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Associate Vice President, Member Experience

Company: League
Location: Toronto
Posted on: April 8, 2021

Job Description:

Associate Vice President, Member Experience At League, we're big on building connections - both through our product and with each other. Our platform is consumer centric, personalized and always on. It's a front door to healthcare that empowers people to live healthier, happier lives. Every day. When you feel connected to our mission, values and the work you do, you're driven to perform your best every day. When you feel connected to people you work with, you're able to build meaningful relationships that last. Together, we share the ultimate goal of delivering better health outcomes for everyone. The world has changed, and so has the way we work. We believe you can work where you work best (whether it's in the office all the time, a few days a week, or none of the time), and still feel connected to our mission, values, purpose, and each other. League is headquartered in Toronto with a second office in Chicago and we believe in empowering Leaguers to work their way-anywhere that works for them in Canada and the US.-- All Leaguers have League life moments - moments in our careers that connect us to League's mission and values, to each other and to our amazing work - every day. Will your first League life moment be meeting our team? We can't wait to meet you.-- League is the digital alternative to traditional health insurance. Led by serial entrepreneur and Kobo founder Michael Serbinis, we are bringing much-needed innovation to the stagnant health care industry. League enables employers to give employees access to health and wellness spending accounts, flexible and cost-effective group insurance plans and workplace health services, all through our website and mobile apps. Our mission is to help people live healthier, happier lives every day. Reporting to the Chief Marketing Officer, the AVP, Member Experience will play an integral role leading the Member Marketing team, responsible for developing strategies and implementing initiatives that focus on improving Member Engagement. The role will oversee the member experience and engagement strategy across all touchpoints, including Powered By League, (benefits, health, marketplace, customer care) and be accountable for growing overall Monthly Active Users (MAU). You will leverage analytics and insights to understand and segment League's member base, assessing the impact of features and initiatives on member engagement to drive growth. By conceptualizing highly effective experiments and campaigns, you will help differentiate the member experience through market leading engagement, League's competitive differentiator. You will be the voice of engagement metrics and collaborate across product, marketing, and business teams to define and execute engagement initiatives and campaigns that make an impact. The AVP, Member Experience will work in partnership with key stakeholders across customer solutions, product, health, and customer care, to analyze member journeys, identify value drivers and translate learnings into actionable initiatives that support League's long-term strategy.-- You will

  • Develop and implement a member engagement strategy that aligns with League's strategic objectives, elevating the member experience at every touchpoint and driving overall Monthly Active Users (MAU) across League's member offerings
  • Lead a team responsible for building and analyze member lifecycle marketing campaigns including email, in-app messaging, push notifications, and more to drive engagement KPIs
  • Drive deeper member relationships and engagement across the various components of League's health offerings, benefits administration and related marketplace product/service offerings--
  • Implement metrics/KPIs and monitor to track achievement; developing strategies and champion programs to increase overall member usage (MAU) and drive member satisfaction (NPS)Survey League members and stakeholders and review KPIs to perform root cause analysis, identifying actionable insights
  • Communicate membership metrics and feedback to management and other key stakeholders--
  • Map the end-to-end member journey and related processes that acquire, support, and retain League's members, creating personalized consumer journeys that drive engagement and repeat purchase behavior
  • Partner with our product and client success teams to build a roadmap and execute projects and campaigns that lead to customer engagement opportunities that serve to educate and drive active usage
  • --Plan QA programs and campaigns for specific segments or target audiences (e.g. based on their benefit plan/coverage, their health interests, and other key characteristics) to support KPIs and personalization strategy
  • Unify cross-channel and platform measurement to support analysis of the success of all member marketing campaigns and member feature engagement to drive a continuous feedback loop for ongoing optimization
  • Coach and train team on best practices, process and productivity improvements for campaign management, tools, execution and reporting that will scale for continued domestic and international growth
  • Own cross-functional processes with customer teams to successfully execute member communications across channels for existing and new clients
  • Proactively identify issues or risk areas, recommending corrective actions, developing plans to mitigate or implementing process changes to improve delivery against team objectives
  • Lead user engagement across new channels and high-impact business opportunities, such as those Powered by League--
  • Work with the LifeMarket team to define the vision, strategy, plan and roadmap for League's eCommerce marketplace business, in the context of improving the member experience and driving incremental revenue
  • --Support the evolution of LifeMarket into a high-performing B2C e-commerce engine that creates and delivers a winning experience for our members You have
    • 10+ years in Member Experience working in a B2C environment (B2B2C a plus)
    • A proven track record building and managing high-value relationships
    • Extensive knowledge of Salesforce Marketing Cloud, Pendo (or other in-app messaging tools), Google Analytics and UTM tagging.--
    • Savvy in digital marketing and conversion best-practices, including experience building personalized user journeys
    • A strong background analyzing and making decisions using B2C data (B2B2C a plus)
    • Demonstrated ability achieving lofty goals and meeting deadlines in a fast-paced environment with minimal supervision Desired outcomes
      • Increase MAU driven by member marketing campaigns
      • Increase member satisfaction and member NPS score
      • Continuous campaign improvements and optimization
      • Continually optimize key metrics (e.g. open rates, click-through-rates, traffic) of member marketing campaigns across marketing channels (e.g. email, web, direct mail, app notifications, content, etc.)
      • Build processes that enable the team to scale while meeting client specific needs At League, everyone is welcome. Diversity makes us better, and we believe in building diversity across cultural identity, gender, sexual orientation, age and education, thought and experience. We are an equal opportunity employer, and we are committed to working with applicants requesting accommodation at any stage of the hiring process.

Keywords: League, Sioux Falls , Associate Vice President, Member Experience, Executive , Toronto, South Dakota

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