Primary Function/General Purpose of Position 

Leads the development of strategic marketing plans for Roper St. Francis Healthcare (RSFH) service lines to support the advancement of the organization’s vision and growth targets, under the direction of the Executive Director of Marketing & Brand Strategy.

Works in collaboration with other members of Marketing and Communications to ensure all plans are data-driven, highly targeted, and fully integrated for maximum impact.

Brings a strong working knowledge of healthcare, Customer Relationship Management (CRM)/data-driven planning, and the physician referral process.

Builds trusted relationships with Integrated Physician Network (IPN) leaders, developing proficiency in each strategic service line – their differentiators, goals, target audiences, physician referral patterns, and competitors – and understands how these align with the strategic goals of RSFH.

Leverages understanding of CRM, consumer segmentation and other forms of market research and analytics to develop consumer- and physician-directed marketing plans that are tactically aligned to drive growth in awareness, preference, usage, and physician referrals.  

Leads the development of creative briefs and the implementation of campaigns in a timely manner.

Works closely with the Director of Digital Strategy and vendor partners to (1) promote, monitor and acquire positive brand/reputation-focused content in such channels as online reviews and social media comments, and (2) monitor digital campaign results based on predetermined Key Performance Indicators (KPI).

Provides the Marketing Communications team and IPN leaders with regular comprehensive progress reports and recommendations for campaign adjustments as needed.

Provides day-to-day management, mentorship and guidance to the Marketing & Communications Coordinator and Audience Insights/CRM Manager, developing their annual goals, meeting regularly to share information and review progress, and discussing and resolving issues to ensure a high-functioning, high-impact, engaged team.

Stays current with the latest trends in healthcare and service line marketing, making recommendations for applicability to RSFH as appropriate.

Essential Job Functions  

• Build trusted relationships with IPN leaders and others to develop a strong working knowledge of the service lines: their differentiators, goals, target audiences, referral patterns, and competitors. Understand how these align with the strategic goals of RSFH.

• Leverage CRM, other market insights data sources, and knowledge of physician referral patterns and opportunities to develop, implement, monitor, and regularly report on consumer- and physician-directed marketing plans that are tactically aligned to drive growth in awareness, preference, usage, and physician referrals.

• Promote, monitor, and acquire positive brand/reputation-focused content in such channels as online reviews and social media comments.

• Provide day-to-day management, mentorship and guidance to the Marketing & Communications Coordinator and Audience Insights/CRM, developing their annual goals, meeting regularly to share information and review progress, and discussing and resolving issues to ensure a high-functioning, high-impact, engaged team.

• Develop annual budget plans for service lines in partnership with the Director of Marketing & Brand Strategy; stay current with trends in service line marketing, making recommendations for applicability to RSFH as appropriate.

• Performs other job duties and responsibilities as required.

This document is not an exhaustive list of all responsibilities, skills, duties, requirements, or working conditions associated with the job. Employees may be required to perform other job-related duties as required by their supervisor, subject to reasonable accommodation. 

Licensing/Certification 

N/A 

Education 

Bachelor’s degree in Marketing, Business Administration, or equivalent field of study.

Work Experience 

Seven years of required marketing experience, with at least two years of healthcare marketing experience, with a proven track record of successful marketing strategy and execution is required. Healthcare experience preferred.

Training 

None

Language 

None 

Working Conditions  

Normal office environment. Requires work under stressful conditions, deadlines, and/or irregular hours. Ability to read and comprehend. Travel may be required.     

Physical Requirements  

 Frequent sitting. Frequently requires long periods of working at a computer. Intermittent walking, standing, stooping, bending. May require lifting or moving items up to 25 lbs.  Frequent use of finger/hand dexterity. Constant talking or hearing. Corrected hearing and vision to normal range. No exposure to blood, body fluids or tissue. Possible exposure to infectious materials, communicable diseases and/or other conditions common to a healthcare environment.  

Skills 

• Demonstrated ability in data-driven marketing strategy, CRM, operations, vendor management and budget preparation and oversight. 

• Experience in managing varied projects and adapting quickly to changing priorities.

• Ability to lead a high-functioning, engaged team.