Director of Marketing

Job ID: 3585

Date posted: 12/14/2018

  • Department: Public Affairs & Communications
  • Schedule: Full Time
  • Shift: Days
  • Hours: 8:00-5:00
  • Location: Tufts Medical Center
Job Details:
The Director of Marketing will partner with the Vice President, Marketing and Communications, to advance the strategic goals of Tufts Medical Center and the Department of Marketing and Communications. This role will be directly responsible for creating and executing integrated marketing strategies to support Tufts Medical Center’s growth, including key service lines, priority programs and services and relevant partnerships and joint ventures. The Director will partner with others Marketing Communication department professionals and key service line executive leaders to ensure an integrated approach to developing and implementing successful strategies that drive patient acquisition, engagement and loyalty. The Director will also work closely with Wellforce member marketing teams to promote services across the system.
Clinical service line marketing
Tufts Medical Center branding and reputation management
Digital and traditional marketing (web assets, CRM, marketing automation, advertising, content marketing, paid social)
Metrics and measurement, including program analysis, consumer insights and competitive intelligence
Strategic support for community outreach to achieve new volume (programs and events)
Marketing support for Referral Physician Outreach
Specific responsibilities include:
Lead marketing efforts for priority service lines, developing comprehensive, integrated marketing plans to support key service line strategic objectives, including audience segmentation, competitive analysis, success metrics, etc.
Serve as primary contact for priority service lines
Develop and execute strategic marketing plans for emerging retail products (e.g., convenience care, telehealth, etc.) and other major programs and services (e.g., expansion plans, new ambulatory care sites, population health initiatives, etc.)
Utilize consumer research, competitive benchmarking, financial data and marketing analytics to identify market opportunities to gain competitive advantage and to inform marketing and outreach initiatives
Stay current in emerging digital technologies and recommend latest tools to better support a robust and forward-thinking MarCom function
Conduct ongoing monitoring of national and local industry and out of industry trends and adjust marketing strategies accordingly
Provide high level strategic support to Physician Outreach team to drive referral growth and retention
Manage digital and community outreach teams to build awareness and engagement among target patient populations
Develop and manage marketing budgets
Negotiate with and manage the work of external agency partners as appropriate (e.g., advertising agency, freelance writers, graphic designers, photographers, videographers, etc.)
Prepare regular reports and presentations on marketing metrics for senior leadership
Ensure all strategic initiatives are aligned and support the goals of the hospital and/or health system, facilitating   cross-functional collaboration to achieve marketing objectives
Required Skills:
Laser focus on consumers, relentlessly driving patient acquisition, engagement and loyalty
Ability to effectively prioritize, communicate those to key stakeholders, and manage multiple initiatives allocating resources appropriately
Proven business planning skills and track record of defining, developing, and executing successful marketing programs
Results orientation
Strong understanding of the digital landscape and emerging trends
Demonstrated leadership in executing consumer research (acting as the voice of customer), identifying unmet market needs, and translating those needs into business opportunities
Excellent leadership and managerial skills with a history of training and mentoring and proven ability to influence others
Strong customer service focus and ability to partner with key Tufts MC clinical areas
Exceptional interpersonal and consensus building skills
Strong project management skills with proven ability to manage multiple initiatives and clearly set and communicate priorities
Excellent written, verbal, and presentation skills
Bachelor's degree required, MBA or similar Master’s preferred
10+ years of progressive leadership experience in health care marketing, preferably provider side experience
Experience working in a dynamic, fast-paced, matrixed organization such as an academic medical center
Understanding of standard KPIs and the use of data to optimize engagement
Experience managing budgets and responsibility for revenue goal achievement
Ability to achieve results and maintain highly collaborative, collegial and productive relationships within large complex organization.
Proven ability to lead a team with matrixed relationships, managing and positively influencing the work of others who do not report to you 

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