VP Marketing

Position Overview: The Vice President of Marketing leads Vibrant’s marketing function as both an enterprise communication strategist and a strategic partner for business owners, service leaders, sales leaders, and internal stakeholders. This role owns the integration and orchestration of member lifecycle communications across business lines and touchpoints, helping ensure member messaging is coordinated, timely, relevant, compliant, and aligned to Vibrant’s brand, member experience, and organizational priorities.

The role also translates business priorities into clear messaging, coordinated campaigns, disciplined creative execution, and reliable marketing tools and workflows.

Success in this role is measured by whether Vibrant’s leaders, teams, and members receive practical, timely, compliant, coordinated, and effective marketing support that helps the organization communicate clearly, reduce message overlap, support members, create demand, strengthen relationships, and advance approved business priorities.

• Serve as a strategic marketing partner to business owners, service leaders, sales leaders, and internal stakeholders.
• Translate business priorities into clear marketing plans, communication strategies, creative briefs, and execution roadmaps.
• Ensure marketing capacity is prioritized against the work that best supports organizational goals and member needs.
• Build a support-oriented marketing culture where the team wins when its business partners and members win.

• Develop and maintain a clear, differentiated market position for Vibrant and its key business lines.
• Ensure consistent brand representation across all channels and member touchpoints.
• Lead marketing efforts that increase awareness, understanding, relevance, and preference among target audiences in support of approved business-line and organizational priorities.
• Monitor market trends, competitive positioning, and member needs to inform marketing strategy.

• Own the enterprise-wide member communication lifecycle strategy, ensuring communication touchpoints across business lines, service areas, and channels are integrated, coordinated, and aligned to Vibrant’s brand, member experience, and organizational priorities.
• Partner with business and service leaders to understand the member needs, product priorities, service expectations, and lifecycle moments within each area, while ensuring those efforts work together as part of a cohesive member communication experience.
• Manage the timing, sequencing, segmentation, and coordination of member communications to reduce overlap, avoid message fatigue, and improve the effectiveness of communications across the full member journey.
• Lead the marketing function’s standards, workflows, and execution support for member communications, including required day-to-day communications such as holiday hours, service updates, product education, and member notices.
• Use member insights, segmentation, performance feedback, and business input to make communications clear, relevant, timely, compliant, and useful.

• Develop and execute marketing programs that support awareness, engagement, and qualified opportunities aligned to business-line priorities.
• Ensure marketing systems produce reliable data, actionable reporting, and measurable business insights.
• Own the marketing technology roadmap, including automation, CRM, analytics, website tools, and emerging technologies.

• Maintain marketing review workflows that support compliance, accuracy, brand consistency, and appropriate approvals across channels.
• Partner with risk, compliance, legal, and business owners to ensure marketing materials and member communications are accurate, clear, and appropriately reviewed before release.
• Maintain standards, templates, workflows, and documentation that help internal teams and external partners execute consistently.
• Ensure urgent or required communications can be produced and distributed with…