Director of Account-Based Marketing & Retention

We are seeking an experienced Director of Account-Based Marketing & Retention to design and execute targeted marketing strategies that drive renewal, retention, and expansion of employer-sponsored insurance programs. This role will partner closely with customer success marketing, account management, sales, and product teams to deliver ABM campaigns targeting strategic employer groups, brokers, and partners, delivering both branded and white-label solutions.

The ideal candidate has a breadth of employer and broker strategic ABM expertise, strong business acumen and cross functional leadership and a passion for building data-driven account renewal programs from the ground up.

What you’ll do:

ABM Strategy & Leadership

• Partner with sales leadership to identify priority accounts, buying groups, and decision-makers.
• Build from scratch and own the client success strategy for priority employer groups, brokers, and consultants.
• Develop account segmentation and tiering strategies for targeted ABM programs (1:1, 1:few, and 1:many).
• Develop business case, measurement plan and roadmap to deliver a data-driven, high ROI ABM strategy, overarching and by group.
• Assess and recommend systems and tools needed to support ABM account renewals.
• Build employer and employee NPS tracking with insights to inform renewals.

Partner & White Label (WL) Enablement

• Partner with sales to align marketing efforts with client agreements, renewal, and expansion goals.
• Build customized multi-channel campaigns to engage brokers, HR decision-makers, CFOs, and benefits leaders.
• Create and deliver content tailored to employer needs (compliance updates, , cost-containment insights, employee satisfaction).
• Drive employer and broker participation in engagement programs (wellness initiatives, webinars, roundtables, and executive briefings) that reinforce value.
• Design white-label marketing frameworks for brokers, TPAs, and channel partners to WL or co-brand campaigns, content, and assets.
• Collaborate with customer marketing, product, and others to ensure seamless co-branding of communications, proposals, and employer-facing materials.
• Source and partner with IT to build a customizable collateral portal for brokers and employers.
• Provide partner toolkits (customized content, renewal collateral, email templates, and event materials) that reinforce value to employer clients.
• Act as a strategic advisor to partners on how to leverage co-branded campaigns to improve retention and growth.

Campaign Development & Execution

• Oversee creation of multi-channel ABM campaigns (email, paid media, events, content, webinars, direct mail, executive engagement).
• Ensure campaigns highlight ROI-driven narratives (cost containment, , employee engagement, compliance support).
• Create upsell campaigns to promote new SaaS and customer service solutions to expand existing partner revenue.
• Partner with customer success marketing to develop campaigns that improve employee engagement (preventive care, digital tools, telehealth adoption).

Insights & performance

• Define ABM success metrics (pipeline influence, renewal rates, account engagement scores, ROI).
• Monitor campaign effectiveness, providing regular reporting to sales, client management, and leadership.
• Continuously optimize campaigns based on data insights, feedback, and evolving employer/partner needs.

• Collaborate with data analysts to translate utilization data into compelling narratives for renewal conversations.
• Continuously refine account targeting and engagement tactics using analytics, feedback, and industry benchmarks.

• Demonstrate eHealth’s values in your behaviors, practices, and decisions.

Who you are:

• Bachelor’s degree in Marketing, Communications, Business, or related field (MBA preferred).
• 10+ years of B2B marketing experience, with at least 5 years in account-based marketing leadership.
• Strong background in health insurance, benefits, healthcare, or SaaS/TPA environments preferred.
• Experience managing white-label or co-branded marketing programs.
• Demonstrated ability to align ABM with sales, product, and partner enablement strategies.
• Proficiency with ABM platforms (Demandbase, 6sense, Terminus) and CRM/marketing automation tools (Salesforce, HubSpot, Marketo).
• Proven success in leading teams and cross-functional initiatives.
• Excellent storytelling, executive communication, and relationship management skills.