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.

Essential Responsibilities:

•  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 MarTech, 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 MarTech, 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.

EXPERIENCE

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

Skills:

• Demonstrated expertise in leading and optimizing CRM operations, including campaign management, performance analysis, and data-driven optimization cycles.

• Proven track record of success in developing and executing data-driven CRM strategies that drive measurable business results in complex, large-scale organizations.

• Demonstrated expertise in leveraging scaled CRM systems (e.g., Salesforce, Salesforce Marketing Cloud, Salesforce Data Cloud) for personalized customer engagement.

• High level of data acumen with extensive experience partnering with and managing enterprise data operations and analytics teams to ensure data quality, curation, governance, and actionable insights for CRM.

• Strong understanding of digital engagement channels and experience, preferably with some exposure to digital health products or services.

• Proven ability to drive organizational change and foster collaboration across diverse functional teams.

• Excellent communication, presentation, and interpersonal skills, with the ability to influence and engage stakeholders at all levels of the organization.

• Strong customer experience (CX) orientation, with an understanding of customer journey mapping and design principles.

EDUCATION

Required

• Bachelor's degree in Marketing, Business Administration, Computer Science, or a related field.

Preferred

• Master's degree (e.g., MBA, Master's in Marketing, Data Science) is highly valued, but extensive relevant career experience can be substituted.

LICENSES or CERTIFICATIONS

Required

• None

Preferred

• Certifications in scaled CRM systems (e.g., Salesforce Administrator/Consultant, Marketing Cloud Specialist)

Language (Other than English):

None

Travel Required:

0 - 25%

PHYSICAL, MENTAL DEMANDS and WORKING CONDITIONS

Position Type

Office-Based or Remote Position

Physical work site required

Yes

Disclaimer: The job description has been designed to indicate the general nature and essential duties and responsibilities of work performed by employees within this job title. It may not contain a comprehensive inventory of all duties, responsibilities, and qualifications required of employees to do this job.
Compliance Requirement: This job adheres to the ethical and legal standards and behavioral expectations as set forth in the code of business conduct and company policies.
As a component of job responsibilities, employees may have access to covered information, cardholder data, or other confidential customer information that must be protected at all times.  In connection with this, all employees must comply with both the Health Insurance Portability Accountability Act of 1996 (HIPAA) as described in the Notice of Privacy Practices and Privacy Policies and Procedures as well as all data security guidelines established within the Company’s Handbook of Privacy Policies and Practices and Information Security Policy. 
Furthermore, it is every employee’s responsibility to comply with the company’s Code of Business Conduct. This includes but is not limited to adherence to applicable federal and state laws, rules, and regulations as well as company policies and training requirements.

Pay Range Minimum:

Pay Range Maximum:

Base pay is determined by a variety of factors including a candidate’s qualifications, experience, and expected contributions, as well as internal peer equity, market, and business considerations.  The displayed salary range does not reflect any geographic differential Highmark may apply for certain locations based upon comparative markets.

Highmark Health and its affiliates prohibit discrimination against qualified individuals based on their status as protected veterans or individuals with disabilities and prohibit discrimination against all individuals based on any category protected by applicable federal, state, or local law.

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