VP, VBC Marketing Strategy & Consumer Experience

Job Category: VPs Full-Time Remote Locations Showing 1 location Description 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 forHOPCo’sVBC 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 highlightsHOPCo’sVBC 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 In conjunction with VBC leadership, develop and lead the marketing strategy for VBC programs,aligningpriorities with organizational growth, member engagement,provider engagement,client 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 strategy,content,budgets, timelines, and measurable performance goals. AdviseVBC executive leadership on patient,member, 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. Patient,Member, 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, enrollment,digital 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 legal,compliance, 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. 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 products.Collaborate 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 capabilities,identifydifferentiators, 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 teams,of 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. 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 strategies,optimizecommunications, 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 Bachelor’s degree in marketing, communications, business, healthcare administration, ora relatedfieldrequired. Master’s 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 direction,establishpriorities, 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. Equal Opportunity Employer This employer is required to notify all applicants of their rights pursuant to federal employment laws.For further information, please review the Know Your Rights notice from the Department of Labor. #J-18808-Ljbffr The Core Institute