Growth & eCommerce Mktg Dir

HealthEquity•Remote,

3d•$137,500 - $182,000•Remote

About The Position

This role leads HealthEquity’s paid media acquisition strategy and digital growth engine across search, social, programmatic, and related performance channels. This role is accountable for driving measurable consumer acquisition, efficient account growth, and improved conversion across HealthEquity’s direct-to-consumer digital journeys and ecommerce marketplace offerings. This leader brings together performance marketing, paid media strategy, eCommerce conversion, audience targeting, creative testing, analytics, and cross-functional execution to improve the full acquisition funnel. The role partners closely with Product Marketing, Lifecycle Marketing, Product, Analytics, MarTech, Creative, Compliance, Legal, Sales, and Technology teams to scale compliant, efficient, and customer-friendly growth programs that support HealthEquity’s mission to connect health and wealth. Success in this role requires a strategic, hands-on growth leader who can balance channel expertise with strong commercial discipline. The ideal candidate is highly analytical, customer obsessed, performance-driven, and comfortable operating in a regulated environment. This leader translates business goals into paid media strategies, builds disciplined test-and-learn programs, improves conversion economics, and leads teams, agencies, and cross-functional partners with clarity, accountability, collaboration, and urgency.

Requirements

Bachelor’s degree in marketing, business, digital commerce, analytics, communications, or a related field; equivalent practical experience will also be considered.
10+ years of progressive experience in paid media, performance marketing, growth marketing, eCommerce, online acquisition, or related consumer marketing roles.
Proven experience leading paid media acquisition strategies that improve traffic quality, conversion rates, customer acquisition, CAC, ROAS, revenue, and measurable business outcomes.
Experience managing full-funnel digital campaigns, including planning, execution, QA, measurement, attribution, optimization, and executive reporting.
Experience operating in a regulated industry such as financial services, healthcare, insurance, benefits, fintech, or related consumer services is preferred.
Deep expertise across paid search, paid social, programmatic display, video, retargeting, affiliate, audience strategy, landing page strategy, web analytics, and conversion optimization.
Experience with digital marketing and analytics platforms such as Google Ads, Microsoft Ads, Meta Ads, LinkedIn Ads, DSPs, Google Analytics, tag management tools, and A/B testing platforms.
Strong analytical capability with the ability to interpret funnel data, attribution, paid media performance, customer behavior, and financial outcomes to make clear recommendations.
Demonstrated success working cross-functionally with Product, Technology, Analytics, Creative, Brand, Compliance, Legal, and Sales teams.
Strong leadership skills with experience managing people, agencies, vendors, budgets, priorities, and complex paid media initiatives.
Excellent communication and executive storytelling skills, with the ability to simplify complex acquisition performance insights into clear decisions and next steps.
Customer-first mindset with a passion for improving digital experiences, reducing friction, and helping consumers make confident decisions.
Ability to adapt quickly in a fast-moving environment, balance competing priorities, and drive accountability across teams.
Collaborative leadership style grounded in ownership, trust, curiosity, continuous improvement, and meaningful business impact.

Nice To Haves

Preferred certifications may include Google Ads, Google Analytics, or other relevant digital marketing, eCommerce, or analytics.

Responsibilities

Lead HealthEquity’s growth and eCommerce marketing strategy, with primary accountability for paid media acquisition across search, social, programmatic, display, video, and emerging performance channels.
Own acquisition performance across paid search, paid social, programmatic media, retargeting, affiliate, and related digital channels, with clear accountability for traffic quality, conversion performance, and measurable business impact.
Develop and execute full-funnel paid media strategies to drive qualified traffic, account openings, funded accounts, product adoption, and measurable revenue growth.
Manage channel mix, audience strategy, bidding approaches, budget allocation, creative testing, landing page alignment, and performance optimization across paid media programs.
Build and manage a disciplined testing roadmap across campaigns, audiences, offers, creative, messaging, landing pages, and funnel experiences.
Translate customer insights, audience data, funnel analytics, attribution reporting, and market trends into actionable paid media growth opportunities and investment recommendations.
Oversee campaign planning, execution, quality assurance, measurement, and optimization to improve efficiency, conversion, CAC, ROAS, funded account rate, and overall business impact.
Improve online conversion paths for prospective members by simplifying decision journeys, reducing friction, and aligning media, messaging, and landing page experiences.
Establish performance dashboards, operating rhythms, and executive-ready reporting to communicate results, insights, risks, and recommendations.
Use analytics, attribution, experimentation, customer behavior insights, and financial outcomes to inform channel performance, prioritization, and optimization decisions.
Manage agency, vendor, platform, and budget relationships tied to paid media, eCommerce performance, analytics, attribution, and optimization.
Make data-informed recommendations on media investment, channel prioritization, vendor performance, and budget allocation to improve acquisition efficiency and business outcomes.
Partner with internal teams and external partners to ensure campaigns are compliant, brand-aligned, customer-friendly, and operationally disciplined.
Coach, develop, and lead team members and cross-functional partners with a collaborative, accountable, and continuous-improvement mindset.
Influence priorities across Product Marketing, Lifecycle Marketing, Product, Analytics, MarTech, Creative, Compliance, Legal, Sales, and Technology to align acquisition strategies with broader business objectives.
Support adoption of AI-assisted marketing workflows, creative testing, audience development, personalization capabilities, and modern paid media practices.
Stay current on paid media, privacy, measurement, eCommerce, analytics, and regulatory trends that affect consumer acquisition and online experiences.
Other duties as assigned.