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Senior Service Line Marketing Manager - Lakeland Highlands Hospital
Position Summary:
The Senior Service Line Marketing Manager serves as a leader in the service line marketing area and is responsible for managing and executing successful implementation of marketing plans and promotions across a wide range of digital and traditional channels to increase engagement and drive revenue.
Responsibilities:
Qualifications:
The Senior Service Line Marketing Manager serves as a leader in the service line marketing area and is responsible for managing and executing successful implementation of marketing plans and promotions across a wide range of digital and traditional channels to increase engagement and drive revenue.
Orlando Health is a not‑for‑profit healthcare organization committed to providing high‑quality, compassionate care that improves the health and quality of life of the communities we serve. In Lakeland and throughout Polk County, Orlando Health is expanding access to advanced, patient‑centered care through the Orlando Health Watson Clinic Lakeland Highlands Hospital, a state‑of‑the‑art hospital campus scheduled to open in summer 2026.
Developed in collaboration with the physician‑led Watson Clinic, this new hospital will deliver a comprehensive range of services, including emergency care, surgical services, cardiovascular care, neuroscience, and women’s and birthing services—bringing clinical expertise, innovative technology, and coordinated care closer to home for the growing Lakeland community.
Team members at Orlando Health Lakeland are part of an award‑winning healthcare system recognized for excellence, innovation, and a strong commitment to people—our patients, our communities, and each other.
Responsibilities:
- Serves as a marketing manager for the assigned service lines, facility or designated area.
- Serves as a mentor and resource to Service Line Marketing Managers.
- Develops strategic integrated marketing plans that are aligned with the organization’s business goals. Effectively uses market research to quantify initiatives and goals.
- Directly meets and communicates with Service Line team members to identify, document, and report all aspects of their respective service line to be used for marketing planning and execution.
- Manages the implementation of the marketing plans, digital and traditional which may include physician relations; print, broadcast, digital and out of home advertising; direct mail and business to business initiatives; media relations; video production; special events; website; social media and collateral development.
- Works with advertising/marketing agencies and artists to develop logos, collateral material and advertising campaigns to successfully package services and facilities within the corporate graphic guidelines.
- Contributes to campaign-related Customer Relationship Management (CRM) database initiatives such as implementing lifecycle strategies, marketing automation, identifying user scoring needs and leveraging dynamic messaging to optimize campaign responsiveness.
- Facilitates the promotion of new products and enhances existing products in core service lines including cardiovascular, orthopedics, oncology, trauma, neuroscience, obstetrics, gynecology, and pediatrics.
- Creates and crafts marketing content and materials to be utilized for various elements of marketing initiatives, with focus on maximizing conversion rates and Return on Investment (ROI) from campaigns through measurement.
- Analyzes and reports out performance of campaigns and marketing/database trends/metrics.
- Evaluates plans and programs to determine if the goals/objectives were met, including Return on Investment.
- Manages department interns to provide valuable learning experience for the intern.
- Manages relationship with external vendors and ensures the vendor is providing a great value to Orlando Health and upholding its brand standards.
- Manages and helps to develop departmental budget; proficiency with Orlando Health’s financial management tool.
- Maintains records and reports that are necessary for the Director of Marketing and Sales.
- Ensures excellent customer service and working relationship with key administrators, team members, physicians, customers, vendors and community leaders.
- Maintains regular, punctual attendance consistent with Orlando Health policies, the ADA, FMLA and other federal, state and local standards.
- Maintains compliance with all Orlando Health policies and procedures.
Qualifications:
Education/Training
Bachelor degree in marketing, advertising, mass communications or related field is required. Proven track record developing and executing integrated marketing plans.
Experience
Seven (7) years of relevant experience.
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