| Position Summary
The Marketing Director for Abrazo Health will lead the local marketing strategy, planning, and activation in support of service line growth initiatives for Abrazo hospitals. The Marketing Director will lead the local marketing team in driving hyper local marketing tactics and work to integrate all marketing efforts across access points.
Reporting to the VP of Marketing Operations and Group Chief Strategy Officer, the Marketing Director will direct data-driven healthcare marketing plans that support service line prioritization and growth. This position will additionally build trusting and collaborative relationships with internal and external teams to ensure that strategic marketing is implemented within the framework and vision of the Tenet Strategic Marketing Group.
Essential Duties and Responsibilities
Marketing Strategy
- Leads the development and execution of marketing strategies and go-to-market plans that drive growth, consumer engagement, and patient retention.
- Utilizes data, insights and best practices to create comprehensive hyper local marketing plans with clear objectives, impactful brand positioning and a targeted media plan that connects with our target.
- Partners with the home office team in developing media plans, market trends, consumer insights, and best practices to develop hyper local marketing plans that build trust and loyalty with local communities
- Researches local competitor positioning and opportunities to help develop stronger local market plans
- Drives the localization of an integrated service line value story for all audiences for marketing and communications programs that provide consistent messaging, differentiated value propositions and positioning within local markets.
- Maintains strong relationships and interactions with internal and external stakeholders
Execution & Management
- Leads the annual marketing campaign planning process for their market and works across cross-functional teams and stakeholders to bring a growth marketing plan to life.
- Works closely with the home office to develop effective marketing tactics across owned channels
- Leads the execution and implementation process across all hospitals and ensures that integration for marketing efforts are being executed across access points.
- Partners with Insights team at the home office and actively seeks to understand insights for the market at a deeper level. Drives insights into action by building strong recommendations.
- Partners with home office on marketing scorecard and owns the Abrazo marketing scorecard to understand performance across all marketing channels.
- Keeps key stakeholders updated on marketing plans and performance and develops monthly summary reports. Participates in strategy discussions and leadership meetings and presents strategy/metrics/reports to key stakeholders.
- Works with physician marketing, communications, business development leaders in executing integration efforts at the market level
- Develops a local strategy for community engagement and directs the process for driving executional excellence and reporting of results. Community engagement efforts can include seminars/screenings/events/sponsorships.
- Works with the VP of Marketing/Home office team to accurately plan and track the marketing budget.
- Leads and mentors the local marketing team for Abrazo (2- 3 FTE�s)
Qualifications:
Qualifications Education/Experience - Bachelor�s Degree in Marketing, Communications, Business or relevant major is required
- Advanced degree in business, marketing/communications, or health related field is preferred
- At least 7 years of demonstrated progressive experience and responsibility for developing marketing strategy, executing multi-channel marketing plans that support growth initiatives, brand management, and driving insights into action (relevant to health care industry preferred)
Knowledge, Skills, Abilities - Demonstrated success and understanding in executing cross-channel marketing tactics to drive consumer engagement such as social and digital media, advertising and communications platforms, marketing automation/CRM, content creation, and website management
- Demonstrated ability to establish a vision, drive teams to action, and synthesize facts and insights into concrete, actionable strategies and tactical plans that deliver on business objectives
- Demonstrated experience in managing integrated marketing programs
- An excellent ability to bring stories to life to engage consumers across traditional and non-traditional media
- Demonstrated ability to drive high performing teams and collaborate with key stakeholders
- Demonstrated experience in understanding marketing channel performance and how results are supporting business objectives. Ability to synthesize learnings/best in class practices and quickly implement learnings to strengthen in market plans. Proven ability to analyze, understand, and articulate the success of previous marketing strategies which have led to significant returns on investment and growth
- Demonstrated understanding of paid, earned and owned media integration and an ability to partner and support the communications teams.
- A proactive servicing approach and a strong sense of urgency to respond to matters on time with a collaborative style which engenders the respect of others and can be best described as a leader, mentor, and a coach. An active listener with exceptional oral and written communication skills.
- A facilitator and developer of others with a concerted focus on a team approach while holding her/himself accountable
- An ability to build productive cross functional relationships at all levels of the organization as well as with external partners
- Comfort with ambiguity and working in a large, diffuse, highly matrixed environment
- Prefer a high level of knowledge about the health care industry, local market place dynamics and overall hospital strategy and operations; keen understanding of physician relationships and practice patterns; federal, state rules and regulations. Stays current on the latest trends in health care, including but not limited to physician relationship development, reimbursement, managed care and clinical program development
Personal Attributes- Authentic - Has deep integrity and holds personal and professional values consistent with Tenet�s mission, vision and values
Self-motivated - Outcomes-focused individual who holds herself/himself to a high performance standard, but maintains a sense of proportion and humor Professional - Must demonstrate high level of professionalism as this role will be interacting with several senior level leaders across the enterprise Persuasive - Able to advance an idea, strategy or program through influence, communication and negotiation. Works through credibility and collaboration to achieve success in a highly complex and matrixed organization Detail oriented - Strong attention to detail in developing strategy and executing plans Collaborative - Confident with a commitment to her/his ideas and ideals, but someone who also listens with true self-awareness and empathy. A leader who possesses a �common touch� to relate comfortably and effectively with people at all levels - Problem Solver - Proactively works to solve problems
Job: Marketing Primary Location: Phoenix, Arizona Facility: 984-Fort Lauderdale, FL Job Type: Full-time Shift Type: Days
Employment practices will not be influenced or affected by an applicant�s or employee�s race, color, religion, sex (including pregnancy), national origin, age, disability, genetic information, sexual orientation, gender identity or expression, veteran status or any other legally protected status. Tenet will make reasonable accommodations for qualified individuals with disabilities unless doing so would result in an undue hardship. |
