Manager, Regional Broker Relations

Responsibilities

Position Objective

 

The Manager, Regional Broker Relations leads a team of Broker Liaisons across an assigned region, developing arm's-length professional relationships with insurance brokers, independent agents, and Field Marketing Organizations (FMOs) that support Medicare beneficiary education and community outreach for the purpose of educating brokers regarding the quality of Better Health Group’s patient care.  The Manager is accountable for regional growth metrics, team performance, and the compliance posture of all broker engagement activity. This role sets the operational and regulatory framework within which Broker Liaisons work, ensuring that every broker relationship and community activity strictly adheres to the Anti-Kickback Statute (AKS), CMS Medicare Advantage marketing guidelines (42 CFR Part 422/423 Subpart V), and Better Health Group’s compliance policies. The Manager serves as the primary regional escalation point for compliance questions and novel broker arrangements, partnering closely with the Director, Field Marketing and Better Health Group’s compliance team.

 

Responsibilities

• Team Leadership & Compliance Enablement

  • Lead, coach, and develop a team of Broker Liaisons, setting clear performance expectations and ensuring accountability for territory outcomes, compliant broker engagement activity, and documentation standards.

  • Provide ongoing feedback, training, and professional development, including role-specific training on AKS requirements, CMS Medicare marketing regulations, event-type classification rules, the “anything of value” test, and non-exclusivity principles.

  • Ensure every Broker Liaison maintains a current, working understanding of applicable regulatory requirements and applies them consistently in all broker interactions, event participation, and outreach activities.

  • Establish clear escalation protocols: define when Broker Liaisons must bring broker events, event structures, or potential compliance concerns to the Manager before proceeding, and ensure those protocols are followed.

  • Interview, onboard, and train new Broker Liaisons, including covering assigned territory gaps during transitions as needed.

  • Conduct regular one-on-ones and team meetings to review territory performance, compliance activity, market insights, and open issues.

• Regional Broker & FMO Relationship Oversight / AKS-Compliant Framework

  • Collaborate with FMO and broker network contacts at a management level to discuss educational outreach initiatives, community event opportunities, and engagement within the compliance framework.

  • Oversee any arrangements with FMOs or broker networks that involve resource-sharing, co-hosted activities, or coordinated outreach, applying the “anything of value” test in both directions before any arrangement is finalized: assess whether Better Health Group is receiving patient flow as a result of something given to the broker, and whether the broker is receiving business value, endorsement, access, or leads, from Better Health Group.

  • Set and enforce the regional framework for broker and FMO interactions, ensuring all interactions are arm's-length and non-exclusive and that no remuneration — including anything of value, e.g., meals, gifts, exclusive endorsements, leads, staff time, below-market resources, or marketing services — flows between Better Health Group and brokers.

  • Establish guidelines requiring Broker Liaisons to interact with a range of brokers rather than concentrating engagement with any particular group of brokers; monitor for and address any arrangements that exhibit exclusivity patterns for analysis and course correction.

  • Verify, and require Broker Liaisons to verify, that all brokers with BHG interacts are appropriately licensed and CMS-certified to sell Medicare Advantage plans in the applicable state prior to establishing or continuing interactions.

  • Ensure that there are no written or informal agreements with any broker or FMO regarding patient referrals or enrollment volume as an expected outcome or condition of the relationship; review and approve any written event arrangements before execution.

• Regional Growth Strategy & Territory Management

  • Develop and execute a compliant regional outreach strategy in partnership with the Director, Field Marketing for Medicare education and community engagement.

  • Own regional growth metrics for the Broker Liaison team, driving patient education and awareness outcomes through compliant engagement rather than transactional or incentive-based approaches.

  • Collaborate with the Director, Field Marketing on action plans for market activities, community outreach, and new clinic openings in the assigned region.

  • Establish a structured feedback mechanism with broker and FMO contacts to discuss consumer needs and outreach effectiveness, ensuring this does not create any expectation of reciprocal referral activity nor exchange of patient information.

  • Provide the Director, Field Marketing with regular updates (weekly, bi-weekly or monthly) on regional strategy, team performance, compliance activity, market conditions, and emerging opportunities or challenges.

  • Responsible for providing a monthly activity calendar of scheduled community events, outreach activities, and forecasted relationship building opportunities across the region.

• Educational Events & Community Outreach Oversight

  • Oversee the planning and execution of compliant community events across the region, including Medicare education seminars (e.g., Medicare 101, T65 outreach), health fairs, and broker education sessions.

  • Ensure all events are properly classified as educational events or marketing/sales events consistent with CMS definitions, and that Broker Liaisons apply the appropriate rules for each event type, that no enrollment activity, Scope of Appointment collection, or plan-specific marketing occurs at educational events.

  • Ensure that co-hosted activities with broker partners are structured as genuinely educational arrangements: no enrollment occurs on-site, neither party compensates the other for participation, any space or resource sharing is at fair market value and documented in writing, and the arrangement is not tied to patient referrals.

  • Coordinate marketing and educational content required for regional events and outreach activities, ensuring all materials used with Medicare beneficiaries comply with CMS guidelines and have received any required health plan or CMS review prior to distribution.

  • Ensure Broker Liaisons document the educational content and character of all events, particularly those attended or co-hosted alongside brokers, to support Better Health Group’s compliance records.

• Medicare Regulatory Compliance - Regional Ownership

  • Own the regional AKS and CMS compliance framework for all broker and FMO engagement activities, translating enterprise compliance policies into practical operating standards for the Broker Liaison team.

  • Partner with Better Health Group’s compliance team to stay current on regulatory developments affecting broker relationships and community outreach; update regional standards and retrain the team promptly when guidance changes.

  • Review and approve novel or ambiguous broker arrangements, event structures, or resource-sharing proposals escalated by Broker Liaisons, consulting the compliance team for any situation that presents material regulatory uncertainty.

  • Ensure documentation standards are followed across all regional broker interactions, co-hosted events, and outreach activities, maintaining records sufficient to demonstrate the arm's-length, educational, and non-referral-contingent character of all activities to support Better Health Group’s compliance records.

  • Lead or coordinate required CMS and AKS compliance training for the Broker Liaison team annually and in response to regulatory updates.

  • Handle all prospective patient information and broker-sourced contact data in accordance with HIPAA privacy and security requirements.

• Cross-Functional Collaboration & Reporting

  • Collaborate with the Leadership Team to support successful new clinic openings in the assigned region, providing broker and community outreach perspective on market entry strategy.

  • Partner with the Community Events and Field Marketing teams to align broker outreach activities with broader organizational event and growth objectives.

  • Ensure consistent use of CRM systems (e.g., HubSpot) across the Broker Liaison team to accurately track broker interactions, educational activities, outreach touchpoints, and compliance documentation.

  • Monitor and report on regional performance metrics, including broker engagement, patient education outcomes, and conversion, alongside compliance activity summaries, surfacing open issues to the Director and compliance team as appropriate.

  • Provide support for special projects and educational initiatives as directed by the Director, Field Marketing.

 

Position Requirements/ Skills

• Bachelor’s Degree in a related field preferred; equivalent experience considered

• 5+ years of experience in broker relations, Medicare outreach, field marketing, or a related healthcare role, preferably in Medicare Advantage or value-based care

• 1+ year(s) of experience leading or managing a team

• Working knowledge of the Anti-Kickback Statute, CMS Medicare marketing regulations (42 CFR Part 422/423 Subpart V), CMS event-type classification rules, and OIG guidance on beneficiary inducements required, or demonstrated willingness to develop this knowledge immediately upon hire

• Understanding of broker licensing and CMS certification requirements for Medicare Advantage sales

• Experience working with FMOs, independent brokers, and broker networks preferred

• Experience in Medicare Advantage, Medicaid, or value-based care organizations preferred

• Bilingual (English/Spanish), preferred

• Proficiency in CRM systems (e.g., HubSpot, Salesforce) and standard business applications

• Proficient with Google Suite (Drive, Docs, Sheets, Slides) for real-time collaboration

• Demonstrated leadership, critical thinking, and problem-solving capabilities in a compliance-sensitive environment

• Strong relationship-building, interpersonal, and presentation skills with the ability to engage brokers, FMO contacts, community partners, and internal stakeholders

• Excellent organizational, time-management, and multi-tasking skills with strong attention to detail

• Effective written and verbal communication skills, including comfort presenting to internal and external audiences

• Ability to work cross-functionally and independently with minimal supervision in a fast-paced, evolving environment

• Results-oriented with a strong focus on compliant, quality execution and delivery

• Valid driver’s license and willingness to travel across the assigned regional market

• Demonstrated ability to handle data and sensitive information with confidentiality

• Appreciation of cultural diversity and sensitivity toward target patient populations

 

Physical Requirements

• Ability to travel frequently within assigned markets, up to 75%

• Ability to sit for extended periods of time

• Ability to stand, walk, and engage in event setup and execution activities

• Ability to lift and carry event materials (up to 25 pounds) as needed

• Ability to operate a motor vehicle and maintain reliable transportation to travel between assigned locations as required by the role

• Ability to work occasional evenings and weekends based on event schedules

 

Key Attributes/ Skills 

• Has a contagious and positive work ethic, inspires others, and models the behaviors of core values and guiding principles

• An effective team player who contributes valuable ideas and feedback and can be counted on to meet commitments

• Is able to work within our Better Health environment by facing tasks and challenges with energy and passion

• Pursues activities with focus and drive, defines work in terms of success, and can be counted on to complete goals

 

Please note this job description is not designed to cover or contain a comprehensive listing of activities, duties, or responsibilities required of the employee for this job.  Duties, responsibilities, and activities may change at any time with or without notice.

 

Pay RangeUSD $75,000.00 - USD $90,000.00 /Yr. OrganizationBetter Health Group