• Member Journey and Experience Strategy
  • Maintain a clear understanding of the end-to-end member journey, from initial outreach and recruitment through onboarding, ongoing participation, education, re-engagement, and future opportunities.
  • Create journey maps, communication plans, and experience strategies that reflect members’ needs, questions, motivations, and potential barriers at each stage.
  • Collaborate with member experience to identify gaps, friction points, and inconsistencies in the member experience, and work across teams to recommend and implement improvements.
  • Ensure that communications and experiences feel coordinated, relevant, and consistent, even when different teams own individual touchpoints.
  • Translate organizational goals into member-centered experiences that help people take the next appropriate action.
  • Serve as a champion for the member perspective in marketing, operational, and digital initiatives.
• Content Strategy and Development
  • Lead the development of clear, engaging, and trustworthy member-facing content across channels and formats.
  • Write, edit, and oversee content for email, SMS, web pages, landing pages, member portals, FAQs, educational resources, call scripts, direct mail, welcome materials, and digital and printed collateral.
  • Translate complex healthcare, clinical, or research information into plain-language content that members can easily understand.
  • Develop content for different member segments, needs, and stages of the journey.
  • Create messaging frameworks, content calendars, templates, and standards that improve consistency and efficiency.
  • Ensure content follows brand, health literacy, accessibility, privacy, regulatory, and compliance requirements.
  • Partner with clinical, legal and compliance stakeholders to ensure communications are accurate and appropriate.
  • Balance organizational priorities with what is most useful, relevant, and meaningful to the member.
• Cross-Functional Journey Orchestration
  • Partner with the Website and Digital teams to ensure that member-facing web experiences support the broader member journey.
  • Help define content, navigation, calls to action, and functional requirements for web pages, landing pages, portals, forms, and other digital experiences.
  • Work with Patient Recruitment to create a connected experience from initial outreach through screening, enrollment, onboarding, and ongoing member participation.
  • Work with Patient Recruitment to align recruitment and member communications so that expectations, messaging, and next steps remain consistent throughout the journey.
  • Partner with Design to produce engaging, accessible, and brand-aligned member materials.
  • Collaborate with Data and Analytics and Lifecycle Marketing to define audiences, develop segmentation strategies, measure performance, and identify opportunities for improvement.
  • Work with Operations, Member Services, Clinical, Product, and Technology teams to ensure communications accurately reflect the experience members will receive.
  • Coordinate communication timing and channel use across teams to avoid duplication, conflicting messages, or too many comms.
• Lifecycle Marketing and Member Communications
  • Develop lifecycle communication programs that support onboarding, education, participation, retention, re-engagement, and long-term member relationships.
  • Build or oversee automated and trigger-based communications based on member actions, milestones, preferences, and needs.
  • Determine the right message, channel, and timing for different stages of the member journey.
  • Develop thoughtful communication strategies for sensitive moments, service issues, delayed next steps, or changes to the member experience.
  • Create personalized and segmented experiences while maintaining appropriate privacy and consent standards.
  • Manage communication calendars to provide members with a cohesive experience across email, SMS, web, print, and other owned channels.
  • Continuously evaluate whether existing communications are helping members feel informed, supported, and confident about what comes next.
• Marketing Technology and Data
  • Apply working knowledge of CRM, marketing automation, content management, analytics, and related platforms to support member experience programs.
  • Partner with technical teams to translate member journey requirements into audience logic, triggers, data needs, workflows, and platform requirements.
  • Build or oversee campaign setup, segmentation, personalization, testing, quality assurance, and deployment.
  • Understand how member data moves across systems and identify data or integration issues that may affect the member experience.
  • Ensure communication preferences, consent requirements, and privacy standards are incorporated into campaign planning and execution.
  • Use campaign, website, operational, and member feedback data to understand behavior and improve experiences.
  • Develop clear reporting requirements and dashboards in partnership with Data and Analytics.
  • Turn data into actionable recommendations rather than simply reporting channel performance.
• Measurement and Optimization
  • Establish goals and key performance indicators for member communications, lifecycle programs, and journey improvements.
  • Measure performance across areas such as engagement, completion of key actions, onboarding progress, retention, re-engagement, satisfaction, and member feedback.
  • Develop testing plans for messaging, content, calls to action, timing, channel mix, and journey design.
  • Use quantitative and qualitative insights to determine what is working, where members are struggling, and what should change.
  • Conduct or support member research, surveys, interviews, feedback collection, and other voice-of-the-member activities.
  • Share insights and recommendations with cross-functional partners and senior leaders.
  • Maintain a continuous improvement roadmap for the member experience.
• Program and Stakeholder Leadership
  • Lead complex, cross-functional projects from strategy through implementation and measurement.
  • Develop clear project plans, briefs, requirements, timelines, and decision-making processes.
  • Bring structure and alignment to initiatives involving multiple teams and competing priorities.
  • Communicate recommendations clearly to both technical and nontechnical stakeholders.
  • Stay current on healthcare marketing, member experience, lifecycle marketing, health literacy, privacy, and marketing technology practices.

The Expertise Required

• Meaningful healthcare experience is required. Relevant backgrounds may include clinical research, health plans, digital health, patient support programs, healthcare services, pharmaceutical organizations, health systems, or other regulated healthcare environments.
• Demonstrated experience developing and improving customer, patient, or member journeys.
• Strong content marketing background with excellent writing, editing, and storytelling skills.
• Experience creating consumer-friendly content from complex healthcare, scientific, clinical, or operational information.
• Experience developing lifecycle programs across email, SMS, web, portals, direct mail, or other owned channels.
• Working knowledge of CRM, marketing automation, content management, analytics, and campaign management platforms.
• Experience with audience segmentation, personalization, triggered communications, and campaign testing.
• Strong data literacy, including the ability to interpret performance data, identify patterns, and turn insights into recommendations.
• Experience partnering with digital, website, creative, design, data, technical, operational, and compliance stakeholders.
• Understanding of health literacy, accessibility, privacy, consent, clinical research , and healthcare communication requirements.
• Strong project management skills and the ability to manage multiple initiatives, stakeholders, and deadlines.

Certifications/Licenses, Education, and Experience

• Minimum Education:
  • Bachelor’s degree in marketing, communications, business, public health, healthcare administration, or a related field, or equivalent professional experience.
• Minimum Experience:
  • 7 to 10 years of progressive experience in marketing, member communications, lifecycle marketing, customer experience, or a related field.