A bachelor's degree in Marketing, Communications, Business Administration, or a related field is required.
10+ years of progressive marketing leadership experience, including 5+ years in insurance, financial services, or another regulated industry.
Demonstrated experience leading brand, communications, distribution and sales enablement, and analytics functions within a single organization.
Direct experience owning a customer or member experience function, including voice-of-customer programs and journey mapping.
Prior people leadership experience managing multidisciplinary teams and cross-functional stakeholders, including agency and distribution partners.
Strong executive presence with the ability to influence the CEO, executive team, and board on brand and member experience strategy.
Deep understanding of insurance distribution models, including independent agency, direct, and alternative channels, and related acquisition economics.
Proficiency with marketing analytics, customer relationship management platforms, and voice-of-customer or customer-experience measurement tools.
Ability to translate strategy into internal culture engagement and external market positioning.
Ability to balance urgency and long-range planning while holding cross-functional teams accountable to shared success measures.
Responsibilities
Own corporate brand strategy, positioning, and brand pillars across every channel and touchpoint.
Lead brand development, including logo standards, visual identity, and brand guidelines and standards enforcement.
Direct market positioning, advertising, and public relations strategy.
Oversee social media strategy and governance in alignment with brand voice and compliance requirements.
Ensure strategic alignment of brand initiatives with company and distribution strategy.
Own internal communications strategy, including messaging, channels, and cadence.
Lead external communication strategies, standards, and execution, including crisis and media communications.
Partner with Human Resources and the Chief Human Resources Officer to communicate and drive participation in engagement initiatives.
Provide media training and oversight for executive and field spokespeople.
Partner with recruiting on employer brand and talent communications.
Develop and execute line-of-business and strategic market area sales strategies with distribution leadership.
Build and maintain the sales playbook, promotional programs, and agency support materials.
Direct agency and employee training on marketing, sales, and product positioning.
Manage customer acquisition cost strategy and identify and support alternative distribution channels.
Support inside sales and service functions with marketing collateral, campaigns, and tools.
Establish and report on agency performance, acquisition cost, and regional sales manager effectiveness metrics.
Measure brand effectiveness, market performance, and progress against the annual revenue plan.
Own customer relationship management strategy and data governance for marketing and distribution goals.
Track social media and digital performance and translate data into actionable insight.
Define and maintain success measures and key performance indicators for every marketing and member experience workstream.
Own the member and customer experience strategy and set the vision for member and policyholder interactions across every touchpoint.
Design and maintain member journey maps across the policy lifecycle, including quote, bind, service, claims, and renewal, with Operations, Claims, and Underwriting.
Establish and monitor voice-of-customer programs, including net promoter score, customer satisfaction, and member surveys.
Own customer complaint trending and resolution oversight and partner cross-functionally to close root-cause gaps.
Set enterprise service standards and experience guidelines for call center, digital, and agency-facing interactions.
Lead member advisory councils and feedback forums and represent the member voice in product, underwriting, and operational decisions.
Champion a member-first culture through training, communications, and recognition programs with Human Resources.
Report member experience performance and improvement roadmaps to executive leadership and the board as needed.
Desired Qualifications
An MBA is preferred.
Overview
Founded in 1898, Mutual of Enumclaw is a people-first insurer rooted in community, recognized as Washington’s Best Company to Work For for the 14th consecutive year, and proudly serving individuals, families, farms, and businesses through local independent agents across the West.
The Head of Marketing & Member Experience serves as the enterprise leader for all marketing functions and the member/customer experience function at a $500M insurance carrier. This role is accountable for building and protecting the corporate brand, driving integrated communications, enabling distribution and sales growth, advancing marketing analytics and measurement, and ensuring every member and agency interaction reflects the company's brand promise. The role unifies the traditional marketing discipline with end-to-end ownership of the member/customer experience, ensuring strategy, execution, and measurement are aligned around a single member-centric vision. Success requires urgency, teamwork, and clear accountability across a matrixed set of internal stakeholders, agents, and executive leadership.
Responsibilities
This role owns four core marketing pillars plus the member/customer experience function, with marketing analytics supporting and driving performance across all areas.
1. Brand Strategy & Management
Own corporate brand strategy, positioning, and brand pillars, ensuring consistent expression across every channel and touchpoint.
Lead brand development, including logo standards, visual identity, and brand guidelines/standards enforcement.
Direct market positioning, advertising, and public relations strategy.
Oversee social media strategy and governance, ensuring alignment with brand voice and compliance requirements.
Ensure strategic alignment of brand initiatives with overall company and distribution strategy
2. Communications (Internal & External)
Own the internal communications strategy, including messaging, channels, and cadence, that builds a strong culture and keeps employees aligned with company direction.
Lead external communication strategies, standards, and execution, including crisis and media communications.
Partner with HR/CHRO to communicate and drive participation in engagement initiatives (e.g., surveys, recognition programs, culture campaigns), translating HR-owned goals and data into clear, compelling messaging for employees.
Provide media training and oversight for executive and field spokespeople.
Partner with recruiting on employer brand and talent communications.
3. Distribution Support & Sales Enablement
Develop and execute Line of Business (LOB) and Strategic Market Area (SMA) sales strategies in partnership with distribution leadership.
Build and maintain the sales playbook, promotional programs, and agency support materials.
Direct agency and employee training on marketing, sales, and product positioning.
Manage customer acquisition cost strategy and identify/support alternative distribution channels.
Support inside sales/service functions with marketing collateral, campaigns, and tools.
4. Marketing Analytics
Establish and report on agency performance, acquisition cost, and regional sales manager (RSM) effectiveness metrics.
Measure brand effectiveness, market performance, and progress against the annual revenue plan.
Own CRM strategy and data governance in support of marketing and distribution goals.
Track social media and digital performance, translating data into actionable insight for all marketing pillars.
Define and maintain success measures/KPIs for every marketing and member experience workstream.
5. Member / Customer Experience
Serve as the enterprise owner of the member/customer experience strategy, setting the vision for how members and policyholders experience the brand across every touchpoint.
Design and maintain member journey maps across the policy lifecycle (quote, bind, service, claims, renewal) in partnership with Operations, Claims, and Underwriting.
Establish and monitor voice-of-customer programs (NPS, CSAT, member surveys) and convert findings into prioritized improvement initiatives.
Own customer complaint trending and resolution oversight, partnering cross-functionally to close root-cause gaps.
Set enterprise service standards and experience guidelines for call center, digital, and agency-facing interactions.
Lead member advisory councils/feedback forums and represent the member's voice in product, underwriting, and operational decisions.
Champion a member-first culture through training, communications, and recognition programs, in partnership with HR.
Report member experience performance and improvement roadmaps to executive leadership and the board as needed.
Qualifications
Education & Experience
Bachelor's degree in Marketing, Communications, Business Administration, or related field required; MBA preferred.
10+ years of progressive marketing leadership experience, including 5+ years in insurance, financial services, or another regulated industry.
Demonstrated experience leading brand, communications, distribution/sales enablement, and analytics functions within a single organization.
Direct experience owning a customer/member experience function, including voice-of-customer programs and journey mapping.
Prior people leadership experience managing multi-disciplinary teams and cross-functional stakeholders, including agency/distribution partners.
Knowledge, Skills & Abilities
Strong executive presence with the ability to influence the CEO, executive team, and board on brand and member experience strategy.
Deep understanding of insurance distribution models (independent agency, direct, alternative channels) and related acquisition economics.
Proficiency with marketing analytics, CRM platforms, and voice-of-customer/CX measurement tools.
Skilled communicator able to translate strategy into internal culture engagement and external market positioning.
Ability to balance urgency and long-range planning while holding cross-functional teams accountable to shared success measures.