Director, Marketing

Inova•Falls Church, VA

36d•$143,250 - $232,773•Hybrid

About The Position

The Director of Marketing will oversee the development and execution of integrated marketing strategies for key service lines. Must have an expertise in digital, social, communications, and relationship building with a focus on achieving business goals through strategic, creative and innovative communications and marketing. Ideal leader will foster collaboration and team development with a keen focus on brand awareness and brand marketing. The Director will lead a team of marketers in consistently analyzing campaign performance, while optimizing patient and physician experiences in all touchpoints.

Requirements

Ten years of experience in marketing, communications, or a related field
3 years of leadership experience
Bachelor's Degree in communications, journalism, marketing, or a related field

Nice To Haves

Experience leading marketing strategy within a nonprofit health system, academic medical center, or integrated healthcare organization.
Experience supporting cardiovascular, heart and vascular, neurosciences, oncology, or other complex clinical service lines.
Demonstrated success developing and executing integrated, multi-channel marketing campaigns that drive patient acquisition, physician engagement, and service line growth.

Responsibilities

Provide visionary leadership and drive teams to execute strategic marketing plans across all engagement funnels to build Inova’s brand awareness, attract and engage new and returning patients and physicians, while excelling growth.
Work cross-functionally across teams, collaborating with creative, social, communications, digital, physician relations and government and community affairs teams to leverage and optimize all marketing growth plans.
Ensure the integration of marketing goals, key messaging and key performance indicators (KPIs) across all outreach channels. Prepare routine reporting for leadership team.
Lead development of marketing campaigns including creative brief, design, copywriting, video production and other assets in-house and with external agencies as needed. Identify target audiences, and ensure messaging will effectively resonate. Ensure clinical accuracy.
Be a subject matter expert of key service lines. Monitor KPIs and utilize clinical insights to refine strategies to maximize reach and drive revenue.
Develop and manage an annual marketing budget to reach organizational objectives.
Oversee the brand integrity of all marketing-related content, donor collateral, publications, promotional items, and content production across the organization.
Leverage Inova’s brand story to center on the communities served and develop compelling narratives.
Lead change and mentor a team of integrated marketing managers while encouraging creativity, and professional growth while meeting organizational growth objectives.
Plan and oversee execution of website, SEO/SEM, email marketing, social media, paid search, paid social and display advertising campaigns.
Serve as a subject matter expert for supported service lines, developing a deep understanding of their objectives, operations, and differentiators. Collaborate closely with various stakeholders to ensure alignment, acting as an extension of their teams to drive seamless communication, marketing and successful results.