Director, Marketing Automation & Lifecycle Engagement

University of Miami•Miami, FL

18d•Onsite

About The Position

The Director of Marketing Automation & Lifecycle Engagement owns UHealth marketing’s message and automation architecture across patients, prospective patients, and referring physicians. The role determines what each audience receives, when, through which channel, and how often, and builds that logic into marketing platforms. This is a hands-on product user role: the Director configures marketing-owned capabilities, specifies requirements for technical partners, and evaluates tools against marketing needs, but does not build integrations or data pipelines or administer platform environments. Platform administration, provisioning, and security remain with IT; the Director is accountable for responsible, supportable, and defensible business use of the platforms. The first year focuses on rebuilding the activation foundation, improving list health and sending reputation, and establishing compliant, documented marketing operations—not launching new channels. The Director owns lifecycle design and campaign operations across email and SMS; marketing consent, preference, and suppression practices; and the marketing-facing side of platform and vendor relationships. The role partners with IT, Compliance, Legal, Patient Experience, service lines, and enterprise CRM stakeholders. It also builds and leads a team as roles are approved, develops runbooks and reusable templates, and enables governed self-service for service line marketers. Success includes documenting sends, campaigns, lists, consent, suppression, sender domains, and shortcodes; establishing performance baselines and intake processes; agreeing on message architecture and governance; recovering engagement and deliverability; establishing two-deep coverage for critical sends; and launching priority lifecycle journeys within a compliant activation capability recognized by IT, Compliance, and service line leadership. The position reports to the AVP, Marketing Technology & Analytics and works in Miami. It has no administrative authority over CRM environments and does not direct IT resources; its influence comes from well-formed requirements, defensible compliance practices, and measurable outcomes.

Requirements

Bachelor’s degree in a related field, or equivalent practical experience.
Six or more years in lifecycle marketing, marketing automation, or CRM marketing, including two or more years leading a team or owning a practice.
Demonstrated ownership of message architecture at scale across multiple audiences and business units, beyond executing campaigns designed by others.
Deep hands-on power-user fluency with enterprise marketing automation platforms, including journey design, segmentation, deliverability management, and preference and suppression architecture.
Track record repairing list health and sender reputation at scale, supported by measurable results.
Ability to work hands-on in marketing platforms, clearly specify needs to technical partners, and evaluate their delivered work.
Demonstrated accountability for a marketing practice where platform administration and security sit with a separate IT function, including evidence of effective partnership.
Working command of marketing compliance, including consent capture, opt-out governance, and data-handling boundaries in a regulated environment.
Ability to explain compliance constraints to service line marketers, communicate marketing requirements to security reviewers, and write executive-grade narratives for the CMO’s office.

Nice To Haves

Hands-on experience with Salesforce Marketing Cloud, Marketing Cloud Next, Oracle Eloqua, Marketo, Braze, or a comparable enterprise marketing automation platform.
Platform certifications such as Marketing Cloud Consultant or Email Specialist.
Healthcare marketing experience under HIPAA, including PHI constraints on outreach, business associate agreement negotiation, TCPA and SMS consent, and patient journey nuance.
Experience operating alongside an EHR-native outreach capability such as Epic Campaigns or Hello World, including separation of channels, domains, and shortcodes between marketing and clinical messaging.
Customer data platform exposure for audience activation as a user rather than an implementer.
Experience in an academic health system or other complex multi-stakeholder environment spanning clinical, academic, athletics, and advancement constituencies.
Any appropriate combination of relevant education, experience, and/or certifications may be considered.

Responsibilities

Own UHealth marketing message architecture, including audience, trigger, sequence, channel, and frequency rules for patients, prospective patients, and referring physicians.
Design lifecycle journeys across acquisition, care navigation, appointment conversion, no-show and cancellation recovery, service line campaigns, and reactivation.
Develop segmentation logic using clinical relevance, geography, engagement history, and stated preferences, with audiences that can withstand compliance review.
Establish over-messaging governance across service lines, including frequency caps, campaign priority rules, and coordination with Patient Experience to avoid conflicts with clinical outreach.
Set journey standards for sequencing, timing, channel selection, exit criteria, and conversion or disengagement handling.
Own end-to-end multichannel email and SMS campaign execution, including production, quality assurance, deployment, optimization, and post-campaign reporting.
Rebuild list health and sending reputation; run testing across subject lines, timing, sequencing, and offers, and discontinue underperforming approaches.
Report on engagement, deliverability, and campaign contribution in actionable terms for marketing leadership and service line partners.
Keep marketing communications within HIPAA boundaries, including PHI handling rules, vendor business associate agreement coverage, and documented, reviewable data flows.
Own marketing consent and preference management, including TCPA posture for SMS and documented consent basis for acquired or purchased lists before use.
Maintain separation of marketing sender domains and shortcodes from clinical and appointment messaging so marketing opt-outs do not suppress clinical communications.
Design compliant-by-construction journeys and involve Compliance and Legal early; participate with IT security and Compliance in reviews, remediation, and audit evidence.
Sequence marketing commitments so stakeholders are not promised activity before required clearance is obtained.
Serve as the in-house expert on marketing automation and CRM platforms; assess platform capabilities and recommend fit-for-purpose choices against defined marketing needs.
Translate marketing requirements into specifications for IT and implementation partners, and remain involved in delivery to identify misunderstandings before release.
Contribute UHealth requirements and use cases to enterprise CRM harmonization with IT and the CRM Center of Excellence.
Own marketing-facing vendor relationships, including license utilization, feature adoption, roadmap visibility, and escalation; contract and pricing negotiation is handled through Procurement, IT, and the AVP.
Build and lead the team as roles are approved; document runbooks, create reusable templates, and establish two-deep coverage for business-critical sends.
Enable service line marketers to use governed templates and self-service paths.
Inventory UHealth sends, campaigns, and lists; document current consent, suppression, sender-domain, and shortcode practices; establish intake processes and performance baselines.
Develop an agreed message architecture, execute deliverability and sender reputation improvements, and launch priority lifecycle journeys within a compliant, documented activation capability.