Responsibilities

• 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.
• 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.

Requirements

• 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.
• 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.

Preferred

• Experience operating in a regulated industry such as financial services, healthcare, insurance, benefits, fintech, or related consumer services is preferred.
• Preferred certifications may include Google Ads, Google Analytics, or other relevant digital marketing, eCommerce, or analytics.

Benefits

• 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