LifePoint Health has an opportunity for a AVP of Acute Hospital Marketing to join our Marketing Team!

LifePoint Health is a leader in community-based care and driven by a mission of Making Communities Healthier. Our diversified healthcare delivery network spans 29 states and includes 63 community hospital campuses, 32 rehabilitation and behavioral health hospitals, and more than 170 additional sites of care across the healthcare continuum, such as acute rehabilitation units, outpatient centers and post-acute care facilities. We believe that success is achieved through talented people. We want to create places where employees want to work, with opportunities to pursue meaningful and satisfying careers that truly make a difference in communities across the country.

Essential Functions:

• Lead the organization’s consumer marketing strategy, aligned with operational strategic plans and business growth objectives
• Develop and lead strategy, planning, and execution for key growth initiatives for the marketing function, overseeing consumer acquisition and same-store growth initiatives.
• Lead Marketing campaigns for LifePoint Health’s hospital markets, oversee content development in collaboration with clinical leaders and marketing council, project manage design and customization of marketing collaterals, coordinate and host trainings with marketing teams where needed
• Oversee advertising efforts and performance, analyzing and optimizing digital advertising, social and multi-media campaign efforts
• Develop proactive marketing strategies to support growth in LifePoint’s acute hospitals, partnering with division marketing team, line of business leaders and other teams in strategic planning
• Establish marketing technology tools, platforms and integrations to connect marketing actions with consumer insights and operational processes
• Build a strong media foundation based on strategic objectives and the company’s vision, while facilitating new creative treatments and emerging media practices
• Build and develop relationships with agency representatives/partners and ensure our agencies are negotiating best price and placement opportunities and deliver best in class multi-media campaigns
• Oversee marketing campaign analytics, utilizing systems such as Media Mix Modeling methodologies as well as Multi Touch Attribution platforms. Align with data teams to ensure full funnel implementation of campaigns, including development of KPI measurement strategy for all campaigns
• Establish metrics and scorecards to understand how digital marketing campaigns increase bottom line impact
• Develop long term plans and program recommendations for efforts to grow brand awareness, preference and acquire new customers
• Lead company’s efforts to establish value proposition, competitive differentiation, generating creative and integrated ideas and opportunities that align with the company’s strategic growth strategies
• Lead management and nurturing strategies to establish LifePoint Health as preferred provider and thought leader in the industry. Increase brand top of mind awareness/preference, and provide growth and outreach
• Identify areas of innovation and opportunity for marketing efforts. Learn, understand and explore emerging trends, technologies and best practices in digital strategy and execution
• Synthesize and combine data sources to identify volume trends, insights and recommended action
• Lead planning process for digital marketing development, online content, user experience and reporting analytics, improving the usability, design, content and conversion of consumer facing digital properties
• Measure and improve online awareness and understanding of the brands, as well as how users interact with the brands
• Ensure cohesive customer experience by analyzing online opportunities; determine and communicate cross channel implications/integrations
• Leverage Search Engine Optimization (SEO) and Search Engine Marketing (SEM) strategies for optimal deployment of content and media investment
• Monitor and elevate data integrity and insights within and between data platforms including Salesforce, Marketo and Google Analytics
• Design and implement test plans (A/B and multivariate) to understand drivers of response and value on creative assets and campaign strategies
• Develop and maintain knowledge of competitors in digital products and services, benchmarking and developing strategies to adapt to changing environment and provide continuous improvement

Knowledge/Skills/Abilities:

• Strong analytical and innovative thinker with creative problem-solving skills
• Ability to analyze research, financials, and metrics to support effective strategic planning
• Effective communicator and collaborator
• Excellent writing and presentation skills
• Experience navigating complex, matrixed organization and leading through change
• Ability to lead and motivate a highly skilled and innovative team with varied backgrounds and disciplines
• Ability to effectively communicate a vision for growth by aligning with key business objectives
• Demonstrated success forging strong working relationships with a variety of constituents (e.g. physicians, facility leadership, division leadership, group and company operations leadership)
• Approximate percent of time required to travel: 10%

Qualifications

Education:

• Bachelor’s Degree in Marketing, Communications or related field required
• Preferred candidate will have a Master’s Degree in Marketing or related field

Experience:

• 10+ years experience in digital marketing
• Previous multi-site healthcare marketing experience preferred
• Experience in proven growth strategies, digital marketing, and analytics and ROI attribution
• Demonstrated experience driving positive, measurable business impact through marketing
• Experience with multi-media campaign strategy, media mix and attribution modeling, planning, campaign deployment and ROI measurement (e.g programmatic display, social portfolio planning)
• Experience with competitive and business analysis and data mining
• Experience successfully navigating and delivering tangible results in large, complex, matrixed organizations
• Success with building and developing teams, and leading in a fast paced, dynamic, transformational environment
• Extensive agency partnership, vendor selection and RFP evaluation experience
• Budget management and stewardship, investment recommendations based on profitability analysis
• Influencing ability to promote creative solutions and new ideas
• Strong strategic planning expertise, including strategic planning frameworks
• Experience leading large scale, integrated activations and campaigns
• Understanding of analytics and media management tools and affinity for results measurement
• Deep experience and strategic understanding of paid, organic and influencer strategies across social media platforms
• Working knowledge of the latest media and advertising technologies
• Understanding of customer experience methodology, marketing and advertising
• Provides strategic consultation and collaboration with Business Development, Physician Services Group, CRM, IT, Operations, Finance, Hospital Leadership and Communications.