VP B2B Marketing

Responsibilities

• 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.
• 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.
• Lead the evolution of HealthEquity’s modern ABM strategy leveraging AI-powered targeting, personalization, and account orchestration.

Requirements

• 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

Preferred

• 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.