Role Overview
The Portfolio Marketing Director leads portfolio-level marketing strategy for Optum Rx, shaping how the business defines, organizes, and activates its value story across products, services, audiences, and growth initiatives.
This role translates business strategy, product evolution, market opportunities, and audience insights into differentiated value propositions, messaging frameworks, and portfolio narratives that position Optum Rx as a connected pharmacy care business.
Reporting to the SVP of Product, Portfolio & Content Marketing, the leader partners closely with Product Marketing, Growth & Retention, Communications, Enterprise Marketing, Sales Enablement, Analytics, Content, Creative, Product, and business leaders to ensure portfolio marketing supports enterprise growth and business objectives.
Unlike Brand Reputation and Growth Strategy teams, which focus on reputation management, campaigns, and performance measurement, this role owns portfolio positioning, value proposition development, messaging architecture, strategic narrative development, and long-term portfolio marketing strategy.
The role requires strong business acumen, executive presence, strategic storytelling expertise, and the ability to influence across a complex matrixed organization.
Why This Role Matters
As Optum Rx continues to evolve its pharmacy care model and expand new offerings, there is an increasing need for a unified portfolio narrative across products, services, business lines, and audiences.
This role provides dedicated leadership for:
- Portfolio marketing strategy
- Enterprise value proposition development
- New product and business narrative creation
- Portfolio messaging governance
- Strategic positioning and differentiation
- Marketing activation guidance
- Long-range portfolio planning
Success in this role will strengthen consistency across marketing efforts, accelerate speed to market, improve message clarity, and help audiences better understand the full value of Optum Rx.
Key Responsibilities
Portfolio Strategy & Positioning
- Lead Optum Rx portfolio marketing strategy, aligning business priorities, product evolution, audience needs, and growth objectives.
- Develop and maintain enterprise value propositions, portfolio narratives, and messaging frameworks.
- Create portfolio positioning strategies that strengthen differentiation and support growth.
- Translate business strategy into compelling, audience-centered marketing recommendations.
Narrative & Messaging Leadership
- Own portfolio messaging architecture, value proposition frameworks, naming guidance, and narrative standards.
- Develop cohesive portfolio stories that connect products, services, and solutions into a unified value narrative.
- Lead messaging for new products, business initiatives, transformation efforts, and emerging growth opportunities.
- Ensure narrative consistency across marketing, communications, content, sales enablement, and executive messaging.
Cross-Functional Leadership
- Partner with Product Marketing, Communications, Enterprise Marketing, Growth & Retention, Sales Enablement, Analytics, Content, Creative, Legal, Compliance, and business stakeholders.
- Lead complex cross-functional initiatives and drive alignment across multiple teams and priorities.
- Support development of launch strategies, strategic briefs, audience journey inputs, and integrated marketing plans.
- Influence senior leaders and stakeholders through executive-ready recommendations and decision support.
Market & Audience Insights
- Leverage audience insights, competitive intelligence, market trends, brand health indicators, and business priorities to inform portfolio strategy.
- Translate data and performance signals into actionable marketing opportunities.
- Develop long-range strategic recommendations that support sustainable portfolio growth.
Marketing Enablement
- Support development and adoption of scalable marketing resources, including:
- Message libraries
- Strategic playbooks
- Value proposition frameworks
- Content Hub assets
- Portfolio marketing tools
- Drive consistency and efficiency across portfolio marketing efforts.
Leadership
- Lead teams and develop high-performing talent.
- Foster collaboration, accountability, and operational excellence.
- Drive measurable progress against portfolio marketing priorities and business outcomes.
Required Qualifications
- Bachelor's degree.
- 10+ years of experience in portfolio marketing, product marketing, brand strategy, enterprise marketing, strategic communications, marketing leadership, or related fields.
- Experience developing:
- Portfolio value propositions
- Messaging frameworks
- Strategic narratives
- Product or service positioning
- Business initiative messaging
- Experience leading cross-functional initiatives involving product, communications, content, creative, analytics, sales enablement, legal, compliance, and executive stakeholders.
- Demonstrated ability to translate business priorities, audience insights, market intelligence, product roadmaps, and competitive dynamics into actionable marketing strategies.
- Strong expertise in:
- Portfolio positioning
- Audience segmentation
- Strategic storytelling
- Value messaging
- Content strategy
- Digital marketing strategy
- Marketing activation planning
- Experience using performance data, audience research, and market insights to drive strategic decision-making.
- Ability to operate effectively within complex, highly matrixed organizations.
- Exceptional executive communication, stakeholder management, and influencing skills.
- Proven success leading through influence and driving alignment across senior leaders.
- Experience leading and developing high-performing teams.
Preferred Qualifications
- Master's degree or MBA.
- Experience in healthcare, pharmacy, PBM, payer, provider, pharmaceutical, consumer health, or other regulated industries.
- Experience with Optum, UnitedHealth Group, Optum Rx, or pharmacy care business models.
- Experience leading portfolio strategy, transformation initiatives, enterprise narrative development, or new business launches.
- Expertise in:
- Brand health measurement
- Competitive intelligence
- Audience research
- Strategic planning
- Marketing effectiveness
- Experience developing scalable frameworks, playbooks, content hubs, or marketing enablement tools.
- Experience working in regulated environments requiring legal, privacy, and compliance alignment.
- Familiarity with AI-enabled marketing, search strategy, audience insight generation, and emerging marketing technologies.
