Morgan Consulting Resources, Inc. has been retained to conduct the search for the Director of the Outreach & Sales Division for Covered California. This presents an exciting opportunity to join a dedicated and highly regarded organization, where you can actively contribute to its growth and expansion. Covered California operates multiple offices across different geographic regions (Oakland, Los Angeles, Sacramento) within the state. Although this position provides flexibility, it necessitates regular attendance at collaborative sessions and key meetings in Sacramento, California.
About the Organization
Covered California is an independent state agency with a mission to increase the number of insured Californians, improve health care quality, lower costs, and reduce health disparities through an innovative, competitive marketplace that empowers consumers to choose the health plan and providers that give them the best value. Covered California is a free service where eligible individuals and families can purchase quality, brand-name health insurance with financial assistance through the Affordable Care Act (ACA). Covered California also serves as California’s small business health insurance marketplace, known as Covered California for Small Business (CCSB).
California fully embraced the ACA and became the first state in the nation to enact legislation in 2010 to establish its own marketplace. Covered California is a dynamic organization of over 1,400 employees that has helped more than five million people obtain health coverage and continues to serve as a proving ground to inform state and national policy, and as a model for state-based marketplace best practices. Covered California is governed by a five-member board appointed by Governor Newsom and the California Legislature. Covered California’s annual budget is funded through an assessment fee on health plan premiums and has a Fiscal Year 2024-25 operating budget of $474.4 million.
Today, Covered California is the largest state-based marketplace in the country. Covered California will complete its 12th open enrollment period at the end of January 2025. As we mark the beginning of our second decade, we have taken the time to reflect upon the incredible foundation we have built, where we will go next, and how we can continue to be a driving force in health care for Californians.
For details regarding Covered California, please visit: https://www.coveredca.com.
About the Position
Under the direction of the Chief Deputy Executive Director, Program, the Director of Outreach and Sales is responsible for overseeing the individual and small employer outreach and sales functions. In this role, the Director is charged with the design, development, and implementation of strategies to reach and assist Californians seeking health care coverage, including those eligible for federal and state financial assistance.
This includes the following:
- Sales Channel Management – including the statewide Navigator grant program and active in-community engagement with all enrollment partners through a statewide field team.
- Sales Operations – including distribution services, broker/agent administration and certification, and business analytics.
- Covered California for Small Business (CCSB) – oversight of the small group market, including the partner relationship with the vendor who drives direct sales activities and customer service.
The Division has an allocation budget of $50 million for operations, staffing, and coordinates with outside contractors assisting with the operations of the Small Business Exchange (currently Pinnacle and NFP Health). This Division is made up of 67 talented team members, with 4 of them reporting directly to the Director. The Director is expected to be a prominent representative of Covered California, presenting to the Board, meeting with important external partners and stakeholders, and speaking at public events.
Key Responsibilities:
- Provides executive leadership and direction for the Outreach & Sales Division in alignment with Covered California’s mission, vision, and values and as envisioned in Covered California’s strategic plan.
- Provides executive leadership and direction for the work of state staff and contractors associated with the Outreach and Sales Division. This includes setting the strategic direction and management of the Navigator program, setting the priorities of the statewide field team, and directing engagement with community partners who enroll consumers into health care coverage.
- Provides executive leadership and oversight of over 12,000 Insurance Agent contracts, including overseeing the administration, annual certification, training, and business analytics to measure success.
- Collaborates with the Marketing, External Affairs and Community Engagement and Communications and Public Relations Divisions’ enrollment campaigns, including providing staff support for various Open Enrollment events.
- Provides executive leadership and direction for the marketing, sales, and promotional activities for Covered California for Small Business (CCSB). Develops strategic direction for the Covered California for Small Business (CCSB) program and provides oversight of the contractor responsible for primary sales channel activity, including setting sales targets, marketing strategy, and customer service metrics.
- Collaborates with the Plan Management Division on the annual health plan certification process, including establishing health plan premium rates.
Key Deliverables:
Increase the consistency and efficiency of consumer interactions with Covered California and enrollment partners:
- The ideal candidate will work closely with their colleagues in other Divisions to implement standardized procedures, and materials across all communication channels, with primary responsibility to ensure Covered California’s enrollment partners have the tools and information to achieve this goal. Responsibilities include conducting comprehensive training programs for staff and partners, providing ongoing education to enrollment partners, ensuring resource materials are regularly updated, and maintaining proficiency in current policies and best practices.
- The Director will develop an in depth understanding of Covered California’s technology and oversee important enhancements to these critical tools, such as an advanced Customer Relationship Management (CRM) system, to streamline the enrollment partner experience and improve consumer enrollment outcomes.
- The role requires fostering enhanced coordination and communication between Covered California and its partners through regular meetings and shared platforms, along with establishing clear feedback channels to promptly address any issues. The Director will use performance metrics to monitor efficiency and leverage consumer feedback to guide continuous improvements.
Develop a comprehensive community engagement strategy to enhance outreach to historically marginalized communities and populations statewide:
- Collaborating with the Director of the External Affairs and Community Engagement Division, the Director will assist in the development of a comprehensive strategy aimed at enhancing outreach to historically marginalized communities and populations statewide with an understanding of the specific needs, challenges, and preferences of these communities. The Director will build strong relationships with community leaders and organizations and leveraging the full potential of Covered California’s in-community enrollment partners to establish trust and facilitate collaborative efforts.
- The Director’s responsibilities include setting clear objectives aligned with Covered California’s values, guiding the strategy to effectively meet community needs.
- Collaborating with the Director of External Affairs and Community Engagement, and working closely with local partners, the Director will leverage their expertise and networks to enhance outreach efforts. The Director will implement robust feedback mechanisms which will enable continuous assessment of community needs, adjusting strategies and approaches as needed. This role will also involve monitoring and evaluating the impact of engagement efforts through metrics to ensure effectiveness and guide ongoing improvements. Developing sustainable plans to maintain long-term relationships with communities and support initiatives for community capacity building will be critical for lasting impact and engagement statewide.
Expand efforts to connect California’s small business owners and their employees to affordable coverage, either through Covered California for Small Business (CCSB) or the individual marketplace:
- This aspect of the role centers on expanding efforts to connect California’s small business owners and their employees to affordable health coverage options. The Director will lead strategic initiatives focused on increasing accessibility and awareness of health insurance offerings through Covered California for Small Business (CCSB) and individual marketplace plans.
- Key responsibilities include developing and implementing targeted educational campaigns to educate small business owners about the affordability and benefits of available health coverage options. Collaborating closely with local business associations, chambers of commerce, and industry groups, the Director will organize and lead informational sessions, webinars, and workshops to engage directly with small business communities. The Director will work closely with enrollment partners to ensure consumers understand and are able to evaluate all of their coverage options.
- Monitoring and evaluating the effectiveness of outreach efforts will be crucial, using data analysis and feedback mechanisms to make informed adjustments and improvements. By continuously refining strategies, the Director will enhance participation in health coverage programs among small businesses across California and improve access to affordable healthcare statewide.
The Ideal Candidate:
The ideal candidate is deeply motivated to advance Covered California’s mission of enhancing access to high-quality and affordable healthcare, particularly focusing on populations historically hesitant to enroll. This individual must be a proficient leader and manager, adept at guiding a team of skilled professionals. They possess a strong commitment to staff development and possess organizational acumen essential for driving the team forward.
The ideal candidate will have a profound understanding of the consumer experience and the ability to translate that into improved efficiencies and processes. This individual will have the ability to offer strategic direction, vision, and alignment to the Outreach & Sales Division, ensuring the establishment of efficient and consistent channels for consumers to access comprehensive and affordable health care. Known for exceptional communication skills, a strong commitment to mission-driven initiatives, and an approach characterized by transparency and flexibility, the Director will drive impactful outcomes in health care accessibility and consumer engagement. Additionally, this individual will excel at collaboration and working across teams to ensure cohesive and effective strategies that benefit the entire organization.
Attributes:
- Be a strategic, adaptive, and creative thinker with excellent listening skills;
- Responsive, innovative, and focused on contributing to the greater good;
- Promote and model a culture of inclusion and collaboration;
- Approach role with a strong sense of humility and a team-based philosophy;
- Garner trust and respect both internally and externally;
- Appreciate the value of iterative processes;
- Inspire teams and strive for continuous improvement and high performance, even in the face of difficulty and competing priorities;
- Thrive in a fast-paced and dynamic environment;
- Results-oriented with a bias towards action and strong follow-through;
- Rapidly acquire knowledge and exercise good judgment even when information is incomplete or ambiguous;
- Politically astute and tactful, attentive to the perspectives and competing interests of various internal and external stakeholders.
The Director exemplifies the utmost integrity, respect, and fairness in all endeavors, consistently demonstrating ownership and accountability for their decisions. They are conscientious stewards of public trust, responsibly managing resources while honoring commitments and delivering on promises. With a steadfast focus on results and outcomes that maximize value for Californians, they recognize the criticality of ensuring health insurance accessibility for individuals and families. Their personal commitment to Covered California’s mission underscores their dedication to overcoming barriers and advancing its goals.
Experience:
- Demonstrated ability to build positive relationships, internally and externally, that will further the mission of Covered California.
- Leadership experience at the senior or director-level guiding, coaching, and mentoring high functioning teams.
- Leadership experience at the senior or director-level within the health care or government sector;
- Experience cultivating and maintaining relationships with agents, brokers, and other community partners in the CA marketplace;
- Track-record in successfully overseeing sales channel management and sales operations;
- Strong understanding of consumer health care needs and experiences;
- Deep understanding of and appreciation for the ethnic, cultural, geographic, and socio-economic diversity of Californians;
- Demonstrated ability to promote a collaborative work environment that welcomes and promotes diversity and inclusion;
- Track record of promoting and nurturing information sharing and collaboration across an organization and within a team;
- Basic understanding of the policy issues associated with the health insurance market and the coverage issues relevant to individuals and employers;
- Track-record of collaborating with public organizations or experience in highly regulated private companies and industries;
- Excellent verbal, written, and interpersonal communication skills;
- Highly developed analytical, critical thinking, and problem-solving skills;
- Strong organizational and management skills.
Education:
- Bachelor’s degree from an accredited college or university desired.
Benefits / Salary / Work Schedule
Location:
Covered California operates multiple offices across different geographic regions (Oakland, Los Angeles, Sacramento) within the state. Although this position provides flexibility, it necessitates regular attendance at collaborative sessions and key meetings in Sacramento, California.
Benefits/Salary:
The broad salary band for this role is approximately $147,996 to $254,616 per year and the starting salary offer will depend on experience.
Comprehensive Benefit Package including, but not limited to the following:
Health Benefits:
(employee and dependents) Health, dental, and vision insurance with employer-paid contributions to monthly premiums (wide range of PPO and HMO health plans available)
Flex Elect Reimbursement accounts that allow employees to save money pre-tax for medical and dependent care expenses.
Life Insurance – Employer-paid policy with $50,000 in coverage.
Long-Term Disability Insurance – a voluntary insurance plan that is available to eligible state employees at the Director’s level.
Retirement and Savings:
Retirement – Covered California employees are eligible for a CalPERS defined benefit retirement plan. Benefits are based on a formula - not what employees contribute into the system. A minimum of 5 years of service is required to be eligible for a lifetime benefit.
Savings Plus Program (401k and 457) – Offers additional methods to build retirement savings through pre-tax automatic payroll deductions which are invested in funds selected by the employee from the Savings Plus portfolio menu.
Work-Life Services:
Employee Assistance Program (EAP) – This free program for employees and eligible dependents provides support and information, assessment, short-term counseling, and referral services designed to assist the employee and family in managing life difficulties and everyday concerns.
Covered Parking – Free
Onsite Fitness Center – Free unlimited access
Paid Leave and Time Off
Employees have a variety of options to select from, which include annual leave, vacation, and sick time. Managers and Supervisors accrue hours of paid leave per month, depending on their length of service and which program the employee elects to participate in.
In addition, employees at the Director’s level will receive 11 paid holidays, two professional development days, and one personal holiday per year.
Covered California is an equal opportunity employer to all, regardless of age, ancestry, color, disability (mental and physical), exercising the right to family care and medical leave, gender, gender expression, gender identity, genetic information, marital status, medical condition, military or veteran status, national origin, political affiliation, race, religious creed, sex (includes pregnancy, childbirth, breastfeeding, and related medical conditions), and sexual orientation.
Next Steps
If you or someone you know meets the qualifications for this pivotal role, I would be glad to arrange a discussion. Thank you for your consideration.
Lisa Coyne, Principal
Morgan Consulting Resources, Inc.
lisa@morganconsulting.com
POSITION DESCRIPTION
Classification: Exempt - Director, Outreach and Sales Division
Position Title: Director of Outreach and Sales Division
Position Number: 801-220-6045-001
Division/Branch: Outreach and Sales Division
Location: Covered California operates multiple offices across different geographic regions (Oakland, Los Angeles, Sacramento) within the state. Although this position provides flexibility, it necessitates regular attendance at collaborative sessions and key meetings in Sacramento, California.
Job Description Summary
Under the direction of the Chief Deputy Executive Director, Program, the Director of Outreach and Sales is responsible for overseeing the individual and small employer outreach and sales functions. In this role, the Director is charged with the design, development, and implementation of strategies to reach and assist Californians seeking health care coverage, including those eligible for federal and state financial assistance.
This includes the following:
- Sales channel management – including the statewide Navigator grant program and active in-community engagement with all enrollment partners through a statewide field team.
- Sales Operations – including distribution services, broker/agent administration and certification, and business analytics.
- Covered California for Small Business (CCSB) – oversight of the small group market, including the partner relationship with the vendor who drives direct sales activities and customer service.
Job Description
30% (E)
Provides executive leadership and direction for the Outreach & Sales Division in alignment with Covered California’s mission, vision, and values and as envisioned in Covered California’s strategic plan. This includes setting the strategic direction and management of the Navigator program, setting the priorities of the statewide field team, and directing engagement with community partners who enroll consumers into health care coverage.
30% (E)
Provides executive leadership and oversight of over 12,000 Insurance Agent contracts, including overseeing the administration, annual certification, training, and business analytics to measure success. Collaborates with the Marketing, External Affairs and Community Engagement and Communications and Public Relations Divisions’ enrollment campaigns, including attending or providing staff support for various Open Enrollment events.
20% (E)
Provides executive leadership and direction for the marketing, sales, and promotional activities for Covered California for Small Business (CCSB). Develops strategic direction for the Covered California for Small Business (CCSB) program and provides oversight of the contractor responsible for primary sales channel activity, including setting sales targets, marketing strategy, and customer service metrics. Collaborates with the Plan Management Division on the annual health plan certification process, including establishing health plan premium rates.
10% (E)
Represents the Covered California Board and Executive Director in meetings related to the Individual & Small Business Sales Exchange. Engages with high-level health insurance industry representatives, small business and employer groups, consumer advocate groups, stakeholders, vendors, individuals seeking health insurance coverage, employer organizations, high-level administration and federal officials, legislative members and staff, as well as participants in national, state, and local meetings and forums.
10% (M)
Represents Covered California, presenting to the Board, meeting with important external partners and stakeholders, and speaking at public events. Provides the Covered California Board with briefings and recommendations regarding the Individual & Small Business Sales Exchange operations and issues.
Scope and Impact
- Consequences of Error: This position requires a high level of independent judgment and decision making and has the authority to influence decisions that will impact Californians statewide. Poor judgment or decisions could adversely impact the future of Covered California.
- Administrative Responsibility: This position has full and total management responsibilities for planning, organizing, coordinating and reviewing the activities of the Division, directs a highly complex interdepartmental project where the work is the most critical and sensitive. The Division has an allocation budget of $50 million dollars for operations and staffing, and coordinates with Pinnacle, a vendor responsible for the Small Business Exchange.
- Supervision Exercised: The position will directly supervise the following classifications: Career Executive Assignment, Level B, Staff Services Manager III, and Executive Assistant. The position will indirectly supervise the following classifications: Staff Services Manager II; Staff Services I; Research Data Specialist II; Research Data Specialist I; Research Data Analyst II; Health Program Specialist I; Associate Governmental Program Analyst; Staff Services Analyst; and Office Technician (Typing).
- Internal Personal Contacts: Executive leadership team, departmental managers and staff.
- External Personal Contacts: Vendors such as Pinnacle, and other local, state and federal governmental entities.
Physical and Environmental Demands
WORK ENVIRONMENT: Work in a climate-controlled office under artificial lighting; exposure to computer screens and other basic office equipment; office space is open and thus noisy; work in a high-pressure fast-paced environment, under time critical deadlines; work long hours; must be flexible to work days/nights, weekends and select holidays as needed; during peak periods, may be required to work overtime; appropriate dress for the office environment.
ESSENTIAL PHYSICAL CHARACTERISTICS: The physical characteristics described here represent those that must be met by an employee to successfully perform the essential functions of this classification. Reasonable accommodations may be made to enable an individual with a qualified disability to perform the essential functions of the job, on a case-by-case basis. Ability to attend work as scheduled and on a regular basis and be available to work outside the normal workday when required. Continuous: Upward and downward flexion of the neck. Frequent: sitting for long periods of time (up to 70%); repetitive use of hands, forearms, and fingers to operate computers, mouse, and dual computer monitors, printers, and copiers (up to 70%); long periods of time at desk using a keyboard, manual dexterity and sustained periods of mental activity are need; Frequent: walking, standing, bending and twisting of neck, bending and twisting of waist, squatting, simple grasping, reaching above and below shoulder level, and lifting and carrying of files, and binders. Note: Some of the above requirements may be accommodated for otherwise qualified individuals requiring and requesting such accommodations.
Working Conditions and Requirements
- Schedule: The incumbent must maintain normal and consistent work hours, averaging 40 hours per week. Work in excess of 40 hours per week is expected when necessary to complete assignments in a timely manner. Monday - Friday, 8:00 AM - 5:00 PM are core business hours.
- Travel: May travel up to 20% of the time to satellite offices and for offsite meetings, presentations, trainings, and conferences.
- Other: N/A
