VP Customer Experience (CX) & Engagement

Florida Blue • Jacksonville, FL

7h

About The Position

The Vice President, Customer Experience & Engagement (VP, CXE) is an
enterprise-wide leadership role created to transform how GuideWell, Florida
Blue, and Triple-S engage with the people and organizations that depend on us.
Reporting to the SVP of Communications, Marketing and Customer Experience, the
VP, CXE will build and lead the function from the inside out — establishing
strategy, governance, capability, and culture.

Requirements

• Bachelor’s degree in Business, Marketing, Human-Centered Design, Psychology, Behavioral Science, or a related field or additional related work experience
• 10+ years of progressive experience in customer experience, health engagement, or related disciplines, with at least 5 years at a senior leadership level.
• Deep expertise in CX 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 technology and data platforms, including CRM and AI-enabled service channels.

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, including Spanish-speaking and Caribbean market contexts.
• Familiarity with behavioral economics or health behavior change frameworks as applied to member engagement.
• Certification in CX methodology (CCXP or equivalent) or design thinking (IDEO, Stanford d.school, or similar).
• 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.

Responsibilities

• 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, and population health 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.
• 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.
• 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 Marketing and Communications to ensure a unified external narrative and brand experience across all member touchpoints — one that reflects our identity as a health company, 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.
• Develop and own an enterprise CX strategy that spans GuideWell, Florida Blue, and Triple-S — aligned to overall business strategy and differentiated from national competitors.
• Establish a shared CX vision and framework that creates consistency across business units while honoring market-specific contexts, including Florida, Puerto Rico, and various commercial and government segments.
• Serve as an executive-level champion for the member 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, and accountability frameworks.
• Provider Mandate: Extend the CX mandate beyond members to include the provider experience — recognizing that clinician satisfaction and operational ease directly influence the quality and continuity of member care.
• Operational Improvement: Partner with Network Management and Provider Relations to identify and reduce friction in credentialing, contracting, claims, and clinical communication.
• Build a high-performing CX function from the ground up: recruit, develop, and retain top-tier talent across journey design, CRM, health engagement, and CX program management.
• Develop enterprise CX 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 outcomes — including health engagement and activation metrics — to performance management, recognition, and culture programs.
• Establish a CX center of excellence that serves as an internal resource, thought partner, and standard-setter across the GuideWell enterprise.

Benefits

• Medical, dental, vision, life and global travel health insurance
• Income protection benefits: life insurance, short- and long-term disability programs
• Leave programs to support personal circumstances
• Retirement Savings Plan including employer match
• Paid time off, volunteer time off, 10 holidays and 2 well-being days
• Additional voluntary benefits available
• A comprehensive wellness program

What This Job Offers

• Job Type: Full-time
• Career Level: Executive
• Number of Employees: 1,001-5,000 employees