Director of Marketing (Healthcare)

A well respected and award winning hospital is seeking to hire a Director of Marketing for their team.

Job Description

In collaboration with senior health system leadership, the Director of Marketing leads the development of the organization’s marketing plan, and marketing strategies to build positive brand awareness and consumer and employee engagement, contribute to profitable growth strategies in volume and contribution margin and support efforts to sustain and grow market share. She/he leads enterprise-wide efforts, including customer/patient journey mapping, to drive consistent messaging and branding that are strategically activated across relevant touch-points for high priority customer segments and stakeholders. Included in the responsibilities are oversight of the following; lead management, target marketing, development and implementation of patient and physician relationship management and retention programs through the use of CRM, data analytics, content and digital marketing.

The Director of Marketing serves as a lead interface with service lines and departments, physicians, hospital leadership and affiliated groups. She/he ensures that clear communication and effective collaboration between Marketing and other departments occurs. This role requires a consumer- and physician-centric approach and is reliant on strong influencing skills as well as positive internal and external relationships for success.

Essential Duties

• Reporting to the VP of Marketing and Communications, the Director of Marketing manages a team and works with the executive leaders to translate the organization’s growth strategies and goals into an integrated organization-wide marketing plan with line of business, service line, and key customer segment marketing strategies. Includes oversight and development of target marketing strategies for ethnic consumer segments, physicians, and other key stakeholders as well as partnership marketing.
• An exceptional strategist who collaborates and communicates with operational business leaders, physicians leaders, business development, analytics, finance, clinical support and many other disciplines as well as a variety of outside business support and community leaders.
• Manages primary and secondary market research studies, including segmentation, advanced analytics, to cultivate key brand and customer and market insights to support development of new programs/services, customer experiences, and improve effectiveness of target marketing campaigns. Lead A/B and multivariate testing of potential new programs and ideas.
• Plan, execute and manages end-to-end marketing operations to ensure campaigns are executed flawlessly and promote ongoing process improvements to streamline efforts. Knowledgeable about CRM, innovations in digital marketing and social media. Manage a matrixed team of internal and external resources including; designers, writers, videographers, internal communications, events experts, etc.
• Oversees brand strategy and management to ensure marketing activation and tactics, messaging, on-site customer experiences are on-brand.
• Manage creative services team members and external partners to produce on-brand marketing communications materials and brand assets.
• Owns marketing performance measurement and management. Reports metrics and outcomes of marketing efforts through executive dashboards and periodic reports with actionable insights. Ability to measure and show tangible results of marketing initiatives is critical to the success of this leader.
• Lead creative advertising platform development and management at the corporate brand and at the line-of business to support brand and revenue goals.
• Develop enterprise-wide sponsorships strategy to grow brand, support community organizations, and tie to health-related causes connected to prioritized business goals. Manage evaluation, business negotiations and activations of sponsorship properties including turn-key management of on-site and offsite events.
• Leads development and execution of digital marketing and a content marketing strategy using all necessary tools (e.g. website, emails, social media, blogs, etc.). Cultivates data and insights to inform & shape multichannel digital strategies.
• Oversees management of digital assets and develops and maintains digital performance metrics dashboard and shares key metrics and insights across the organization to improve customer experience and inform marketing strategies.

Qualifications

• Bachelor’s degree, in marketing, business, or communications. Advanced degree preferred.
• 10+ years experience in marketing, and/or business development, and strategic marketing.
• 10+ years management experience required.
• Strong knowledge of healthcare marketing with a track record of success in marketing hospital system or healthcare products and services preferred.
• Strong analytic skills with particular emphasis on data analysis and CRM experience, database management, direct marketing, call center, and online experience required.
• Strategic and analytical thinker with a drive towards execution and delivering results.
• Exceptional project management & organization skills with the ability to balance multiple projects.
• Experience providing strategic planning and directing marketing communications in order to align with the organization’s goals and differentiate from the competition.
• Experience in development of direct-to-consumer and business-to-business marketing plans and tactics such as advertising, relationship marketing, database management, collateral, public relations (in partnership with PR team), website, digital marketing and social media (in partnership with web team), ethnic marketing, special events and tracking/measurement.