Director, Hospital Advertising and Marketing - Remote
Location: Louisville, Kentucky
Internal Number: 448967
Lifepoint Health is recruiting for a Director of Hospital Advertising to join the Marketing Team!
The Director, Hospital Advertising leads the organization's consumer marketing strategy to align with operational strategic plans and business growth objectives. This role will develop and lead strategy, planning, and execution for key growth initiatives for the marketing function.
About Lifepoint Health:
LifePoint Health is a leader in community-based care and driven by a mission of Making Communities Healthier. Our diversified healthcare delivery network spans 29 states and includes 63 community hospital campuses, 32 rehabilitation and behavioral health hospitals, and more than 170 additional sites of care across the healthcare continuum, such as acute rehabilitation units, outpatient centers and post-acute care facilities.We believe that success is achieved through talented people. We want to create places where employees want to work, with opportunities to pursue meaningful and satisfying careers that truly make a difference in communities across the country.
To perform this job, an individual must perform each essential function satisfactorily with or without a reasonable accommodation.
Lead Marketing campaigns for LifePoint Health's hospital markets, oversee content development in collaboration with clinical leaders and marketing council, project manage design and customization of marketing collaterals, coordinate and host trainings with marketing teams where needed
Oversee advertising efforts and performance, analyzing and optimizing digital advertising, social and multi-media campaign efforts
Develop proactive marketing strategies to support growth in LifePoint's acute hospitals, partnering with division marketing team, line of business leaders and other teams in strategic planning
Establish marketing technology tools, platforms and integrations to connect marketing actions with consumer insights and operational processes
Build and develop relationships with agency representatives/partners and ensure our agencies are negotiating best price and placement opportunities and deliver best in class multi-media campaigns
Align with data teams to ensure full funnel implementation of campaigns, including development of KPI measurement strategy for all campaigns
Establish metrics and scorecards to understand how digital marketing campaigns increase bottom line impact
Develop long term plans and program recommendations for efforts to grow brand awareness, preference and acquire new customers
Collaborate on value proposition, competitive differentiation, generating creative and integrated ideas and opportunities that align with the company's strategic growth strategies
Lead management and nurturing strategies to establish LifePoint Health as preferred provider and thought leader in the industry. Increase brand top of mind awareness/preference, and provide growth and outreach
Identify areas of innovation and opportunity for marketing efforts. Learn, understand and explore emerging trends, technologies and best practices in digital strategy and execution
Synthesize and combine data sources to identify volume trends, insights and recommended action
Lead planning process for digital marketing development, online content, user experience and reporting analytics, improving the usability, design, content and conversion of consumer facing digital properties
Measure and improve online awareness and understanding of the brands, as well as how users interact with the brands
Ensure cohesive customer experience by analyzing online opportunities; determine and communicate cross channel implications/integrations
Leverage Search Engine Optimization (SEO) and Search Engine Marketing (SEM) strategies for optimal deployment of content and media investment
Monitor and elevate data integrity and insights within and between data platforms including Salesforce, Marketo and Google Analytics
Design and implement test plans (A/B and multivariate) to understand drivers of response and value on creative assets and campaign strategies
Develop and maintain knowledge of competitors in digital products and services, benchmarking and developing strategies to adapt to changing environment and provide continuous improvement
Regular and reliable attendance.
Perform other duties as assigned.
Position primarily serves internal co-workers.
Position serves both internal co-workers and external customers, clients, patients, contractors, and vendors.
Access to and/or works with sensitive and/or confidential information.
Manage the work of others, including planning, assigning, scheduling and reviewing work, ensures quality standards. Responsible for hiring, terminating, training and developing, reviewing performance and administering corrective action for staff.
Knowledge, Skills, & Abilities: The requirements listed below are representative of the knowledge, skills and/or abilities required.
Skills & Abilities:
Business Mathematical Skills -- Ability to add, subtract, multiply, and divide in all units of measure, using whole numbers, common fractions, and decimals. Ability to compute rates, ratios, and percentages and to draw and interpret graphs.
Moderate Computers Skills -- Frequent use of electronic mail, word processing, data entry, spreadsheets, graphics, etc. Ability to create, maintain and incorporate simple functions into documents, spreadsheets, databases, and presentations to support business objectives.
Complex Communication -- Frequently communicates complex information and interacts with management. Can present, resolve and address delicate situations. Can motivate and persuade others.
Department Specific Impact -- Decisions impact the management and operations within a department. May contribute to business and operational decisions that affect the department.
Nature of Problems
Varied Business Problems -- Problems are varied and complex, requiring analysis or interpretation of the situation. Problems are solved using knowledge and skills, general precedents and practices.
Functional Independent Judgement -- Provides and sets goals and priorities for functional area. May make recommendations for department policies, practices, and programs. Makes decisions for and/or resolves problems for others.
Project Management -- Handle multiple projects simultaneously including task delegation, project oversight, and resource allocation.
The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential job responsibilities.
While performing the duties of this job, the employee is occasionally required to stand; walk; sit for extended periods of time; use hands to finger, handle, or feel objects, tools or controls; reach with hands and arms; climb stairs; balance; stoop, kneel, bend, crouch or crawl; talk or hear; taste or smell. The employee must occasionally lift and/or move up to 20 pounds. Repetitive motion of upper body required for extended use of computer. Required specific vision abilities include close vision, distance vision, color vision, peripheral vision, depth perception, and the ability to adjust focus.
Work Environment & Travel Requirements:
Work environment characteristics described here are representative of those that an employee may encounter while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential job responsibilities.
Works in well-lit, ventilated and climate controlled office environment with routine office equipment; some equipment has moving mechanical parts.
In hospital environment, may be exposed to hazards and unusual elements, which may include but are not limited to bloodborne pathogens and / or contagious illnesses, toxic chemicals, and biohazardous materials which may require extensive safety precautions and the use of protective equipment.
Noise level in the work environment is typical for an office and/or hospital environment.
Minimum overnight travel (up to 10%) by land and/or air.
At LifePoint, our Mission of Making Communities Healthier extends to our employees. We offer an excellent total compensation package, including a competitive salary and benefits. Some of our benefits include 401k, PTO, medical, dental, vision, life insurance, wellness program, employee resource groups, and tuition assistance. We believe that happy, healthy people have a passionate engagement with life and work and have designed our package to enhance your wellbeing.
Bachelor's Degree in Marketing, Communications or related field.
10+ years of experience in digital marketing.
Bachelor's Degree in Marketing, Communications or related field.