Director, Marketing Automation & Lifecycle Engagement

University of Miami•Miami, FL

1d•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 frequently, and translates relationship and care journeys into marketing-platform logic. It is a hands-on product-user role: the Director configures marketing-owned functionality, uses platforms fully, specifies requirements for technical teams, and evaluates tools against marketing needs. The role does not build integrations or data pipelines, administer platform environments, or direct IT resources; platform administration, provisioning, and security remain with IT. The first year focuses on rebuilding the activation foundation, including list health, sending reputation, and compliant marketing activation, rather than launching new channels. The Director is the business owner of marketing’s use of platforms and is accountable for practices that IT and Compliance can support and defend. The role owns lifecycle design, campaign execution and performance, marketing consent and preference management, platform evaluation and enablement, and the development of the team as roles are approved. It reports to the AVP, Marketing Technology & Analytics and works with IT, Patient Experience and Access, Compliance and Legal, marketing leaders, and the CRM Center of Excellence.

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 fluency as a power user of enterprise marketing automation platforms, including journey design, segmentation, deliverability management, and preference and suppression architecture.
A track record of repairing list health and sender reputation at scale, supported by measurable results.
Ability to work hands-on in marketing platforms, specify needs clearly to technical partners, and evaluate their delivered work.
Demonstrated accountability for a marketing practice where platform administration and security belong to a separate IT function, and evidence of effective partnership with IT.
Working command of marketing compliance, including consent capture, opt-out governance, and data-handling boundaries in a regulated environment.
Ability to communicate compliance constraints to service-line marketers, marketing requirements to security reviewers, and executive-level narratives to 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 agreements, TCPA and SMS consent, and patient-journey considerations.
Experience operating alongside an EHR-native outreach capability such as Epic Campaigns or Hello World, including separation of channels, domains, and shortcodes for 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, defining audience, triggers, sequences, channels, and frequency across patients, prospective patients, and referring physicians.
Design lifecycle journeys for 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, in a form that can withstand compliance review.
Establish over-messaging governance, including frequency caps, campaign priority rules, and a coordinated view of marketing and clinical outreach.
Set standards for journey sequencing, timing, channel selection, exit criteria, and journey completion when people convert or disengage.
Own end-to-end multichannel marketing execution across email and SMS, including production, quality assurance, deployment, optimization, and post-campaign reporting.
Rebuild list health and sending reputation, using engagement and deliverability baselines and outcomes to guide recovery.
Run testing across subject lines, timing, sequencing, and offers, and discontinue underperforming approaches.
Report engagement, deliverability, and campaign contribution in actionable terms for marketing leadership and service-line partners.
Ensure marketing communications follow HIPAA boundaries, including PHI handling rules, vendor business associate agreement coverage, and documented, reviewable data flows.
Own marketing consent and preference management, including SMS TCPA posture 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 in the design process.
Participate with IT security and Compliance in reviews, remediation, and audit evidence, and sequence commitments around required clearances.
Serve as the in-house expert on marketing automation and CRM platforms, assessing platform capabilities, limitations, and fit for specific needs.
Evaluate tools against defined marketing requirements and distinguish missing capabilities from capabilities already owned but underused.
Translate marketing requirements into specifications for IT and implementation partners, and review delivery to identify misunderstandings before launch.
Contribute UHealth requirements and use cases to enterprise CRM harmonization with IT and the CRM Center of Excellence.
Own the marketing-facing aspects of platform vendor relationships, including license utilization, feature adoption, roadmap visibility, and escalation; contract and pricing negotiations are handled through Procurement, IT, and the AVP.
Build and lead the team as roles are approved, and reduce single-operator risk through documented runbooks, reusable templates, and 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 consent, suppression, sender-domain, and shortcode current state; establish intake and baseline measures.
Develop a message architecture with service lines and Patient Experience, execute a deliverability and sender-reputation plan, and establish lifecycle journeys for priority patient and referring-physician segments.