Marketing Strategist/Brand and School of Medicine

$53,497 - $85,592/Yr

State of Virginia - Charlottesville, VA

Full-time - Mid Level

Charlottesville, VA

Executive, Legislative, and Other General Government Support

About the position

The Marketing Strategist is part of a team working in a professional high-performance environment. With a focus on Digital Patient Experience, the Strategist partners closely with digital solutions, content, and internal communications colleagues, as well as stakeholders from across the system, to create marketing and communication strategies that support experience, navigation, and access enhancements to our 'digital front door' inclusive of 3rd party listings, website, MyChart app, telemedicine, call center, and CRM integrations across all phases of the digital patient journey. Additionally, this position develops and manages strategic marketing campaigns and initiatives that build local, regional, and national reputation and volume for key clinical specialties that support UVA Health enterprise goals. This person is responsible for the disciplined planning and execution of these programs, on time and on budget, under the supervision of the Marketing Director or Marketing Manager. This position is also responsible for additional support for the overall marketing communications team and is responsible for a wide variety of functions that support and build effectiveness in strategic marketing.

Responsibilities

• Develop marketing strategy for digital experience enhancements/tools to increase awareness and adoption, ensuring marketing objectives, audience insights, competitive landscape and stakeholder inputs are clearly outlined and prioritized in partnership with key stakeholders.
• Stays abreast of digital innovations both within and outside of healthcare, marketing technologies and best practices, effectively leveraging a variety of industry, market, and first-party data to make strategic marketing recommendations and identify insights and opportunities.
• Advance marketing efforts for select clinical specialties of the Health System; enhancing brand and specialty reputation and optimizing volume and market share.
• Informally leads a team of Marketing Specialists with various levels of experience, serving as operational lead for team initiatives and mentor for individual Specialists.
• Establishes requirement, deadline, and budget parameters for marketing projects.
• Works cross-functionally with other marketing department teams/subject matter experts to develop integrated marketing plans and timelines in support of identified business goals; responsible for ensuring projects remain on schedule.
• Research and implement best practices related to latest trends in healthcare marketing with a focus on digital experiences and lead generation.
• Tracks competitive marketing activity on a consistent basis, developing insights on messaging and marketing strategy for collective team implementation to influence marketing strategy.
• Generates and resources insights for strategy/creative briefing documents, leveraging business, brand, competitive and market data.
• Independently reviews and provides feedback on all marketing materials developed for assigned service lines to ensure UVA Health brand/quality standards and communications objectives are consistently met.
• Interfaces and communicates directly with clinical stakeholders in support of marketing initiatives.
• Develops and recommends standard work processes and approaches to achieve business goals.
• Manages billing/invoices and tracking of marketing spend for assigned service lines/projects with minimal direction and oversight.
• Oversees ad-hoc project initiatives from start to finish under the supervision of the Marketing Director/Marketing Manager, such as developing marketing recommendations and points of view.
• Work with department staff to compile and report Return on Investment (ROI) data and methodologies.
• In addition to the above job responsibilities, other duties may be assigned.

Requirements

• Bachelor's degree required.
• Minimum of 4 years of marketing, PR, or ad agency experience, and digital marketing experience required.