Driving distance to Gainesville, St. Augustine, Orlando, Tampa, Sarasota
Part of the community since 1898, providing healthcare to Marion County for over 120 years
Florida Hospital Ocala offers a broad spectrum of services, with programs that are nationally recognized and accredited
Spectacular springs throughout the county
Work Hours/Shift: Full Time
The Director of Marketing serves as a leader and collaborator on the division consumer strategy team with responsibility for developing and executing strategic marketing and growth initiatives to build brand awareness, grow consumer brand preference, and increase volumes and market share for the assigned hospital and related entities. The position works collaboratively with local hospital leadership and the West Florida Division (WFD) marketing team to create and execute division-wide brand and volume-driving strategies to achieve brand loyalty, business growth, competitive advantage and market relevance. The position requires a motivational, hands-on relationship builder and influencer with an analytical mindset and the reputation for getting things done.
The Director of Marketing manages the day-to-day marketing operations for the assigned hospital including the creation, execution and measurement of volume-driving strategies to competitively differentiate, build market preference and grow market share of the hospitalâ™s branded services. The position directs integrated marketing strategies and advertising tactics by optimizing media mix and channels including, but not limited to print, direct mail, outdoor, radio, television, digital media, social media, sponsorships and hospital-focused special events. The position oversees the creation, production and approval of all integrated marketing programs and communication materials utilizing WFD Creative Services and corporate support teams (i.e. digital, web), where relevant. The director also oversees adherence to brand standards for the hospital and its related entities.
The position works collaboratively with key stakeholders including the hospital leaders, WFD marketing team, physician relations, business development, care navigation, network access, advertising agencies, corporate web and digital teams, and the consumer experience team to achieve market performance. The position also works collaboratively with both WFD and AdventHealth corporate support teams such as communications, government relations, community benefit and mission teams.
The position is responsible for internal communications at the hospital and provides both strategic and operational direction to the communication process with key stakeholder groups that includes existing patients, potential future patients, employees, executive management, physicians, trustees, donors and the community at large. Engages with and supports the hospital c-suite team with building and driving a positive employee culture. Manages the local hospital marketing team.
The position reports directly to the AVP of Marketing and Brand Strategy for the division with dotted line reporting to the local President & CEO.
PRINCIPAL DUTIES AND JOB RESPONSIBILITIES:
The position is responsible for managing the day-to-day consumer volume-driving activities as well as the market strategies and tactics to grow the brand, patient and consumer loyalty, and key service line volumes the hospital. The position:
Develops and executes annual marketing and business development plans and budgets to meet established branding, volume, market share and service line goals. Develops plans to meet goals with return on investment tracking mechanisms to ensure success.
Establishes metrics and performance tracking of all marketing brand and growth initiatives. Reviews results regularly with the hospital C-suite team and leader and executes market plan adjustments, as needed.
Oversees and collaborates on brand messaging, design and creative execution through various communication vehicles such as print, television, direct mail, outdoor, radio, digital media platforms, collateral and special events. Manages advertising and media placement for local market initiatives while leveraging available resources at corporate and division.
Ensures the hospitalâ™s digital strategy and lead-generating activities are executed. Provides oversight of all digital projects including: website content management, landing page development and execution, social media strategy and interaction, display and PPC advertising, search engine optimization and all associated tracking and performance metrics. Actively collaborates with AH system contact center and digital teams on implementation.
Maintains a strong working knowledge of competitors, physicians in the market, advertising, consumer loyalty programs, technology, and overall market dynamics. Communicates to leadership on a regular basis and makes recommendations on strategic and tactical changes as a result of the information.
Plans, directs, and implements community-based and partner events while identifying strategic relationships that help build the AdventHealth brand. Actively collaborates with Corporate and Division Marketing teams.
Ability to implement market research projects related to market, brand, key service lines and support for strategy development. Works closely with market research team on market analysis and reporting to support overall marketing strategy development.
Manages special assignments as needed. May represent the hospital on cross-functional teams and task forces in the hospital, division or AH corporate office.
May occasionally work, volunteer or represent the company at events held during evenings or weekends.
KNOWLEDGE AND SKILLS REQUIRED:
Â·Ability to think strategically, and understand how to grow brand, volume and market share in a hospital setting. Ability to understand local market dynamics and demographics.
Â·Must have experience and hands-on working knowledge of marketing, branding, advertising, and digital platforms; self-starter with integrated marketing skill set and ability to implement initiatives in a strategic manner with minimal supervision.
Â·Ability to analyze business data, effectively measure and monitor KPIâ™s, create and execute annual business and marketing plans.
Â·Strong organizational skills, must be able to multi-task in a fast-paced work environment, excel under tight deadlines. Strong project management experience with a results-oriented focus and attention to detail.
Â·Strong verbal and written communication skills (must be fluent in English for both), ability to function as a copywriter and editor with working knowledge of AP writing style and problem-solving skills.
Â·Strong interpersonal skills with ability to be a team player, collaborator, consensus builder, persuasive presenter with ability to âœsellâ ideas and concepts to key stakeholders, ability to work well with others using tact and diplomacy and must be capable and comfortable managing conflict.
Â·Ability to cultivate and develop strong relationships with organizations, partners, politicians, and other key stakeholders in the local community. Capable of delivering a high level of customer service to internal customers and external strategic partners.
Â·Ability to create and implement market and business analysis, strategic planning, program management and budget management. Ability to deploy, implement and measure effectiveness of integrated marketing programs.
Â·Strong computer skills with hands-on working knowledge of Microsoft Office, Word, PowerPoint, Excel and Adobe Reader or Professional.
KNOWLEDGE AND SKILLS PREFERRED:
Â·Adobe Creative Cloud
Â·Fluent in Spanish or additional languages
EDUCATION AND EXPERIENCE REQUIRED:
Â·Bachelorâ™s degree in Marketing, Public Relations, Business, Communications, Advertising, Healthcare Administration or related field.
Â·Four years or more of experience and proven track record in strategic and integrated marketing planning, project management and market analysis.
Â·Experience working in a healthcare marketing, advertising agency or strategic and integrated marketing role.
AdventHealth Greater Orlando (formerly Florida Hospital) is one of the largest faith-based health care providers in the United States. For 150 years, we have carried on a tradition of providing whole-person care that not only addresses patients' physical ailments, but also supports their emotional and spiritual well-being. We demonstrate the same level of compassion and care for our employees as well, doing all that we can to help them realize their full potential – both personally and professionally.