OverviewThe
Head of Marketing & Member Experience serves as the enterprise leader for all marketing functions and the member/customer experience function at a $500M insurance carrier. This role is accountable for building and protecting the corporate brand, driving integrated communications, enabling distribution and sales growth, advancing marketing analytics and measurement, and ensuring every member and agency interaction reflects the company's brand promise. The role unifies the traditional marketing discipline with end-to-end ownership of the member/customer experience, ensuring strategy, execution, and measurement are aligned around a single member-centric vision. Success requires urgency, teamwork, and clear accountability across a matrixed set of internal stakeholders, agents, and executive leadership.
ResponsibilitiesThis role owns four core marketing pillars plus the member/customer experience function, with marketing analytics supporting and driving performance across all areas.
1. Brand Strategy & Management- Own corporate brand strategy, positioning, and brand pillars, ensuring consistent expression across every channel and touchpoint.
- Lead brand development, including logo standards, visual identity, and brand guidelines/standards enforcement.
- Direct market positioning, advertising, and public relations strategy.
- Oversee social media strategy and governance, ensuring alignment with brand voice and compliance requirements.
- Ensure strategic alignment of brand initiatives with overall company and distribution strategy
2. Communications (Internal & External)- Own the internal communications strategy, including messaging, channels, and cadence, that builds a strong culture and keeps employees aligned with company direction.
- Lead external communication strategies, standards, and execution, including crisis and media communications.
- Partner with HR/CHRO to communicate and drive participation in engagement initiatives (e.g., surveys, recognition programs, culture campaigns), translating HR-owned goals and data into clear, compelling messaging for employees.
- Provide media training and oversight for executive and field spokespeople.
- Partner with recruiting on employer brand and talent communications.
3. Distribution Support & Sales Enablement- Develop and execute Line of Business (LOB) and Strategic Market Area (SMA) sales strategies in partnership with distribution leadership.
- Build and maintain the sales playbook, promotional programs, and agency support materials.
- Direct agency and employee training on marketing, sales, and product positioning.
- Manage customer acquisition cost strategy and identify/support alternative distribution channels.
- Support inside sales/service functions with marketing collateral, campaigns, and tools.
4. Marketing Analytics- Establish and report on agency performance, acquisition cost, and regional sales manager (RSM) effectiveness metrics.
- Measure brand effectiveness, market performance, and progress against the annual revenue plan.
- Own CRM strategy and data governance in support of marketing and distribution goals.
- Track social media and digital performance, translating data into actionable insight for all marketing pillars.
- Define and maintain success measures/KPIs for every marketing and member experience workstream.
5. Member / Customer Experience- Serve as the enterprise owner of the member/customer experience strategy, setting the vision for how members and policyholders experience the brand across every touchpoint.
- Design and maintain member journey maps across the policy lifecycle (quote, bind, service, claims, renewal) in partnership with Operations, Claims, and Underwriting.
- Establish and monitor voice-of-customer programs (NPS, CSAT, member surveys) and convert findings into prioritized improvement initiatives.
- Own customer complaint trending and resolution oversight, partnering cross-functionally to close root-cause gaps.
- Set enterprise service standards and experience guidelines for call center, digital, and agency-facing interactions.
- Lead member advisory councils/feedback forums and represent the member's voice in product, underwriting, and operational decisions.
- Champion a member-first culture through training, communications, and recognition programs, in partnership with HR.
- Report member experience performance and improvement roadmaps to executive leadership and the board as needed.
QualificationsEducation & Experience- Bachelor's degree in Marketing, Communications, Business Administration, or related field required; MBA preferred.
- 10+ years of progressive marketing leadership experience, including 5+ years in insurance, financial services, or another regulated industry.
- Demonstrated experience leading brand, communications, distribution/sales enablement, and analytics functions within a single organization.
- Direct experience owning a customer/member experience function, including voice-of-customer programs and journey mapping.
- Prior people leadership experience managing multi-disciplinary teams and cross-functional stakeholders, including agency/distribution partners.
Knowledge, Skills & Abilities- Strong executive presence with the ability to influence the CEO, executive team, and board on brand and member experience strategy.
- Deep understanding of insurance distribution models (independent agency, direct, alternative channels) and related acquisition economics.
- Proficiency with marketing analytics, CRM platforms, and voice-of-customer/CX measurement tools.
- Skilled communicator able to translate strategy into internal culture engagement and external market positioning.
- Ability to balance urgency and long-range planning while holding cross-functional teams accountable to shared success measures.
