Job DescriptionService Line Brand Manager - System MarketingCommunicating to both physician and consumer audiences, the Brand Manager leads the development and execution of service line marketing strategies and brand plans for IU Health. This role translates business goals, market opportunities, audience insights and performance data into clear marketing plans, then leads integrated execution with cross-functional partners to support patient acquisition, referral growth, loyalty and brand reputation.
Key RelationshipsReports to: Director-System Marketing
Direct Reports: None
Key Responsibilities- Owns and develops service line marketing strategy and brand planning, including market analysis, audience definition, positioning, messaging and channel approach aligned to growth, reputation and business priorities
- Partners with clinical, operational and administrative stakeholders to align priorities, shape marketing plans and review progress against shared goals.
- Leads integrated execution across paid, owned and earned channels, partnering with agency, digital, creative services, public relations, social media and physician liaison teams to deliver against defined priorities
- Guides marketing content and campaign asset development, ensuring message clarity, strategic alignment and consistency across consumer and referral touchpoints
- Monitors campaign, channel and related business outcomes; identifies opportunities to optimize plans based on data, market trends and stakeholder input.
- Represents the voice of the customer by applying research, audience segmentation and insights to strategy, messaging, campaign development and the design of customer experiences
- Monitors competitive and market dynamics, translating insights into actionable recommendations that strengthen positioning and inform continuous improvement of brand plans
The ideal candidate has proven experience developing marketing strategies and leading plans through execution in a matrixed environment. They are a strong strategic thinker and operator who can connect data, audience insights and business context into clear direction, then bring partners together to deliver measurable results. They are organized, resourceful, collaborative and detail-oriented, with strong communication skills, sound judgment and a desire to build a career in mission-driven healthcare marketing. Experience in physician marketing or supporting sales/physician liaison teams is preferred.
Candidate QualificationsCandidates for the position will be evaluated according to the following criteria and competencies.
- Bachelor's degree required; degree in Marketing, Business, Sales, Advertising, Communications or healthcare-related field preferred. Master's degree optional.
- 5-7 years of relevant marketing experience.
- Healthcare-related industry experience preferred.
- Experience developing marketing strategies, brand plans and integrated campaigns that support business, growth, reputation or customer loyalty goals.
- Experience with marketing strategy and planning, digital marketing and agency or cross-functional partner management.
- CRM, audience segmentation, physician marketing or direct-to-consumer marketing experience preferred.
- Experience with matrixed organizations and complex work environments.
- Demonstrates professional judgment, adaptability and diplomacy in managing ambiguity, competing priorities and stakeholder needs.
