The Vice President, Strategic Marketing, will be primarily responsible for the Strategic Marketing team in implementing marketing strategies, plans and initiatives that measurably grow brand affinity, awareness, preference, and engagement; new patient volume; and patient retention. His/her primary focus will be to serve as an integrated marketing operations leader collaborating with Chief Marketing Officer for Vanderbilt University Medical Centerâs (VUMC) entities serving the individual healthcare consumer and key market segments, managing go-to-market strategy development and execution, which may include event marketing, online, print, advertising and other forms of communication for consumers, clinicians, and other related stakeholders. This role will also provide marketing leadership and guidance for VUMCâs B2B initiatives and collaborate with other areas such as internal communications, development, and recruitment as appropriate.
Reports to the Chief Marketing Officer.
Leads and directs the following strategic marketing functions: operations, insights and analytics; market development and service line marketing; digital marketing , engagement and design; content marketing and social engagement as well as web development and digital systems for VUMCâs clinical and academic enterprise.
Acts as strategic partner to VUMC and its B2C entities, providing valuable business insights and integrated marketing counsel.
Develops marketing strategies and programs based on market trends, customer research/input, best practices, and evidence-based tactics.
Understands external market conditions and consumer needs, and creates initiatives to address opportunities/challenges that align with internal goals and capabilities.
Develops short and long term strategic, integrated marketing plans and programs that align with the goals and objectives of VUMC and its B2C entities.
Creates a marketing and messaging platform and digital presence that positions VUMC and its B2C entities to meet their growth objectives.
Conducts research and monitors data and trends to adjust marketing strategy accordingly. Evaluates the results of marketing efforts to determine future plans.
Directs internal/external vendor relations with marketing agencies, printers, video production houses, etc.
Works collaboratively with other teams and department members to maximize insights from colleagues, leverage department resources when appropriate, and have effective in-market executions.
Develops the creative concept and execution for marketing materials in support of marketing VUMCâs suite of consumer services, including print and digital.
Monitors, coaches and appraises staff performance, ensuring efficient and effective collaboration and integration. Develops staff by providing information, educational opportunities and experiential growth opportunities.
Establishes and models continuous learning standards to maintain professional and technical knowledge of the industry, of the marketing function including tools and techniques, and of business principles and practices.
Ability to take business insights and goals and confidently create robust integrated consumer marketing strategies and plans.
Strong analytic and critical thinking skills, including the ability to understand and interpret relevant data and complex topics.
Ability to manage vendors and budgets effectively and efficiently.
Possess strong written and verbal communication skills with the ability to express complex concepts clearly and concisely.
Ability to present information to stakeholders and executives alike, as well as provide consultation.
Experience in managing/coaching talented staff and in building/maintaining high performing teams.
20+ years related work experience demonstrating skills and duties outlined above, the majority of that in the healthcare industry
Healthcare industry experience
Some experience outside of the health care industry and/or in health related industries preferred
Bachelors degree in marketing, communication or related field.
Vanderbilt University Medical Center is a comprehensive health care facility dedicated to patient care, research, and biomedical education. Our reputation for excellence in these areas has made us a major center for patient referrals from throughout the Mid-South. Each year, people throughout Tennessee and the Southeast choose Vanderbilt University Medical Center for their health care because of o...ur leadership in medical science and our dedication to treating patients with dignity and compassion.The mission of Vanderbilt University Medical Center is to advance health and wellness through preeminent programs in patient care, education, and research.