Vice President, Brand

HealthPartners • Bloomington, MN

2d • Onsite

About The Position

HealthPartners is hiring a Vice President, Brand. The Vice President of Brand is a senior leader responsible for defining and advancing HealthPartners’ enterprise brand strategy. This role ensures the brand remains relevant, differentiated, and responsive to evolving market dynamics and consumer expectations. The VP will lead efforts to build a brand that strengthens trust, drives preference, and creates meaningful connection with consumers, purchasers, and the communities we serve. A core responsibility of this role is establishing and evolving HealthPartners’ brand architecture. This includes developing clear decision-making frameworks for brand changes, defining naming conventions, leading brand integration efforts, and creating a long-term roadmap that aligns brand structure with enterprise strategy and growth ambitions. The VP of Brand will oversee the development and execution of brand positioning, identity, and messaging. In close partnership with communications, marketing, and cross-functional stakeholders, including product, sales, and business leaders, this role ensures a consistent, compelling brand experience across all channels and touchpoints, both internally and externally. The VP will also set and govern brand standards, driving alignment and enabling teams across the organization to effectively bring the brand to life. As a strategic leader, the VP is accountable for monitoring brand health, identifying opportunities for improvement, and communicating performance and insights to senior leadership. Through strong leadership, strategic thinking, and team development, this role will continue to elevate HealthPartners’ brand presence and impact in the market. This position reports to the Executive Vice President, Chief Strategy and Growth Officer and leads a high-performing team of more than seventy colleagues, with four direct reports: Senior Director of Creative, Director of User Experience Design, Director of Digital Marketing and Consumer Content, and Director of Marketing.

Requirements

• Bachelor’s degree in business, marketing, communications, or social sciences.
• Ten (10) years of experience in brand development, marketing or brand strategy, brand consulting, or strategic planning.
• Strong leadership and team management skills, with an ability to guide and lead a diverse team.
• Excellent interpersonal skills, with the ability to build relationships and collaborate effectively with cross-functional and multidisciplinary teams.
• Excellent communication and presentation skills, with the ability to convey complex ideas to stakeholders at all levels of the organization.
• Robust business acumen, including domain-specific knowledge of the industry and the competitive landscape.
• Expertise in conducting data analysis, including the ability to identify, collect and analyze data from various sources to draw relevant insights about leading and lagging brand health metrics.
• Proficiency in applying market research, data analysis, and consumer insights to drive informed decisions.
• Proven ability to drive people, process, and technology change in a dynamic and complex operating environment.
• Superior project management skills, capable of managing multiple projects simultaneously using internal and agency resources.
• Strong ability to stay updated on the evolving marketing landscape, industry trends and best practices in branding and marketing.
• Exceptional strategic thinking and problem-solving abilities, with a keen eye for detail.
• Has demonstrated knowledge and experience with brand strategy planning and execution.
• Can balance logical strategic thinking with adaptive and fast-paced thinking in an ever-changing marketing landscape.
• Has a deep understanding of people and culture, while demonstrating an ability to translate customer insights into actionable brand marketing strategies.
• Can collaborate with diverse teams to articulate and transform brand strategies into execution.
• Can effectively manage multifaceted projects within a given period and budget.
• Can translate quantitative data into qualitative insights and effective strategies.

Nice To Haves

• Master’s degree in relevant field
• Fifteen (15+) or more years in brand development, marketing or brand strategy, brand consulting, or strategic planning
• Five (5+) or more years in the Health Care industry

Responsibilities

• Continuously gather insights to inform HealthPartners’ brand strategy and infuse into everything we Say, Do and how we Act.
• Partner with business and shared service leaders to ensure our colleagues behaviors (Act) and the solutions we offer our customers (Do) consistently support our brand promise.
• Collaborate with communications, marketing, and operations leaders to consistently and creatively express HealthPartners’ value proposition and brand promise (Say) in all internal and external communications.
• Lead a cross-functional brand craft within the communications and marketing division, inclusive of content, creative, user experience design, and media.
• Develop and articulate a comprehensive brand strategy that aligns with the organization’s goals, vision, and objectives.
• Define and socialize the brand’s unique value proposition, positioning, and differentiation internally and develop strategies to effectively communicate the brand’s positioning to target audiences.
• Create clear brand messaging guidelines that convey the brand’s positioning and story across all communications channels.
• Collaborate with market research teams or agencies to identify market trends, customer behaviors and opportunities for differentiation that enable the brand to stay relevant in a dynamic market.
• Define and develop brand architecture that clearly articulates the relationship between sub-brands and the corporate brand.
• Create brand architecture guidelines that outline brand naming conventions and rules for consolidating, retiring, or integrating existing or new sub-brands.
• Ensure these guidelines align with the overall brand strategy.
• Develop strategies and plans for integrating brands during mergers or acquisitions.
• Collaborate with market research teams to understand customer preferences to ensure brand architecture resonates with target audiences.
• Educate global marketing teams, product teams and other important stakeholders about brand architecture and guidelines to ensure consistent understanding and implementation throughout the organization.
• Collaborate with external agencies and partners to execute brand-related projects.
• Form partnerships with internal stakeholders from creative and other teams to provide strategic guidance on expressing the brand creatively and cohesively in all visual and content assets such as graphics, advertisements, packaging, and social media.
• Contribute to thought leadership that demonstrates the organization’s point of view on brand, customer experience, and emerging trends.
• Lead the creation and internal socialization of comprehensive brand guidelines including brand narrative, visual identity, verbal identity, and tone of voice across global marketing teams, CX teams and cross-functional partners such as product development and sales.
• Partner with the creative team or an agency to develop digital assets such as templates, logos, email signatures, typography, and imagery repositories in alignment with brand guidelines.
• Provide continuous training and resources to internal teams to help them understand the brand guidelines and implement them effectively in their day-to-day work.
• Develop and maintain mechanisms that ensure continuous brand compliance throughout the organization.
• Collaborate cross-functionally to ensure new products, services or brands align with the overall brand strategy and brand architecture.
• Develop initiatives, programs and communications that continuously champion and reinforce the brand’s purpose internally and ensure employee understanding and engagement.
• Establish clear and measurable objectives for brand health, aligning them with broader business goals.
• Define key performance indicators (KPIs) and other metrics to measure the effectiveness of brand strategy and to assess brand health and continuously optimize brand strategy as needed.
• Establish a cadence to communicate brand health findings, progress, and areas of improvement to marketing and non-marketing leaders.

What This Job Offers

• Job Type: Full-time
• Career Level: Senior