Remarkable Leadership: 10 questions with Tynecia Martin, Director of Signature Events

One key to a truly remarkable leader is the drive to learn new skills and take on new challenges. That’s something Tynecia Martin, Director of Signature Events, has in abundance.

Joining HealthEquity through the WageWorks acquisition in 2019, Tynecia has a long history of excellence in multiple areas of marketing and an impressive track record of growing both her personal skills and the performance of the teams she leads. At HealthEquity, she’s brought energy and innovation to her work in Partner Engagement (most recently as Director). When the new role of Director of Signature Events was created, HealthEquity Marketing leadership knew Tynecia would be a perfect fit.

Now drawing on her past experience in events—including her work on the HealthEquity Partner Summit—Tynecia is focused on elevating key events like the HealthEquity Key Client Summit, Partner Forums, and the new Client Advisory Board.

We’re thrilled Tynecia took some time out of her busy schedule to catch us up on her new role and share some of what makes her tick.

HealthEquity: Congratulations on your new position as Director of Signature Events! What excites you most about this role?

Tynecia Martin: I loved the Partner Engagement team and the people I worked with, both our internal and external partners. The Signature Events role is a new opportunity to grow, and to learn new areas of the business.

I’m looking forward to more visibility and exposure to other departments and people at HealthEquity, as well as the opportunity to be part of large cross-functional strategies like the Client Advisory Board—a way for clients to participate in our product roadmap, and so much more.

HealthEquity: That’s wonderful! You’ve worked in events before—what would you say are the key aspects to a great signature event?

Tynecia Martin: Prioritizing the guest experience is so important. At the end of the day, you want to know that the audience walked away feeling it was a great investment of their time. One way to do that is to be intentional about your theme—choose something engaging and weave that through the entire event. Everything in the event should tie back to the theme.

Of course, providing strategic content is also very important. Event content needs to be relevant to today’s experience, and providing insight into the latest trends in a unique way helps attendees learn and stay engaged throughout the event. It’s also important that while guests are learning, they feel the day has gone by quickly and pleasantly. I like to break up the environment—rather than being in one room all day, they can move through different, engaging locations and take in new things.

Here are pictures from our most recent summit in New Orleans. I love how our team worked together to create an exciting theme—Rhythm and Blues—and brought partners together to work toward better healthcare for Americans.

HealthEquity: Those are great insights, thank you for sharing. And the pictures are even better. Now let’s get started with the traditional 10 questions…

10 questions with Tynecia Martin, Signature Events Director

1. What was your first job and what is your role now?

I landed my first professional job after graduating from the University of Texas at Arlington. At the time, the economy was heading into recession and the job market was tight, so I decided to relocate to California and continue my job search.

About three months after I moved to Los Angeles, I found an opportunity in a newspaper ad, interviewed, and was hired. It was with a major insurance and financial services company and I started in claims to get my foot in the door. But my goal was to eventually move into marketing—which is my true love and the background of my degree. I spent the first 12 years of my professional career at the same company and had various field roles, which included working with insurance producers to help educate and train them on the value of life insurance and financial services.

Today, I’m working as the Director of Signature Events, which we just got to talk about. These events are separate from the regional and national industry events HealthEquity attends. Signature events include HealthEquity-driven forums and summits for our own strategic audiences, like the Key Client Summit, the Partner Summit, Partner Forums, and the Client Advisory Board.

2. What is your guiding principle or North Star?

Do the right thing, even when no one is looking. I recognize that my actions have inherent value and impact, regardless of whether someone is around to witness them. I strive to ensure that my actions align with my values and beliefs and that I’m providing empathy over apathy.  

This belief guides my daily decisions from strategy to execution, making sure we put our members, clients, partners, and teammates top-of-mind in what we do. When we can do that, it’s a win-win for everyone. It helps build a reputation of reliability and credibility, fosters trust in relationships, and contributes to a more ethical and principled society. Even more fitting is that it’s one of the HealthEquity guiding principles.  

3. HealthEquity has a strong commitment to deliver a remarkable experience—how are we continuing to improve in this area?

We are prioritizing customer feedback to enhance the overall customer experience. Through various programs and initiatives, we actively seek and understand our customers’ needs, feedback, and preferences regarding our products, services, and interactions with HealthEquity. Customer input is invaluable for continuous improvement and innovation.

Our customers hold great importance to us, and their voices guide our efforts to deliver a remarkable experience.

4. What advice do you have for people just starting out in their career?

Early in your career, seize opportunities for growth and learning. Reflect on your goals, set clear objectives aligned with your passions and values, and stay motivated. Learn new skills through education, online courses, or on-the-job training for a competitive edge. Network with colleagues and professionals, seek feedback, and embrace challenges to develop and showcase your abilities. Stay focused, persistent, and confident to build a successful career.

Remember that each person’s career journey is unique. With dedication and the right focus, you can establish a solid foundation for a fulfilling career.

5. What would surprise people to know about you?

Two years ago, I obtained certification as a Personal Financial Wellness Consultant. This enables me to offer financial coaching and assist individuals in creating personalized financial plans to achieve their goals. With a background in the financial industry, I am passionate about helping people in this area.

6. What is a defining moment in your life?

During my first pregnancy, I experienced preeclampsia. Despite having researched the condition and recognizing two of its main symptoms, my doctor dismissed my concerns, suggesting I reduce sodium intake. Trusting my instincts, I changed doctors twice until I finally received the necessary tests and diagnosis from my third doctor. It was in their office that I discovered I had the third symptom of preeclampsia and was immediately taken to the operating room for the early delivery of my daughter, who weighed only 2.2 pounds. She remained in the hospital for 40 days until she reached four pounds and could come home.

This experience taught me the importance of trusting my instincts and advocating for myself. No one will fight for you as fiercely as you will fight for yourself.

7. What book influenced you in your professional life?

The 7 Habits of Highly Effective People by Stephen R. Covey has had a significant impact on my life by providing valuable insights and actionable principles for my personal and professional growth. I was first introduced to the book as part of a professional development program, where we read the book out of sequence and did activities that delved deep into the seven habits. It’s been my guidepost ever since.

There are two habits that have influenced me the most. The first habit, “Be Proactive,” emphasizes taking responsibility for one’s actions and choices. This habit keeps me centered to take initiative, make proactive decisions, and take ownership of my success. It helps me avoid having a victim mentality and empowers me to create positive change.

Covey’s second habit, “Begin with the End in Mind,” emphasizes setting clear goals and envisioning desired outcomes. This habit encourages me to define my objectives, create action plans, and ensure my efforts align with my long-term vision.

8. What cause is closest to your heart?

Financial literacy and reducing financial disparities. I received my securities license early in my career, and I often participated in direct conversations with clients. Those experiences taught me a lot about financial disparities and the impact they have on one’s health, as well as the importance of access and financial literacy to reduce those disparities. This is a reason I stayed in this industry for my entire career, eventually leading me to HealthEquity.

I have also served with organizations like the board of FinLitPrep.org, which provides financial literacy education geared towards youth.

9. What’s your favorite part of helping clients and members reach their goals?

By empowering individuals to take control of their lives and make positive changes, you can witness their growth and development firsthand. Through collaboration and the exchange of ideas, you work together to shape their journey and provide guidance. Seeing clients and members overcome challenges, accomplish milestones, and achieve their desired outcomes brings a sense of satisfaction. Furthermore, building meaningful relationships through ongoing communication and support creates a strong bond of trust.

Ultimately, the joy of helping clients and members lies in the positive impact you can have on their lives and the satisfaction of witnessing their growth and success. 

10. What absolutely excites you right now about HealthEquity?

There are a lot of things that excite me right now about HealthEquity. We are making investments that impact partners, clients, and members. The one that I’m most excited about is the creation of my new role, Signature Events Director, where I’ll be responsible for designing, creating, and delivering memorable client and partner-facing event experiences.