Director, Digital Product Strategy and Marketing

Note: This is a flexible position and open to any KP location (CA, OR, WA, CO, IL, GA, MD, VA, and DC).

Technical Summary:

We are seeking a Director, Digital Products Strategy & Marketing to establish and lead enterprise digital product strategy for member-facing experiences across Kaiser Permanente's digital ecosystem. This role is responsible for developing end-to-end strategies that drive awareness, adoption, engagement, and retention across key digital platforms, including MyChart/Epic, the KP mobile app, KP.org, eCommerce experiences, and rewards programs. The position will lead the integration of digital product strategy with existing lifecycle marketing and clinical services efforts to create a more connected, personalized, and measurable member experience across Kaiser Permanente's digital ecosystem.

This leader will serve as a strategic connector across Marketing, Product, Digital Experience (UX), Consumer Experience (CX), IT, Analytics, and business stakeholders to define the vision, governance, operating models, and success metrics for enterprise digital initiatives. The role requires an executive-level strategist who can navigate ambiguity, influence senior leaders, and translate enterprise priorities into actionable digital product roadmaps that improve member engagement, satisfaction, and retention.

The Director will oversee a portfolio of high-priority digital experiences and ensure new capabilities are effectively brought to market and integrated into the end-to-end member journey. This includes leading strategic planning, go-to-market strategy, cross-functional alignment, and performance optimization across digital products and experiences. The role will partner closely with Product, Technology, and Consumer Experience leaders to identify unmet member needs, prioritize investments, and deliver measurable business outcomes.

Job Summary:

This director level position is primarily responsible for directing and overseeing integrated marketing communications programs and strategies, directing and overseeing market data collection and synthesis, and providing oversight and direction to the creative team. This position directs complex marketing projects, directs and oversees the design and implementation of complex marketing strategies, and directs and oversees the development and implementation of complex strategic go-to-market plans for all products/business lines.

Essential Responsibilities:

• Demonstrates continuous learning and maintains a highly skilled and engaged workforce by aligning resource plans with business objectives; overseeing the recruitment, selection, and development of talent; motivating teams; preparing individuals for growth opportunities and advancement; staying current with industry trends, benchmarks, and best practices; providing guidance when difficult decisions need to be made; and ensuring performance management guidelines and expectations drive business needs.
• Oversees the operation of multiple units and/or departments by identifying customer and operational needs; analyzing resources, costs, and forecasts and incorporating them into business plans; gaining cross-functional support for business plans and priorities; translating business strategy into actionable business requirements; obtaining and distributing resources; setting standards and measuring progress; removing obstacles that impact performance; guiding performance and developing contingency plans accordingly; and ensuring products and/or services meet customer requirements and expectations while aligning with organizational strategies.
• Directs and oversees market data collection and synthesis by managing the development of actionable, evidence-based marketing plans using data and insights; partnering with research and strategy teams to gather marketplace and consumer dynamics driving marketing strategies; defining market research needs; partnering with analytics teams to drive marketing strategies and track performance; and defining and optimizing ROI on strategies and tactics.
• Directs and oversees the development and implementation of complex strategic go-to-market plans for all products/business lines by defining the channel strategy; managing relationships with channel partners; evaluating channel partner needs and performance on an ongoing basis; analyzing audience needs using data-driven learnings to evaluate and identify new multi-channel opportunities; and leading channel marketing programs to drive go-to-market strategies.
• Directs and oversees the design and implementation of complex marketing strategies by ensuring strategies support membership growth, retention, and product/service promotion initiatives to meet business goals; establishing strategic plan deliverables; verifying brand consistency and brand standard compliance through all marketing channels; leveraging market research to identify new opportunities and/or validate assumptions; analyzing sales and marketing metrics; tracking progress to overall enterprise objectives; and driving improvement and optimization efforts toward established goals.
• Directs complex marketing projects by reviewing and approving project plans; managing cross-functional stakeholder contacts; assembling teams based on project needs and team member strengths; forecasting and adhering to project budget; overseeing vendor selection; defining scope and negotiating vendor contracts; managing vendor relationships at the leadership level; presenting project updates; managing project financials and deliverables; and ensuring projects align with marketing strategy and overall business goals and objectives.
• Directs and oversees integrated marketing communications programs and strategies by driving the development of communication strategies and engagement plans consistent with KP core strategies; integrating business-to-business, business-to-consumer, and line of business; reviewing and analyzing information from market research teams to understand stakeholder attitudes and needs; translating insights into promotional strategies; ensuring alignment of activities across enterprise teams; communicating consistent positioning and messages across all media; evaluating effectiveness of plans, programs, and campaigns; and making recommendations to optimize campaigns.
• Provides oversight and direction to creative team by reviewing and analysing data, research, and customer input and sign-off to develop an understanding of the work; collaborating with communication and marketing teams; reviewing, evaluating, and approving complete creative briefs that inform and inspire writers, designers, and other creative professionals; reviewing the completed brief with the customer and relevant stakeholders; and presenting the brief.

Knowledge, Skills and Abilities: (Core)

• Ambiguity/Uncertainty Management
• Attention to Detail
• Business Knowledge
• Communication
• Constructive Feedback
• Critical Thinking
• Cross-Group Collaboration
• Decision Making
• Dependability
• Diversity, Equity, and Inclusion Support
• Drives Results
• Facilitation Skills
• Health Care Industry
• Influencing Others
• Integrity
• Leadership
• Learning Agility
• Organizational Savvy
• Problem Solving
• Short- and Long-term Learning & Recall
• Strategic Thinking
• Team Building
• Teamwork
• Topic-Specific Communication

Knowledge, Skills and Abilities: (Functional)

• Analytical Skills
• Business Planning
• Digital Marketing
• Emotional Intelligence
• Financial Acumen
• Getting Work Done Through Others
• Marketing
• Negotiation
• Project Management
• Social Media
• Strategic Alignment
• Strategic Program Management
• Vendor Management
• Written Communication

Minimum Qualifications:

• Minimum two (2) years experience managing operational or project budgets.
• Minimum three (3) years supervisory experience.
• Bachelors degree in Marketing, Integrated Marketing Communications, Journalism, Humanities, Business, Social Science, or related field and Minimum ten (10) years experience in marketing, communications, or a directly related field. Additional equivalent work experience in a directly related field may be substituted for the degree requirement.

Preferred Qualifications:

• Four (4) years experience in writing or editing for marketing, communications, or business initiatives.
• Five (5) years experience working in a matrixed organization.