AVP, Marketing & Planning

Alignment Health

About The Position

Alignment Health is breaking the mold in conventional health care, committed to serving seniors and those who need it most: the chronically ill and frail. It takes an entire team of passionate and caring people, united in our mission to put the senior first. We have built a team of talented and experienced people who are passionate about transforming the lives of the seniors we serve. In this fast-growing company, you will find ample room for growth and innovation alongside the Alignment Health community. Working at Alignment Health provides an opportunity to do work that really matters, not only changing lives but saving them. Together. The Assistant Vice President (AVP), Marketing & Planning provides enterprise level leadership over Alignment Health’s marketing strategy across all markets. Reporting to the VP of Medicare, this role sets multi year strategic direction, drives brand growth, and leads cross functional execution to support member acquisition, retention, and market expansion. The AVP oversees integrated marketing efforts across digital, print, broadcast, events, and community engagement, ensuring all initiatives align with corporate goals, CMS compliance, and market dynamics. The AVP leads a team of Directors and Senior Managers, influences enterprise decision making, manages substantial budgets, and serves as a strategic partner to senior leadership, including Sales, Product, Clinical, IT, and Market Presidents. This role bridges strategy and execution to deliver measurable ROI, enhance brand equity, and support Alignment’s mission to transform health care for seniors.

Requirements

10+ years in marketing leadership roles, with at least 5 years leading large teams or multi‑market functions.
Proven experience developing enterprise marketing strategies within healthcare or highly regulated industries.
Demonstrated ability to influence senior executives and shape enterprise decisions.
Bachelor’s degree required; equivalent combination of education and relevant experience may be considered in lieu of a degree.
Proficiency in digital marketing, CRM systems, analytics tools, and marketing automation platforms.

Nice To Haves

Prior Medicare Advantage experience strongly preferred.
Master’s degree (MBA, MHA, MPH) preferred

Responsibilities

Enterprise Strategy & Leadership Develop and own the enterprise marketing strategy, including annual plans, multi year roadmaps, and market segmentation. Partner with executive leadership to align marketing priorities with corporate growth targets and market expansion strategies. Sponsor enterprise initiatives such as brand repositioning, multichannel acquisition programs, and market-specific ethnic and cultural strategies.
Functional Leadership & Team Development Lead and develop a team of Directors, Senior Managers, and cross functional marketing leads. Build organizational capability in digital, performance, content, and field marketing. Drive culture, accountability, and leadership development across the marketing function.
Marketing & Growth Strategy Direct integrated marketing efforts across all channels: digital, print, broadcast, events, field marketing, and partnerships. Oversee brand governance and activation across markets, ensuring consistency and alignment with corporate messaging. Lead enterprise customer acquisition and retention strategy, ensuring alignment to market-specific MA trends.
Data-Driven Decision Making Oversee consumer insights, market research, analytics, and campaign optimization. Drive an ROI-based decision model for marketing investments, using data to refine strategy.
Regulatory & Compliance Leadership Ensure all marketing activities adhere to CMS Medicare Marketing Guidelines. Partner with Legal, Compliance, and Product on regulatory reviews, audits, and risk mitigation.
Budget & Financial Stewardship Manage and optimize multi million dollar marketing budgets. Forecast spending, evaluate ROI, and prioritize investments to maximize business impact. Contribute to enterprise P&L discussions through market insights and growth projections.
Market Insight & Competitive Intelligence Maintain deep knowledge of competitive MA market dynamics in all Alignment markets. Identify emerging trends and translate insights into actionable strategies.
Executive Communication & Representation Present strategies, results, insights, and recommendations to senior leadership and board-level stakeholders. Serve as Alignment’s marketing representative to external agencies, partners, brokers, and key market influencers.
Other duties and projects not listed above
Oversees assigned staff. Responsibilities include: recruiting, selecting, orienting, and training employees; assigning workload; planning, monitoring, and appraising job results; and coaching, counseling, and performance management.