Vice President Performance Marketing

GEHA (Government Employees Health Association, Inc., pronounced G.E.H.A.) is a nonprofit member association that provides medical and dental benefits to more than two million federal employees and retirees, military retirees and their families. We celebrate diversity and are committed to creating an inclusive environment for all employees.

GEHA has one mission To empower federal workers to be healthy and well.

Offering one of the largest medical and dental benefit provider networks available to federal employees in the United States, GEHA empowers health and wellness by meeting its members where they are, when they need care. We serve our members with products they value and a personalized customer experience, sustained by a nimble and efficient organization.

Reporting to the Chief Sales, Marketing and Product Officer, the Vice President, Performance Marketing (“VP, Performance Marketing”) will be responsible for developing and executing the strategic marketing vision for GEHA. Our Marketing strategy requires us to create real engagement with members and prospects. Our platform for engagement is collaborating with our employees, members and community partners to showcase through content the values we live every day. This marketing executive will lead that charge. The responsible person will provide the direction, leadership, and vision to the marketing function—which includes a team of 30 + employees and supporting agency partners—and will serve as a key partner to product development, sales and other cross-functional peers.

Skills

Key responsibilities include, but are not necessarily limited to, the following

• Develop and implement GEHA’s strategic marketing plans and drive corporate marketing initiatives across key constituencies consumers/members, providers, agency benefit officers (ABOs), regulators and the general public.
• Build, manage and coach a high-performing marketing team
• Understand and leverage strategic partnerships with sports organizations and community partners to drive growth goals.
• Monitor regulatory changes/ to identify opportunities and changing requirements across products and market segments.
• Assume shared responsibility for retention and enrollment goals in collaboration with division VPs – Product, Communications and Sales.
• Develop and execute integrated marketing plans to support growth and revenue projections. This includes, but is not limited to, retention programs for current membership and acquisition plans by customer segment for all lines of business.
• Implement an integrated marketing strategy that maximizes targeted, direct marketing/direct response promotion, using traditional and non-traditional communication methods.
• Participate in strategic planning activities and contribute to departmental and cross-functional teams to achieve GEHA goals and ensure future success.

The successful candidate will be highly skilled in modern marketing approaches, technologies, and tools. The individual will have a clear value system aligned to GEHA’s value and that winning as a team is the right way to win and winning now while building for the future is the goal. Thus they will be acutely focused on developing the team to execute these modern approaches while demonstrating ownership of immediate business metrics.

In terms of the performance and personal competencies required for the position, we would highlight the following

Setting Strategy

• The ability to effectively balance the desire/need for broad change with an understanding of how much change the organization is capable of handling.
• An entrepreneurial and creative approach to developing new, innovative ideas that will stretch the organization and push the boundaries within the industry.
• The inclination to seek and analyze data from a variety of sources to support decisions and to align others with the organization's overall strategy.
• The ability to create and articulate the tactical strategy to drive enrollment and improve retention.

Executing for Results

• Comfortable with ambiguity and uncertainty; the ability to adapt nimbly and lead others through complex situations.
• A leader who is viewed by others as having a high degree of integrity and forethought in his/her approach to making decisions; the ability to act in a transparent and consistent manner while always considering what is best for the organization.
• The ability to set clear and challenging goals while committing the organization to improved performance, tenacious and accountable in driving results.

Leading Teams

• The ability to persevere in the face of challenges and exhibit a steadfast resolve and relentless commitment to higher standards, which commands respect from followers.
• A leader who is self-reflective and aware of his/her own limitations; leads by example and drives the organization's performance with an attitude of continuous improvement by being open to feedback and self-improvement.
• The ability to attract and recruit top talent, motivate the team, delegate effectively, celebrate diversity within the team, and manage performance; widely viewed as a strong developer of team members already in the team.

Relationships and Influence

• An ability to inspire trust and followership in others through compelling influence, powerful charisma, passion in his/her beliefs, and active drive.
• Creates a sense of purpose/meaning for the team that generates followership beyond his/her own personality and engages others to the greater purpose for the organization.
• Naturally connects and builds strong relationships with others, demonstrating strong emotional intelligence and an ability to communicate clearly and persuasively.

Minimum Requirements

• Demonstrated ability to lead large complex enterprise projects and programs to successful completion, including building productive, cross-functional relationships and aligned objectives.
• Demonstrated experience and relevant expertise in leading a large scale marketing operations.
• Strong data analytic skills with emphasis on driving continuous process improvement.
• Demonstrated track record of driving organizational and operational changes in the day-to-day business of a high-volume operation using current and new technology.
• Ability to communicate (verbally and in writing) effectively with senior leadership, managers, employees, and vendors.
• Strong expertise in marketing technology and digital platforms.
• 10 or more years of leadership experience
• Requires Bachelor's degree or combination of post high school education and related experience required.
• Executive presence and demonstrated ability to influence, build trust and develop effective collaborative partnerships.
• Requires 15+ years of B2B and B2C marketing expertise in health care or insurance industry with preference for health plan experience.

Work-at-home Requirements

• A minimum standard speed for optimal performance of 30x5 (30mpbs download x 5mpbs upload) is required.
• Hotspots, satellite and wireless internet service is NOT allowed for this role.
• Latency (ping) response time lower than 80 ms
• A dedicated space lacking ongoing interruptions to protect member PHI / HIPAA information
• Must have the ability to provide a non-cellular High Speed Internet Service such as Fiber, DSL, or cable Modems for a home office.

How We Value You

• Company-provided Basic Life and AD&D
• Incentive plan
• Competitive pay/salary ranges
• 401(k) retirement plan company match – dollar for dollar up to 4% employee contribution (pretax or Roth options) plus a 6% annual company contribution
• Tuition Assistance Program
• Personal Community Enrichment Time
• Health/Vision/Dental benefits effective day one
• Robust employee well-being program
• Company-provided Short-Term & Long-Term Disability
• Paid Time Off

Please note that the salary information is a general guideline only. GEHA considers factors such as (but not limited to) scope and responsibilities of the position, candidate’s work experience, education/training, key skills, internal peer equity, as well as, market and business considerations when extending an offer.

The annual base salary range for this position is $200,960 - $301,440 USD.

GEHA is an Equal Opportunity Employer, which means we will not discriminate against any individual based on sex, race, color, national origin, disability, religion, age, military status, genetic information, veteran status, pregnancy, marital status, gender identity, and sexual orientation, as well as all other characteristics and qualities protected by federal, state, or local law. GEHA will not discriminate against employees or applicants because they have inquired about, discussed, or disclosed their compensation or the compensation of another employee or applicant. We are committed to creating an inclusive environment for all employees. Our diversity drives innovation deepens connections and strengthens our organization.

GEHA is headquartered in Lee's Summit, Missouri, in the Kansas City area. We recognize the importance of balance and flexibility and offer hybrid and work-from-home options for many of our roles.

An Executive Order was released stating that federal contractors must require COVID-19 vaccinations for all US employees. As a company that works on federal contracts, we have a legal requirement to comply with the executive order, if it is enforced.