Growth & eCommerce Mktg Dir

About the role

This role leads HealthEquity’s paid media acquisition strategy and digital growth engine across various performance channels. The 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.

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.

• 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.

• 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.

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.

Preferred 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.

Benefits & Perks

• Medical, dental, and vision coverage

• HSA contribution and match

• Dependent care FSA match

• 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