Overview How You Can Make a Difference As Director, Growth & eCommerce Marketing, this role leads HealthEquity’s paid media acquisition strategy and digital growth engine across search, social, programmatic, and related performance channels. This role is accountable for driving measurable consumer acquisition, efficient account growth, and improved conversion across HealthEquity’s direct-to-consumer digital journeys and ecommerce marketplace offerings. This leader brings together performance marketing, paid media strategy, eCommerce conversion, audience targeting, creative testing, analytics, and cross-functional execution to improve the full acquisition funnel. The role partners closely with Product Marketing, Lifecycle Marketing, Product, Analytics, MarTech, Creative, Compliance, Legal, Sales, and Technology teams to scale compliant, efficient, and customer-friendly growth programs that support HealthEquity’s mission to connect health and wealth. Success in this role requires a strategic, hands-on growth leader who can balance channel expertise with strong commercial discipline. The ideal candidate is highly analytical, customer obsessed, performance-driven, and comfortable operating in a regulated environment. This leader translates business goals into paid media strategies, builds disciplined test-and-learn programs, improves conversion economics, and leads teams, agencies, and cross-functional partners with clarity, accountability, collaboration, and urgency. What You’ll be Doing Growth Strategy and Performance Marketing • Lead HealthEquity’s growth and eCommerce marketing strategy, with primary accountability for paid media acquisition across search, social, programmatic, display, video, and emerging performance channels. • Own acquisition performance across paid search, paid social, programmatic media, retargeting, affiliate, and related digital channels, with clear accountability for traffic quality, conversion performance, and measurable business impact. • Develop and execute full-funnel paid media strategies to drive qualified traffic, account openings, funded accounts, product adoption, and measurable revenue growth. • Manage channel mix, audience strategy, bidding approaches, budget allocation, creative testing, landing page alignment, and performance optimization across paid media programs. • Build and manage a disciplined testing roadmap across campaigns, audiences, offers, creative, messaging, landing pages, and funnel experiences. • Translate customer insights, audience data, funnel analytics, attribution reporting, and market trends into actionable paid media growth opportunities and investment recommendations. Campaign Execution, Measurement, and Optimization • Oversee campaign planning, execution, quality assurance, measurement, and optimization to improve efficiency, conversion, CAC, ROAS, funded account rate, and overall business impact. • Improve online conversion paths for prospective members by simplifying decision journeys, reducing friction, and aligning media, messaging, and landing page experiences. • Establish performance dashboards, operating rhythms, and executive-ready reporting to communicate results, insights, risks, and recommendations. • Use analytics, attribution, experimentation, customer behavior insights, and financial outcomes to inform channel performance, prioritization, and optimization decisions. Budget, Vendor, and Partner Management • Manage agency, vendor, platform, and budget relationships tied to paid media, eCommerce performance, analytics, attribution, and optimization. • Make data-informed recommendations on media investment, channel prioritization, vendor performance, and budget allocation to improve acquisition efficiency and business outcomes. • Partner with internal teams and external partners to ensure campaigns are compliant, brand-aligned, customer-friendly, and operationally disciplined. Leadership and Cross-Functional Influence • Coach, develop, and lead team members and cross-functional partners with a collaborative, accountable, and continuous-improvement mindset. • Influence priorities across Product Marketing, Lifecycle Marketing, Product, Analytics, MarTech, Creative, Compliance, Legal, Sales, and Technology to align acquisition strategies with broader business objectives. • Support adoption of AI-assisted marketing workflows, creative testing, audience development, personalization capabilities, and modern paid media practices. • Stay current on paid media, privacy, measurement, eCommerce, analytics, and regulatory trends that affect consumer acquisition and online experiences. Additional Duties and Responsibilities • Other duties as assigned. What You’ll Need to be Successful Education and Experience • Bachelor’s degree in marketing, business, digital commerce, analytics, communications, or a related field; equivalent practical experience will also be considered. • 10+ years of progressive experience in paid media, performance marketing, growth marketing, eCommerce, online acquisition, or related consumer marketing roles. • Proven experience leading paid media acquisition strategies that improve traffic quality, conversion rates, customer acquisition, CAC, ROAS, revenue, and measurable business outcomes. • Experience managing full-funnel digital campaigns, including planning, execution, QA, measurement, attribution, optimization, and executive reporting. • Experience operating in a regulated industry such as financial services, healthcare, insurance, benefits, fintech, or related consumer services is preferred. Specialized Knowledge, Skills, and Abilities • Deep expertise across paid search, paid social, programmatic display, video, retargeting, affiliate, audience strategy, landing page strategy, web analytics, and conversion optimization. • Experience with digital marketing and analytics platforms such as Google Ads, Microsoft Ads, Meta Ads, LinkedIn Ads, DSPs, Google Analytics, tag management tools, and A/B testing platforms. • Strong analytical capability with the ability to interpret funnel data, attribution, paid media performance, customer behavior, and financial outcomes to make clear recommendations. • Demonstrated success working cross-functionally with Product, Technology, Analytics, Creative, Brand, Compliance, Legal, and Sales teams. • Strong leadership skills with experience managing people, agencies, vendors, budgets, priorities, and complex paid media initiatives. • Excellent communication and executive storytelling skills, with the ability to simplify complex acquisition performance insights into clear decisions and next steps. • Customer-first mindset with a passion for improving digital experiences, reducing friction, and helping consumers make confident decisions. • Ability to adapt quickly in a fast-moving environment, balance competing priorities, and drive accountability across teams. • Collaborative leadership style grounded in ownership, trust, curiosity, continuous improvement, and meaningful business impact. Certifications, Licenses, Registrations • Preferred certifications may include Google Ads, Google Analytics, or other relevant digital marketing, eCommerce, or analytics. Physical / Mental Requirements and Demands • Work requires normal range of hearing, vision, and verbal communication skills, with or without 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. • The ability to perform work at a computer station for extended periods of the workday is required. • May experience elevated levels of stress during periods of increased activity and work involving multiple priorities or deadlines. Travel Requirements and Conditions • Occasional travel may be required for onboarding, team meetings, planning sessions, conferences, or business needs. • This role includes participation in Trailhead, HealthEquity’s immersive onboarding experience, as required for new team members. Salary Range$137500.00 To $182000.00 / year Benefits & Perks The actual compensation offer is determined based on job-related knowledge, education, skills, experience, and work location. This position is also eligible for additional sales incentive commissions, and details regarding these additional sales incentive commissions will be provided after hire. This position will further be eligible for a full range of benefits including: • Medical, dental, and vision • HSA contribution and match • Dependent care FSA match • Uncapped paid time off • Paid parental leave • 401(k) match • Personal and healthcare financial literacy programs • Ongoing education & tuition assistance • Gym and fitness reimbursement • Wellness program incentives Onboarding & Travel This is a remote role, with an in-person onboarding training component. New team members must participate in Trailhead, HealthEquity’s immersive onboarding experience Trailhead is designed to foster meaningful connections, support your integration into the organization, and equip you with a strong understanding of our business. Trailhead participation is a key expectation of this role. Trailhead is held onsite at our headquarters once per quarter. HealthEquity covers all required travel and accommodations. This role may begin with a virtual, self-paced onboarding experience, followed by a mandatory onsite Trailhead session at a later date.