Head of Sales, Consumer Driven Health & Wellness Benefits

Summary

Capital Community Bank is launching a full-spectrum Health Savings Account (HSA), Flexible Spending Account (FSA), Health Reimbursement Arrangement (HRA), and wellness benefits program. To drive this expansion the Bank is seeking a dynamic, highly experienced Head of CDH Sales to build and lead the sales organization from the ground up.

The bank is entering the CDH market as a disruptor, not a follower. As a high-performing community bank, we earn more margin on deposits than the "big box" HSA players, and we're passing that advantage directly to consumers. Our HSA accounts will pay significantly more interest (targeted to be ~3-5x higher) than that offered by ‘big box’ HSA peers, with a radically simplified fee structure: ranging from $0.75 per account per month max for smaller groups to zero fees for larger groups. The bank has validated that this combination will generate immediate and significant interest. We are looking for a Head of Sales who understands how to weaponize superior economics, someone who can walk into an employer or broker's office, lay our rate card next to the incumbents', and move entire deposit books. This is not a caretaker role. This is a ground-floor opportunity to build a national sales engine around a product that wins on the math.

This leader will serve as the face of the bank’s HSA program nationally, responsible for training, and managing a geographically dispersed team of independent (1099) sales agents while personally driving channel growth through broker relationships, employer group sales, TPAs and consumer direct sales. This is a player-coach role with full P&L accountability for CDH sales performance, including revenue growth and expense management.

Key Responsibilities

Sales Leadership & Team Management (70%)

• Recruit, onboard, train, and manage a national network of 1099 independent sales agents (target: 4–8 agents within the first 12 months).
• Set sales strategy, performance expectations, KPIs, and activity metrics; conduct ongoing pipeline reviews and performance coaching.
• Develop and implement the HSA Sales Playbook, including value propositions, competitive positioning, objection handling, and broker/employer presentation materials.
• Personally develop and close employer group; broker channel and TPA relationships, particularly in the Mountain region.
• Represent the Bank at industry conferences, benefits trade shows, and broker association events.
• Negotiate and execute client and channel partner agreements in coordination with Bank leadership and counsel.
• Partner with external recruiters as necessary and other recruiting resources to identify and vet 1099 sales candidates.

Operations, Marketing & DataPath (software, onboarding and call center service provider) Coordination (30%)

• Serve as the primary Bank liaison to DataPath (DP) for sales-related operations, including employer implementations, onboarding workflows, and broker portal configuration.
• Collaborate with Marketing and DP to develop and refine program branding, collateral, broker kits, and digital marketing campaigns.
• Coordinate with Bank compliance, risk management and DP to ensure all sales activities, marketing materials, and agent conduct comply with UDAAP, BSA/AML, KYC/CIP, and applicable state regulations.
• Deliver regular reporting to the Bank senior leadership and Board of Directors on pipeline status, deposit growth, revenue projections, and competitive intelligence.
• Manage the CDH/HSA program’s sales budget, including 1099 agent compensation structure, marketing spend, CRM tools, and travel.

Specifications

Required:

• 8-10 years of progressive sales experience in consumer-directed healthcare (HSA, FSA, HRA), employee benefits, health plan administration, or TPA/custodian services.
• Demonstrated track record of building and managing independent or distributed sales forces in the benefits or financial services space.
• Deep working knowledge of HSA and other CDH regulatory requirements (IRC Section 223, HDHP qualification rules, contribution limits, ERISA considerations).
• Experience selling through broker/consultant distribution channels; established relationships with benefits brokers, TPAs, health plans, or PEOs preferred.
• Strong understanding of bank deposit products, net interest margin economics, and competitive positioning in the HSA custodian market.
• Proven ability to develop sales playbooks, compensation plans, and go-to-market strategies for new product launches.
• Excellent public speaking, presentation, and negotiation skills.
• Self-directed work style with the ability to operate independently and manage remote teams.
• Must pass a background check, credit check, and drug screen.

Preferred:

• Previous employment or direct sales experience with a top-20 HSA custodian.
• Experience at a bank or financial institution in a sales or relationship management capacity.
• Familiarity with DataPath or comparable HSA administration platforms
• Bachelor’s degree in business, finance, economics, or related field; MBA or industry designation (e.g., CFC, CEBS) a plus preferred (or industry equivalent experience)

Benefits

• Health, dental, and vision insurance (coverage begins first of the month following 30 days of employment).
• Short-term and long-term disability insurance.
• 401(k) with Bank match up to 5% of salary (eligible after four months of service).
• 26 days PTO per calendar year, accrued per pay period.
• 13 paid holidays per year (Federal Reserve schedule plus Utah Pioneer Day).
• Employee Assistance Program.

Key Success Metrics

• HSA deposit balance growth (First 12 months target: $25M–$50M in new deposits).
• Number of new employer groups onboarded (First 12 months target: 50–100 groups).
• 1099 sales team build-out (First 12 months target: 4–8 producing agents).
• Broker channel activation (First 12 months target: 15 active broker relationships).
• Revenue per account and cost of acquisition metrics.
• Compliance adherence: zero UDAAP violations, complete CIP/BSA documentation.
• Stakeholder satisfaction scores from DataPath, broker channel relationships and employer clients.

Conditions of Employment

This offer is contingent on satisfactory background check, drug screen, credit check, and execution of a confidentiality agreement. The candidate must provide documentation for I-9 verification purposes.

SAFE Act Compliance: The Secure and Fair Enforcement for Mortgage Lending Act (SAFE Act) requires Residential Mortgage Loan Originators (MLO) employed by the Bank to register with the Nationwide Mortgage Licensing System and Registry within 30 days of hire, if applicable to your role.