Kelly Koster
Associate Vice President of Partner and Sales Enablement @HealthEquity
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WORK HISTORY
Associate Vice President of Partner and Sales Enablement @HealthEquity
I lead Partner and Sales Enablement at HealthEquity, owning the strategy and execution of revenue enablement across enterprise, partner, and channel-led go-to-market motions.I manage a 23-person organization spanning Sales Enablement, Content Marketing, Solutions Engineering, RFP, research, and Partner Engagement. At the heart of our work is helping client and partner sellers connect meaningfully with buyers — translating complex products and benefits into clear, human stories that resonate. My team builds scalable programs, tools, and content that improve seller effectiveness, drive consistency across the field, and support growth in a complex, multi-product environment.My scope includes:Sales & Revenue Enablement: Designing enablement programs across product launches, demos, RFPs, finalist presentations, talk tracks, battle cards, and certifications grounded in the buyer journey and real customer needs.Partner Enablement & Engagement: Leading partner engagement strategy across health plans, brokers, retirement plans, and PEOs, equipping partners to confidently tell our story alongside sales teams.Go-to-Market & Change Management: Driving rollout, training, and enablement for new products, refreshed value propositions, and new tools, with a focus on clarity, adoption, and trust.Research & Voice of Customer: Overseeing brand research and VoC programs — including Client Advisory Boards, win/loss analysis, and quarterly B2B and B2C surveys — practicing Storylistening to reflect what customers actually say, feel, and value.Martech & Sales Tech Enablement: Modernizing sales and marketing workflows through tools like Salesforce, Seismic, Gong, Walnut, and proposal automation to help teams show up prepared and human in every interaction.Promoted from Senior Director of Product Marketing to AVP in 2024, I partner closely with Product, Marketing, Sales, and Executive Leadership to align strategy, messaging, and execution across the full buyer journey.
EDUCATION
University of Washington
Master's Degree, Urban Design and Planning
Chandigarh College of Architecture
Chandigarh Urban Lab, Urban Design and Planning, Sustainable Energy Development, Women's Empowerment
The School for Field Studies
Atenas, Costa Rica, Center for Sustainable Development
Columbia University
Bachelor's Degree, Political Science and Environmental Science
Product Marketing Alliance
Sales Enablement Certified: Core
ABOUT KELLY KOSTER
I’m a B2B2C revenue enablement leader with 8+ years of experience building and scaling sales, partner, and customer-facing teams across B2B SaaS and healthtech — from early-stage startups to public companies.I currently lead Partner and Sales Enablement at HealthEquity, where I manage a 23-person organization spanning Content Marketing, Sales Enablement, Brand Insights, Solutions Engineering, RFP, and Partner Engagement. I’ve built and scaled this function as well as our Product Marketing function to support enterprise, partner, and channel-led growth — improving win rates, accelerating ramp, modernizing martech and sales tools, and driving consistency across a complex go-to-market motion.My leadership sits at the intersection of strategy and execution. I focus on aligning product, marketing, sales, and partners around the buyer journey — ensuring teams are equipped with the right insights, messaging, content, and tools to win in competitive enterprise environments. In parallel, I lead brand research and Voice of Customer programs, grounding enablement, positioning, and GTM strategy in real market and buyer insight.Earlier in my career, I was the first marketing hire at a B2B SaaS startup, where I built the marketing function from the ground up and supported 160% MRR growth prior to acquisition. Across roles, I’ve led go-to-market strategy, account-based marketing, product launches, martech implementation, revenue enablement, RFP strategy, and executive-level storytelling.I’m known for building high-performing teams, bringing clarity to ambiguity, and operating as a true partner to revenue leadership. I thrive in environments where product marketing and enablement is a strategic growth lever — not a support function.Core focus areas:Revenue & Sales Enablement • Product Marketing • Partner & Channel Enablement • Enterprise & ABM Strategy • Go-to-Market Leadership • Content & Messaging Strategy • Martech & Sales Tech Implementation • Voice of Customer & Market Research • Win-Rate Optimization • Cross-Functional Executive Leadership
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