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Vice President (Vp) Brand Marketing
Company | HealthEquity |
Address | United States |
Employment type | FULL_TIME |
Salary | |
Category | Technology, Information and Internet,Financial Services |
Expires | 2023-06-23 |
Posted at | 11 months ago |
Overview
- Developing deep knowledge of market trends, competitive analysis and customer insights to shape marketing strategy; including consumer and market research and win/loss analysis
- Continuously developing and evolving our brand to differentiate and elevate HealthEquity within the Consumer Directed Benefits industry through owned, earned and paid channels
- Speaking publicly on HealthEquity’s behalf at conferences, client and partner events
- Leading and inspiring in a manner consistent with HealthEquity values that positively contributes to our Remarkable culture
- Contributing to Marketing and HealthEquity financial objectives and customer satisfaction
- Devising measurable systems of success for brand sentiment, affinity, market share growth and leading efforts to drive improvement across key performance indicators for the HealthEquity brand
- Amplifying our brand expertise and key value drivers through research-based PR and other public tactics, social media and owned channels
- Traveling up to 25% of the time for conference, internal and partner meetings
- Leading the strategy, definition and activation of the HealthEquity brand through a team of 20 – 30 brand marketers, including content, public relations, social media, creative, research, traffic management and internal communications
- Establishing trackable, durable systems of content management; including editorial calendars, creative briefs, campaign management, traffic management and using content management system (CMS) technology to tag and track content – from scratch
- Defining the HealthEquity brand promise, establishing the value proposition blueprint for touchpoints across the HealthEquity organization and driving ongoing team member adoption
- Collaborating and leading across the organization, including executive, peer and team member levels to drive adoption and success of brand strategies
- Establishing scalable systems and processes for creative intake, content and creative management and insights-based brand strategies; including brief development and traffic management
- Owning the HealthEquity reputation, brand sentiment and affinity metrics; including definition, tracking and targeted remediation
- Developing a high-impact creative and video production team to elevate and govern the HealthEquity brand expression and identity
- Track record of developing repeatable, scalable systems to improve the efficiency, quality and accountability of the creative and content teams
- Expertise leading impactful content marketing strategies, leading research and connecting cross-functionally to develop calendars, integrated marketing and empowering sales experiences
- Excellent collaborator and cross functional leader with the ability to effectively build relationships and partner across the organization and within Marketing
- Passion for leadership and team member development with the ability to successfully inspire, lead and scale teams
- Demonstrable experience differentiating a company in a mature, competitive market and winning market share
- History or establishing process, building scale and improving operations of the Brand marketing team from the ground up
- Expertise devising brand affinity and loyalty metrics and systematically improving across measurable sentiment categories
- Experience defining a brand promise and evolving over time to meet the changing market, economic and business conditions, including re-branding and re-positioning efforts
- 15+ years of Brand or Integrated Marketing leadership experience with a track record of establishing a high-quality brand and delivering measurable brand-led market penetration
- Deep customer empathy with a track record of using human centered design and other insights-based, customer-first tactics to improve customer awareness and connection
- Comfort and proficiency with Microsoft devices and services (word, excel, powerpoint, Teams) along with common design, content and PR marketing technologies
- Experienced brand activation through public relations, social media and crisis management including measurable strategies to manage brand reputation
- Experience scaling a brand promise throughout the organization – beyond Marketing materials and into the blueprint of the larger organization
- Ability to work autonomously in a remote environment and travel up to 25% of the time for partner, conference and internal planning meetings
- Wellness program incentives
- Uncapped paid time off
- HSA contribution and match
- Ongoing education & tuition assistance
- Adventure accounts
- Medical, dental, and vision
- 401(k) match
- Dependent care FSA match
- Gym and fitness reimbursement
- Personal and healthcare financial literacy programs
- Paid parental leave
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