Note: The job is a remote job and is open to candidates in USA. HealthEquity is dedicated to saving and improving lives by empowering healthcare consumers. The Vice President, B2B Marketing will lead the enterprise B2B marketing strategy focusing on revenue growth and supporting the sales organization through modern marketing tools and AI-driven strategies.
Responsibilities
- Lead the development and execution of an AI-first B2B marketing strategy designed to accelerate revenue growth, market adoption, and pipeline generation
- Drive the modernization of marketing operations through AI-enabled workflows, automation, predictive analytics, intelligent segmentation, and personalized campaign orchestration
- Identify and implement emerging AI technologies and modern martech capabilities to improve efficiency, scalability, and marketing effectiveness
- Deliver AI-driven insights, dashboards, forecasting, and performance reporting to the CMO and executive leadership team
- Build modern marketing workflows that reduce manual processes and improve speed-to-market across campaign execution, reporting, and digital experiences
- Own and drive marketing-sourced and marketing-influenced pipeline growth across enterprise and partner channels
- Partner closely with Revenue Operations and Sales leadership to optimize funnel performance, lead conversion, attribution modeling, and pipeline forecasting
- Establish KPIs and performance metrics aligned to revenue outcomes, customer acquisition, and market expansion
- Accelerate qualified lead generation, improve win rates, and increase revenue contribution through both new logo acquisition and cross-sell opportunities
- Lead the evolution of HealthEquity’s modern ABM strategy leveraging AI-powered targeting, personalization, and account orchestration
- Partner with Sales and Revenue Operations to align account prioritization, engagement strategies, and pipeline acceleration initiatives
- Develop scalable multi-channel programs targeting employers, consultants, brokers, partners, and other key B2B stakeholders
- Oversee enterprise demand generation strategy across paid, earned, owned, and partner channels
- Lead digital performance marketing efforts including SEO, SEM, paid media, website optimization, analytics, conversion strategy, and digital customer acquisition
- Drive integrated omni-channel campaigns focused on measurable pipeline and revenue impact
- Continuously optimize marketing performance through experimentation, analytics, AI-driven insights, and customer behavior data
- Drive GEO visibility for HealthEquity
- Lead the strategy, development, and optimization of HealthEquity’s public website as a core demand generation and customer engagement platform
- Drive rapid digital innovation initiatives, including AI-enabled website development, personalization, and optimization capabilities
- Partner cross-functionally to build scalable digital experiences that support business growth and customer acquisition objectives
- Lead teams responsible for content marketing, thought leadership, sales enablement, and partner marketing
- Define and evolve HealthEquity’s B2B value proposition and messaging framework across key buyer and influencer audiences
- Develop compelling thought leadership, customer storytelling, campaign content, and sales enablement materials
- Support go-to-market strategies for new products, capabilities, and service enhancements
- Lead strategy and execution for trade shows, customer events, executive forums, webinars, and owned events
- Represent HealthEquity externally through speaking engagements, industry events, webinars, social media, and thought leadership opportunities
- Strengthen HealthEquity’s market presence and influence within the employer-offered benefits ecosystem
- Recruit, retain, coach, and develop high-performing B2B marketing leaders and teams
- Foster a collaborative and inclusive environment that encourages innovation, accountability, and continuous learning
- Develop organizational capabilities in AI-enabled marketing practices, modern demand generation, and digital-first customer engagement
Skills
- Bachelor's degree in any discipline
- 15+ years marketing experience; including 10+ years B2B or B2B2B marketing in complex, multi-buyer ecosystems
- Progressive history of professional advancement, including 5 – 7 years' experience leading teams of teams
- Deep expertise in AI-enabled marketing technologies, marketing automation, and modern martech ecosystems
- Strong understanding of ABM platforms, CRM systems, attribution models, customer analytics, and funnel optimization
- Proven ability to build scalable, digital-first marketing organizations and workflows
- Strong executive presence with exceptional verbal, written, presentation, and influencing skills
- Demonstrated ability to lead through ambiguity, transformation, and rapid organizational growth
- Experience developing breakthrough marketing programs from strategy through execution and adoption
- Strong analytical and data-driven decision-making capabilities
- Experience leading omni-channel campaigns leveraging paid, earned, owned, affiliate, event, and partner channels
- Ability to influence technical roadmaps and partner effectively with Product, Technology, Revenue Operations, and Sales teams
- Proficiency with modern marketing and business platforms such as Salesforce, 6sense, Outreach, marketing automation tools, analytics platforms, and AI-enabled martech solutions
- Strong operational mindset with a focus on automation, efficiency, scalability, and measurable business impact
- 5+ years' experience in company benefits; healthcare, commuting or retirement preferred
- Experience participating in a digital sales transformation, preferably in a leadership capacity
Benefits
- Performance-based incentives
- Restricted stock units as part of the total compensation package
- Medical, dental, and vision
- HSA contribution and match
- Dependent care FSA match
- Uncapped paid time off
- Paid parental leave
- 401(k) match
- Personal and healthcare financial literacy programs
- Ongoing educationtuitionassistance
- Gym and fitness reimbursement
- Wellness program incentives
- HealthEquity covers all required travel and accommodations for onboarding training
- HealthEquity is committed to providing reasonable accommodations to team members with qualifying disabilities
Company Overview