FT- Director of Marketing at AdventHealth in Ocala, Florida

Job Description:

Description
Director of Marketing- AdventHealth Ocala

Location Address: 1500 SW 1st Ave Ocala, Florida 34471

• Horse Capital of the World


• Driving distance to Gainesville, St. Augustine, Orlando, Tampa, Sarasota


• Part of the community since 1898, providing healthcare to Marion County for over 120 years


• Florida Hospital Ocala offers a broad spectrum of services, with programs that are nationally recognized and accredited


• Spectacular springs throughout the county

The Director of Marketing position serves as a leader and collaborator with responsibility for the creation and execution of strategic, integrated marketing campaigns that build brand awareness, grow consumer brand preference, and increase volumes and market share for AdventHealth Tampa, a major tertiary medical center providing inpatient, outpatient and employed physician group services.  The position provides strategic oversight and execution of marketing initiatives that achieve brand loyalty, business growth, competitive advantage, and market relevance including budget, planning, strategy and analysis. The position requires a motivational, creative, hands-on relationship builder and influencer with an analytical mindset and the reputation for getting things done.  The position responsible for brand strategy and managing the day-to-day marketing operations including consumer volume-driving strategy and tactics, branding and internal communications for key stakeholders.

The Director of Marketing develops consumer volume-driving strategy and brand messaging to build consumer loyalty through various communication vehicles such as print, direct mail, outdoor, radio, television, digital media, social media, key sponsorships, community outreach and special events.  Directs advertising strategies and tactics to competitively differentiate, build market preference and grow market share through the hospital’s branded services and measure all programming ROI. Oversees all aspects of brand positioning, messaging, design and creative execution; oversees creation, production and approval of all marketing programs and internal/external communication materials.  Oversees adherence to brand design standards while ensuring consistent brand image in the community at all times. Ensures advertising strategies are implemented within specified budgets and timeframes. 

The position works closely with hospital and division staff on internal and external communication process for AdventHealth Tampa. Position has direct oversight for marketing and communications for the hospital, consumers, employed physician group, centers of excellence and service lines, and all outpatient services. Responsibility includes creating consistency and continuity of the AdventHealth brand at every level of the organization.

The position actively collaborates with the executive leadership team, physician enterprise, business development, human resources, foundation, nursing services, service lines and volunteers on the campus as well as division and corporate marketing and communication teams.

PRINCIPAL DUTIES AND JOB RESPONSIBILITIES:

The position is responsible for managing the day-to-day consumer volume-driving activities as well as the market strategies and tactics to grow the brand, patient and consumer loyalty, and key service line volumes for a 450-bed hospital.  The position also:

• Develops and executes strategic marketing plans and budgets to meet established branding, volume, market share and service line goals. Develops plans to meet goals with return on investment tracking mechanisms to ensure success.


• Establishes metrics and performance tracking of all marketing brand and growth initiatives.  Reviews ROI monthly/quarterly with C-suite team and Division AVP of Marketing and Brand Strategy. Oversees subsequent market plan adjustments.


• Develops and manages the marketing operational budget to maximize market performance.


• Oversees and collaborates on brand messaging, design and creative execution through various communication vehicles such as print, television, direct mail, outdoor, radio, digital media platforms, collateral and special events.  Manages advertising and media placement for local market working collaboratively with the division marketing team.


• Ability to implement market research projects related to market, brand, key service lines and support for strategy development. Works closely with market research team on market analysis and reporting to support overall marketing strategy development.


• Ensures the hospital’s digital strategy and lead-generating activities are executed. Provides oversight of all digital projects including website content management, landing page development and execution, social media strategy and interaction, display and PPC advertising, search engine optimization and all associated tracking and performance metrics. Actively collaborates with corporate call center and digital teams on implementation.


• Serves as the hospital leader in knowledge of marketing competitive landscape. Maintains a strong working knowledge of competitors, new physicians in the market, advertising, consumer loyalty programs, technology, and overall market dynamics. Communicates to leadership on a regular basis and makes recommendations on strategic and tactical changes as a result of the information.


• Ability to plan, direct, and implement community-based and partner events while identifying strategic relationships that help build the AdventHealth brand.


• Actively collaborates with Corporate and Division Marketing teams.


• Manages special assignments as needed. May represent the hospital on cross-functional teams and task forces in the hospital, division or AH corporate office.

• Ability to provide leadership and direction to a local team of marketing professionals while acting as a coach and mentor. 


• Ability to act as the hospital consultant on all marketing, brand, service line and growth initiatives; must be able to develop marketing and growth strategies that are consumer-centric.


• Strong organizational skills, must be able to multi-task in a fast-paced work environment, excel under tight deadlines.  Strong project management experience with a results-oriented focus and attention to detail.


• Ability to perform strong market and business analysis, develop strategic planning, implement program management and budget management; ability to deploy, implement and measure effectiveness (ROI) of marketing programs.  Analytical mindset to spot trends and synthesize complex information.


• Strategic thinker capable of leading change in the hospital.  Intelligent, creative, and motivated; analytical thinker; information seeker; ability to think outside of the box.


• Must have experience and hands-on working knowledge of marketing, branding, advertising, and digital platforms; self-starter with integrated marketing skill set and ability to implement initiatives in a strategic manner with minimal supervision.


• Strong interpersonal skills with ability to be a team player, consensus builder, persuasive presenter with ability to “sell” ideas and concepts to key stakeholders, ability to work well with others using tact and diplomacy and must be skilled at managing conflict.


• Capable of delivering a high level of customer service to internal customers and external strategic partners.


• Strong verbal and written communications – must be a good copywriter and editor with working knowledge of AP writing style.  Must be a good story-teller for the brand.


• Strong management experience with results-oriented focus. 


• Strong computer skills with working knowledge of Microsoft Office, Word, PowerPoint, Excel and Adobe Reader or Professional. 

EDUCATION AND EXPERIENCE REQUIRED:

• Bachelor’s degree in Marketing, Public Relations, Business, Communications, Advertising, Healthcare Administration or related field. 


• 8-10 years of experience and proven track record in strategic and integrated marketing communications that includes management of key functions including: strategic marketing and planning, brand strategies, advertising and promotional plans, revenue growth strategies, agency relationships, community partnerships


• Minimum of 5 years of management experience with proven track record of leading and managing a team for results.


• Experience working in a healthcare marketing, advertising agency or strategic and integrated marketing role is required.

This facility is an equal opportunity employer and complies with federal, state and local anti-discrimination laws, regulations and ordinances.