VP, Marketing - Optum Behavioral Care - Remote

Optum is a global organization that delivers care, aided by technology to help millions of people live healthier lives. The work you do with our team will directly improve health outcomes by connecting people with the care, pharmacy benefits, data and resources they need to feel their best. Here, you will find a culture guided by inclusion, talented peers, comprehensive benefits and career development opportunities.

Come make an impact on the communities we serve as you help us advance health optimization on a global scale. Join us to start Caring. Connecting. Growing together.

Optum Behavioral Care (OBC) is a national behavioral care delivery organization, delivering virtual and in person outpatient and integrated behavioral health solutions across 40+ states.

Optum Behavioral Care (OBC) is seeking a bold, entrepreneurial VP of Marketing to drive the next chapter of our growth. This is a leadership role for a hands-on builder who is ready to take full ownership of our marketing strategy and execution. You will be a key member of the OBC leadership team and an active participant in business and growth strategy and driving the overall positioning and performance of OBC.

You will be accountable for advancing marketing to a best-in-class function that fuels profitable patient demand, enhances our brand portfolio, and solidifies our position as a market leader. We are looking for a strategic thinker with a bias for action, who can personally drive results while scaling a high-performing organization.

You'll enjoy the flexibility to work remotely
* from anywhere within the U.S. as you take on some tough challenges. For all hires in the Minneapolis or Washington, D.C. area, you will be required to work in the office a minimum of four days per week.

• Full Funnel Ownership & Strategy:
  Take ownership of the marketing strategy, execution, budget, and performance. You will be responsible for advancing the design and leadership of an integrated, full-funnel patient lifecycle marketing plan, from initial awareness and acquisition through engagement, retention, and re-engagement. Accountable for optimizing the client/consumer journey from first touch through completed intake; improving appointment conversion, reducing leakage, increasing self-scheduling adoption, and supporting overall patient volume growth
• Demand Generation & Profitable Growth:
  Be a primary driver of patient acquisition and profitable growth. Develop and execute multi-channel demand generation campaigns across digital, local, organic, and offline channels, with a relentless focus on optimizing Customer Acquisition Cost (CAC), conversion rates, and overall marketing ROI across ~130+ sites in 22 states, plus virtual care in 20+ additional states across multiple brands
• Entrepreneurial Leadership:
  Lead, advance, and mentor a high-performing marketing team. Determine the optimal mix of internal and external capabilities, fostering a culture of accountability, data-driven decision-making, and continuous improvement. You must be comfortable managing direct and federated internal resources, external vendor relationships, and rolling up your sleeves to personally execute when needed
• Brand & Go-to-Market Strategy:
  Develop a clear value proposition and cohesive brand strategy for the Optum Behavioral Care portfolio. Orchestrate go-to-market plans for all service lines, including therapy, virtual care, and specialized services, ensuring our messaging resonates with patients, providers, and industry audiences
• Data & Analytics Accountability:
  Evolve and mature marketing analytics, attribution, and performance reporting, specifically establishing and optimizing revenue growth targets, CAC, conversion, & performance benchmarks across markets & brands. You will be accountable for defining and delivering business performance against growth targets, providing clear insights to the leadership team
• Cross-Functional Partnership:
  Serve as a key member of the OBC leadership team, collaborating closely with operations, clinical, strategy, and business development to align priorities and ensure a seamless patient journey from first touch to clinical intake and ongoing loyalty.
• You will collaborate with and be supported by Optum Health, Optum, and UHG marketing and brand experts, platforms, governance, talent development, and AI transformation agenda

• Customer Acquisition Cost (CAC)
• Cost per completed patient intake
• Qualified patient volume
• Conversion rates…