Senior Director - Marketing & Engagement ACA

The Senior Director, Marketing & Engagement ACA is one of the most strategically consequential roles in GuideWell's Communications, Marketing & Customer Experience (CMX) department. Reporting to the VP, Enterprise Marketing & Acquisition, this leader carries a dual mandate: owning the strategy and execution of GuideWell's acquisition marketing program, and serving as the standing representative of the entire CMX department to GuideWell's Government ACA segment.

This second dimension of the role is not a coordination function — it is a strategic leadership responsibility. The Senior Director, Marketing & Engagement ACA is the person in the room when ACA segment leaders are working through their biggest business challenges. They are expected to listen with the full breadth of CMX in mind: understanding not just what marketing can do, but what communications, customer experience, brand, and insights can contribute to the solution. They bring that perspective to ACA segment conversations fluently, credibly, and proactively — and then return to CMX to mobilize the right subject matter experts, provide context and strategic direction, and ensure the department delivers as one integrated function.

This model requires a leader who is genuinely fluent across all CMX disciplines — not a generalist who knows a little about everything, but a senior practitioner who understands each function deeply enough to ask the right questions, frame the right problems, and give SMEs what they need to do their best work. It also requires someone who can operate in the language of the business: conversant in segment strategy, competitive dynamics, growth targets, and operational realities, and trusted by segment leaders as a true partner rather than a service provider.

In parallel, this leader directly leads the ACA Acquisition Strategy & Planning function and oversees Creative & Communications Development, Campaign Execution & Operations, and Sales and Local Market Support — four disciplines that together determine whether GuideWell's marketing reaches the right people with the right message at the right moment.

Key Responsibilities: 
CMX Segment Integration & Enterprise Representation
•    Serve as the consistent, senior CMX presence in all segment leadership meetings, strategy sessions, and business planning forums — representing not just marketing, but the full Communications, Marketing & Customer Experience function.
•    Develop and maintain a deep, current understanding of each segment’s business strategy, competitive pressures, growth targets, operational challenges, and member or customer dynamics — well beyond what is needed to brief a campaign. Speak the language of the business as fluently as the segment leaders themselves.
•    Listen to segment challenges with the breadth of the full CMX capability set in mind — identifying where marketing, communications, customer experience, brand, and insights each have a role to play, and framing integrated solutions rather than single-discipline responses.
•    Translate segment business needs into clear, actionable briefs for CMX subject matter experts — providing the strategic context, business rationale, and high-level direction that allows each SME to do their best work without needing to attend every segment conversation.
•    Mobilize and orchestrate the right CMX experts — across Communications, Customer Experience, Brand, Insights, and Marketing — for each segment challenge, ensuring the department delivers as one integrated function rather than a collection of independent capabilities.
•    Maintain a real-time understanding of priorities, capacity, and ongoing work across CMX disciplines, so that segment commitments are made with full awareness of what the department can deliver and when.
•    Serve as the accountability owner for CMX’s commitments to each segment — tracking deliverables, managing expectations, escalating risks, and ensuring the department consistently follows through on what it promises.
•    Build and sustain trusted, peer-level relationships with segment leaders in Commercial, Government, and Health Services — positioning CMX as a strategic partner that earns a seat at the table because of the value it creates, not because of its organizational role.
•    Proactively bring CMX insight, intelligence, and capability to segments before they ask — identifying opportunities where communications strategy, customer experience improvement, brand investment, or deeper audience insight could accelerate a segment’s goals, and making the case for that investment.
•    Report back to the VP, Enterprise Marketing & Acquisition and the broader CMX leadership team on segment priorities, emerging needs, and strategic opportunities — ensuring the department is always forward-looking in how it aligns resources and capabilities to business needs