Head of Brand and Marketing

Role Title: Head of Brand and Marketing

Location: Abbey Street, Dublin 1

Contract: Full time, Permanent

Vhi Group Services Dac have a full time, permanent vacancy for Head of Brand and Marketing in Abbey Street, Dublin 1.

As Vhi enters the next chapter of its strategy, this role will lead the evolution of our brand, marketing and customer communications approach, strengthening how we engage customers, members and society. The role will drive the shift towards a more purpose-driven, trust-based and health-outcomes-focused model that enhances customer engagement, brand trust and sustainable growth.

Reporting to the Group Customer Officer, the role will provide enterprise leadership across brand and marketing, shaping future capabilities, operating models, and ways of working, including the design and evolution of a Brand and Marketing operating model that supports Vhi’s future strategic ambitions. Partnering across the business, this role will ensure a joined-up strategy and coordinated communications across key customer touchpoints to deliver a coherent customer experience and stronger commercial and brand outcomes.

About us

At Vhi, we’re more than Ireland’s leading health insurer - we’re a team dedicated to creating exceptional customer experiences and shaping the future of healthcare. For over 65 years, we’ve been trusted by over 1.2 million members to deliver innovative solutions that make healthcare accessible and customer focused. We invest in our people through continuous learning, career development, and a culture that values collaboration and growth. If you’re passionate about helping customers and want to work in an environment where your contribution truly matters, Vhi is the place for you.

What we offer:

Competitive salary

Annual bonus

Pension

Health insurance for you and your family

Income protection in the event of illness

Hybrid working model

Ongoing training and development

Onsite restaurant

Sports and social club

What you will do:

Marketing Strategy & Planning

Lead the alignment and orchestration of marketing, customer communications and related customer engagement capabilities across the organisation, ensuring a joined-up strategy, and coordinated communications across key touchpoints.

Monitor and evaluate emerging Marketing trends, technologies and evolving customer expectations across sectors to inform future strategy, capability development and investment decisions.

Own marketing performance, customer engagement, and brand outcomes across the full customer lifecycle.

Set strategic priorities, investment decisions, and resource allocation to maximise enterprise value and sustainable growth

Serve as a trusted strategic advisor to the Group Customer Officer and Group Leadership Team on customer, brand and marketing strategy.

Deliver differentiated marketing strategies across key segments, including B2C (members), B2B (corporate clients), and B2P (healthcare providers).

Brand & Customer Engagement

Lead the development and evolution of Vhi's brand strategy, positioning and identity.

Ensure a consistent and differentiated brand experience across all customer touchpoints and engagement channels.

Support customer acquisition, engagement, retention and lifetime value through integrated marketing and communications programmes that align activities across the business.

Build internal brand understanding, alignment and advocacy across the organisation.

Go-to-Market & Omnichannel Orchestration

Lead the development and delivery of integrated go-to-market communication plans that align business priorities, customer needs and commercial objectives across the proposition lifecycle.

Align propositions, campaigns, content, and channels to ensure coordinated customer engagement across member, corporate and provider audience in different journeys.

Own marketing investment strategy and significant marketing budgets, leading agency and partner relationships, commercial negotiations and contract performance management to deliver value for money, strong governance and return on investment.

Orchestrate seamless communication across digital, media and care delivery channels.

Define and optimise lifecycle customer communication strategies to enhance customer engagement, retention and value.

Data, Marketing Technology & Automation

Leverage customer, clinical and behavioural data to design and deliver targeted and personalised engagement.

Lead the development of a modern, AI-enabled marketing technology ecosystem to enable real-time, scalable and measurable customer engagement.

Partner with Group Technology, AI & Data teams to strengthen insight-driven decision-making and marketing effectiveness.

Drive continuous optimisation through testing, learning, measurement and performance analysis.

Governance & Compliance

Establish effective governance, decision-making and controls across brand and marketing activities.

Accountable for all marketing, customer communications, and advertising activities to comply with applicable regulatory, legal, consumer protection and industry standards.

Monitor and optimise marketing effectiveness, ROI and customer outcomes across marketing investments and partnerships.

Transformation, Capability & Operating Model

Build, lead, and develop a high-performing, future-ready Brand and Marketing function.

Drive greater alignment, clarity of ownership and effectiveness across customer-facing capabilities.

Partner with key stakeholders to shape and evolve the Group Customer Office’s operating model, organisation design and ways of working.

Foster a culture of accountability, collaboration, innovation, and continuous improvement.

What you will need to be successful:

Knowledge and Experience

More than 10 years senior leadership experience in a similar function in consumer industries.

Proven track record of developing enterprise-wide brand, marketing and customer engagement strategies that deliver measurable customer and commercial outcomes.

Successful experience in leading and aligning cross-functional customer facing capabilities and effectively operating matrix team structures.

Demonstrated success in leading large-scale, integrated, multi-channel marketing and customer operating model transformation, including organisation design, governance, capability development and ways of working.

Experience delivering integrated, multi-channel marketing initiatives and managing significant marketing budgets, making investment trade-off decisions, and leading commercial relationships with agencies and strategic partners.

Strong commercial acumen with a proven ability to leverage customer insights, data, and performance metrics to inform decision-making and optimise outcomes.

Proven ability to operate effectively in complex environments, balancing competing priorities, stakeholder interests, investment decisions, and resource allocation.

Strong understanding of customer lifecycle management, customer journeys and personalised engagement strategies.

Demonstrated ability to build and lead high-performing teams, develop organisational capabilities and lead through change and transformation.

Experience operating in regulated industries (e.g. healthcare, insurance, financial services, telco and utilities), strong understanding of advertising, consumer protection, marketing communications and application of relevant regulatory standards within regulated environments.

Demonstrate alignment with Vhi Values.

Success Metrics:

Customer Engagement & Activation

Customer Lifetime Value & Growth Impact

Brand Strength & Trust

Marketing Effectiveness & ROI

Customer Experience & Omni-channel Effectiveness

Colleague engagement & culture scores

Skills and Abilities

Enterprise Marketing, Customer Engagement & Commercial Acumen.

Customer Engagement, Experience & Lifecycle Management.

Brand Strategy, Communication & Storytelling Excellence.

Integrated Customer Engagement & System Thinking.

AI, Data & Insights-driven decision making.

Cross-functional Leadership, Influence & Stakeholder Management.

Transformation, Operating Model Design and Delivery & Change Leadership.

Governance, Regulatory & Ethical Awareness.

Note: This role profile outlines the primary responsibilities of the role and is not exhaustive. As Vhi’s customer and operating model continues to evolve, the scope, accountabilities and organisational interfaces of the role may evolve over time to meet changing business and customer needs.

Sustainability

At Vhi, we believe that the health of people and the health of the planet are interconnected. That’s why we’re on a journey towards an integrated model of healthcare that puts people and the planet at its heart.

Our Commitment to Inclusion and Accessibility

At Vhi, we are on a continuous journey to build an inclusive and diverse workplace where everyone feels valued and respected. We welcome applications from individuals of all backgrounds, experiences, abilities, and perspectives.

We are committed to providing reasonable accommodations at every stage of the recruitment process for candidates with disabilities, neurodivergence, or medical conditions. If you require an accommodation, please contact recruitment@vhi.ie, and a member of our recruitment team will be in touch via email.

Any information you provide will be treated confidentially within the recruitment team and used solely for the purpose of determining and providing appropriate accommodations during the application and recruitment process.

Vhi is an equal opportunities employer.