Associate Vice President- Brand, Sponsorship and Experiential Marketing

Humana • Tampa, FL

2d • Hybrid

About The Position

Humana is seeking an AVP of Brand, Sponsorship and Experiential Strategy to define and advance Humana’s brand strategies and ensure its expression through best in class advertising, sponsorships, and experiential marketing. This role is responsible for shaping how our brands show up in market—grounded in customer insight, differentiated positioning, and creative excellence—while establishing the governance, processes, and measurement needed to maximize enterprise impact. This position resides within the Enterprise Marketing team, part of the broader Enterprise Growth organization, and works in close partnership with Business Leaders, Consumer Insights & Analytics, Lifecycle Marketing, Marketing Operations, Enterprise Media, and Marketing Data & Technology, as well as internal and external creative, advertising and media agencies.

Requirements

• Bachelor’s degree in Marketing, Business Strategy, or a related field
• 15+ years of progressive experience in brand strategy, advertising, and integrated marketing, ideally within insurance, healthcare, or other regulated industries
• 3+ years in a senior role leading brand strategy for a large enterprise, including responsibility for translating customer insights into differentiated positioning, campaigns, and integrated marketing plans
• Proven ability to own and lead the full brand strategy lifecycle—overseeing research and testing, defining strategic frameworks, designing breakthrough campaigns and messaging platforms, and guiding activation across channels and teams
• Proven experience designing and managing large‑scale sponsorships and experiential marketing programs
• Ability to work cross-functionally, engaging with multiple stakeholders and senior leaders
• Experience establishing governance, processes, and measurement frameworks across complex organizations
• 5+ years of experience leading and developing teams, with demonstrated success building high‑performing, collaborative marketing organizations
• Strong executive presence with the ability to influence and collaborate at all levels

Nice To Haves

• Master’s degree or certification in Marketing Strategy, Business Administration, or Healthcare
• Experience working in agile or transformation‑oriented environments
• Prior experience leading brand strategy within healthcare, insurance, or another regulated environment, demonstrating the ability to deliver breakthrough work while navigating regulatory requirements

Responsibilities

• Lead the strategic development of Humana’s insurance brands across lines of business (e.g., Medicare Advantage, Medicaid, Reliance, CarePlus, etc.) informed by customer research, testing, and data-driven insights
• Translate insights into breakthrough campaigns, messaging platforms, and brand narratives that drive awareness, affinity, and business results in a regulated environment
• Partner with internal teams (e.g., Consumer Insights, Creative & Content) and external creative/ad agencies to define and evolve brand visual style, creative standards, and storytelling approaches across channels
• Collaborate closely with media teams and agencies to build robust, integrated advertising plans that effectively bring brand strategy to life
• Work with internal partners (e.g., Customer Lifecycle Marketing team) to shape go-to-market strategies that align brand vision with business priorities and market needs
• Establish and steward clear brand positioning, guidelines, and artifacts to ensure consistency and quality across all touchpoints
• Determine KPIs to track and measure success
• Develop Humana’s overall approach to sponsorships, partnerships and strategic alliances, ensuring enterprise adoption and adherence to the strategy
• Leverage key sponsorships as strategic expressions of Humana’s brands — designed to reinforce brand positioning, deepen engagement, and create meaningful, differentiated experiences
• Working with Legal and cross-functional business partners, lead negotiations with new and existing partners/sponsors to ensure long-term strategic alignment between parties
• Consult on and activate strategic alliances that help Humana achieve specific business goals (e.g., USAA)
• Establish enterprise-wide processes and governance for Humana’s sponsorships portfolio, including clear criteria for selection, activation frameworks, and measurement models
• Oversee the strategic design and execution of experiential marketing initiatives that translate brand strategy into compelling, human-centered experiences
• Partner cross-functionally to ensure sponsorship and experiential activations are fully integrated with broader marketing, media, and go-to-market efforts, ensuring a 360-degree approach
• Working with Consumer Data, Insights and Analytics, develop robust measurement plan to ensure activations deliver on business metrics
• Partner with analytics teams to assess brand health and campaign performance, using insights to inform ongoing optimization and future strategy
• Serve as a trusted advisor to executive leadership on brand performance, market differentiation, and opportunities to strengthen Humana’s presence through brand expression and experiences
• Evaluate and manage relationships with external agencies, partners, and vendors to ensure high‑quality execution and strong brand impact
• Lead, mentor, and inspire high‑performing teams, fostering a culture of strategic thinking, collaboration, creativity, and continuous improvement
• Ensure Humana Insurance brands are clearly differentiated, customer‑centric, and consistently expressed—driving engagement, trust, and long‑term growth

Benefits

• medical
• dental
• vision benefits
• 401(k) retirement savings plan
• time off (including paid time off, company and personal holidays, volunteer time off, paid parental and caregiver leave)
• short-term and long-term disability
• life insurance

What This Job Offers

• Job Type: Full-time
• Career Level: Director
• Number of Employees: 5,001-10,000 employees