Division AVP Digital And Integrated Marketing

HCA Henderson , NV 89044

Posted 2 months ago

About HCA Far West

As part of a strong network of hospitals throughout California and Nevada, HCA Far West is committed to supporting its healthcare professionals and ensuring their growth.

Our exclusive and specialty medical services in nine hospitals and six surgical centers throughout two states, provides a full spectrum of primary, acute, tertiary and chronic care for our patients. Our specialized care areas focus on advancing the science of medicine while providing high quality, life-saving technology and patient-focused care.

About HCA

HCA is the nation's leading provider of healthcare services, a company comprised of locally managed facilities that includes approximately 163 hospitals and 109 freestanding surgery centers in 20 states and Great Britain employing approximately 183,000 people. Approximately four to five percent of all inpatient care delivered in the country today is provided by HCA facilities.

JOB SUMMARY

The AVP of Digital and Integrated Marketing operationalizes and localizes Enterprise online marketing initiatives for the Division brands, while understanding the long term strategic vision and direction of all interactive marketing projects.

In partnership with the Division VP of Marketing and Communications, the AVP of Digital and Integrated Marketing is responsible for all aspects of identifying new digital opportunities, as well as managing and optimizing existing interactive channels including social media, search engine optimization and website strategy. Aids in development of digital marketing media plans and uses data to recommend opportunities to reach target audiences through digital channels. Serves as lead for all website and new interactive functionality in line with Enterprise strategy. This leader oversees design and creative direction for all interactive marketing, including social media advertising, search engine marketing, video, mobile, and more. Utilizing both interactive and traditional marketing channels this position will achieve website optimization, digital presence goals, and conversion.

GENERAL RESPONSIBILITIES

Digital Marketing Strategic Planning:

  • Works with the Division Marketing and Communications team to develop an overall vision and strategy for the Division digital marketing strategy. Creates scalable, data-driven, measureable digital marketing solutions across all relevant business platforms.

  • Develops Division website strategy in line with overarching Enterprise-driven digital strategy. Oversees all aspects of implementation.

  • Leads, develops, and delivers digital marketing plans that leverage appropriate branding and brand messages in order to reach targeted audiences

  • Leads Division digital content strategy in collaboration with the Division Marketing and Communications team and marketing directors

  • Understands internal and external policies, procedures, and regulations that impact the marketing environment. Ensures adherence of marketing activities and web properties to these policies.

Communicating the Digital Marketing Value Proposition

  • Maintains excellence in digital media and future technology. Serves as an ambassador for digital within organization.

  • Communicates the importance of reputation management and social media as a customer service/feedback mechanism as part of overall patient experience

Leadership and Collaboration:

  • Understands and directs all activities and personnel related to digital assets and partnerships (websites, physician profiles, social media, vendor partnerships, etc.) in concert with Enterprise, Division, and Facility marketing leadership

  • Develops, evaluates, and promotes team members

  • Provides creative direction, copy direction, technical support and mentorship to team members

  • Provides training and user support to for interactive and social software solutions

  • Manages digital budget as it relates to execution across all digital channels.

  • Employs best practices to manage third party vendor relationships. Utilizes third party capabilities to their fullest extent.

  • Defines and prioritizes projects and ensures timely delivery of all project deliverables

  • Monitors on-going expenses, process invoices, and track all digital marketing related expenses.

  • Maintains a good working relationship with management, consultants, agency partners, vendors and hospital personnel

  • Serves as liaison to the Enterprise Digital Marketing team and division IT&S department. Promotes synergies between digital, and CRM initiatives

  • Identifies and executes strategic partnerships (social media, online communities, strategic partners) to acquire and offer compelling content, features, and online tools that support the website strategy.

Digital Marketing Strategy Execution Web:

  • Responsible for the overall and day-to-day implementation of hospital web strategy including overall site architecture, hospital content and managing implementation of graphic standards in alignment with Enterprise digital strategy.

  • Establishes regular analytics mechanism for tracking use and effectiveness of sites. Manages and monitors websites analytics for trends and issues

  • Identifies opportunities to activate online influencers, including online advertising, social media channels, videos, blogs, community partners, and other opportunities for organic, and in some cases, viral, exposure.

Digital Marketing Strategy Execution SEO:

  • In partnership with the Enterprise SEO team, drives SEO strategy and identifies opportunities to enhances online presence through effective search engine optimization initiatives including keyword enhancement and ad placement trends.

  • Creates goals, strategies, and tactics to improve organic and/or paid search engine results/digital marketing and site usage.

  • Supports and maintains interactive marketing and web design graphic standards

  • Researches new digital features, tools and trends, and as appropriate makes recommendations for their use

Digital Marketing Strategy Execution Social:

  • Develops social media marketing initiatives and strategies to enhance social audience while aligning with general marketing plans.

  • Manage and measure the social media strategy to ensure that data, learnings and ROI analysis from marketing campaigns are reported and incorporated into future strategy

  • Oversees the implementation and management of social marketing campaigns

  • Manage and monitor social media analytics for trends and issues

  • Enhances and promotes online health content on social media channels to support marketing strategies

Digital Marketing Strategy Execution Email:

  • Oversees email marketing campaign support and campaign implementation.

  • Supports the implementation and management of email marketing campaigns

  • Utilizes a data-driven approach to email marketing, capturing and leveraging analytics throughout the development and execution of email marketing campaigns

Digital Marketing Strategy Execution Digital Marketing Media

  • Supports the development of Digital Marketing Media plans in alignment with Enterprise-driven strategy. Works collaboratively with agencies to identify and recommend localized strategy.

  • Oversees agency partners throughout execution to ensure that goals are being met, and adjustments are made in a timely manner, if needed.

RELEVANT WORK EXPERIENCE

  • 7 years

MANAGEMENT EXPERIENCE

  • 3 years

EDUCATION

  • Bachelor's Degree Required

  • Other as Noted: Masters Degree Preferred

OTHER/SPECIAL QUALIFICATIONS

  • Knowledge and experience in all disciplines of marketing, including advertising, digital, events, media, creative production, direct mail, social media, content marketing, and emerging media as appropriate.

  • Exceptional communication (both listening and writing) skills at both entry and executive levels, with the ability to resonate at all organizational levels.

  • Experience in the digital interaction space (social media, blogging, etc.), for personal or professional use.

  • Excellent analytical and creative writing skills.

  • Ability to coordinate and prioritize duties for multiple campaigns and clients.

  • Proficient with Microsoft Excel and ability to analyze and understand business financial reporting.

  • Understanding of basic coding languages (HTML, etc.) and proficiency with Adobe Photoshop or Acrobat Pro.

PHYSICAL DEMANDS/WORKING CONDITIONS

  • Requires the ability to travel from one location to another within the Division. May be needed to work early morning, evening and weekend hours. Position includes overnight travel on an as needed basis.

  • Requires normal range of hearing and eyesight to document, develop and communicate necessary information. Requires lifting papers or boxes up to 20 pounds occasionally. Work may be stressful at times.

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Division AVP Digital And Integrated Marketing

HCA