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The School of Dentistry is one of the top ranked dental schools in the world. Its multiple missions include: •Educating aspiring dentists in its pre-doctoral DDS and International DDS programs. This includes providing clinical patient care opportunities and experiences for students as part of their education; •Providing graduate and residency instruction. This includes research and training in eight specialty programs with associated clinical patient care that meets the needs of supporting graduate students and residents in these programs educationally and professionally; •Conducting research in basic sciences, translational applications and therapies in oral healthcare; •Developing technology and digital applications for providing and improving oral health services, materials and outcomes; •Implementing epidemiological and population health dynamics, including determining research needs, finding funding sources, conducting research and delivering improved health outcomes around the world.
Clinically, the School serves as an oral healthcare safety net clinic for the State’s Medicaid and under-privileged, under-served and rural populations while also serving as a provider of faculty services to patients similar to those seen in private dental practices.
The School of Dentistry has an outstanding opportunity for a Director of Marketing.
The Director of Marketing is responsible for creating and implementing strategic marketing plans that meet SOD business goals and are targeted to main audiences that include UW faculty, staff, and students and their families; potential students and faculty, alumni and the Washington dental/dental hygiene community. This position is a part-time (50%) role that will report to the Associate Dean for Finance and Resources. The Director of Marketing will work with SOD leadership to understand the School’s business goals and priorities and will develop integrated marketing campaigns related to each of the mission areas of patient care, education, research, and philanthropy (where it intersects with marketing). The Director of Marketing will develop, produce and evaluate the effectiveness of marketing campaigns that target a variety of audiences. This role is integral in developing marketing strategy for assigned service lines and entities. The Director of Marketing will oversee working team meetings including faculty, staff and student participants from various departments, to develop, update and support the goals and priorities of the Marketing Strategic Plan and ultimately implement this plan.
The marketing position must assess the needs and priorities across the educational and professional landscape the school is set within to build strategies for communicating the school’s mission and vision, and connect those with results that address the needs of students to: •Learn the critical foundational material supporting their profession •Practice in safe and effective clinical environments •Deliver quality patient treatments and care •Successfully graduate into private and public practices in multiple professional roles.
The challenges facing the marketing position are more complex when considered within the school’s funding environment, which requires generating nearly half of the overall income necessary for carrying out its educational and patient care missions from self-sustaining and largely patient-centered services. This circumstance also explains the primary need for the marketing position.
The Marketing Director will be one of the key leadership positions in the UW School of Dentistry. The Marketing Director will have an opportunity to shape how the school is viewed within the campus community as well as the oral health community in the broadest sense to include the UW administration, academy, accrediting bodies, aspiring and prospective students, oral healthcare providers, state legislators, legislative staff, faculty and staff of the SOD, and many more. While the SOD is already successful, the challenges of operating 13 dental clinics providing over 80,000 patient visits annually are significant. Combining these challenges with the need to enhance the education of students, maintain accreditation standards, enhance the school’s reputation, and increase revenue from patient services will require greater focus on improving these services as well as building the marketing tools for outreach to different constituencies and markets. The SOD marketing position is central to leading this effort and will bring professionalism in this area to the leadership team and to the marketing and outreach strategies that will be needed in order for the SOD to sustain excellence in dental education, oral health research and patient care.
RESPONSIBILITIES: Marketing Strategy, Relationship Management, and Content Development (60%): Work with SOD leadership to develop strategies and tactics to achieve the goals in the marketing strategic plan. Continuously update and refine the strategic plan to meet SOD goals as they evolve. Develop and deploy marketing materials, communications and activities that meet strategic plan goals and evaluate outcomes. Work with SOD leadership to develop a marketing budget and oversee the budget. Meet regularly with SOD to discuss upcoming events, business needs, seasonal topics that impact line of care or entity, changes to clinical faculty, and/or to review marketing performance. Work with the SOD Advancement team, communications director, social media manager and UW Marketing and Communications to coordinate marketing initiatives. Hire and oversee external agencies to optimize marketing efforts. This work may include media buying, digital design support, direct marketing efforts, and digital media campaigns. This position will create content that supports the strategic marketing plan, including contributing to articles, blog posts, emails, direct mail, video presentations, etc.
Marketing Research (10%): Participate in regular and recurring industry research to stay informed of emerging marketing trends and opportunities related to dental practice and dental schools. Seek new ideas that show promise in the dental industry and that provide insight into marketing return on investment. Sources include but are not limited to webinars, workshops, conferences, and certifications such as Google AdWords and Google Analytics. Collaborate with SOD leadership to understand current trends in their niche and the needs and desires of consumers. Create and implement a patient feedback process to better meet patient needs and evaluate patient satisfaction.
Measurement & Analytics (5%): Use internal and external resources to measure the effectiveness of marketing initiatives/campaigns that are aligned with the strategic marketing plan goals. Develop recommendations for adjusting resources and goals that are based on a quantitative understanding of the effectiveness and impact of various marketing activities.
Change Management (10%): Identify and act upon opportunities to improve and expand marketing at the SOD. Involve and influence others in the accomplishment of worthwhile organizational goals. Challenge the status quo, champion change and influence others to change. Incorporate business knowledge, innovative thinking, and sound judgment in solving problems and pursuing opportunities. Maintain flexible viewpoints and positions that can change as additional information becomes available.
Project Management (15%): Work with dedicated project managers if applicable or independently manage project timelines, scope, objectives, resources, and budgets. Ensure that changes are being documented throughout the appropriate project workflow.
REQUIREMENTS: •Six to Eight years of relevant experience in Advertising, Business, or a related field •Bachelor’s degree in business or related field •Leadership and motivational skills •Excellent listening, verbal and written communication skills •Excellent presentation and public speaking skills, with an exceptional ability to communicate complicated concepts simply and clearly •Experience running large scope projects with cross-over departments and teams •Strong time management and organizational skills, ability to cope with pressure, tight deadlines and multiple projects simultaneously •Strong qualitative and quantitative research skills and the ability to translate research into actionable insights •Prior experience in digital marketing, CRM, email marketing, content marketing, database marketing, analytics and consumer segmentation, vendor management, consumer insights, multi-channel marketing, SEO, social, and relationship marketing initiatives. •Fluency in digital advertising platforms – Google AdWords, Bing Ads, Facebook Insights, Instagram advertising, display advertising with retargeting and geofencing, and video advertising •Strong project & program management experience •Seamlessly execute marketing plans to meet brand, budget and operational objectives.
Equivalent education/experience will substitute for all minimum qualifications except when there are legal requirements, such as a license/certification/registration.
Technical Skills: •High level of proficiency with the Microsoft Office Suite, specifically Outlook, Word, Excel and Power Point, project management. Proficiency with Adobe Creative Suite and market automation tools such as Marketo.
DESIRED EXPERIENCE •Prior healthcare experience •Master’s in Business Administration
As a UW employee, you will enjoy generous benefits and work/life programs. For detailed information on Benefits for this position, click here.
Application Process: The application process for UW positions may include completion of a variety of online assessments to obtain additional information that will be used in the evaluation process. These assessments may include Workforce Authorization, Cover Letter and/or others. Any assessments that you need to complete will appear on your screen as soon as you select “Apply to this position”. Once you begin an assessment, it must be completed at that time; if you do not complete the assessment you will be prompted to do so the next time you access your “My Jobs” page. If you select to take it later, it will appear on your "My Jobs" page to take when you are ready. Please note that your application will not be reviewed, and you will not be considered for this position until all required assessments have been completed.
Founded in 1861, the University of Washington is one of the oldest public institutions in the west coast and one of the preeminent research universities in the world. The University of Washington is a multi-campus university comprised of three different campuses: Seattle, Tacoma, and Bothell. The Seattle campus is made up of sixteen schools and colleges that serve students ranging from an undergraduate level to a doctoral level. The university is home to world-class libraries, arts, music, drama, and sports, as well as the highest quality medical care in Washington State and a world-class academic medical center. The teaching and research of the University’s many professional schools provide undergraduate and graduate students the education necessary toward achieving an excellence that will serve the state, the region, and the nation. As part of a large and diverse community, the University of Washington serves more students than any other institution in the Northwest.