — to ensure the program operates soundly and that all sales activities, marketing materials, and agent conduct comply with UDAAP, BSA/AML, KYC/CIP, and applicable state and federal (IRC §223) regulations.Manage the CDH/HSA program’s budget, including 1099 agent compensation structure, marketing spend, CRM tools, and travel.Specifications Required8–10+ years of progressive experience in consumer-directed healthcare (HSA, FSA, HRA), employee benefits, health plan administration, or TPA/custodian services, including leadership of a sales or business function.Demonstrated track record of building and running a business line, sales organization, or P&L — ideally standing up something new in the benefits or financial services space.Experience building and managing independent or distributed sales forces.Deep working knowledge of HSA and other CDH regulatory requirements (IRC Section 223, HDHP qualification rules, contribution limits, ERISA considerations).Experience selling through broker/consultant distribution channels; established relationships with benefits brokers, TPAs, health plans, or PEOs preferred.Strong understanding of bank deposit products, net interest margin economics, and competitive positioning in the HSA custodian market.Proven ability to develop go-to-market strategies, sales playbooks, compensation plans for new product launches, and to manage vendor and partner relationships.Comfort operating with broad scope and shifting priorities — moving between strategy, selling, and operations as the business requires.Excellent public speaking, presentation, and negotiation skills.Self-directed work style with the ability to operate independently and manage remote teams.Must pass a background check, credit check, and drug screen.PreferredPrevious employment or direct sales experience with a top-20 HSA custodian.Experience at a bank or financial institution in a sales, general management, or relationship management capacity.Familiarity with CDH Software Solution Providers or comparable HSA administration platforms.Bachelor’s degree in business, finance, economics, or related field; MBA or industry designation (e.g., CFC, CEBS) a plus (or industry-equivalent experience).BenefitsCompetitive salary and commission with override on sales from downstream team.Health, dental, and vision insurance (coverage begins first of the month following 30 days of employment).401(k) with Bank match up to 5% of salary (eligible after four months of service).26 days PTO per calendar year, accrued per pay period.13 paid holidays per year (Federal Reserve schedule plus Utah Pioneer Day).Employee Assistance Program.Key Success MetricsHSA deposit balance growth (first 12 months target: $25M–$50M in new deposits).Number of new employer groups onboarded (first 12 months target: 50–100 groups).1099 sales team build-out (first 12 months target: 4–8 producing agents).Broker channel activation (first 12 months target: 15+ active broker relationships).Revenue per account, cost of acquisition, and program contribution to margin.Program P&L performance against the operating plan.Compliance adherence: zero UDAAP violations, complete CIP/BSA documentation.Stakeholder satisfaction scores from DataPath, broker channel relationships, and employer clients.Conditions of EmploymentThis offer is contingent on satisfactory background check, drug screen, credit check, and execution of a confidentiality agreement. The candidate must provide documentation for I-9 verification purposes.SAFE Act Compliance: The Secure and Fair Enforcement for Mortgage Lending Act (SAFE Act) requires Residential Mortgage Loan Originators (MLO) employed by the Bank to register with the Nationwide Mortgage Licensing System and Registry within 30 days of hire, if applicable to your role.