Job Summary: The Senior Marketing Manager, Integrated Marketing Communications, reports directly to the Director of Integrated Marketing. Position guides and directs marketing planning and tactical executions for priority products, services and programs that directly support revenue streams and community perceptions in support of the Medical Center's strategic plan. This role is responsible for designing and initiating comprehensive and integrated tactics across diversified mass media channels to maximize strategic goal achievement. Position directly manages the work product of an Integrated Marketing Communications Specialist and ensures projects are completed in a timely and accurate manner. The Senior Marketing Manager, Integrated Marketing Communications, allocates resources in support of optimizing goal achievement that is on time and within budget.
Adheres to the general hospital standards to promote a cooperative work environment by utilizing communication skills, interpersonal relationships and team building. Following hospital policies and procedures. Following departmental policies and procedures. Contributing to the overall quality of services. Assuming responsibility for keeping informed about changes in policies and procedures.
Oversees the development of marketing plans for assigned products, services and programs that are prioritized and selected through marketing planning processes. Ensure that marketing plans and programs support overall Medical Center priorities. Develop and draft overall strategy, goals and objectives for all plans and then execute integrated communications tactics to optimize marketing engagement. Select appropriate tactical mix to match with and to optimize goals. Monitor and track marketing engagement metrics and make adjustments as needed to improve project impacts. Develop and manage associated project budgets.
Directly manages Integrated Marketing Communications Specialist. Provides clear expectations, guidance and direction on assigned marketing tactical projects. Works with Integrated Marketing Communication Specialist to ensure timely completion of projects and accuracy/quality control of communications. Assists Integrated Marketing Communications Specialist with identifying and managing internal and external stakeholders involved with tactical projects. Conducts monthly feedback meetings, mid-year reviews and annual reviews to reinforce strengths, discuss career objectives and discuss progress on development needs.
Works closely with Assistant Vice President, Marketing, to identify, evaluate and recommend additional non-product/service overall Marketing opportunities and needs. Evaluates both process and product of marketing functions for aspects of expansion, retraction, improvement or additional resource investment. Leads and manages related implementation as assigned. Collaborates effectively with internal and external stakeholders.
Identifies and promotes appropriate use of CRM and digital marketing programs in overall media mix. Scope includes website design, website content development, pay-per-click, search engine optimization, app development, digital marketing advertising, email and social media. Ensure that digital strategies work in complement to Marketing plans. Expands marketing database content. Establishes and supports related training and education of other CMM staff as-needed in regards to digital marketing. Works collaboratively with Digital Team and related external vendors to execute programs and monitor and measure impacts.
Identifies additional needs for market research or data analytics and/or for new methods of utilizing existing sources. Utilizes objective research and data to support and justify marketing plan priorities, as well as measure and evaluate program impacts. Maintains basic working knowledge of relevant marketing metrics and secures proper processes to accumulate and evaluate related data.
Works collaboratively with CMM-Internal teams. Initiates, organizes and/or leads appropriate communications to update, educate, involve and/or execute marketing plans with News Media, Internal Communications, Community and Creative Communications teams. Shares relevant information on a timely basis. Identifies ways for Marketing to support initiatives prioritized by those internal teams.
Works collaboratively with CMM-External teams including Strategic Planning, Business Development, Finance, Operations and overall WFBH clinical and business administration. Maintains effective interpersonal communications with key leaders, both in content and frequency. Ensures accuracy of marketing information shared with these teams.
Manages external vendor partnerships as assigned by Assistant Vice President, Marketing. Reviews contract(s) to ensure understanding of scope of work, risk, service level agreements, expenses/cost and timelines. Negotiates pricing and contract terms and items to optimize value of vendor engagement. Prepares annual vendor review and contract renewal evaluation as required. Submits and tracks all vendor invoices. Coordinates contract review process with WFBH Legal.
Other special projects as assigned.
Skills and Qualifications:
Demonstrated high degree of analytical ability to develop and evaluate plans and strategies.
Demonstrated mastery of marketing research, strategy development and execution functions.
Demonstration of high level of competency with CRM and digital marketing.
Understanding of marketing and financial analytics and metrics.
Demonstrated knowledge of marketing concepts related to website design, website content development, pay-per-click, search engine optimization, app development, digital marketing advertising, email and social media.
High degree of initiative and advanced interpersonal communication skills.
Ability to work as a team member and interact effectively with personnel at all levels of the organization.
Exceptional organization skills.
Clean, indoor office setting
May be exposed to patient elements
Fast paced with long hours as needed based on business requirements
Handles multiple or competing priorities
Pressure due to multiple demands and tight timelines
Subject to fast paced work setting with competing priorities
Handles emergency or crisis situations
Occasionally subjected to irregular hours or hours extending beyond typical 8-5 p.m. work schedule
Some travel required
Master's degree in business, health administration and marketing with seven years' experience in marketing preferably in a health care setting. Demonstrated competency with and implementation of CRM and/or digital marketing required. Management experience required.
Internal Number: 27581
About Wake Forest Baptist Medical Center
Wake Forest Baptist Medical Center (WakeHealth.edu) is a nationally recognized academic medical center in Winston-Salem, N.C., with an integrated enterprise including educational and research facilities, hospitals, clinics, diagnostic centers, and other primary and specialty care facilities serving 24 counties in northwest North Carolina and southwest Virginia. Wake Forest Baptist clinical, research and educational programs are annually ranked among the best in the country by U.S. News & World Report.