VP, VBC Marketing Strategy & Consumer

Job Category: VPs

• Full-Time
• Remote

Showing 1 location

This position is accountable for several key areas: 1) Developing compliant, effective marketing and outreachstrategiesand content that increase awareness, engagement, enrollment, and ongoing participation amongclientmembersand participating providers, 2) Leading the engagement withclientmarketing counterparts to ensure alignment of strategies and to promote additional opportunities forHOPCo’sVBC program success, 3) Collaboration with technical teams toenhance the VBC patient engagement and program consumer facing product strategies such that they deliver a superior user experience aligned to VBC program goals, and 4) Promoting VBC program awareness in a manner that highlightsHOPCo’sVBC program thought leadership, results and expertise across wide audiences nationally and beyond.

Furthermore, this position works closely with VBC operations, clinical, product, analytics, compliance, client, andVBCbusiness development leadership to translate complex healthcare programs into clear, compelling, and actionable communications. The successful candidate will combine strong strategic judgment with a demonstrated track recordofpersonallyengaging in projects and with team memberstoboth plan and deliver completedworkon time and on budget.

ESSENTIAL FUNCTIONS

• In conjunction with VBC leadership, develop and lead the marketing strategy for VBC programs,aligning priorities with organizational growth, member engagement,provider engagement,client commitments, and program performance objectives.
• Translate business, clinical, and product strategies into practical marketing plans, campaigns, messaging, andexecutionroadmaps.
• Own the development of annual and market-specific marketing plans, including target audiences, channel strategy,content,budgets, timelines, and measurable performance goals.
• AdviseVBC executive leadership on patient,member, and provider communication strategy, market positioning, brand development, and emerging opportunities.
• Balance long-term strategic planning with rapid execution in a dynamic, growth-oriented healthcare environment.

Patient,Member, and Provider Outreach

• Lead patient and health plan member outreach strategies across SMS, email, telephone, direct mail, digital advertising, web, in-app, and other approved channels.
• Develop audience segmentation strategies, communication journeys, outreach cadence, calls to action, and re-engagement strategies designed to improve activation, enrollment,digital clinic appointment completion, and sustained participation.
• Ensure communications are understandable, accessible, culturally appropriate, and responsive to the needs of diverse populations and varying levels of health literacy.
• Partner with legal,compliance, and technical team members to ensure patient and healthcare consumer communications are fully compliant to all relevant regulated communication parameters and best practices.
• Partner withVBCoperations and care teams to align marketing communications with the actual patient experience, available services, staffing capacity, and follow-up workflows.
• Partner with VBC operations and network management to align marketing communications and collateral with program goals.
• Continuously improve outreach effectiveness through testing, performance analysis, memberand provider feedback, and operational learning.
• Lead product marketing for healthcare services and technology-enabled VBC offerings, with particular emphasis on digital patient engagement and virtual care solutions.
• Develop clear value propositions, positioning, messaging frameworks, launch plans, sales enablement materials, and patient-facingand provider-facing content for new and existing products.
  
  Collaborate with existing creative assets (or develop strategies to accessadditionalassets if necessary) to proactively plan creative content or communication needs for on-time delivery.
• Partner with product, clinical, operational, and network leaders to understand product capabilities,identifydifferentiators, and convert complex functionality into meaningful patient, provider, payer, and employer benefits.
• Guidego-to-market planning for new capabilities, markets, payer relationships, and program expansions.
• Maintain consistency across product naming, brand architecture, websites, digital experiences, collateral, and campaign content.

Campaign Execution & Creative Oversight

• Lead the end-to-end development and execution, through collaboration with technical development teams,of…