Vice President, Customer Experience & Engagement

Capital Blue Cross•Harrisburg, PA

6h•$170,870 - $321,920•Hybrid

About The Position

This is an enterprise-wide leadership role created to transform how Capital & its subsidiaries engage with the people and organizations that depend on us. Reporting to the Chief Marketing and Experience Officer, this VP of CX/ME will build and lead the function from the inside out — establishing strategy, governance, capability, and culture for best-in-class customer engagement and experience.

Requirements

Bachelor’s degree in Business, Marketing, Human-Centered Design, Psychology, Behavioral Science, or a related field or additional related work experience.
Minimum of 10+ years of progressive experience in customer experience, health engagement, marketing, or related disciplines, with experience at a senior leadership level.
Deep expertise in CX/MX methodology, including journey mapping and human-centered design.
Proven ability to influence at the executive level and drive change across matrixed organizational structures without direct authority.
Strong command of CX/MX technology and data platforms, including CRM and AI-enabled service channels.
Able to set a compelling long-term direction while building the processes and accountability structures to execute it.
Genuinely motivated by improving the lives of the members we serve — and skilled at translating that motivation into organizational systems and behaviors that hold up under operational pressure.
Understands that improving health outcomes requires meeting people where they are — designing for the full range of health literacy, life circumstance, and cultural context represented in our membership.
A team builder who creates followership across functions and levels — without relying on hierarchy or authority to drive alignment.
Comfortable with ambiguity and energized by the opportunity to build — not just manage — a function.

Nice To Haves

Experience in health insurance, managed care, healthcare services, or population health — with working knowledge of CAHPS, HEDIS, CMS Star Ratings, and health engagement metrics.
Familiarity with multi-market and multicultural member populations.
Familiarity with behavioral economics or health behavior change frameworks as applied to member engagement.
Certification in CX/MX methodology (CCXP or equivalent) or design thinking

Responsibilities

Develop and own an enterprise CX strategy aligned to overall business goals and differentiated from competitors across Capital’s experience stakeholders—members, employer groups, producers (brokers/consultants), providers, and employees.
Establish a shared CX vision and framework that creates consistency across business units while honoring market-specific contexts, including various commercial and government segments.
Serve as an executive-level champion for the customer perspective in business planning, product development, operational design, and clinical program strategy.
Lead a cross-functional CX governance structure, including executive stakeholder alignment, steering committees, center of excellence, and accountability frameworks.
Effectively partner with IT&D, Operations, Healthcare Delivery, Sales and Product, and Government Programs to continually improve end-to-end customer journeys and reduce friction across key interactions.
Lead the design of experiences that reflect the reality that most member interactions are connected to health — getting care, managing a condition, navigating a care transition, or working toward better well-being. Ensure those interactions are designed with that context in mind, not just as transactional service moments.
Partner with Clinical, Medical Management, Population Health, and Pharmacy teams to design engagement strategies for members managing chronic conditions or complex care needs — ensuring that the experience of being supported feels proactive, personal, and connected.
Develop experience models that move members from passive coverage-holders to active participants in their own health — leveraging data, behavioral science, and community connection to drive meaningful engagement.
Identify and redesign the friction points that occur when members move between care settings, coverage changes, or life stages — moments where disengagement is most likely and the cost of failure is highest.
Partner with IT&D to co-lead the human-centered design of end-to-end member, customer, and provider journeys across digital and non-digital channels — prioritizing the highest-impact moments across the full arc of a member’s health and coverage experience.
Partner with Product, Technology, Operations, and Clinical teams to translate journey insights into concrete improvements in processes, platforms, and policies.
Design specific interventions for critical milestones — enrollment, first use of benefits, a significant diagnosis, care completion, renewal — to reduce friction and increase both loyalty and health engagement.
Champion the application of AI and automation to reduce friction and surface timely, relevant health support — while ensuring that human connection remains accessible and high-quality for members who need it most.
AI for predictive personalization, ensuring members receive the right support — whether that’s a service resolution, a care reminder, or a connection to a community resource — before a breakdown occurs.
Partner on the implementation of AI-enabled service channels, including intelligent routing and advanced self-service tools, calibrated to the sensitivity of healthcare interactions—while understanding Capital’s values of keeping the human being, and human connection, in the center of all that we do.
Support omnichannel engagement strategies that improve understanding, ease of use, and satisfaction for members, producers, and providers.
Lead the overarching strategy for CRM and outbound communications throughout the member relationship — spanning service moments, care milestones, condition management touchpoints, and well-being programming.
Partner with Brand and Communications to ensure a unified external narrative and brand experience across all member touchpoints — one that reflects our identity as a community-focused health plan not just an insurance company.
Develop communication cadences that anticipate member needs — particularly at key health and coverage moments — moving beyond reactive service to proactive relationship building that supports better health decisions.
Build and maintain a high-performing CX/MX function from the ground up: recruit, develop, and retain top-tier talent across journey design, CRM, health engagement, insights and analytics, and CX program management.
Develop enterprise CX/MX training programs and competency models that embed member-centric, health-outcome-oriented thinking across business units, call centers, and clinical teams.
Partner with Human Resources to connect CX/MX outcomes — including health engagement and activation metrics — to performance management, recognition, and culture programs.
Oversee the generation and integration of actionable insights to inform brand strategy, customer segmentation, performance measurement, and continuous learning.
Partner with field and marketing teams to enhance coordination, consistency, and impact of customer interactions.
Synthesize insights into clear narratives that drive strategic decisions across business units and functions.
Drive excellence in innovation through partnership with IT&D, Product, Healthcare Delivery, Sales, and Brand.
Define needs in the customer engagement model to enable omnichannel, personalized experience.
Act as a translator between BU needs and AI use case requirements, ensuring capabilities reflect real-world needs.
Lead adoption of advanced digital tools, data platforms, and customer journey design practices to enhance engagement effectiveness.
Demonstrate a proven track record in leveraging AI and analytics to drive business outcomes.
Lead enterprise Voice of the Customer, satisfaction measurement, and market research programs.
Analyze and interpret data using advanced quantitative and qualitative methods and translate insights into actionable recommendations for enhancing user experience.
Effectively communicate insights in a timely manner across the organization to build knowledge, elicit support, and drive improvement and innovation.
Mentor and guide junior researchers and designers and foster a culture of continuous learning and knowledge sharing within the user experience design team.
Monitor industry trends and advancements in user experience research methodologies and incorporate innovative techniques to maintain a competitive edge in the market.
Oversee the B2C marketing team to develop and execute an integrated marketing plan for Government Programs segments (Medicare Advantage, Medicare Supplement, Individual, and CHIP) that is aligned with enterprise growth/retention, clinical, experience and retention priorities.
Oversee customer engagement for these lines of business ensuring support for enterprise goals regarding STARs, HEDIS/gaps in care, and customer satisfaction.
Guide marketing and engagement strategies across the full Medicare lifecycle, including Annual Enrollment Period (AEP), onboarding, retention, and ongoing engagement.
Ensure all Medicare communications and marketing activities comply with CMS and regulatory requirements.
Partner with Medicare Product, Sales, Compliance, and Operations leaders to drive sustainable growth and strong member experiences.
Oversee agency and vendor relationships to ensure high-quality execution, fiscal responsibility, and strong return on investment.