*Hospital, Public and Private, Advocacy / Non-Profit
4 Year Degree
Title: Director ofDigital Marketing
Reports To: Vice President, Marketing & Communications
Department: Marketing and Communications
The Director, Digital Marketing possesses a digital-first mindset and proven skills and experience to develop and direct high-impact digital marketing strategies for Nuvance Health and its hospitals, ambulatory facilities, medical practices, service lines and business units in alignment with Nuvance Health’s strategic priorities. The scope of oversight includes web strategy and development, presence on third-party websites, digital engagement, mobile and interactive platform development, lead generation and conversion via search engine marketing, design, and management of consumer-facing tools including physician search, online appointment scheduling, apps, and marketing call centers. To achieve these objectives, the digital strategist will be highly knowledgeable of the system’s business objectives, stay abreast of the latest digital trends and best practices to adopt as appropriate, routinely interface with executive leadership, recruit and direct a team of subject matter experts, and select and lead strategic relationships with various agencies and technology vendors.
Defines develop and implement the Nuvance Health marketing tech stack to motivate, automate and measure target audience movement across the customer lifecycle.
Develops and implements CRM platform and integrates EMR and third-party data to identify and engage patients based on their health needs and preferences in collaboration with CSO and VP of Marketing & Communications. Implement marketing automation to enable long-term engagement and personalized content.
Establishes processes and protocols for campaign ROI measurement, and associated reporting including lead-to-appointment ratios, cost-per-patient, acquisition, clickthrough rates, click-to-call, etc. Utilize A/B testing and data analytics to continuously optimize results.
Identify new technology and digital communication channels, determine applicability to Nuvance Health business and marketing strategies, develop, implement, measure effectiveness, and refine.
Determine market research requirements yielding actionable consumer insights to inform strategies optimizing the effectiveness of digital initiatives.
Recruit, direct and motivate a team of subject-matter experts in assigned disciplines. Ensure productivity is maximized and specified objectives and metrics are met.
Formulate collaborative relationships with IT; partner on patient journey mapping, server and database administration, and security.
Select and manage expert external resources/agencies to provide consultation and assistance.
Maximizes cost-effective operations and carefully monitors and evaluates spending on an ongoing basis. Able to develop and manage a budget that includes appropriate funding for all relevant components.
Maintain a positive attitude while managing multiple projects that deliver high-quality assets on time and on budget.
Problem solves and possesses leadership skills to work with a range of stakeholders, including the marketing team, IT colleagues, executives, patients, and community leaders.
Maintain and Model Nuvance Health Values.
Performs other duties as required.
Bachelor’s degree required.7-10+ years of progressively responsible experience in marketing. 3 to 5 years previous management/leadership experience, ideally in a matrixed environment or equivalent experience
Familiarity with digital technology, content management systems, performance marketing, analytics, and CRM platforms.
Familiarity and proficiency with performance marketing and marketing automation systems.
Ability to establish credibility and working relationships with a wide range of corporate personnel, including operations, management, executive and legal staff as well as external personnel, including vendors, contractors, auditors, and regulators
Ability to present ideas in business-friendly and user-friendly language
Ability to motivate in a team-oriented, collaborative environment
Work with a diverse team of engineers to work through complex issues and tasks in a fast-paced environment
Ability to set and manage priorities judiciously
Ability to set, manage, and align a budget to organizational priorities
Relationship-building through integrity and trust
Develop relationships with leaders and team members throughout the IT, support, and operational organizations by building trust by:
Internal Number: 28046
About Nuvance Health
Nuvance Health has a network of convenient hospital and outpatient locations — Danbury Hospital, New Milford Hospital, Norwalk Hospital and Sharon Hospital in Connecticut, and Northern Dutchess Hospital, Putnam Hospital Center, and Vassar Brothers Medical Center in New York — plus multiple primary and specialty care physician practices locations, including The Heart Center, a leading provider of cardiology care, and two urgent care offices. Non-acute care is offered through various affiliates, including the Thompson House for rehabilitation and skilled nursing services, and the Home Care organizations.