VP, Consumer-Directed Healthcare Sales & Strategy

Capital Community Bank is launching a full-spectrum Health Savings Account (HSA), Flexible Spending Account (FSA), Health Reimbursement Arrangement (HRA), and wellness benefits program. To drive this expansion, the Bank is seeking a dynamic, highly experienced leader to build and run the entire Consumer-Directed Healthcare (CDH) business line.

This is a leadership role with full P&L accountability, not a single-function seat. The right leader owns the strategy, go-to-market, vendor relationship, team, budget, and numbers. The role will set direction for the program, build the sales engine that fuels it, and operate the cross-functional team—vendor coordination, sales & marketing, and reporting.

• Program Strategy & General Management (20%)
  • Own the CDH/HSA business line and collaborate with Bank leadership on strategic direction, annual operating plan, and multi-year roadmap.
  • Shape product, pricing, and positioning—including rate-card strategy, fee structure, and competitive value proposition.
  • Translate the Bank’s deposit and margin economics into a go-to-market strategy and balance growth, profitability, and risk.
  • Assist in recruiting and building the broader CDH team, including the 1099 agent network.
  • Deliver regular reporting on deposit growth, revenue projections, expense and margin performance, pipeline, and competitive intelligence.
• Sales Leadership & Team Management (50%)
  • Recruit, onboard, train, and manage a national network of 1099 independent sales agents (target: 4–8 agents within the first 12 months).
  • Set sales strategy, performance expectations, KPIs, and activity metrics; conduct ongoing pipeline reviews and performance coaching.
  • Develop and implement the HSA Sales Playbook, including value propositions, competitive positioning, objection handling, and broker/employer presentation materials.
  • Personally develop and close employer group, broker channel, and TPA relationships, particularly in the Mountain region.
  • Represent the Bank at industry conferences, benefits trade shows, and broker association events.
  • Negotiate and execute client and channel partner agreements in coordination with Bank leadership and counsel.
  • Partner with external recruiters and other resources to identify and vet 1099 sales candidates.
• Operations, Vendor Management, Marketing & Compliance (30%)
  • Manage the relationship with the bank's CDH solution provider—software, onboarding, call‑center service—ensuring implementation, onboarding workflows, broker‑portal configuration, service levels, and escalations.
  • Collaborate with Marketing and the solution provider to develop and refine program branding, collateral, broker kits, and digital marketing campaigns.
  • Coordinate across Bank functions—compliance, risk management, deposit operations, and finance—to ensure program operations meet UDAAP, BSA/AML, KYC/CIP, and IRC §223 regulations.
  • Manage the CDH/HSA program’s budget, including 1099 agent compensation, marketing spend, CRM tools, and travel.

• Required
  • 8–10+ years of progressive experience in consumer‑directed healthcare (HSA, FSA, HRA), employee benefits, health plan administration, or TPA/custodian services, including sales or business function leadership.
  • Demonstrated track record of building and running a business line, sales organization, or P&L—ideally creating something new in the benefits or financial services space.
  • Experience building and managing independent or distributed sales forces.
  • Deep knowledge of HSA and other CDH regulatory requirements (IRC Section
    223, HDHP rules, contribution limits, ERISA).
  • Experience selling through broker/consultant distribution channels; established relationships with benefits brokers, TPAs, health plans, or PEOs preferred.
  • Strong understanding of bank deposit products, net interest margin economics, and competitive positioning in the HSA custodian market.
  • Proven ability to develop go‑to‑market strategies, sales playbooks, compensation plans for new product launches, and manage vendor and partner relationships.
  • Comfort operating with broad scope and shifting priorities—moving between strategy, selling, and operations as needed.
  • Excellent public speaking,…