Director of Marketing (Entity Level - Reading Hospital, Brandywine Hospital, Jennersville Hospital, Chestnut Hill Hospital, Phoenixville Hospital, Pottstown Hospital)
Reports to:
- Director of Marketing for Reading Hospital reports to System Director, Marketing
- Director of Marketing at New 5 Hospitals:
- Direct reporting relationship to entity CEO
- Dotted Line reporting relationship to VP of Marketing and Communications
Job Summary Responsible for developing and executing entity-specific annual marketing strategies and plans that support the overarching entity-specific business strategy and goals. This includes achieving market share goals, service line volume growth goals, and practice visit goals, as well as entity brand awareness, preference, image and loyalty goals.
Education Requirements: - Required: Bachelor's Degree in Marketing, Communications, or Business Administration with an emphasis in marketing or a related field
- Preferred: Master's Degree: Marketing, Business Administration with an emphasis on marketing
Experience - Minimum of 5 to 7 years' experience successfully managing and leading a marketing function, preferably in a healthcare environment. This includes developing marketing strategies and plans based on strategic goals and objectives. Minimum of three years demonstrated experience successfully building relationships with key internal and external stakeholders.
- Required: Demonstrated strong business acumen, data analytic skills, change management skills, and experience in digital marketing and customer relationship management (CRM) platforms.
- Required: Strong brand management experience.
- Required: Demonstrated excellent leadership, project management, relationship development, teambuilding, communication and presentation skills. Demonstrated ability to work with shared leadership and cross-functional teams.
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Primary functions
Develops and executes entity-specific annual marketing plans that support entity's business strategy and service line growth goals and objectives. Plans are developed and executed on time and within budget. Works collaboratively across hospital-specific and Tower Health system Marketing, Communications/Public Relations, Web Services, and Physician Liaison teams to ensure alignment of messaging and minimize redundancies in market presence or messaging within and across service areas.
Develops and leverages brand building strategies to increase awareness, preference, and image of the entity and Tower Health brand.
Directs, manages and implements all traditional and digital advertising and platforms including entity-specific websites and social media platforms. Utilizes data to geo-target initiatives that will drive market share and volume growth goals.
Utilizes future CRM platform to plan, target, monitor, and measure traditional and digital advertising campaigns. Manages advertising planning, reports and analysis through CRM platform.
Develops engaging web content and ensures that the entity-specific initiatives aligns with brand standards and positioning. Manages all entity-specific social media channels and ensures alignment with Tower Health's social media policy. Responds to social media posts as per and within the social media policy and guidelines.
Collaborates and builds strong relationships with executive leadership, as well as service line administrative and physician leadership.
Collaborates with the Director of Corporate Communications and Public Relations to develop and implement entity specific internal and external communication and media relations initiatives. Ensures that executive leadership and the Director of Corporate Communications and Public Relations is aware of all media inquiries. Serves as entity-specific spokesperson as needed.
Secondary functions
Develops and manages entity-specific marketing budget. Provides quarterly budget reports against budget.
Develops and maintains an entity-specific marketing dashboard that aligns with the system marketing dashboard to measure the effectiveness of annual marketing plans against budget projections.
Develops, manages and directs entity-specific internal resources and/or an external resource pool to ensure plans and projects are executed on time and within budget.
Collaborates with the Director of Planning to develop and implement entity-specific voice of customer market research. Recommends enhancements or revisions to entity specific marketing strategy based on market research results.
Manages all projects via system project management software to ensure projects are delivered on time and within budget.
Internal Number: 1914345
