Omnichannel Marketing Strategist- hybrid

Carilion Clinic•Roanoke, VA

20h•Hybrid

About The Position

This position is responsible for designing, executing, and optimizing data-driven, patient-centered marketing communications across email, SMS, patient portal, and other digital channels to drive patient acquisition, engagement, and retention throughout the care journey. The ideal candidate is both a strategic thinker and a skilled practitioner—someone who can translate complex healthcare objectives and patient journeys into actionable, personalized communication strategies and then personally build, launch, and optimize those campaigns within a CRM and marketing automation environment. This role serves as a subject matter expert for CRM-driven, omnichannel patient communications and plays a key role in advancing Carilion’s enterprise marketing and communications strategy.

Requirements

Bachelor’s degree in marketing, communications, business, or related field.
6+ years of progressive marketing experience, including significant experience in CRM, lifecycle, or omnichannel marketing.
Hands-on experience with CRM and marketing automation platforms (Epic Cheers strongly preferred; Salesforce Marketing Cloud, HubSpot, Marketo, or similar platforms acceptable).
Proven success planning, executing, and optimizing complex, multi-step omnichannel campaigns from strategy through measurement.
Exceptional copywriting and editing skills, with experience writing for diverse audiences and attention to clarity, tone, and accessibility.
Experience developing automated lifecycle communication flows (e.g., screenings, annual visits, etc.).
Strong understanding of customer/patient journey mapping, segmentation, and personalization.
Strong analytical skills with experience using data, dashboards, and testing to inform decisions and influence stakeholders.
Working knowledge of HTML/CSS for email formatting and troubleshooting.
Excellent project management skills with the ability to manage multiple campaigns, timelines, and stakeholders simultaneously.
Strong communicator and collaborator, comfortable working with both technical and non-technical partners in a matrixed healthcare environment.
Familiarity with accessibility standards, mobile-first design, and regulated-industry marketing requirements.
Must possess excellent written and verbal communication skills, including presentation abilities.
Requires strong analytical thinking, interpersonal skills, and the ability to work effectively in a team environment.
Must be proficient with Microsoft Office applications.
Requires strong organizational skills, the ability to manage multiple tasks and projects, and the flexibility to adapt to changing priorities in a fast-paced environment.
Must be able to maintain confidentiality and handle sensitive information appropriately.
Must maintain broad knowledge across all marketing and communications areas while developing advanced expertise in one or two specific disciplines.
A minimum of 5 years of related experience is required, including at least 3 years of experience in a specialized marketing or communications function.

Nice To Haves

Experience in healthcare, payer/provider organizations, or other highly regulated industries.
Experience partnering with analytics teams and working with propensity or predictive models.
Experience contributing to enterprise-level CRM governance or center-of-excellence models.

Responsibilities

Partner with marketing and communications team members, service lines, and key stakeholders to develop and own Carilion Clinic’s CRM-driven omnichannel marketing strategy, aligning with organizational goals and the broader marketing and communications plan.
Define audience segmentation, messaging frameworks, and communication roadmaps that support patient acquisition, retention, and engagement across the care continuum.
Establish best practices and governance standards for CRM-based communications, including segmentation logic, testing methodology, frequency management, accessibility, and compliance.
Design and execute personalized, automated communication journeys (e.g., appointment reminders, surgical education pathways, preventive care outreach, re-engagement campaigns).
Build, test, and deploy campaigns within the CRM and marketing automation platform.
Write and edit clear, compelling, and accessible email and text messaging content aligned with Carilion’s brand voice and health literacy best practices.
Ensure all campaigns are optimized for mobile devices and meet accessibility standards.
Develop and refine advanced segmentation strategies using data to personalize messaging at scale.
Conduct A/B and multivariate testing across personalization variables.
Partner with Health Analytics, Finance, Planning, and other teams to leverage data models (e.g., propensity modeling) to identify growth and outreach opportunities within Carilion’s patient population.
Continuously optimize campaigns using performance insights to improve engagement, conversion, and ROI.
With CMP leadership, define success metrics and track performance across key KPIs (e.g., open rates, click-through rates, conversions, unsubscribe rates, ROI).
Translate data and performance insights into actionable recommendations for stakeholders.
Coordinate enterprise-level mass outreach to ensure alignment across campaigns and reduce consumer communication fatigue.
Collaborate closely with marketing, communications, planning, clinical departments, and the Carilion Clinic Foundation to deliver integrated, audience-centered campaigns.
Ensure full compliance with HIPAA, CAN-SPAM, TCPA, and other applicable privacy and marketing regulations; partner with Legal and Compliance as needed.
Stay current on healthcare marketing, CRM, and digital engagement trends and recommend new tools, approaches, or initiatives as appropriate.
Support broader marketing and content initiatives (e.g., web, social, print, paid media alignment) as needed to ensure cohesive, omnichannel experiences.