The Market Analyst supports the brand and marketing initiatives within the Office of System Communications with data and project information to drive marketing and communications initiatives towards successful outcomes. He/she will use and/or source research and background information necessary to launch and guide projects or initiatives, help manage workflow to completion, and monitor and measure milestones related to projects or initiatives through development and implementation.
This position supports all parts of the Office of System Communications, primarily Brand/Marketing and Public Relations/Communications, but may also be called in to help Digital Media with data and project information as required.
The Market Analyst will be able to interact with other EMHS departments to source research and background information, including existing primary and secondary research available in strategic planning and other departments, external secondary research and data sources, and EMHS system data. He/She will plan meetings to launch and monitor projects, and identify project issues, communicate status udpates, and ensure teams are on task to meet deliverables, providing background data and support as necessary.
He/she will have knowledge of departments and information resources within EMHS and outside, and will actively maintain relationships to ensure flow of information to help guide brand, marketing and communications work from the Office of System Communications.
He/she will have aptitude for marketing analysis. This includes reviewing information and data received, conducting initial analysis for relevance and application to the projects for which the data is to be used. Analysis will be directed towards determining outcomes, ROI, business success and direction for future plans.
Job Functions and Duties
Collects and analyzes data to evaluate existing and potential brand, marketing and communications opportunities. Uses this analysis to help in the development of communications strategies and brand promises and positioning.
Monitors and identifies competitors, competitive offerings and communications. Applies industry knowledge to identify degree of threat to EMHS offerings and positioning.
Supports communications with market and service assessments, determines potential target audiences and assists in providing insights to motivations and decision factors employed by the target audiences.
Has a working knowledge of media options and delivery vehicles in order to input media plans into analytics to determine success.
Tracks and monitors success of communications plans, based on pre-determined business success metrics for these initiatives. Tracks and reports on communications marketing and investments, and ROI for these investments where appropriate.
Collaborates with other EMHS departments to obtain and use data to recommend metrics for marketing and communications campaigns. Tracks implementation of campaigns to ensure deployment according to plan and linkage to outcome-related metrics.
Weekly project management meetings with brand/marketing and communications to determine resources needed to effectively guide projects, adherence to deadlines and deliverables.
Familiarity with resources necessary to gather market intelligence and data, and to use such data to measure success and to glean market insights.
Note: the duties listed above reflect the majority of the duties of this job and does not, nor is it intended to, reflect all duties that may be required for an incumbent in this job to perform.
Education and Experience
Bachelor's Degree in Marketing, Communication, Advertising or at least three (3) years' related experience in business or related fields, including data analysis, required. Strong preference for healthcare experience.
Familiar with organizational structure of healthcare systems in general, EMHS specifically.
Experience with market analysis and marketing data required
Experience with brand and communications principles including brand strategies, demographics and targeting required.
Knowledge, Skills, and Abilities
Working knowledge of Maine media landscape
Knowledge of workflow systems and project management
Highly proficient with Microsoft Office Suite
Strong verbal and written communications and presentation
Excellent relationship skills and ability to build rapport with key stakeholders and sources of information across the system
Ability to lead without directly supervising others, to be able to have colleagues commit to support project direction and actively contribute to areas outside their direct responsibility, and to hold team members accountable to deliverables.
Supervision Received (ability to act independently)
Reports directly to Director, Brand and Marketing, with dotted line support provided to Director of Public Relations. Must be able to interact with managers, directors and supervisors.
This role is aligned with the EMHS Strategic Community Pillar Goal "To partner with community groups to improve population health for selected high risk conditions or geographies"; EMHS People Pillar Goal as this role must complete assigned duties within designated times; EMHS Services Pillar Goal as this role must provide quality customer service with internal and external customers.
Typical Contacts (Internal/External)
This person interacts with peers and leadership in all departments, cultivating relationships to gain deeper understanding of EMHS initiatives and outcomes and how marketing can support and help drive towards these outcomes.
Seated, PC work, occasional lifting, noisy open air environment, ability to function in a fast-paced, deadline driven environment. Occasional travel to EMHS members or outside facilities necessary.
Eastern Maine Healthcare Systems