Director of Marketing

The Director of Marketing plays an integral role in the organization’s operations leadership team. The role is key to ensuring that the marketing and communications functions of the company support the company’s brand(s), vision, mission and drive measurable growth. The Director of Marketing will be a generalist, have deep experience in omnichannel marketing, and will use this expertise to communicate customer value and calls-to-action in marketing messages and campaigns. The position will also drive Physician marketing in the community and with patients. By doing this successfully, the director will generate and manage an ever-improving qualified patient pipeline.

This is a leadership position working closely across all our practices. The incumbent is a working leader who will coach and guide our marketing efforts for growth and success. The director will lead the patient acquisition strategy, planning, execution, budgeting, and measurement for the company and be integral in Physician’s success by driving patients to Practices and target Physicians.

We Will Count on You To (Role & Responsibilities)

Marketing Strategy & Planning

· Evaluate, develop, and implement marketing strategy and associated plans

· Ensure strong brand presence in online and offline channels, build brand awareness and positioning

· Research competition and identify growth opportunities

· Oversee development of effective media campaigns and choose appropriate distribution channels

· Work in conjunction with external partners to create public relations, advertising/promotional campaigns

· Understand and implement what is effective marketing to the patient base customized by location for over 70 locations

· Manage marketing analytics not limited to only location and demographics but other effective data points and benchmarks

Budgeting, Forecasting, Tracking, & Goals

· Understand and oversee marketing budgets with finance team

· Prepare annual budgets and forecasts by channel

· Track all promotional campaigns and optimize to attain budget goals

· Demonstrate weekly/monthly KPIs and success of campaigns and spend

· Achieve monthly goals for new patients

Websites

· Lead website re-design initiative, including vendor selection and management

· Oversight of Website maintenance and enhancements

· Ensure websites and content drive Physicians and Practices to the top of search results through content and engagement

Social Media Content Creation & Management

· Create monthly editorial calendars including written content and sharable, branded graphics

· Post content to key social media sites (e.g., Facebook, Instagram, and/or LinkedIn)

· Reply to all online reviews and escalate any negative reviews to Operations

· Provide weekly reviews reporting to practice administrators & leadership team

· Manage Google Reviews Initiatives

· Manage Google My Business or Other effective tools to drive traffic

· Ensure content and engagement drive top rankings

Digital Marketing (PPC, Display, Social Media Ads)

· Daily management and maintenance of campaigns within all accounts

· Evaluate performance, provide recommendations, and implement optimizations

· Provide monthly report(s) Campaign Management (Lead Gen, Referral, & Patient Engagement)

Traditional Marketing Channels

· Implement traditional marketing media strategies – mail, print, advertisements etc.in a cost-effective manner that the patient base responds to and can be tracked

Blog & Materials / Content Creation

· Manage Physician and Practice Centric content such as videos refreshed monthly

· Create SEO-friendly blog posts for inclusion on each website

· Provide copywriting and/or editing for all materials as requested

· Manage creation of marketing and office materials

· Facilitate print ordering for all locations

· Write and distribute a quarterly patient newsletter

Acquisition Transition Management

· Manage all marketing tasks associated with transitioning a new acquisition to the appropriate brand such as notifying patients and referrals, redirecting website, transitioning social media, directory listings, and digital marketing

New & Transitioning Doctors

· Manage all marketing tasks associated with doctors joining or leaving the organization

· Oversee creation and maintenance of doctor profiles on websites

· Implement and maintain Google Analytics accounts

· Manage special marketing events for doctors as needed

System Integrations – EMR & CRM

· Aid with development of a comprehensive systems integration & operational infrastructure

· Provide project management assistance with the implementation and integration of patient engagement systems with EMR to include recalls & reminders, patient feedback, review requests, online appointment scheduling and automated waitlist.

· Analyze CRM and marketing automation platforms data and create dashboards to track key metrics and identify actions to take to either replicate successes or correct performance when needed.

Recall and Reactivation

· Evaluate and improve patient recall processes to ensure patients that need to be seen for follow-up appointments are scheduled

· Develop recall and reactivation KPIs with executive management team, and meet or exceed targets

· Weekly reporting of recall and reactivation activities and results

Referral Development

· Develop referral generation strategy - in conjunction with the marketing strategy - for all brands

· Manage overall referral development process, including outreach coordinator (future state)

· Create tracking and measurement of success for this responsibility

· Develop sales aid materials for each brand to support referral development outreach

· Report on KPIs on monthly basis

· Manage community events and Physician participation in those events

· Manage Physician outreach campaigns to other local area Physicians in person and with marketing tools

What You Need to Have (Qualifications)

· Bachelor’s degree in marketing or similar field; Masters preferred

· Minimum 10-years of experience in marketing roles; increased leadership responsibilities a must

· Significant experience in the Multi Site Healthcare sector that combines clinical and retail businesses

· Able to manage vendors to timelines and deliverables while executing individual tasks

· Deep understanding of analytics, metrics and ROI

· Exceptional attention to detail and excellent organizational skills

· Excellent verbal and written communication skills

· Comfortable working regularly with C-level executives

· Proven end-to-end patient acquisition experience required

· Previous experience with video, webcasts, and podcasts a plus

· Previous PR experience a plus

· Able to work at a fast pace within tight deadlines

· Expert at setting and managing marketing budgets

· Incisive about business dynamics and company performance, and able to turn insights into action to benefit customers and the company

· Vibrant and willing to contribute to a fun atmosphere

· Experience in the Northeastern US is a plus

You are Expected to Do (Position Expectations)

· Work Environment: This job operates in a professional environment. This role is expected to drive to and from office locations throughout the assigned area, as necessary, and use standard office equipment. This is a hybrid role but presence in the Stamford CT home office and cross functional meetings is expected and required. The individual should reside in the eastern time zone and have convenient access to rail and airports

· Physical Demands: The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. While performing the duties of this job, the employee is regularly required to drive between office locations in the assigned area. The employee frequently is required to stand, sit and walk for long periods of time.

· Position Type / Expected Hours of Work: This is a full-time exempt position working a minimum of 40 hours per week. Flexibility as to work location after standard onboarding period.

· Travel: As needed for corporate meetings or to practices

What We Offer (Compensation & Benefits)

· 401(k) & 401(k) Matching

· Competitive Salary

· Disability Insurance

· Flexible Spending Account

· Health Insurance (Medical, Dental, Vision)

· Life Insurance

· Paid Time Off