The Director, Digital Marketing supports the Associate Vice President, VCU Health Strategy and Marketing and coordinates to ensure alignment with health system goals. This leader will manage a team of specialists and strategists to enact strategies and practices to drive patient attraction, acquisition, and retention using digital marketing, website strategies, and technology business solutions.
Essential Job Functions:
Directs, plans, organizes and evaluates digital marketing and patient engagement capabilities across the health system, from strategy and design through execution and measures of success.
Works collaboratively with department leader and other key stakeholders to set direction for VCHUS digital marketing technology roadmap, ensuring alignment with the health system's overall technology roadmap.
Hires, trains, manages, coaches ,and evaluates digital marketing team including marketing, web, social media, analytics, and technology managers, strategists, specialists, and coordinators.
Directs CRM, CMS, and mobile and data technology and integration.
Directs digital team, including budget management, team member engagement, technical execution, optimization, and measures of success
Grow revenue through the management of digital marketing technology and successful project delivery, ensuring alignment with the health system's strategic goals.
Develops performance benchmark(s), tracks activities, actively monitors performance, and makes adjustments to drive KPI's, ROI, and desired outcomes.
Works in concert with service line leaders, IT, Enterprise Analytics, patient appointment center, and others across the health system as part of a unified digital strategy.
Leads web and mobile applications that give consumers an exceptional customer experience. Leads digital marketing strategies (organic and paid) utilizing marketing automation, journey building, and reporting technology.
Responsible for the development of best practices and guidelines for existing or new digital market technologies. Develops and delivers digital marketing policies, practices, and strategies to attract customers to website, online presence, and to promote services.
Is accountable to provide support for these activities across the health system entities, whether hospitals, programs, service lines, or institutes.
Performs other duties as assigned.
Employment Qualifications:
Required Education: Bachelor's degree in IT, Business, Healthcare or related field
Preferred Education: Graduate degree in IT, Marketing, Business, Healthcare or related field
Licensure/Certification Required: N/A
Licensure/Certification Preferred:
Certification in digital market tools
Certifications and/or registrations in functional area
Diversity, Equity, and Inclusion certification
Years and Type of Required Experience:
Minimum seven (7) years of related experience in marketing, public relations or corporate communications, required.
Minimum of three (3) years of management/leadership/supervisory experience, required.
Minimum of two (2) years of change management and advanced project management experience with major enterprise-wide initiatives, including technical implementations and workflow transformation, required. Extensive experience of digital strategies, trends, and opportunities and discussing and strategizing the use of digital technology.
Extensive experience of CRM, marketing automation, email marketing, CMS, and mobile and data technology and integration.
Knowledge of core digital marketing competencies including web, email marketing, digital advertising, SEM, and social media.
Knowledge of CRM systems, required.
Knowledge of CMS systems, required.
Knowledge and passion for current and emerging digital healthcare technologies.
Years and Type of Experience Preferred: Hospital or health system experience
Other Knowledge, Skills, and Abilities Required:
Demonstrated ability to act with independence of thought, high energy and urgency required to be effective in fast paced, entrepreneurial environment
Demonstrated ability to develop fully competent technology management professionals through performance management, goal setting and coaching.
Demonstrated ability to partner with functional leaders to inspire and motivate people at all levels to achieve technical, operational, and executional excellence.
Demonstrated ability to adjust style in response to changing priorities and opportunities.
Demonstrated ability to leverage diversity in functional skills, experience levels and backgrounds for innovation while managing conflicts constructively and maintaining focus on desired deadlines and outcomes.
Demonstrated ability to speak, write and present information in a timely, proactive, clear, concise and compelling manner.
Demonstrated ability to develop both long and short-term strategies and plans for meeting goals while anticipating obstacles. Results-oriented, decisive, can-do attitude.
Working Conditions:
Periods of high stress and fluctuating workloads may occur
General office environment
Required to car travel to off-site locations, occasionally in adverse weather conditions