Responsible for supporting the strategic vision of the Director of Digital Strategy
Manage and implement and campaign/initiative-specific digital marketing plans that leverage CRM and include lead and pipeline goals, target markets and audiences, digital assets (creative, content, etc.), performance evaluation, and optimization.
Develop and continually monitor market and competitive analyses.
Lead Digital Strategy Specialists in planning and executing marketing initiatives through a variety of channels (web, social media, email, etc.).
Manage Digital Strategy Specialists in providing end-to-end campaign management for all service line marketing campaigns.
Responsible for the management, creation and implementation of optimization tactics based on diversified media mix, bidding, keyword research, ad copy a/b testing and landing page optimizations for high levels of conversion.
Ensures project timelines and budgets are being met and that they incorporate appropriately with offline marketing efforts and overarching brand assets in market.
Responsible for monitoring, tracking, assisting and providing routine updates on trends that impact overall business strategies.
Drive collaboration with service line leadership, service line marketing staff, business development and physicians, providing education on digital marketing best practices.
Seek to advance and personalize digital patient experiences with multi-touch marketing efforts, and demonstrate clear ROI for B2C efforts and B2B efforts.
Evaluate and demonstrate the business impact of digital programs through reports and dashboards including demand, qualified leads, conversions, and other relevant KPIs.
Lead patient journey mapping and document patient paths to service/purchase for all service lines.
Proactively work with team members, leadership, key stakeholders and internal teams (such as IT) and vendors/partners to ensure all campaign activities are completed successfully, on time, and within campaign budgets.
Maintain an in-depth understanding of service line goals, and profitability to inform marketing efforts.
Work diligently with regional marketing staff and business development to ensure service line goals are met across all relevant locations.
Ensure service line multichannel content is true to the service line goals and key messages.
Use data to optimize campaigns, identify and target best prospects and customers, and produce incremental sales and revenue from current or inactive customers.
Work closely with analytics and CRM staff to analyze customer databases to inform service line marketing efforts.
Quantify initiatives and goals and demonstrate progress and successes of service line marketing efforts through the use of detailed ROI reports, value tracking, and digital analytics. Provide data reports and feedback for leadership to keep them abreast of progress and business value of marketing efforts.
Display high competency in project management, working in a fast-paced and complex environment, execution of large projects, and working under multiple and competing deadlines.
What You Will Need:
Bachelor’s degree in Marketing, Business, IT, Communications, or related field and 8 years of experience.
KNOWLEDGE AND SKILLS PREFERRED:
Excellent customer services skills, and the ability to build rapport and relationships across administrators, team members, physicians, customers/patients, vendors and the community.
Experience leading successful marketing campaigns and advanced customer/patient experiences that deliver downstream ROI.
Proven ability to be successful in a matrixed organization and lead across a variety of leadership/management structures, internal teams (IT, Business, Finance), and partners/vendors.
Knowledge of CRM/PRM systems, content management systems, browser applications, Search Engine Optimization (SEO), social media, mobile and web analytics tools.
The Service Line Marketing Manager holds responsibility for implementing successful service line marketing efforts to increase engagement and drive revenue. Designated as a highly specialized digital expert, this position plays a vital role in ensuring digital campaigns are launched in accordance to marketplace goals. The role becomes familiar with multiple service lines within one region to maximize efforts while also keeping a pulse on marketplace competition. This position reports to the Senior Manager, Digital Strategy and manages one more Digital Strategy Specialists.
At AdventHealth, Extending the Healing Ministry of Christ is our mission. It calls us to be His hands and feet in helping people feel whole. Our story is one of hope — one that strives to heal and restore the body, mind and spirit. Our more than 80,000 skilled and compassionate caregivers in hospitals, physician practices, outpatient clinics, urgent care centers, skilled nursing facilities, home health agencies and hospice centers are committed to providing individualized, wholistic care.