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Job Summary:

The Vice President, B2B Marketing is responsible for leading HealthEquity's enterprise B2B marketing strategy and execution with a clear emphasis on revenue and pipeline growth, driving differentiation & enabling the success of our sales organization with modern sales tools. This executive will lead a modern, AI-first marketing organization focused on scalable growth, digital transformation, operational efficiency, and measurable business outcomes.

This role oversees all core B2B marketing functions including account-based marketing (ABM), demand generation, content marketing, sales enablement, partner marketing & trade shows and owned events. The VP will lead the modernization of HealthEquity's B2B marketing ecosystem by leveraging AI-enabled technologies, automation, predictive analytics, and intelligent workflows to optimize performance and accelerate go-to-market execution.

The Vice President will partner closely with executive leadership across Sales, Revenue Operations, Relationship Management, Product, Technology, and Finance to establish compelling value propositions, bring new capabilities to market, improve digital customer acquisition, and drive measurable pipeline and revenue growth.

This role will be heavily focused on modern B2B marketing orchestration, AI-driven marketing operations, and scalable demand generation strategies. Success in this role will be measured primarily by pipeline growth, market adoption, digital performance, and marketing contribution to revenue outcomes.

The ideal candidate not just a strategic thinker but also a highly collaborative execution-oriented marketer who has experience building modern B2B marketing organizations and thrives in fast-paced, transformational environments.

Reporting Structure:

 This role typically reports to the SVP, Chief Marketing Officer

Work Setting:

This role is typically performed remote

Is role a people leader?

Yes

Essential Management Responsibilities:

• Manages and carries out the personnel actions for direct reports, including but not limited to hiring and scheduling; training and evaluating; coaching and managing performance; making salary, merit, or other compensation recommendations for team of direct reports; and making recommendations and/or taking corrective or disciplinary action as appropriate.

Essential Duties and Primary Responsibilities:

AI-First Marketing Transformation

• Lead the development and execution of an AI-first B2B marketing strategy designed to accelerate revenue growth, market adoption, and pipeline generation.
• Drive the modernization of marketing operations through AI-enabled workflows, automation, predictive analytics, intelligent segmentation, and personalized campaign orchestration.
• Identify and implement emerging AI technologies and modern martech capabilities to improve efficiency, scalability, and marketing effectiveness.
• Deliver AI-driven insights, dashboards, forecasting, and performance reporting to the CMO and executive leadership team.
• Build modern marketing workflows that reduce manual processes and improve speed-to-market across campaign execution, reporting, and digital experiences.
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Revenue Growth & Pipeline Acceleration

• Own and drive marketing-sourced and marketing-influenced pipeline growth across enterprise and partner channels.
• Partner closely with Revenue Operations and Sales leadership to optimize funnel performance, lead conversion, attribution modeling, and pipeline forecasting.
• Establish KPIs and performance metrics aligned to revenue outcomes, customer acquisition, and market expansion.
• Accelerate qualified lead generation, improve win rates, and increase revenue contribution through both new logo acquisition and cross-sell opportunities.
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Modern Account-Based Marketing (ABM)

• Lead the evolution of HealthEquity's modern ABM strategy leveraging AI-powered targeting, personalization, and account orchestration.
• Partner with Sales and Revenue Operations to align account prioritization, engagement strategies, and pipeline acceleration initiatives.
• Develop scalable multi-channel programs targeting employers, consultants, brokers, partners, and other key B2B stakeholders.

Demand Generation & Digital Marketing

• Oversee enterprise demand generation strategy across paid, earned, owned, and partner channels.
• Lead digital performance marketing efforts including SEO, SEM, paid media, website optimization, analytics, conversion strategy, and digital customer acquisition.
• Drive integrated omni-channel campaigns focused on measurable pipeline and revenue impact.
• Continuously optimize marketing performance through experimentation, analytics, AI-driven insights, and customer behavior data.

Website & Digital Experience Leadership

• Drive GEO visibility for HealthEquity.
• Lead the strategy, development, and optimization of HealthEquity's public website as a core demand generation and customer engagement platform.
• Drive rapid digital innovation initiatives, including AI-enabled website development, personalization, and optimization capabilities.
• Partner cross-functionally to build scalable digital experiences that support business growth and customer acquisition objectives.

Content Marketing & Brand Leadership

• Lead teams responsible for content marketing, thought leadership, sales enablement, and partner marketing.
• Define and evolve HealthEquity's B2B value proposition and messaging framework across key buyer and influencer audiences.
• Develop compelling thought leadership, customer storytelling, campaign content, and sales enablement materials.
• Support go-to-market strategies for new products, capabilities, and service enhancements.

Events, Trade Shows & Market Presence

• Lead strategy and execution for trade shows, customer events, executive forums, webinars, and owned events.
• Represent HealthEquity externally through speaking engagements, industry events, webinars, social media, and thought leadership opportunities.
• Strengthen HealthEquity's market presence and influence within the employer-offered benefits ecosystem.

Leadership & Team Development

• Recruit, retain, coach, and develop high-performing B2B marketing leaders and teams.
• Foster a collaborative and inclusive environment that encourages innovation, accountability, and continuous learning.
• Develop organizational capabilities in AI-enabled marketing practices, modern demand generation, and digital-first customer engagement.

Additional Duties and Responsibilities:

• Other duties as assigned

Qualifications:

Education and Experience:

• Bachelor's degree in any discipline
• 15+ years marketing experience; including 10+ years B2B or B2B2B marketing in complex, multi-buyer ecosystems
• 5+ years' experience in company benefits; healthcare, commuting or retirement preferred
• Experience participating in a digital sales transformation, preferably in a leadership capacity
• Progressive history of professional advancement, including 5 - 7 years' experience leading teams of teams

Specialized Knowledge, Skills, and Abilities:

• Deep expertise in AI-enabled marketing technologies, marketing automation, and modern martech ecosystems.
• Strong understanding of ABM platforms, CRM systems, attribution models, customer analytics, and funnel optimization.
• Proven ability to build scalable, digital-first marketing organizations and workflows.
• Strong executive presence with exceptional verbal, written, presentation, and influencing skills.
• Demonstrated ability to lead through ambiguity, transformation, and rapid organizational growth.
• Experience developing breakthrough marketing programs from strategy through execution and adoption.
• Strong analytical and data-driven decision-making capabilities.
• Experience leading omni-channel campaigns leveraging paid, earned, owned, affiliate, event, and partner channels.
• Ability to influence technical roadmaps and partner effectively with Product, Technology, Revenue Operations, and Sales teams.
• Proficiency with modern marketing and business platforms such as Salesforce, 6sense, Outreach, marketing automation tools, analytics platforms, and AI-enabled martech solutions.
• Strong operational mindset with a focus on automation, efficiency, scalability, and measurable business impact.

Physical/Mental Requirements and Demands:

• Work requires normal range of hearing, vision and verbal communication skills, with or without a reasonable accommodation.
• Must be able to use a telephone or headset equipment and operate a keyboard and other office equipment, with or without reasonable accommodation.
• Must be able to spend prolonged periods of each workday on the phone
• The ability to perform work at a computer station for 6-8+ hours a day and function in an environment with frequent interruptions is required.
• Must be able to lift and move material weighing up to 20 lbs
• May experience elevated levels of stress during periods of increased activity and with work entailing multiple deadlines.

Travel Requirements:

•   Moderate travel may be required (20-30%).