Marketing Director

Carilion Clinic•Roanoke, VA

23h

About The Position

HOURS: Primarily Monday - Friday; 8:00 a.m. - 5:00 p.m. with other hours as needed. The Marketing Director leads system-wide marketing strategy and execution across consumer service lines, physician-facing marketing, events, sponsorships, and retail and B2B services. The Director provides strategic direction and oversight to a multidisciplinary team focused on driving patient volume, physician referrals, brand visibility, and revenue growth across the health system’s academic medical center, community hospitals, physician practices, and ancillary businesses. Healthcare marketing experience preferred. The Marketing Director Leads the development and execution of a proactive, integrated, multi-channel marketing strategy informed by data analysis, market intelligence, organizational priorities, and customer insights to strengthen brand positioning and drive strategic growth. Collaborates closely with leaders and teams to align and execute integrated marketing and communications strategies and serves as a strategic partner to teams, physicians, clinical and operational leaders, and executives to ensure marketing initiatives align with organizational priorities and delivers measurable impact. Leads and manages a team of marketing strategists responsible for consumer-facing marketing for priority service lines, including but not limited to orthopedics, cardiovascular services, primary care, urgent care, and specialty programs. Ensures marketing plans are audience-driven, data-informed, aligned with access and capacity considerations, and designed to support service line growth objectives. Oversees physician-facing and liaison marketing efforts focused on building awareness, preference, and referral relationships with community physicians and providers. Aligns physician marketing strategies with service line priorities and broader organizational growth initiatives. Leads strategy and governance for marketing sponsorships across the system, ensuring alignment with brand standards, community engagement goals, and business objectives. Provides strategic oversight for internal and external events supporting brand awareness, growth, physician engagement, community outreach, and employee engagement; ensures events are purposeful, measurable, and aligned with system priorities. Maintains knowledge of and ensures compliance with external legal and regulatory requirements related to healthcare marketing, as well as internal policies and procedures. Oversees marketing finances; recommends effective allocation of resources and manages expenses with a focus on stewardship, efficiency, and cost containment. Establishes, evaluates, and manages marketing vendor relationships, including oversight of request-for-proposal processes and negotiation and management of vendor contracts. Serves as a collaborative leader, educator, mentor, and coach, fostering professional growth and high performance across the marketing organization.

Requirements

Bachelor’s degree in Marketing, Communications, Business, or a related field required.
Minimum 8 years of progressive leadership and management experience in Marketing, Communications, or a related field.
Demonstrated experience leading teams or initiatives beyond a single department level.
Proven success in strategic planning, execution, and performance measurement.
Demonstrated strategic thinker with strong analytical, technical, and operational skills.
Highly collaborative, politically savvy, and able to influence and build relationships at all levels of the organization.
Excellent written, verbal, and presentation communication skills.
Strong facilitation, negotiation, and conflict resolution skills.
Ability to serve effectively as a leader, educator, mentor, and coach.

Nice To Haves

Healthcare marketing experience preferred.

Responsibilities

Leads system-wide marketing strategy and execution across consumer service lines, physician-facing marketing, events, sponsorships, and retail and B2B services.
Provides strategic direction and oversight to a multidisciplinary team focused on driving patient volume, physician referrals, brand visibility, and revenue growth across the health system’s academic medical center, community hospitals, physician practices, and ancillary businesses.
Leads the development and execution of a proactive, integrated, multi-channel marketing strategy informed by data analysis, market intelligence, organizational priorities, and customer insights to strengthen brand positioning and drive strategic growth.
Collaborates closely with leaders and teams to align and execute integrated marketing and communications strategies and serves as a strategic partner to teams, physicians, clinical and operational leaders, and executives to ensure marketing initiatives align with organizational priorities and delivers measurable impact.
Leads and manages a team of marketing strategists responsible for consumer-facing marketing for priority service lines, including but not limited to orthopedics, cardiovascular services, primary care, urgent care, and specialty programs.
Oversees physician-facing and liaison marketing efforts focused on building awareness, preference, and referral relationships with community physicians and providers.
Leads strategy and governance for marketing sponsorships across the system, ensuring alignment with brand standards, community engagement goals, and business objectives.
Provides strategic oversight for internal and external events supporting brand awareness, growth, physician engagement, community outreach, and employee engagement; ensures events are purposeful, measurable, and aligned with system priorities.
Maintains knowledge of and ensures compliance with external legal and regulatory requirements related to healthcare marketing, as well as internal policies and procedures.
Oversees marketing finances; recommends effective allocation of resources and manages expenses with a focus on stewardship, efficiency, and cost containment.
Establishes, evaluates, and manages marketing vendor relationships, including oversight of request-for-proposal processes and negotiation and management of vendor contracts.
Serves as a collaborative leader, educator, mentor, and coach, fostering professional growth and high performance across the marketing organization.