Vice President, Marketing Development & Growth

CHPW•Seattle, WA

4d•Hybrid

About The Position

The Vice President of Market Development & Growth leads the development, implementation and management of CHPW’s market development, marketing, and member engagement, retention, and growth strategies and activities. This role requires a strategic leader to drive market development and growth across all regions in Washington State, applying understanding of Medicaid, Medicare, and WA Health Benefits Exchange (ACA Marketplace) dynamics. The position is responsible for setting the overall strategic growth and marketing direction, working in partnership with CHPW and CHC leadership to determine priorities and strategies for shared growth. The goal is to maximize membership growth and retention through effective marketing and sales programs, including building brand identity, public relations, corporate messaging, and strengthening relationships with CHCs and community partners. The role involves developing annual Growth/Retention plans, translating objectives into integrated multi-media campaigns, and fostering relationships with CHCs, public agencies, and community-based organizations. Additionally, the VP will lead the development of the annual sales and marketing budget, sales/enrollment forecasts, and overall sales and marketing plans to achieve enrollment objectives, setting goals in partnership with the Executive Leadership Team. The role also includes managing the performance of relationship management and inside sales teams, ensuring resources are focused on high-performing outreach activities, and leading efforts to meet annual enrollment goals. Collaboration with key departments on relationship management, product planning, and new benefit enhancements is essential, potentially including leading the implementation of new benefits. A key responsibility is developing a competitive intelligence function to provide insights on market trends, competitor positioning, strategic partnerships, and product/benefit structures. The VP will oversee the company’s brand strategy and messaging, including executive and external communications, internal communications, member communications, and digital/non-digital marketing campaigns across owned channels. Ensuring compliance with regulations from Washington’s Health Care Authority, Office of Insurance Commissioner, and CMS regarding sales/marketing activities is critical. The role also involves establishing and integrating performance benchmarks, metrics, tracking, and analysis across all outreach/marketing activities, optimizing organizational results through performance analysis to support data-driven decisions and continuous improvement. Recommendations on data management/analytics tools are expected. The VP will lead performance management, talent acquisition, and management for the department's marketing, sales/enrollment, and product staff, ensuring alignment with the organization’s mission, vision, philosophies, values, goals, and strategic initiatives. Staff are expected to understand CHPW/CHC business objectives and how their work impacts these goals. Other duties may be assigned, and essential functions may be revised at the employer's discretion.

Requirements

Possess a bachelor’s degree in health care administration, Business, Sales and Marketing, related field, or equivalent combination of education and experience; or a master’s degree in business administration (MBA) (preferred).
Have experience with state and federal health care programs including Medicare and Medicaid (preferred), or a commercial health plan environment.
Have a minimum of ten (10) + years of progressively responsible experience in product development, marketing, and/or sales leadership roles in health insurance or similar highly regulated industry.
Have experience developing and managing teams, managing through others, and developing and managing cross-functional teams.
Possess a valid WA driver's license and automobile insurance with access to a reliable automobile.
Working knowledge of state and federal health care programs, including Medicaid, Medicare, and ACA marketplace dynamics , with awareness of CMS, state HCA, and Office of Insurance Commissioner requirements.
Advanced knowledge of product lifecycle management, particularly competitive intelligence methodologies and market assessment, to influence benefit design, network strategy, and market positioning.
Expertise in developing multi-channel sales and marketing strategies in healthcare, including community-based outreach, multi-media marketing, and CHC-aligned engagement models.
Skilled at translating enterprise strategic plans into strategic growth plans including measurable enrollment, retention, and brand-building initiatives
Advanced skills in developing and managing annual sales and marketing budgets, enrollment forecasts, and ROI-driven marketing investment strategies.
Skilled at communicating vision and results to executive leadership, boards, regulators, and community partners.
Demonstrated success leading through others, managing senior managers, and developing high-performing, cross-functional teams.
Ability to partner effectively with Operations, Clinical, Compliance, Finance, IT, and CHC leadership to align growth initiatives with operational readiness and regulatory requirements.
Ability to consistently achieve and exceed enrollment and retention targets through strategic planning, disciplined execution, and continuous improvement.
Ability to lead multiple, high-impact initiatives simultaneously while maintaining compliance, brand integrity, and stakeholder trust.
Ability to clearly articulate growth objectives and ensure alignment across teams so staff understand how their work supports organizational goals.
Ability to respond quickly to changing market conditions, policy shifts, and community needs while maintaining long-term strategic focus.
Ability to travel, including overnight trips.
Complete and successfully pass a criminal background check.
Has not been sanctioned or excluded from participation in federal or state healthcare programs by a federal or state law enforcement, regulatory, or licensing agency.
Vaccination requirement (CHPW offers a process for medical or religious exemptions)
Candidates whose disabilities make them unable to meet these requirements are considered fully qualified if they can perform the essential functions of the job with reasonable accommodation.

Nice To Haves

master’s degree in business administration (MBA)
Experience with state and federal health care programs including Medicare and Medicaid
Experience with a commercial health plan environment

Responsibilities

Apply understanding of Washington State’s Medicaid, Medicare, and WA Health Benefits Exchange (ACA Marketplace) dynamics to drive market development and growth across all regions in the state.
Proactively develop market development strategies to ensure retention and growth on behalf of CHPW and its Community Health Center (CHC) network.
Responsible for setting overall strategic growth and marketing direction for the company.
Works in partnership with CHPW and CHC leadership, determining appropriate priorities and strategies to drive shared growth.
Accountable for maximizing membership growth and retention through the development of effective marketing and sales programs and strategies.
Provide strategic leadership, planning, development, execution and evaluation of the company’s marketing and member acquisition, and retention activities.
Includes developing initiatives to build and strengthen the company’s brand identity, public relations and corporate messaging and CHC and other community partner relationships.
Responsible for developing annual Growth/Retention plan in alignment with CHPW Strategic Plan and translating Growth/Retention Plan objectives and strategies into integrated, multi-media member/patient acquisition and retention campaigns, including successful execution of digital/offline marketing strategies and tactics, in partnership with CHCs where appropriate.
Develop relationships throughout the state with CHCs, public agencies and community-based organizations in support of Company’s strategic goals, specifically growth and retention efforts.
Lead development of the annual sales and marketing budget, sales/enrollment forecasts and overall sales and marketing plan to achieve enrollment objectives.
Set enrollment goals in partnership with the Executive Leadership Team.
Develop sales strategies and manage performance of relationship management teams and inside sales team.
Ensure team resources are focused on highest performing outreach activities.
Responsible for leading efforts to reach CHPW’s annual enrollment goals.
Collaborate with key departments on relationship management, product planning, and new benefit enhancements.
In some cases, lead implementation and management of new benefits.
Lead development of competitive intelligence function, providing insight on market trends, monitoring and reporting on competitors’ market positioning, strategic partnerships, product design, benefit structure, particularly in relationship to ensuring competitiveness of CHPW plans.
Oversee company’s brand strategy and messaging, including Executive and external (PR/Media relations) communications, Internal Communications, member communications and digital and non-digital marketing campaigns and owned channels including websites, social media and other outreach platforms.
Ensure compliance with the requirements/regulations from Washington’s Health Care Authority, Office of Insurance Commissioner and Center for Medicaid and Medicare (CMS) relating to sales/marketing activities.
Establish and ensure integration of performance benchmarks, metrics, tracking and analysis across all outreach/marketing activities.
Optimize organizational results by ongoing performance analysis to support data driven decisions on media/sales and marketing activity investments, driving for continuous improvement across all sales/marketing channels.
Make recommendations on appropriate data management/analytics tools to drive optimization efforts.
Lead performance management and talent acquisition and management.
Lead department marketing, sales/enrollment, and product staff and ensure team resources are focused on highest performing activities to attain annual goals.
Align all work and resource management with the organization’s mission, vision, philosophies and values, goals and strategic initiatives.
Ensure staff have full understanding of CHPW/CHC business objectives/goals and how their work impacts these goals.
Other duties as assigned.