Published date: October 17, 2020 9:45 am
Location: Arizona, United States
The Marketing Director for Abrazo Health will lead the local marketing strategy, planning, and activation in support of service line growth initiatives for Abrazo hospitals. The Marketing Director will lead the local marketing team in driving hyper local marketing tactics and work to integrate all marketing efforts across access points.
Reporting to the VP of Marketing Operations and Group Chief Strategy Officer, the Marketing Director will direct data-driven healthcare marketing plans that support service line prioritization and growth. This position will additionally build trusting and collaborative relationships with internal and external teams to ensure that strategic marketing is implemented within the framework and vision of the Tenet Strategic Marketing Group.
Essential Duties and Responsibilities
Leads the development and execution of marketing strategies and go-to-market plans that drive growth, consumer engagement, and patient retention.
Utilizes data, insights and best practices to create comprehensive hyper local marketing plans with clear objectives, impactful brand positioning and a targeted media plan that connects with our target.
Partners with the home office team in developing media plans, market trends, consumer insights, and best practices to develop hyper local marketing plans that build trust and loyalty with local communities
Researches local competitor positioning and opportunities to help develop stronger local market plans
Drives the localization of an integrated service line value story for all audiences for marketing and communications programs that provide consistent messaging, differentiated value propositions and positioning within local markets.
Maintains strong relationships and interactions with internal and external stakeholders
Execution & Management
Leads the annual marketing campaign planning process for their market and works across cross-functional teams and stakeholders to bring a growth marketing plan to life.
Works closely with the home office to develop effective marketing tactics across owned channels
Leads the execution and implementation process across all hospitals and ensures that integration for marketing efforts are being executed across access points.
Partners with Insights team at the home office and actively seeks to understand insights for the market at a deeper level. Drives insights into action by building strong recommendations.
Partners with home office on marketing scorecard and owns the Abrazo marketing scorecard to understand performance across all marketing channels.
Keeps key stakeholders updated on marketing plans and performance and develops monthly summary reports. Participates in strategy discussions and leadership meetings and presents strategy/metrics/reports to key stakeholders.
Works with physician marketing, communications, business development leaders in executing integration efforts at the market level
Develops a local strategy for community engagement and directs the process for driving executional excellence and reporting of results. Community engagement efforts can include seminars/screenings/events/sponsorships.
Works with the VP of Marketing/Home office team to accurately plan and track the marketing budget.
Leads and mentors the local marketing team for Abrazo.