VP Customer Relationship Marketing

Job Summary

The Vice President of Customer Relationship Marketing (CRM) is a pivotal leadership role responsible for elevating member and patient activation, engagement, and retention across Highmark Health's diverse portfolio of businesses, including Highmark Health Plan, Allegheny Health Network (AHN), and diversified businesses like United Concordia Dental.

This strategic leader will define, implement, and optimize a sophisticated, data-driven CRM strategy that leverages personalized, multi-channel engagement to improve health outcomes, enhance customer satisfaction, and ultimately reduce the total cost of care. Leading a team of CRM strategists, campaign operators, and developers, the VP of CRM will drive the evolution of Highmark Health's customer engagement capabilities, transforming how we connect with members and patients at critical moments in their health journey.

This role also leads a CRM operations function with primary accountability for the constant care and feeding of campaign performance and optimization, as well as ensuring robust data collection, curation, and hygiene in close partnership with enterprise data operations and analytics.

• Strategic CRM Leadership :

  • Develop and champion a comprehensive, multi-year CRM strategy and roadmap aligned with Highmark Health's strategic objectives, focusing on member activation, engagement, satisfaction, retention, and cost-of-care reduction.

  • Drive organizational alignment and establish clear KPIs to demonstrate significant improvements in activation and engagement rates, and quantifiable contributions to cost-of-care reduction.

  • Influence and shape the future CRM technology roadmap and integration plans, partnering with Mar Tech, Product, and IT.

• CRM Operations & Performance Optimization :

  • Direct the overall strategy and execution of CRM operations, overseeing the entire campaign lifecycle from planning to real-time monitoring and iterative optimization based on performance insights.

  • Lead the integration of campaign performance data with enterprise analytics, and implement best practices for A/B testing, personalization, and AI to maximize engagement and conversion rates.

• Team Leadership & Capability Development :

  • Lead, mentor, and inspire a high-performing team of CRM strategists, campaign operators, and developers, fostering a culture of innovation and data-driven decision-making.

  • Oversee the CRM operations function, ensuring efficient campaign execution, continuous process optimization, and championing the professional development of the team in advanced analytics and multi-channel management.

• Customer Journey & Data Stewardship :

  • Direct the development of deep customer insight-based campaign journeys across numerous channels, leveraging real and near-time data to deliver personalized, relevant messages.

  • Act as a key steward of CRM data, partnering closely with Enterprise Data Operations and Analytics to ensure data quality, curation, governance, and accessibility for effective targeting, segmentation, and measurement, optimizing the customer journey from onboarding to retention.

• Cross-Functional Collaboration & Influence :

  • Partner closely with Mar Tech, in-house agency, Product, Health Experience teams, and enGen Technology/Data Operations to ensure seamless execution and continuous improvement of CRM initiatives.

  • Collaborate with leaders of digital health solutions and growth/acquisition marketing to create cohesive, customer-driven end-to-end journeys from prospect to engaged member with greater lifetime value.

• Performs other duties as assigned or required.

Required

• Minimum of 15 years of progressive leadership experience in marketing, Customer Relationship Management (CRM), digital marketing, or related fields.

• At least 7-10 years of experience in senior leadership roles, managing teams of 10 or more direct and indirect reports, with demonstrated success in coaching, mentoring, and talent development.

• Strong experience in regulated industries such as healthcare, financial services, or other highly complex sectors

• Demonstrated expertise in leading and optimizing CRM operations, including campaign management,…