Lead Integrated Marketing Manager
About The Position
The Lead Integrated Marketing Manager is a senior strategic marketing leader responsible for the development, integration, and performance of marketing programs across a complex portfolio of service lines. This role leads the planning and execution of integrated, omni-channel marketing strategies that support organizational growth, strengthen brand awareness, improve patient acquisition and retention, and enhance physician engagement. The role serves as the senior day-to-day marketing lead for an assigned portfolio of multiple service lines, including newly aligned and highly visible areas that require thoughtful prioritization, close stakeholder partnership, and strong cross-functional coordination. The Lead Integrated Marketing Manager translates business priorities into comprehensive marketing strategies and campaigns, ensuring alignment across digital, social, web, content, communications, media, email, and related outreach channels. This role partners with the analytics team to define success metrics, measure performance, and use insights on engagement, conversion, and patient acquisition to optimize marketing strategy and results. This role collaborates closely with supporting team members, including a Senior Marketing Specialist, to ensure alignment, coordinate workflow, and support effective execution of assigned marketing initiatives.
Requirements
- Bachelor’s Degree in Marketing, Digital Marketing, or a related field
- 8 years of experience in Marketing, Digital Marketing, or a related field
Nice To Haves
- 10+ years of experience in marketing/digital marketing
- Healthcare marketing experience preferred
- Analytics experience including knowledge of marketing performance measurement and reporting; experience with Adobe Customer Journey Analytics (CJA) strongly preferred.
Responsibilities
- Lead the development of integrated marketing strategies and annual marketing plans for an assigned portfolio of service lines, ensuring alignment with organizational priorities, growth goals, and brand strategy.
- Serve as the primary marketing lead and subject matter expert for multiple service lines, including complex or newly combined areas that require cross-service-line coordination, prioritization, and strategic oversight.
- Partner with service line leaders, physicians, operations leaders, and internal stakeholders to understand business objectives, market dynamics, patient needs, and competitive differentiators.
- Build strong, trusted relationships with clinical and operational leaders and lead marketing strategy for assigned service lines, proactively aligning stakeholders and advancing work in complex or highly matrixed environments.
- Develop omni-channel campaign strategies across digital, web, SEO/SEM, email, social media, paid media, content, video, events, and physician outreach channels.
- Ensure key messaging, audience strategy, creative direction, and campaign tactics are aligned across all channels and stages of the consumer journey.
- Identify opportunities to improve awareness, engagement, conversion, retention, and patient experience across service line marketing efforts.
- Translate business priorities into clear creative briefs, campaign plans, messaging frameworks, and measurement plans for internal teams and external partners.
- Work with teams including digital, creative, communications, social media, media relations, analytics, and agency partners to deliver integrated campaigns.
- Review campaign performance regularly and use data, insights, and market knowledge to optimize strategy, channel mix, messaging, and audience targeting.
- Prepare and present routine updates, campaign results, and strategic recommendations to leadership and service line stakeholders.
- Oversee brand stewardship across assigned service lines, ensuring all marketing materials and communications reflect Inova brand standards, voice, and visual identity.
- Ensure content and campaign materials are accurate, audience-centered, clinically appropriate, and aligned with approved messaging.
Benefits
- Medical coverage
- Dental coverage
- Vision coverage
- Robust team member wellness program
- Inova matches the first 5% of eligible contributions – starting on your first day
- Up to $5,250 per year in education assistance
- Up to $10,000 for student loans
- 25 mental health coaching or therapy sessions, per person, per year, at no cost for team members, their spouses/partners, and their children
- Paid time off
- Paid parental leave
- Flexible work schedules
- Hybrid career opportunities
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What This Job Offers
Job Type
Full-time
Career Level
Senior
