Director, Digital Product Strategy and Marketing

Note: This is a flexible position and open to any KP location (CA, OR, WA, CO, IL, GA, MD, VA, and DC).

Technical Summary

We are seeking a Director, Digital Products Strategy & Marketing to establish and lead enterprise digital product strategy for member-facing experiences across Kaiser Permanente's digital ecosystem. This role is responsible for developing end-to-end strategies that drive awareness, adoption, engagement, and retention across key digital platforms, including MyChart/Epic, the KP mobile app, KP.org, eCommerce experiences, and rewards programs. The position will lead the integration of digital product strategy with existing lifecycle marketing and clinical services efforts to create a more connected, personalized, and measurable member experience across Kaiser Permanente's digital ecosystem.

This leader will serve as a strategic connector across Marketing, Product, Digital Experience (UX), Consumer Experience (CX), IT, Analytics, and business stakeholders to define the vision, governance, operating models, and success metrics for enterprise digital initiatives. The role requires an executive-level strategist who can navigate ambiguity, influence senior leaders, and translate enterprise priorities into actionable digital product roadmaps that improve member engagement, satisfaction, and retention.

The Director will oversee a portfolio of high-priority digital experiences and ensure new capabilities are effectively brought to market and integrated into the end-to-end member journey. This includes leading strategic planning, go-to-market strategy, cross-functional alignment, and performance optimization across digital products and experiences. The role will partner closely with Product, Technology, and Consumer Experience leaders to identify unmet member needs, prioritize investments, and deliver measurable business outcomes.

Job Summary

This director level position is primarily responsible for directing and overseeing integrated marketing communications programs and strategies, directing and overseeing market data collection and synthesis, and providing oversight and direction to the creative team. This position directs complex marketing projects, directs and oversees the design and implementation of complex marketing strategies, and directs and oversees the development and implementation of complex strategic go-to-market plans for all products/business lines.

Essential Responsibilities

• Demonstrates continuous learning and maintains a highly skilled and engaged workforce by aligning resource plans with business objectives; overseeing the recruitment, selection, and development of talent; motivating teams; preparing individuals for growth opportunities and advancement; staying current with industry trends, benchmarks, and best practices; providing guidance when difficult decisions need to be made; and ensuring performance management guidelines and expectations drive business needs.
• Oversees the operation of multiple units and/or departments by identifying customer and operational needs; analyzing resources, costs, and forecasts and incorporating them into business plans; gaining cross-functional support for business plans and priorities; translating business strategy into actionable business requirements; obtaining and distributing resources; setting standards and measuring progress; removing obstacles that impact performance; guiding performance and developing contingency plans accordingly; and ensuring products and/or services meet customer requirements and expectations while aligning with organizational strategies.
• Directs and oversees market data collection and synthesis by managing the development of actionable, evidence-based marketing plans using data and insights; partnering with research and strategy teams to gather marketplace and consumer dynamics driving marketing strategies; defining market research needs; partnering with analytics teams to drive marketing strategies and track performance; and defining and optimizing ROI on strategies and tactics.
• Directs and oversees the development and implementation of complex strategic go-to-market plans for all products/business lines by defining the channel strategy; managing relationships with channel partners; evaluating channel partner needs and performance on an ongoing basis; analyzing audience needs using data-driven learnings to evaluate and identify new multi-channel opportunities; and leading channel marketing programs to drive go-to-market strategies.
• Directs and oversees the design and implementation of complex marketing strategies by ensuring strategies support membership growth, retention, and product/service promotion initiatives to meet business goals; establishing strategic plan deliverables; verifying brand consistency and brand standard compliance through all marketing channels; leveraging market research to identify new opportunities and/or validate assumptions; analyzing sales and marketing metrics; tracking progress to overall enterprise objectives; and driving improvement and optimization efforts toward established goals.
• Directs complex marketing projects by reviewing and approving project plans; managing cross-functional stakeholder contacts; assembling teams based on project needs and team member strengths; forecasting and adhering to project budget; overseeing vendor selection; defining scope and negotiating vendor contracts; managing vendor relationships at the leadership level; presenting project updates; managing project financials and deliverables; and ensuring projects align with marketing strategy and overall business goals and objectives.
• Directs and oversees integrated marketing communications programs and strategies by driving the development of communication strategies and engagement plans consistent with KP core strategies; integrating business-to-business, business-to-consumer, and line of business; reviewing and analyzing information from market research teams to understand stakeholder attitudes and needs; translating insights into promotional strategies; ensuring alignment of activities across enterprise teams; communicating consistent positioning and messages across all media; evaluating effectiveness of plans, programs, and campaigns; and making recommendations to optimize campaigns.
• Provides oversight and direction to creative team by reviewing and analyzing data, research, and customer input and sign-off to develop an understanding of the work; collaborating with communication and marketing teams; reviewing, evaluating, and approving complete creative briefs that inform and inspire writers, designers, and other creative professionals; reviewing the completed brief with the customer and relevant stakeholders; and presenting the brief.

Skills

Alliance/Partner Management, Benchmarking, Best Practices, Business Plan, Business Strategy, Business Support, Business-to-Business (B2B), Campaigns, Channel Management, Channel Marketing, Channel Strategies, Clinical Medicine, Consumer Marketing, Contingency Plans, Contract Negotiation, Cost Analysis, Cost Forecasting, Creative Brief, Cross-Functional, Customer Experience, Data Analysis, Data Collection, Ecosystems, Epic MyChart, Establish Priorities, Financial Management, Financial Projections, Forecasting, Industry/Trade Analysis, Leadership, Market Analysis, Market Entry Strategy, Market Research, Market Tracking, Marketing, Marketing Communications Strategy, Marketing Metrics, Marketing Plan, Marketing Strategy, Metrics, Mobile Applications, Multiplatform/Cross-Platform, Needs Assessment, Outbound Marketing, People Management, Performance Analysis, Performance Management, Performance Tuning/Optimization, Process Improvement, Product Marketing, Product Planning, Product Strategy, Project Planning, Project Tracking, Project/Program Management, Promotional Programs, Regulatory Compliance, Return on Investment (ROI), Sales Analysis, Set Goals, Strategic Planning, Supplier Relationship Management (SRM), Talent Management, User Interface/Experience (UI/UX), Vendor/Supplier Relations, Vendor/Supplier Selection, Writing Skills, eCommerce

Kaiser Permanente

At Kaiser Permanente, we are relentless in our pursuit of excellence. Driven by our mission to provide the highest quality preventive medicine, we are committed to eliminating health care disparities, and to making lives better through innovation, technology, and research.

Our desire to deliver the best possible care inspires us to promote wellness among our members, communities, and each other. It also fuels our belief that everyone — regardless of circumstance — deserves access to affordable care, which further drives our motivation to expand our reach.

Founded nearly 80 years ago, our unique business model sets us apart — positioning us to drive improvements across the industry and around the world.

Company Size

10,000 employees or more

Industry

Healthcare Services

1945

Website

http://www.kp.org/careers