AVP, H&W Lifecycle Marketing

Role Summary/Purpose:

The AVP, H&W Lifecycle Marketing is responsible for developing and delivering B2C marketing programs that drive customer engagement, industry awareness, and promotes new capabilities and partners.  This role will own select campaigns end-to-end such as email capture, financial education, and brand engagement —and ensures operational readiness by serving as the primary point of contact for the Customer Service team. The AVP partners cross-functionally (e.g., Marketing, Product, Industry and Partner Marketing leaders, Brand, Analytics, Compliance, Legal, and Operations) to ensure campaigns are aligned with business priorities, compliant, and executed with a high-quality customer experience.

Essential Responsibilities:

• Develop and execute campaign strategies that drive awareness and engagement with our industries, partners and product capabilities.  (What’s New program, Market Spotlight, Well U blog promotion, etc.)

• Deliver execution and optimization of recognition campaigns: develop channel specific communications through to execution, measure performance and optimize. 

• Partner with broader marketing team to support Go-to-Market for larger core programs, Integrated campaigns, and Brand Engagement campaigns. 

• Serve as the primary liaison to the Customer Service team: ensure timely awareness of marketing programs, provide enablement materials (talk tracks, FAQs, offer details, eligibility criteria, redemption steps), and partner on issue resolution related to marketing programs. 

• Manage overall Lifecycle marketing calendar to ensure all programs are captured and key information is accurate.

• Partner with COE to represent Lifecycle Marketing in the review and approval of required documents and customer communications related to changes in terms, new disclosures, etc.  

• Ensure compliance and risk management: coordinate with Legal and Compliance to meet regulatory requirements and internal policies; confirm disclosures, terms, and customer communications are accurate and approved.

• Manage agency and vendor relationships as applicable: develop briefs, evaluate creative and media proposals, oversee deliverables, and manage budgets to maximize ROI.

• Additional business-critical needs:  Lead and own additional programs/projects as business needs require, with clear outcomes, timelines, and stakeholder alignment.

Qualifications/Requirements:

• Bachelor's degree OR in lieu of degree, a high school diploma and 5+ years of experience in credit card, financial services or health and wellness marketing.

• A minimum of 5 years of professional work experience PLUS 3 years of marketing campaign execution.

• Campaign strategy and execution: ability to translate business priorities into integrated campaign strategies and clear execution roadmaps.

• Campaign excellence: strong creative judgment, messaging discipline, and operational rigor across planning, production, QA, and deployment.

• Cross-functional influence: proven ability to align stakeholders without direct authority and drive decisions in ambiguous environments.

• Customer experience mindset: ability to anticipate customer questions and friction points; ensure campaigns are clear, consistent, and supportable.

• Analytical fluency: ability to define KPIs, interpret results, and make data-driven recommendations to optimize performance.

• Operational partnership: strong collaboration with Call Center teams, including readiness planning, escalation management, and continuous improvement.

• Communication and executive presence: clear, concise storytelling for senior audiences; strong writing and presentation skills.

• Ability and flexibility to travel for business as required

Desired Characteristics:

• Experience in healthcare and financial services preferred

• Exceptional leadership, communication, and stakeholder management skills

• Ability to analyze data, identify key trends and opportunities and develop improvement opportunities

• Self-motivated, creative, strong initiative, and flexible 

• Strong process and project management skills with successful experience influencing and working cross-functionally

• Able to work in a fast-paced environment and manage multiple projects

• Strong communication skills needed to exchange complex information

• Demonstrates exceptional attention to detail, ensuring accuracy, consistency, and high-quality execution acros