About the position
The Manager of Marketing, Communications & Digital Strategies will be an experienced, motivated and well-organized marketing and communications professional, whose dedication and leadership will help propel the organization to achieve its most important goals and objectives. Reporting directly to the Director of Marketing, Communications & Digital Strategies, this role will lead the development and implementation of the organization's enterprise marketing strategies, including traditional and digital, social media and communication programs. The Manager of Marketing, Communications & Digital Strategies guides and directs marketing planning and tactical execution for priority products, services and programs that directly support revenue streams and community perceptions in support of the health system's strategic initiatives. This role is responsible for designing and initiating comprehensive and integrated tactics across diversified mass media channels to maximize strategic goal achievement. The Manager of Marketing, Communications & Digital Strategies has proven skills and experience to develop and direct high-impact digital marketing strategies for service lines and business units in alignment with the health system's strategic priorities, including lead generation and conversion via search engine marketing and management of consumer-facing tools, including physician search, online appointment scheduling and apps. The Manager of Marketing, Communications & Digital Strategies will be highly knowledgeable of the system's business objectives, stay abreast of the latest digital trends and best practices to adopt as appropriate, routinely interface with operational, medical and nursing leadership, and assist in the selection and management of strategic relationships with various agencies and technology vendors. The Manager of Marketing, Communications & Digital Strategies plays a key role in leading all strategic marketing and brand management for the health system. This individual ensures alignment of system-wide messaging - internally and externally - to make certain the voice reflects the organization's brand. This individual leads a team of professionals to deliver results that enhance the reputation of the health system and support its strategic plan and growth goals. The Manager also leads the implementation of marketing initiatives, embracing and strengthening the image and brand to attract and retain patients. This individual ensures that web content is comprehensive and up to date, as well as all images on the website. The Manager also is responsible for the enterprise's style guide, ensuring it is widely utilized and kept up to date.
Responsibilities
- Develops and executes comprehensive marketing campaigns and branding strategies consistent with strategic business priorities and operational goals, and within approved budgets and measures/reports on performance, including ROI.
- Creates and implements strategies to reach key markets via advertising, direct marketing, electronic media/website, social media, collateral materials and product/service promotions.
- Partners with the Business Development Strategists in the execution of marketing plans for assigned products, services and programs that are prioritized and selected through the marketing planning processes. Monitors and tracks marketing engagement metrics, and adjusts as needed to ensure maximum results.
- Leads the Communication, Web and Social Media staff to ensure timely completion of projects and accuracy/quality control of communications.
- Serves as 'brand guardian' to ensure message consistency across all internal and external communication platforms.
- Utilizes primary and secondary market research to understand market dynamics and guide marketing decisions, and leverages findings to generate innovative marketing initiatives that distinguish the health system from its competitors.
- Uses marketing technology, including database marketing, customer relationship management and marketing automation to drive growth.
- Works closely with the department's Vice President and the Director to identify, evaluate and recommend additional marketing and communication opportunities and needs.
- Identifies and promotes appropriate use of CRM and digital marketing programs in overall media mix. Scope includes managing website design, website content development, pay-per-click, search engine optimization, app development, digital marketing advertising, email and social media. Ensures that digital strategies work to complement strategic marketing plans.
- Identifies additional needs for market research or data analytics and/or for new methods of utilizing existing sources. Uses objective research and data to support and justify marketing plan priorities, as well as measure and evaluate program impact. Maintains working knowledge of relevant marketing metrics and secures proper processes to accumulate and evaluate related data.
- Works collaboratively with internal teams. Initiates, organizes and/or leads appropriate communications to update, educate, involve and/or execute marketing plans through internal communications, social media and website. Shares relevant information on a timely basis.
- Works in partnership with the department Director and Social Media Specialist in managing and helping to support the social media strategies of Human Resources, Education, the Foundation and Physician Services to ensure the adherence to brand standards and style guidelines.
- Works collaboratively with external teams and maintains effective interpersonal communications with key leaders, both in content and frequency. Ensures accuracy of marketing information shared with these teams. Manages external vendor partnerships as assigned.
- Ability to motivate a diverse team through articulate, clear strategic direction and business rationale to ensure streamlined execution, impactful results and appropriate resource utilization in an ever-changing business environment.
- Adheres to the general health system standards to promote a cooperative work environment by utilizing communication skills, interpersonal relationships and team building.
- Follows North Oaks Health System's compliance programs and all federal and state regulatory guidelines.
- Performs all other duties as required or directed.
Requirements
- Bachelor's degree in Marketing, Communications or Business Administration. Equivalent combination of education/training and experience may be considered for substitution.
- Minimum of one (1) year's management/leadership experience required / five (5) years' preferred. Healthcare experience preferred.
- Track record of building and managing marketing teams.
- Demonstrated knowledge and team leadership of digital marketing technologies and strategies, including website development, pay-per-click, search engine optimization, app development, digital marketing advertising, email and social media, content management, and CRM and marketing automation platforms.
- Diverse marketing experience spanning management of branding, social media (paid and organic), marketing operations and production.
- Possesses high degree of analytical ability to develop and evaluate plans and strategies.
- Exceptional written, verbal and presentation skills.
- Innovative thinker, with a history of translating strategic thinking into action plans and output.
- Must be a results-driven individual with exceptional analytical skills in quantitative data analysis of program effectiveness, forecasting and ROI, with the ability to translate results to various audiences.
- Ability to think strategically and analytically, and make sound decisions quickly and efficiently to deliver multiple work streams on time and on budget.
- Demonstrates high degree of initiative and advanced interpersonal communication skills.
- Works as a team member and interacts effectively with personnel at all levels of the organization.
- Demonstrated leadership, facilitation and networking skills.
- Demonstrated financial management skills with operating and capital budgets.
- Ability to write creative, concise, strategically cogent and persuasive communications.
- Exceptional organization skills.
- Proven experience in conceptualizing marketing concepts that drive differentiation in a competitive market.
- Proficiency in Microsoft Word, PowerPoint, Excel and Adobe Creative Suite.
