JOB SUMMARY
Director of Regional Marketing responsible for planning, developing, and implementing marketing programs for Baylor Scott and White Health (BSWH) in the Greater Austin Region, which includes internal and external communications, consumer marketing, branding, advertising, and public relations for BSWH in Greater Austin.Directs marketing activities to analyze healthcare market trends, assess opportunities, and develop marketing programs to improve market share, strengthen the brand, and increase revenue for the hospitals, clinics and health care providers in the Region. Analyzes healthcare market trends, assesses opportunties, and develops marketing programs that maximize ROI. Evaluates and adjusts marketing strategy to respond to the competition and recommends changes to senior leadership. Develops and implements marketing policies, processes, and best practices that promote the growth of BSWH healthcare service offerings and align to overall BSWH business objectives.
A Regional Director translates and implements strategic plans and objectives for area of responsibility. Makes final decisions on operational matters and ensures achievement of objectives. Recommends policies and organizational changes for area. Plans and executes projects and initiatives that meet annual objectives. Plans and directs the operations of a department or area, with responsibility for staffing, processes, budgets, and costs of the unit. Leads and advises subordinate(s) to meet schedules, resolve technical problems, and monitor performance. Has a larger, more complex organization or functional area than a manager. Often has one or more managers or supervisors reporting to the role.
ESSENTIAL FUNCTIONS OF THE ROLE
Directs marketing programs for assigned area of responsibility for BSWH.
Recommends and implements strategic and operational plans and priorities for complex, goal-focused marketing programs aligned to BSWH overall business objectives.
Creates and executes marketing plans for the assigned area and service lines, including tactic development, creative concept, messaging and design direction, and results measurement, that will increase visiting patients, referring physicians, and other customers into the healthcare system.
Collaborates with hospital and service line leadership to develop and implement relevant marketing initiatives that effectively promote the facility and BSWH.
Directs the design and implementation of marketing, advertising, and digital messaging that creates awareness of and builds preference for the hospital, its brand, services, and programs.
Selects and leads external vendors, graphic designers, film producers, photographers, and advertising agencies to create and implement marketing campaigns and deliverables.
Leads marketing competitive analysis, evaluates service line market positions, and reviews industry and market trends to make data-driven recommendations for use in marketing and business strategy development.
Partners with internal cross-functional teams and external stakeholders to lead the integration and execution of multi-channel marketing, advertising, public relations, and digital approaches to foster profitable growth of the hospital, service line, and BSWH.
Directs coordination of internal and external marketing events, including promotion of even, set-up, onsite logistics/representation, and evaluation of its effectiveness.
Builds partnerships on behalf of assigned hospital or service line with applicable media outlets, chambers, school districts, local government, businesses, community groups, and other relevant organizations that result in ongoing marketing relationships for BSWH.
Ability to synthesize multiple data types and sources to evaluate program effectiveness and report results.
KEY SUCCESS FACTORS
Bachelor's degree in marketing, business, advertising, or related field preferred.
3+ years of experience in marketing, public relations, or related area, preferably in healthcare.
Experience in a leadership role preferred.
Experience in strategic marketing plan development, implementation, and evaluation.
Knowledge of marketing media, including digital, paid, and social media campaigns.
Ability to sythesize multiple data types and sources to evaluate program effectiveness and report results.
Experience managing external partners and vendors with multiple timelines and project requirements.
Ability to collaborate and build consensus.
Excellent written, verbal, and presentation skills.
BENEFITS
Our benefits are designed to help you live well no matter where you are on your journey. For full details on coverage and eligibility, visit the Baylor Scott & White Benefits Hub to explore our offerings, which may include:
Immediate eligibility for health and welfare benefits
401(k) savings plan with dollar-for-dollar match up to 5%
Tuition Reimbursement
PTO accrual beginning Day 1
Note: Benefits may vary based upon position type and/or level
QUALIFICATIONS
EDUCATION - Bachelor's or 4 years of work experience above the minimum qualification
EXPERIENCE - 3 Years of Experience
As a health care system committed to improving the health of those we serve, we are asking our employees to model the same behaviours that we promote to our patients. As of January 1, 2012, Baylor Scott & White Health no longer hires individuals who use nicotine products. We are an equal opportunity employer committed to ensuring a diverse workforce. All qualified applicants will receive consideration for employment without regard to race, color, religion, sex, national origin, disability status, protected veteran status, or any other characteristic protected by law.