POSITION OVERVIEW:
The Vice President of Performance Marketing is responsible for developing and executing comprehensive marketing strategies to drive patient acquisition, brand awareness, and revenue growth. This executive leader will oversee all aspects of marketing, digital strategy, demand generation, and communications to ensure the organization reaches its target audiences effectively. The ideal candidate is a data-driven marketing expert with a strong background in behavioral healthcare marketing, growth strategy, and patient-centric engagement.
In addition, the individual will deliver appropriate analytics, reporting, and data across all areas of marketing and define and measure business performance across different product lines, sales segments, and geographies. This role will require the individual to handle large sets of data within multiple systems to develop custom reports, as well as build and maintain key analytical models and presentations to disseminate company-wide. This person will own the responsibility of marketing's monthly, quarterly, and annual financial and operational performanceKEY RESPONSIBILITIES:
- Marketing Strategy & Leadership: Develop and implement a holistic marketing and demand generation strategy that aligns with the organization's business objectives, positioning it as a leader in healthcare treatment.
- Demand Generation & Growth: Design and execute multi-channel demand generation campaigns, including paid media, SEO, email marketing, referral programs, and content marketing, to attract and retain patients.
- Brand Management & Positioning: Strengthen and differentiate the brand in the healthcare space through targeted messaging, storytelling, and thought leadership initiatives.
- Digital & Performance Marketing: Oversee digital marketing initiatives, including website optimization, social media, PPC, and CRM strategies to enhance engagement and conversion rates.
- Data-Driven Decision Making: Utilize analytics, KPIs, and A/B testing to measure marketing effectiveness and optimize campaigns for maximum ROI.
- Patient & Provider Engagement: Develop targeted marketing strategies that engage both patients and healthcare providers, enhancing referral networks and partnerships.
- Content & Communications Strategy: Lead content marketing efforts, including blogs, video, webinars, and white papers to educate and inform key audiences.
- Team Leadership & Development: Build, mentor, and manage a high-performing marketing team, fostering a culture of innovation, collaboration, and accountability.
- Budget Management: Oversee marketing budget allocation, ensuring optimal use of resources and cost-effective campaign execution.
- Partnership & Vendor Management: Collaborate with external agencies, technology providers, and partners to enhance marketing capabilities and reach.
- Define overall strategy on a quarterly and annual basis.
- Communicate departmental strategy using coherent, logical KPIs.
- Manage department expenses strategically in accordance with financial goals of the company.
- Responsible for financial and operational execution of the department, ensuring admissions goals are hit at targeted Cost per Admission (CPA).
- Develop reporting framework and produce regular reporting to inform Senior Leadership of the health of the department.
- Use marketing data to create actionable insights within each of our project and business lines.
- Lead marketing analytics, trending and forecast models and marketing research.
- Develop and maintain analytical models to provide new insights to the marketing and sales leaders.
- Support ad-hoc requests to provide stakeholders with intelligent insight to the health of the business.
- Contribute to development of custom reporting frameworks to incorporate new data inputs, including new products and calculated metrics.
SKILLS AND EDUCATION:
- Education: Bachelor's degree in Marketing, Business Administration, Communications, or a related field; MBA or advanced degree preferred.
- Experience: Minimum of 7-10 years of progressive marketing experience, with at least 2 years in a senior leadership role within the behavioral healthcare industry.
- Expertise in Demand Generation: Proven experience developing and executing data-driven demand generation strategies, with a strong understanding of performance marketing and lead generation.
- Healthcare Industry Knowledge: Deep understanding of healthcare marketing regulations, patient acquisition strategies, and provider marketing dynamics.
- Technical Skills: Proficiency in marketing automation platforms (e.g., HubSpot), CRM tools, Google Analytics, and digital advertising platforms.
- Leadership & Collaboration: Strong ability to lead teams, influence cross-functional stakeholders, and drive alignment across the organization.
- Analytical & Strategic Thinking: Ability to translate data insights into actionable marketing strategies that drive business outcomes. Experience managing a departmental budget.
- Experience leading and managing digital marketing campaigns (Google AdWords, Bing, DoubleClick, Google AdExchange).
- Experience leading and managing marketing automation tools (Pardot, ExactTarget).
- Experience with traditional media buying (print, television, radio, out-of-home), key metrics associated with these buys, and proper analytical techniques to track success.
- Experience building strategic planning documents and executing on them.
- Experience building reports and dashboard in Salesforce.
- Experience using data visualization tools (Tableau, Qlik, etc.).
- Experience in data modeling or database configuration.
- Knowledge of relational databases, SQL or similar.
- Advanced Excel, data modeling and analysis skills.
- Strong written and verbal ability to communicate ideas through data.
COMPETENCIES:
Communication: Proactively communicates assertively, consistently, and accurately throughout the organization; ensures important matters are shared with all appropriate individuals.
Problem Solving: Identifies problems, involves others in seeking solutions, and conducts appropriate analyses, searches for best solutions; responds quickly to new challenges.
Team Leadership: Effective at building support. Thinks team first, promotes success in terms of team as well as individual success, and is adept at creating a shared vision.
Decision-Making: Makes good decisions based on sound understanding and evaluation of relevant information; gathers information and involves others as appropriate.
Work Environment: This job operates in a professional environment and is majority of the time remote. This role routinely uses standard office equipment such as computers, phones, photocopiers, and filing cabinets.
Physical Demands: While performing the duties of this position, the employee is regularly required to talk or hear. The employee frequently is required to use hands to finger, handle or feel objects, tools or controls. The employee is occasionally required to stand; walk; sit; reach with hands and arms; climb or balance; and stoop, kneel, crouch or crawl. The employee must occasionally lift and/or move objects up to 25 pounds. Specific vision abilities required by this position include close vision, distance vision, color vision, peripheral vision and the ability to adjust focus.
Travel: Travel is approximately up to 25% primarily with periodic travel to company facilities and supplier meetings; some out-of-the-area and overnight travel may be expected.
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