The Group Marketing Director for the Tenet Strategic Marketing Group (TSMG) will play an important role in Tenet’s continued transformation into a consumer-focused organization. This position will lead the marketing team in the development and implementation of marketing strategies, plans and activities in support of service line growth initiatives for all hospitals within an assigned market.
Reporting to the National Senior Director of Strategic Marketing with strong day-to-day interactions with the Group Chief Strategy Officer, Group CEO, and the Group Communications Director, the Group Marketing Director will directly manage the hospital marketers in the Group with a solid focus on service line prioritization and the implementation of data-driven healthcare marketing plans in support of service line growth. This position will additionally build trusting and collaborative relationships with internal and external teams to ensure that strategic marketing is implemented within the framework and vision of the Tenet Strategic Marketing Group, a component of the Tenet Operating System.
Essential Duties and Responsibilities
Leads the development and execution of marketing strategies and go-to-market plans that drive consumer engagement, priority service line growth and patient retention. Strengthens brands by designing strategies, and utilizing customer segmentation and targeting capabilities to expand the business while building trust and loyalty within local communities
Utilizes data, insights and best practices provided from across the enterprise to create comprehensive marketing plans with clear objectives, audience identification through CRM, impactful brand positioning and creative execution, inclusion of paid and non-paid tactics, KPIs, short and long term reporting, ROI calculation and campaign optimization
Leads and influences the application of both traditional and innovative digital technologies based on the successful use of CRM, marketing automation, social media, website and mobile engagement for tangible patient acquisition, retention, and growth across multiple service lines.
Directs the process for effective and consistent communication about quantitative and qualitative results of campaigns, events, and other programs to local markets; interprets results and adjusts strategic approaches to maximize service line growth opportunities and ensure the overall value of marketing investments
Drives the localization of an integrated service line value story for all audiences for marketing and communications programs that provide consistent messaging, differentiated value propositions and positioning within local markets.
Maintains strong relationships and interactions with hospital boards and physician leaders
Researches market trends, local competitor positioning and opportunities to help generate pipeline activity and support service line campaign goals
Executes a hospital-based approach to all duties by operating as the lead marketer for the hospitals in the designated Group. Responsibilities for the Group marketing activities include, but are not limited to, leading the marketing campaign development and implementation process; meeting with service line leaders and physicians; participating in strategy discussions and leadership meetings; presenting and reporting to stakeholders; working with PRMs and strategy leaders in securing meaningful consumer engagement opportunities such as seminars, screenings and events; developing the community engagement strategy and solidifying the sponsorship plan; determining the meaningful opportunities that exist for how recipients of clinical services can best represent the organization’s successes and translating this strategy for the hospital marketers to implement, etc.
Utilizes the Business Intelligence (BI) Tool and other centralized data tools. Studies internal and external data trends to realize opportunities and communicate key summary information to hospital and market leadership. Identifies new consumer engagement initiatives based on research and analysis and recommends campaign enhancements that positively impact performance
Escalates performance variances and negotiates alternative solutions to move work plans forward. Analyzes marketing metrics and develops proactive, comprehensive strategies. Routinely solves complex problems and delivers demonstrable value to the organization in support of strategic priorities and within budget parameters.
Communicates, writes, and strategizes effectively (both in verbal and written form) to translate complex concepts into easy to understand and compelling messages that support a position to key stakeholders and audiences
Directly manages the day-to-day activities of the hospital marketing representatives within the Group. Directs, supervises and approves the prioritization of hospital-specific service line marketing prioritization and activities in partnership with the Group CEO and CSO
Owns and manages the hospital and Group relationships and interactions with Conifer
Sets clear direction and measures of success for hospital marketing representatives at the direction of and in partnership with TSMG
Plans, communicates, implements and maintains Group budgets. Approves and oversees hospital marketing budget planning and management. Approves all hospital marketing expenses and assures accurate invoice coding is always utilized
Bachelor’s Degree in Marketing, Communications, Business or relevant major is required
Advanced degree in business or public sector equivalent, marketing/communications, or health related field is preferred
At least 7 years of demonstrated progressive experience and responsibility for marketing and communications, brand creation and management, and public relations experience with a strong understanding of the business needs and competitive challenges of the industry (relevant to health care industry preferred)
Demonstrated success utilizing modern, direct to consumer marketing technology and tools, digital advertising and communications platforms, marketing automation/CRM, social media, and electronic communications vehicles, media relations, content creation, and website management
Demonstrated ability to vision the future state, generate and test hypotheses, synthesize facts and insights into concrete, actionable strategies and tactical plans that deliver on business objectives
Demonstrated experience in managing integrated marketing programs and multiple, complex priorities
Knowledge, Skills, Abilities
An excellent use of effective storytelling utilizing advanced writing and editing skills across multiple platforms including traditional and digital applications (e.g. social media, news media, website, email, collateral, newsletters, event remarks, leadership and strategy presentations)
An ability to build productive cross functional relationships at all levels of the organization as well as with external partners
A blend of abilities including building and managing relationships; creative thinking on strategies and programs; and ensuring that programs are measured through key business KPIs and metrics
A deep understanding of best practices in marketing and communications across the industry. A long term view of external industry forces and implications
A proactive servicing approach and a strong sense of urgency to respond to matters on time
A collaborative style which engenders the respect of others and can be best described as a leader, mentor, and a coach
A facilitator and developer of others with a concerted focus on a team approach while holding her/himself accountable
An active listener with exceptional oral and written communication skills
A team player who gains value in actively participating as a team member across various disciplines and organizational levels
Comfort with ambiguity and working in a large, diffuse, highly matrixed environment
Proven ability to analyze, understand, and articulate the success of previous communications and marketing strategies which have led to significant returns on investment and growth
Prefer a high level of knowledge about the health care industry, local market place dynamics and overall hospital strategy and operations; keen understanding of physician relationships and practice patterns; federal, state rules and regulations. Stays current on the latest trends in health care, including but not limited to physician relationship development, reimbursement, managed care and clinical program development
Authentic- Has deep integrity and holds personal and professional values consistent with Tenet’s mission, vision and values
Self-motivated- Outcomes-focused individual who holds herself/himself to a high performance standard, but maintains a sense of proportion and humor
Persuasive- Able to advance an idea, strategy or program through influence, communication and negotiation. Works through credibility and collaboration to achieve success in a highly complex and matrixed organization
Collaborative- Confident with a commitment to her/his ideas and ideals, but someone who also listens with true self-awareness and empathy. A leader who possesses a “common touch” to relate comfortably and effectively with people at all levels
Analytical and creative - Ability to think strategically while possessing the technical and creative understanding to foster innovation
Detail oriented - Strong attention to detail in grammar, design, development, and strategic approach
Professional – Is held in high regard for maturity level, reliability, trustworthiness and overall professionalism
Tenet Healthcare Corporation is a diversified healthcare services company with 115,000 employees united around a common mission: to help people live happier, healthier lives. Through its subsidiaries, partnerships and joint ventures, including United Surgical Partners International, the Company operates general acute care and specialty hospitals, ambulatory surgery centers, urgent care centers and other outpatient facilities in the United States and the United Kingdom. Tenet’s Conifer Health Solutions subsidiary provides technology-enabled performance improvement and health management solutions to hospitals, health systems, integrated delivery networks, physician groups, self-insured organizations and health plans.