Children's National Health System
Marketing Director Job at Children's National Health System in Silver Spring
Children's National Health System, Silver Spring, MD, United States, 20900
Description The Director of Marketing is responsible for developing, implementing, measuring, and optimizing integrated marketing strategies that align with and advance Children's National Hospital's strategic business objectives. This role will lead the teams responsible for consumer marketing strategies, advertising (including brand, service line, national reputation, and foundation), brand management, market research, and market analysis. The Director will ensure that marketing programs deliver measurable ROI and contribute to the growth and success of the organization.
This position is instrumental in driving the growth and success of Children's National Hospital by leveraging strategic marketing initiatives that enhance the hospital's reputation, stakeholder patient engagement, and support fundraising efforts, including:
* Develop and implement data-driven, integrated marketing strategies to support the hospital's clinical, research, community health, and philanthropic goals.
* Lead the execution of consumer marketing strategies across multiple platforms, including digital, print, broadcast, and emerging media.
* Oversee advertising initiatives, focusing on building brand equity, enhancing service line awareness, promoting national reputation, driving recruitment and supporting the Foundation's fundraising efforts.
* Drive brand management, ensuring consistent messaging and visual identity across all marketing initiatives.
* Lead market research and analysis efforts to identify trends, assess competitive landscapes, and support strategic decision-making.
* Collaborate with cross-functional teams, including clinical, research, human resources, philanthropy, and community outreach departments, to align marketing efforts with institutional goals.
* Manage external agencies and vendors to ensure high-quality execution of marketing initiatives.
* Develop and manage budgets for marketing programs, ensuring cost-effective strategies that deliver measurable ROI.
* Monitor and report on marketing performance metrics, providing insights and recommendations for optimization. Qualifications
This position is instrumental in driving the growth and success of Children's National Hospital by leveraging strategic marketing initiatives that enhance the hospital's reputation, stakeholder patient engagement, and support fundraising efforts, including:
* Develop and implement data-driven, integrated marketing strategies to support the hospital's clinical, research, community health, and philanthropic goals.
* Lead the execution of consumer marketing strategies across multiple platforms, including digital, print, broadcast, and emerging media.
* Oversee advertising initiatives, focusing on building brand equity, enhancing service line awareness, promoting national reputation, driving recruitment and supporting the Foundation's fundraising efforts.
* Drive brand management, ensuring consistent messaging and visual identity across all marketing initiatives.
* Lead market research and analysis efforts to identify trends, assess competitive landscapes, and support strategic decision-making.
* Collaborate with cross-functional teams, including clinical, research, human resources, philanthropy, and community outreach departments, to align marketing efforts with institutional goals.
* Manage external agencies and vendors to ensure high-quality execution of marketing initiatives.
* Develop and manage budgets for marketing programs, ensuring cost-effective strategies that deliver measurable ROI.
* Monitor and report on marketing performance metrics, providing insights and recommendations for optimization. Qualifications
Minimum Education
Bachelor's Degree Marketing, Business Administration, Health Care Administration, Public Administration or other related field. (Required)
Master's Degree Marketing, Business Administration, Health Care Administration, Public Administration or other related field. (Preferred)
Minimum Work Experience
12 years Progressive related experience (Required)
10 years Supervisory/management experience in related job function. (Required)
Required Skills/Knowledge
Minimum of 10-12 years of experience in integrated marketing, with a focus on healthcare, nonprofit, or consumer marketing preferred.
Proven experience in leading and managing marketing teams and cross-functional collaboration.
Strong understanding of integrated marketing communications, including digital, social media, traditional advertising, and content marketing.
Demonstrated success in developing and executing marketing campaigns that deliver measurable results.
Experience with market research, analysis, and data-driven decision-making.
Strong budget management and vendor negotiation skills.
Excellent communication, leadership, and project management abilities.
Experience with CRM.
Functional Accountabilities
LEADERSHIP AND MANAGEMENT
- Work effectively as part of the integrated management team led by the Chief Marketing and Communications Officer, which includes Strategic Communications, Marketing, Provider Relations, Digital Strategy, and Foundation. Collaboratively lead the development and execution of strategically focused plans that engage and activate stakeholders, promote and protect the brand and reputation, and meet the organization's business goals.
- Participate in the ongoing improvement of departmental performance metrics and analytics dashboards. Develop relevant systems to measure success across all supervised areas and use insights to optimize marketing and communications efforts.
- Develop and manage the annual marketing budget, ensuring resources are allocated effectively to meet strategic objectives and deliver measurable ROI.
- Ensure strong project management across all supervised areas, with a focus on aligning projects to organizational goals and priorities. Oversee project timelines, resources, and deliverables to ensure efficiency and effectiveness.
- Observe and ensure team adherence to all organizational and departmental policies and procedures, promoting compliance and consistency across marketing, communications, and digital strategies.
- Provide sound strategic counsel and expert knowledge to leaders and managers across the organization, enhancing decision-making and execution of marketing and communications strategies.
- Facilitate and ensure system-wide adherence to organizational brand standards, as well as marketing and digital channel policies and procedures. Maintain brand consistency across all platforms and initiatives.
- Continuously strengthen systems of collaboration with other departments and entities that interface with or seek services from the marketing and communications teams, ensuring seamless integration and support.
- Lead the recruitment, hiring, training, and development of staff, fostering a culture of professional growth, teamwork, and retention. Ensure teams are empowered to work effectively toward departmental and organizational goals.
- Provide timely coaching, guidance, and performance feedback to direct reports. Ensure that effective management practices are in place for all teams, promoting accountability, high performance, and professional development.
- Identify the need for external agencies or consultants as necessary, and supervise the work and deliverables of these partners to ensure alignment with organizational objectives and quality
BRAND DEVELOPMENT AND MANAGEMENT
- Serve as the primary steward of the Children's National brand, ensuring consistent representation and protection of brand value across all channels and stakeholder engagements.
- Plan, develop, and execute programs and initiatives aimed at enhancing brand awareness, engagement, and preference among key external stakeholders, fostering strong relationships with consumers, donors, partners and employees.
- Oversee the development of, and ensure systems for, both internal and external compliance with brand standards. Protect and strengthen organizational brand value while reducing legal and regulatory risks associated with improper branding usage.
- Ensure that branding guidelines are communicated effectively and adhered to by staff throughout the hospital and foundation, as well as by vendors, partners, and external entities. Implement monitoring systems to ensure compliance and correct usage.
- Manage organizational brand architecture and nomenclature system, ensuring it reflects the growing scope of the organization and meets the needs of diverse constituencies.
- Create and execute programs to deploy brand and nomenclature updates regionally, nationally, and internationally, ensuring consistent application across all touchpoints.
- Develop and implement policies that guide the appropriate use of the brand across a wide range of entities and affiliations, ensuring that all elements of the brand are protected and treated as valuable assets of the organization.
- Partner with facilities, operations, project management, and other teams to ensure that the brand is properly leveraged and integrated across the Children's National, maintaining alignment with brand standards and enhancing visibility.
ADVERTISING and AGENCY MANAGEMENT
- Plan, implement, direct, and manage all online and offline advertising efforts to support the Children's National brand, clinical programs and services, employer brand and foundation. Ensure that campaigns align with the hospital's strategic goals and enhance brand visibility and engagement.
- Develop and execute an overarching brand campaign vision and advertising strategy that drives awareness, builds reputation, and strengthens stakeholder relationships, ensuring alignment with organizational priorities.
- Supervise the creation of creative briefs and the development of key strategic messaging for all campaigns. Ensure that messaging is compelling, cohesive, and reflective of the brand's mission and values.
- Manage internal teams and external agencies throughout the campaign development process, leading the creative direction from concept through execution. Oversee both online and offline components, ensuring consistency and excellence in all deliverables.
- Manage advertising budgets, ensuring cost-effective use of resources. Regularly assess campaign performance and organizational priorities, redeploying funds as necessary to address evolving needs and optimize results.
INTEGRATED MARKETING PLANNING/SERVICE LINE MARKETING
- Lead the development of integrated marketing plans and programs, collaborating across teams to deliver the best strategies and tactics required to meet organizational objectives. Ensure marketing efforts are cohesive, data-driven, and aligned with institutional priorities.
- Guide marketing team members in creating targeted marketing plans for priority services, designed to drive local and regional patient volume or enhance the reputation of Children's National. Provide strategic direction and ensure alignment with broader business goals.
- Partner with strategy and operations teams to identify opportunities for program growth and expansion into new geographic areas. Work together to create marketing initiatives that support these opportunities and drive business results.
- Represent the Marketing team in meetings with physician leadership, providing insights on cross-functional planning, key initiatives, and accomplishments. Serve as a liaison to ensure alignment between clinical priorities and marketing strategies.
- Develop and implement a comprehensive reporting process that keeps senior leaders informed about marketing priorities, initiatives, and key analytics. Present data-driven insights that demonstrate the impact of marketing efforts on organizational goals.
- Facilitate cross-platform marketing planning to strengthen brand awareness, saliency, volume, and reputation for priority services and programs. Ensure that marketing efforts are targeted to key audiences and optimize reach and engagement.
- Organize and lead cross-functional update meetings to keep the department informed about work in progress and upcoming priorities. Ensure team members across marketing, communications, and related areas are aligned and working toward shared goals.
- Serve as a key subject matter expert (SME) within the department, providing strategic guidance and leadership on marketing best practices, cross-functional collaboration, and integrated planning to achieve optimal results.
RESEARCH AND ANALYTICS
- Define market intelligence needs and lead an ongoing program to validate hypotheses and identify critical insights that inform marketing strategies, organizational decision-making, and growth opportunities.
- Commission formal brand and market research studies, along with internal data analytics reports and other intelligence-gathering efforts. Ensure these initiatives provide valuable insights into brand perception, competitive positioning, and market trends.
- Manage research vendors, proposals, and study designs to ensure alignment with organizational objectives. Oversee the quality, relevance, and timeliness of research outputs to meet strategic needs.
- Disseminate key research findings to internal stakeholders and relevant external vendors, ensuring that insights are clearly communicated and actionable. Direct the application of these insights in shaping strategic plans and marketing initiatives.
- Collaborate with the digital team to maintain robust tracking mechanisms for all advertising campaigns, ensuring accurate measurement of key performance indicators (KPIs) and ROI. Develop and execute presentations to share relevant learnings and findings across the organization. Ensure that insights are understood and applied effectively by leadership, marketing teams, and other relevant departments.
ADDITIONAL MANAGEMENT RESPONSIBILITY
- In addition to developing and managing the marketing budget, overseeing the contracts and invoicing process for the marketing. Ensure timely processing, compliance, and accuracy of all financial transactions related to vendors, agencies, and contractors.
- Assist the Chief Marketing and Communications Officer as the departmental coordinator for integrating department budgets and forecasts. Collaborate with finance teams to align marketing and communications budgets with broader organizational financial goals and ensure accurate forecasting and resource allocation.