Blue Ridge Hospice
MANAGER, DIGITAL MARKETING
Blue Ridge Hospice, Winchester, Virginia, United States, 22603
ABOUT BLUE RIDGE CARE SERVICESBlue Ridge Care works to optimize the quality of life and well-being for those members of our community affected by aging or dealing with chronic or serious illness. With a mission of brightening life's journey for all whom we are privileged to serve, and a strategic goal to grow and expand our services to continue meeting the evolving healthcare needs of the community, Blue Ridge is Caring for life.Our core values: dignity, integrity, teamwork, innovation, diversity, and excellence not only reflect our commitment to our patients and families, but also represent our dedication to fostering a diverse and inclusive workplace culture that encourages staff to embrace creativity, work together, practice empathy and compassion with each other, and utilize professional growth opportunities. At Blue Ridge, we call our staff Future Makers; everyone contributes to our collective organizational excellence and success, and the continued delivery of the life-changing care and services we provide those we serve.
POSITION SUMMARYAs the Manager of Digital Marketing at Blue Ridge Hospice, you will play a pivotal role in shaping and executing our digital marketing strategy. Your creativity, strategic thinking, and dedication to excellence will be crucial in driving our online presence, engaging our audience, and achieving our mission-driven business objectives. As an individual contributor, you will work closely with cross-functional teams to deliver impactful campaigns that align with our purpose and values.This role has flexibility to work onsite in Winchester, VA, hybrid or remote, as determined by VP.ESSENTIAL DUTIES & RESPONSIBILITIESStrategic Planning:Develop and implement a comprehensive digital marketing strategy aligned with business goals and regulatory requirements (HIPAA, CAN-SPAM).Analyze market trends and competitor activities to identify growth opportunities.Manage digital marketing vendor relationships and contracts, identifying tools for enhanced campaigns.Website and Content Management:Oversee functionality of websites and performance to enhance branding and user acquisition.Develop and maintain web content to ensure consistency and relevance.Social Media Management:Implement and manage social media strategy across platforms (Facebook, Instagram, YouTube, LinkedIn, Vimeo).Maintain brand presence, engage communities, and support sales objectives.Campaign Management:Create, optimize, and manage multi-channel digital campaigns, including fundraising campaigns (SEO, SEM, social media, email content).Plan and execute email marketing campaigns, including newsletters, and automated workflows.Ensure campaigns are data-driven, aligned with brand messaging, and achieve measurable results.Content Development:Curate compelling content (blog posts, articles, videos, infographics) to attract and retain audience and nurture relationships and increase donor retention.Maintain consistent brand voice and uphold content quality standards.Performance Analysis and Reporting:Develop and monitor KPIs to optimize ROI and achieve business objectives.Utilize analytical tools to track website traffic, campaign performance, and social media metrics.Provide actionable insights and regular updates on marketing initiatives to stakeholders.Brand Integrity:Develop and maintain brand to ensure integrity across all communication platforms.Performance Tracking:Track engagement across various communication platforms and make data-driven decisions to optimize strategies.Consumer and Donor Engagement:Understand consumer needs to enhance satisfaction and engagement.Foster consumer- and donor-centric approach in marketing strategies to drive loyalty.Manage responses to consumer reviews to maintain positive online reputation.Collaboration and Communication:Collaborate effectively with stakeholders to ensure alignment and synergy.Provide regular updates on marketing initiatives and performance.Additional Responsibilities:Display commitment to leveraging diversity and inclusion in support of quality care.Other duties as assigned.EDUCATION AND EXPERIENCEEducation: Bachelor's degree required in business, communications, marketing or related field. Equivalent experience and training may substitute for education. Proven experience (5+ years) in digital marketing (Healthcare, Nonprofit, Fundraising preferred and Retail a plus), with a record of successful campaigns and leadership.Experience: Proven experience in website management, email marketing and social media. Proficiency in Adobe Creative Suite, Content Management Systems, Customer Relationship Management Systems, Microsoft Office, Google Ads, Facebook Business Manager, and Social Media Systems. Proficiency in using analytics tools (e.g., Google Analytics, HubSpot, SEMrush, Freshpaint) to measure and optimize performance.COMPETENCY PROFILEStrategic Planning and ExecutionDigital Strategy Development: Ability to develop comprehensive digital marketing strategies that align with organizational goals and drive growth.Campaign Management: Experience in planning, executing, and optimizing digital marketing campaigns across various channels.Market Research: Proficiency in conducting market research and competitive analysis to inform strategy and tactics.Digital Channels ExpertiseSearch Engine Optimization (SEO): In-depth knowledge of SEO best practices, tools, and techniques to improve organic search rankings and drive traffic.Pay-Per-Click (PPC) Advertising: Expertise in managing PPC campaigns, including Google Ads and social media advertising, to maximize ROI.Content Marketing: Skills in creating and managing content strategies that engage target audiences and support overall marketing objectives.Email Marketing: Experience in developing and executing email marketing campaigns, including segmentation, automation, and performance tracking.Social Media Marketing: Proficiency in managing social media platforms, creating engaging content, and analyzing performance metrics.Analytical Skills and Performance MeasurementData Analysis: Ability to analyze digital marketing metrics and KPIs to assess campaign performance and make data-driven decisions.Reporting: Skills in creating comprehensive reports that communicate insights and recommendations to stakeholders.A/B Testing: Experience with A/B testing and other optimization techniques to enhance campaign effectiveness.Technology and Tools ProficiencyMarketing Automation Tools: Proficiency in using marketing automation platforms (e.g., HubSpot, Marketo) for campaign management and lead nurturing.Analytics Tools: Expertise in using analytics tools (e.g., Google Analytics, SEMrush) to track performance and gather actionable insights.Content Management Systems (CMS): Familiarity with CMS platforms (e.g., WordPress, Drupal) for content creation and management.Creativity and InnovationCreative Thinking: Ability to generate innovative ideas for digital campaigns and content that capture audience attention.Adaptability: Flexibility in adapting strategies based on emerging trends, new technologies, and changing market conditions.Leadership and Team ManagementTeam Leadership: Experience in leading and managing a digital marketing team, including setting goals, providing feedback, and fostering professional development.Collaboration: Skills in working effectively with cross-functional teams, including design, sales, and product teams, to achieve marketing objectives.Communication SkillsVerbal and Written Communication: Strong communication skills for articulating strategies, presenting reports, and interacting with team members and stakeholders.Stakeholder Management: Ability to manage relationships with external vendors, agencies, and partners.Project ManagementOrganizational Skills: Proficiency in managing multiple projects simultaneously, ensuring deadlines are met, and resources are utilized efficiently.Budget Management: Experience in managing digital marketing budgets, including forecasting, tracking expenses, and optimizing spend.Customer-Centric FocusAudience Understanding: Ability to understand and segment target audiences to tailor digital marketing efforts effectively.Customer Experience: Skills in creating and optimizing digital experiences that enhance customer satisfaction and engagement.
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POSITION SUMMARYAs the Manager of Digital Marketing at Blue Ridge Hospice, you will play a pivotal role in shaping and executing our digital marketing strategy. Your creativity, strategic thinking, and dedication to excellence will be crucial in driving our online presence, engaging our audience, and achieving our mission-driven business objectives. As an individual contributor, you will work closely with cross-functional teams to deliver impactful campaigns that align with our purpose and values.This role has flexibility to work onsite in Winchester, VA, hybrid or remote, as determined by VP.ESSENTIAL DUTIES & RESPONSIBILITIESStrategic Planning:Develop and implement a comprehensive digital marketing strategy aligned with business goals and regulatory requirements (HIPAA, CAN-SPAM).Analyze market trends and competitor activities to identify growth opportunities.Manage digital marketing vendor relationships and contracts, identifying tools for enhanced campaigns.Website and Content Management:Oversee functionality of websites and performance to enhance branding and user acquisition.Develop and maintain web content to ensure consistency and relevance.Social Media Management:Implement and manage social media strategy across platforms (Facebook, Instagram, YouTube, LinkedIn, Vimeo).Maintain brand presence, engage communities, and support sales objectives.Campaign Management:Create, optimize, and manage multi-channel digital campaigns, including fundraising campaigns (SEO, SEM, social media, email content).Plan and execute email marketing campaigns, including newsletters, and automated workflows.Ensure campaigns are data-driven, aligned with brand messaging, and achieve measurable results.Content Development:Curate compelling content (blog posts, articles, videos, infographics) to attract and retain audience and nurture relationships and increase donor retention.Maintain consistent brand voice and uphold content quality standards.Performance Analysis and Reporting:Develop and monitor KPIs to optimize ROI and achieve business objectives.Utilize analytical tools to track website traffic, campaign performance, and social media metrics.Provide actionable insights and regular updates on marketing initiatives to stakeholders.Brand Integrity:Develop and maintain brand to ensure integrity across all communication platforms.Performance Tracking:Track engagement across various communication platforms and make data-driven decisions to optimize strategies.Consumer and Donor Engagement:Understand consumer needs to enhance satisfaction and engagement.Foster consumer- and donor-centric approach in marketing strategies to drive loyalty.Manage responses to consumer reviews to maintain positive online reputation.Collaboration and Communication:Collaborate effectively with stakeholders to ensure alignment and synergy.Provide regular updates on marketing initiatives and performance.Additional Responsibilities:Display commitment to leveraging diversity and inclusion in support of quality care.Other duties as assigned.EDUCATION AND EXPERIENCEEducation: Bachelor's degree required in business, communications, marketing or related field. Equivalent experience and training may substitute for education. Proven experience (5+ years) in digital marketing (Healthcare, Nonprofit, Fundraising preferred and Retail a plus), with a record of successful campaigns and leadership.Experience: Proven experience in website management, email marketing and social media. Proficiency in Adobe Creative Suite, Content Management Systems, Customer Relationship Management Systems, Microsoft Office, Google Ads, Facebook Business Manager, and Social Media Systems. Proficiency in using analytics tools (e.g., Google Analytics, HubSpot, SEMrush, Freshpaint) to measure and optimize performance.COMPETENCY PROFILEStrategic Planning and ExecutionDigital Strategy Development: Ability to develop comprehensive digital marketing strategies that align with organizational goals and drive growth.Campaign Management: Experience in planning, executing, and optimizing digital marketing campaigns across various channels.Market Research: Proficiency in conducting market research and competitive analysis to inform strategy and tactics.Digital Channels ExpertiseSearch Engine Optimization (SEO): In-depth knowledge of SEO best practices, tools, and techniques to improve organic search rankings and drive traffic.Pay-Per-Click (PPC) Advertising: Expertise in managing PPC campaigns, including Google Ads and social media advertising, to maximize ROI.Content Marketing: Skills in creating and managing content strategies that engage target audiences and support overall marketing objectives.Email Marketing: Experience in developing and executing email marketing campaigns, including segmentation, automation, and performance tracking.Social Media Marketing: Proficiency in managing social media platforms, creating engaging content, and analyzing performance metrics.Analytical Skills and Performance MeasurementData Analysis: Ability to analyze digital marketing metrics and KPIs to assess campaign performance and make data-driven decisions.Reporting: Skills in creating comprehensive reports that communicate insights and recommendations to stakeholders.A/B Testing: Experience with A/B testing and other optimization techniques to enhance campaign effectiveness.Technology and Tools ProficiencyMarketing Automation Tools: Proficiency in using marketing automation platforms (e.g., HubSpot, Marketo) for campaign management and lead nurturing.Analytics Tools: Expertise in using analytics tools (e.g., Google Analytics, SEMrush) to track performance and gather actionable insights.Content Management Systems (CMS): Familiarity with CMS platforms (e.g., WordPress, Drupal) for content creation and management.Creativity and InnovationCreative Thinking: Ability to generate innovative ideas for digital campaigns and content that capture audience attention.Adaptability: Flexibility in adapting strategies based on emerging trends, new technologies, and changing market conditions.Leadership and Team ManagementTeam Leadership: Experience in leading and managing a digital marketing team, including setting goals, providing feedback, and fostering professional development.Collaboration: Skills in working effectively with cross-functional teams, including design, sales, and product teams, to achieve marketing objectives.Communication SkillsVerbal and Written Communication: Strong communication skills for articulating strategies, presenting reports, and interacting with team members and stakeholders.Stakeholder Management: Ability to manage relationships with external vendors, agencies, and partners.Project ManagementOrganizational Skills: Proficiency in managing multiple projects simultaneously, ensuring deadlines are met, and resources are utilized efficiently.Budget Management: Experience in managing digital marketing budgets, including forecasting, tracking expenses, and optimizing spend.Customer-Centric FocusAudience Understanding: Ability to understand and segment target audiences to tailor digital marketing efforts effectively.Customer Experience: Skills in creating and optimizing digital experiences that enhance customer satisfaction and engagement.
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