[Hiring] VP Customer Experience & Engagement @Florida Blue

Role Description

The Vice President, Customer Experience & Engagement (VP, CXE) is an enterprise-wide leadership role created to transform how GuideWell, Florida Blue, and Triple-S engage with the people and organizations that depend on us. Reporting to the SVP of Communications, Marketing and Customer Experience, the VP, CXE will build and lead the function from the inside out — establishing strategy, governance, capability, and culture.

Key Responsibilities

• Health Journey & Clinical Experience
  • Lead the design of experiences that reflect the reality that most member interactions are connected to health.
  • Partner with clinical, medical management, and population health teams to design engagement strategies for members managing chronic conditions or complex care needs.
  • Develop experience models that move members from passive coverage-holders to active participants in their own health.
  • Identify and redesign the friction points that occur when members move between care settings, coverage changes, or life stages.
• Journey Design & Experience Innovation
  • Lead the human-centered design of end-to-end member, customer, and provider journeys across digital and non-digital channels.
  • Partner with Product, Technology, Operations, and Clinical teams to translate journey insights into concrete improvements.
  • Design specific interventions for critical milestones to reduce friction and increase loyalty and health engagement.
  • Champion the application of AI and automation to reduce friction and surface timely, relevant health support.
  • AI for predictive personalization, ensuring members receive the right support before a breakdown occurs.
  • Partner on the implementation of AI-enabled service channels, including intelligent routing and advanced self-service tools.
• CRM & Lifecycle Communications
  • Lead the overarching strategy for CRM and outbound communications throughout the member relationship.
  • Partner with Marketing and Communications to ensure a unified external narrative and brand experience.
  • Develop communication cadences that anticipate member needs at key health and coverage moments.
• Enterprise Leadership & Governance
  • Develop and own an enterprise CX strategy that spans GuideWell, Florida Blue, and Triple-S.
  • Establish a shared CX vision and framework that creates consistency across business units.
  • Serve as an executive-level champion for the member perspective in business planning and product development.
  • Lead a cross-functional CX governance structure, including executive stakeholder alignment.
• Provider & Partner Experience
  • Extend the CX mandate beyond members to include the provider experience.
  • Partner with Network Management and Provider Relations to identify and reduce friction in credentialing, contracting, claims, and clinical communication.
• Organizational Capability Building
  • Build a high-performing CX function from the ground up.
  • Develop enterprise CX training programs and competency models.
  • Partner with Human Resources to connect CX outcomes to performance management.
  • Establish a CX center of excellence that serves as an internal resource.

Qualifications

• Bachelor’s degree in Business, Marketing, Human-Centered Design, Psychology, Behavioral Science, or a related field.
• 10+ years of progressive experience in customer experience, health engagement, or related disciplines.
• Deep expertise in CX methodology, including journey mapping and human-centered design.
• Proven ability to influence at the executive level and drive change across matrixed organizational structures.
• Strong command of CX technology and data platforms, including CRM and AI-enabled service channels.

Requirements

• Experience in health insurance, managed care, healthcare services, or population health.
• Familiarity with multi-market and multicultural member populations.
• Familiarity with behavioral economics or health behavior change frameworks.
• Certification in CX methodology (CCXP or equivalent) or design thinking.
• Able to set a compelling long-term direction while building processes and accountability structures.
• Genuinely motivated by improving the lives of the members we serve.
• Understands that improving health outcomes requires meeting people where they are.
• A team builder who creates followership across functions and levels.
• Comfortable with ambiguity and energized by the opportunity to build a function.

Benefits

• Medical, dental, vision, life and global travel health insurance.
• Income protection benefits: life insurance, short- and long-term disability programs.
• Leave programs to support personal circumstances.
• Retirement Savings Plan including employer match.
• Paid time off, volunteer time off, 10 holidays and 2 well-being days.
• Additional voluntary benefits available.
• A comprehensive wellness program.