Senior Director - Marketing & Engagement ACA

About the role

The Senior Director, Marketing & Engagement ACA is one of the most strategically consequential roles in GuideWell's Communications, Marketing & Customer Experience (CMX) department. Reporting to the VP, Enterprise Marketing & Acquisition, this leader carries a dual mandate: owning the strategy and execution of GuideWell's acquisition marketing program, and serving as the standing representative of the entire CMX department to GuideWell's Government ACA segment.

Responsibilities

• Serve as the consistent, senior CMX presence in all segment leadership meetings, strategy sessions, and business planning forums — representing not just marketing, but the full Communications, Marketing & Customer Experience function.
• Develop and maintain a deep, current understanding of each segment’s business strategy, competitive pressures, growth targets, operational challenges, and member or customer dynamics — well beyond what is needed to brief a campaign.
• Speak the language of the business as fluently as the segment leaders themselves. Listen to segment challenges with the breadth of the full CMX capability set in mind — identifying where marketing, communications, customer experience, brand, and insights each have a role to play, and framing integrated solutions rather than single-discipline responses.
• Translate segment business needs into clear, actionable briefs for CMX subject matter experts — providing the strategic context, business rationale, and high-level direction that allows each SME to do their best work without needing to attend every segment conversation.
• Mobilize and orchestrate the right CMX experts — across Communications, Customer Experience, Brand, Insights, and Marketing — for each segment challenge, ensuring the department delivers as one integrated function rather than a collection of independent capabilities.
• Maintain a real-time understanding of priorities, capacity, and ongoing work across CMX disciplines, so that segment commitments are made with full awareness of what the department can deliver and when.
• Serve as the accountability owner for CMX’s commitments to each segment — tracking deliverables, managing expectations, escalating risks, and ensuring the department consistently follows through on what it promises.
• Build and sustain trusted, peer-level relationships with segment leaders in Commercial, Government, and Health Services — positioning CMX as a strategic partner that earns a seat at the table because of the value it creates, not because of its organizational role.
• Proactively bring CMX insight, intelligence, and capability to segments before they ask — identifying opportunities where communications strategy, customer experience improvement, brand investment, or deeper audience insight could accelerate a segment’s goals, and making the case for that investment.
• Report back to the VP, Enterprise Marketing & Acquisition and the broader CMX leadership team on segment priorities, emerging needs, and strategic opportunities — ensuring the department is always forward-looking in how it aligns resources and capabilities to business needs.
• Develop and lead comprehensive enterprise-level acquisition marketing strategies across all business segments — individual, employer, Medicare, Medicaid, and ancillary health solutions — aligned to growth targets, brand positioning, and go-to-market priorities surfaced through segment engagement.
• Own audience and segmentation strategy — defining target populations, behavioral profiles, and market prioritization frameworks that focus investment where it will drive the greatest enrollment impact, informed by Insights and VOC data.
• Lead campaign planning and budgeting processes, ensuring resource allocation is grounded in data, competitive intelligence, and the segment-specific priorities this leader hears firsthand in business forums.
• Develop and maintain campaign forecasting models and performance tracking frameworks that provide real-time visibility into pipeline health and enrollment outcomes.
• Own tactical strategy across all acquisition channels — translating high-level objectives into specific channel mix, message prioritization, and execution sequencing in partnership with Media Strategy & Planning.
• Lead identification and scoping of research initiatives that deepen audience understanding, sharpen competitive positioning, and surface new growth opportunities, in coordination with the Insights team.
• Serve as the accountable decision-maker for campaign performance — with the authority and responsibility to make in-flight adjustments, escalate issues, and drive corrective action when results fall short of targets.
• Provide creative direction for all acquisition marketing campaigns — setting the strategic and aesthetic vision for how campaigns come to life across direct mail, email, digital, and agent-facing materials, in alignment with Brand team standards and Communications team narrative.
• Own messaging strategy across all acquisition tactics — ensuring every piece of communication reflects GuideWell’s brand positioning, speaks to the specific audience and segment, and is calibrated to drive action.
• Where segment-specific message adjustments are needed, engage the Brand and Communications SMEs to ensure consistency across all channels and audiences.
• Oversee compliance review of all marketing materials, partnering with Legal and Compliance teams to ensure adherence to CMS marketing guidelines, state regulations, and internal policy requirements.
• Oversee translation and adaptation of campaign materials for multicultural and multilingual audiences, including Spanish-speaking and Caribbean market segments served by Triple-S and Florida Blue.
• Lead proofreading and quality oversight processes to ensure all materials are accurate, on-brand, and error-free before distribution.
• Monitor competitive creative activity continuously — tracking how national and regional competitors are showing up in the market and surfacing insights that inform GuideWell’s own creative differentiation.
• Serve as the primary liaison with Creative teams — briefing, directing, and providing feedback that drives both creative quality and efficient production timelines.
• Oversee the planning, execution, and optimization of direct mail campaigns — including list management, vendor relationships, production timelines, and drop schedule adherence.
• Oversee email marketing execution — ensuring campaigns are deployed accurately, on schedule, and in alignment with segmentation, compliance, and brand standards.
• Manage telephone and keycode management programs to ensure tracking, attribution, and reporting integrity across all campaign touchpoints.
• Oversee agent distribution of campaign materials — ensuring field-facing assets are accurate, timely, and aligned to sales priorities and local market needs.
• Own campaign workflows and timelines across all tactics — building and managing integrated production calendars that account for creative development, compliance review, translation, and distribution lead times.
• Lead creative trafficking for all tactics, ensuring materials move through production and approval efficiently and arrive on time and in the correct format.
• Serve as the liaison with Digital (landing pages and content pages) and Campaign Management teams — coordinating handoffs and maintaining continuity across channels.
• Oversee agent connection and distribution programs — ensuring agents have timely access to campaign materials, market intelligence, sales tools, and enrollment resources.
• Build and maintain deep local market knowledge across GuideWell’s key geographies — an understanding that directly informs the segment intelligence this leader brings to CMX planning and business forum conversations.
• Lead local market development initiatives that identify emerging growth opportunities, support underperforming markets, and align marketing investment to geographic priorities.
• Provide strategic and operational support to local markets — serving as the CMX point of contact for local market needs and ensuring campaign materials are appropriately tailored for local relevance.
• Serve as the primary liaison with the agent tool platform — ensuring marketing content and resources are accurately represented, easily accessible, and current.
• With every CMX function — including Communications, Customer Experience, Brand, and Insights — sufficient to represent each credibly in a segment conversation and to brief them effectively when they are brought in to solve a problem.
• Build and sustain strong peer relationships with CMX functional leaders — creating the trust and mutual understanding that makes fast, effective cross-functional mobilization possible when segment needs arise.
• Serve as a consistent voice of the business inside CMX — bringing segment context, strategic priorities, and real-world business intelligence into department planning, ensuring CMX resources and capabilities are aligned to where the enterprise most needs them.
• Partner with the VP, Enterprise Marketing & Acquisition to ensure segment commitments are visible, resourced, and integrated into CMX’s overall work plan — and that no segment need falls through the cracks between functions.
• Champion a culture of integration and shared accountability within CMX — modeling a way of working where the department’s success is measured by the value it creates for the business, not by the output of any single function.

Requirements

• 10+ years' related work experience in progressive marketing and communications roles
• 5+ years' direct supervisory/management experience
• Related Bachelor's degree required in Marketing, Business, Communications, or a related field
• Experience in a senior leadership role operating across multiple disciplines within a complex, matrixed organization
• Experience managing acquisition marketing across multiple business segments simultaneously, including Medicare, Medicaid, and/or commercial employer lines of business
• Demonstrated ability to serve as a senior, integrated representative of a multi-disciplinary function to businesses