Dartmouth-Hitchcock Concord Lebanon , NH 03766
40 hours/week - Communications and Marketing
The Director of Marketing is responsible for directing the development and operational execution of a strategic and integrated marketing plan to achieve the goals of Dartmouth-Hitchcock's designated clinical service lines, business units and/or member health care organizations in alignment with the overall Dartmouth-Hitchcock Health system strategy. The Director is an innovative brand expert and digital marketer with a primary focus on strategic plan creation, marketing operations, implementation and execution. He/she manages and directs the marketing team and their related activities, interacts with senior leaders and stakeholders, allocating resources to successfully achieve business objectives.
Reporting to the Vice President, Communication & Marketing the Director of Marketing will also work very collaboratively with the Director of Media Relations, Director of Digital Services and the Director of Communications & Publications for overall message and brand alignment. Working closely with service line administrators, member organizations, D-H marketing managers, and the Communication & Marketing team, the Director develops and executes strategies and tactics to market the strengths of the organization and build awareness across the region. The Director should be prepared to lead market research initiatives and to function in a consultative support capacity for the clinical service line leaders, physician practice leadership, senior leadership, and/or local member organization leaders.
Oversee the development and execution of Dartmouth-Hitchcock's marketing strategy to promote, enhance and protect brand reputation.
Contribute to the overall Communications & Marketing strategic planning.
Lead the clinical service line and network marketing strategy in addition to planning the elaboration and implementation of best practices based on assessments of the latest developments in the marketplace.
Direct the development and evolution of the annual advertising campaign(s), including digital advertising, direct marketing and marketing collateral materials.
Manage marketing budget and media spend.
Partner with Vice President to evaluate, negotiate, select and manage outside agency partners and vendors including ad agencies, digital partners and consultants.
Define patient/consumer research requirements and key performance metrics, as well as measure, track and report success of marketing efforts.
Communicate and apply market research insights to key internal constituents and business planning efforts.
Define and direct adherence to brand guidelines in partnership with the larger Communications & Marketing team.
Direct efforts to build local, regional, national and international volume and reputation for prioritized service lines as measured by increases in unique patients, visits, referrals, etc.
Identify new and innovative approaches and technology for building, measuring and tracking reputation and volume; pilot those efforts for replication; direct the quantitative analysis and reporting of business performance, volume and market trends and implications of service line performance.
Bachelor's degree required, Masters a plus with an emphasis in marketing, communications, journalism, public relations or related field preferred.
10 plus years of progressive experience in brand stewardship, marketing, planning, market research, or equivalent combination of education, training and/or experience in a healthcare setting. Project/process management, account management or related capabilities a plus.
Very strong experience with digital marketing, customer insights, social platforms and appropriate technologies and applications and experience for building digital campaigns.
3 - 5 plus years supervisory experience required.
Incumbent must have analytical skills and creative experience necessary to address targeted messages to a variety of audiences.
Ability to be nimble and execute in the short-term while simultaneously developing long-term strategy.
Keep up to date with industry trends and technological changes that impact the business maintaining ongoing knowledge of marketing best practices
Strong oral communications skills, including the ability to communicate effectively with others and to speak in public, listen effectively, interview and gather pertinent information from sources at all levels across the system, and work with varying levels of staff.
Able to work well under pressure and to manage multiple projects simultaneously.
Must be flexible and adaptable to unexpected changes and maintain a good-natured outlook and willing to work out of Dartmouth-Hitchcock's Bedford, NH location 2-3 days a week.