SUMMARY:Under general supervision of the Marketing Manager, supports the internal and external positioning efforts of Brown University Health and its affiliates, partners and service lines, through various marketing activities including market research, developing and implementing marketing plans, executing integrated, multi-channel campaigns across digital/web, print, email, social media, and paid channels, and evaluating effectiveness of marketing efforts.
PRINCIPAL DUTIES AND RESPONSIBILITIES:Brown University Health employees are expected to successfully role model the organization's values of Compassion, Accountability, Respect, and Excellence as these guide our everyday actions with patients, customers and one another.
Market Research
- Coordinate and implement market research to determine customer needs for and interests in services and programs for assigned affiliates/service including, but not limited to focus groups, market data analyses, competitor analyses, telephone/online consumer surveys, and general online research. Suggest appropriate operational adjustments to maximize effectiveness of programs/services being marketed. Utilize results of market research to inform promotional and marketing goals and tactics.
Marketing Plan Development & Implementation
- Proactively develop marketing plans for assigned affiliates, partners, departments, and/or service lines of Brown University Health.
- Oversee and coordinate implementation of marketing activities/tactics including, but not limited to, internal/external communications strategies, program development, physician outreach and promotion strategies.
- As assigned, present or assist with presentation of interim findings and final marketing plans to obtain input/approval from Senior Vice President, marketing and communications management team and other system/affiliate clinical, executive, and Board leadership.
Strategy & Planning
- Develop integrated campaign strategies aligned with organizational goals, audience insights, and brand positioning
- Define campaign objectives, key messages, target audiences, success metrics, and timelines
- Select and coordinate appropriate marketing channels (e.g., digital, email, social, paid media, print, events) to maximize reach and impact
- Build comprehensive campaign plans and briefs to guide internal teams and external partners
Execution & Coordination
- Coordinate end-to-end campaign execution, ensuring consistency of messaging and creative across all channels
- Collaborate cross-functionally with creative, web, digital marketing, content, communications, and public relations/external affairs to seamlessly execute integrated campaigns.
- Work with project manager to create production schedules, approvals, and deliverables that ensure on-time launch and execution
- Ensure all campaign elements adhere to brand standards, regulatory requirements, and quality expectations
Performance Measurement & Optimization
- Establish KPIs tied to brand and digital metrics, as well as healthcare outcomes such as patient engagement, appointment requests, referrals, and service line growth
- Monitor campaign performance across channels and adjust tactics to improve results
- Analyze data and insights to evaluate effectiveness, ROI, and audience engagement
- Prepare performance reports and recommendations for stakeholders
Budget & Resource Management
- Develop and manage campaign budgets, ensuring efficient allocation of resources
Continuous Improvement
- Capture learnings and best practices from campaigns to inform future planning
- Stay current on emerging marketing channels, tools, and trends to enhance campaign effectiveness
Evaluate Marketing Effectiveness
- Prepare formal reports assessing effectiveness of marketing tactics utilized, as well as client satisfaction with plan/results, adjusting plan/actions accordingly. As projects are concluded, ensure survey of clients to determine satisfaction with services provided, effectiveness of tactics, and adherence to schedule and budget, eliciting suggestions for improvement.
- As assigned, prepare regular reports on progress of Brown University Health and its affiliates, partners and service lines on specified marketing goals, priorities and campaigns (within context of competitive environment) for distribution/presentation to key internal and external audiences.
Client Satisfaction
- Maintain regular contact for assigned affiliates, partners and service lines to gather news and information about client activities, achievements, and plans. Share gathered information internally and with other departments to promote quality improvement and program development enhancement. Work to develop/ensure client satisfaction with services provided.
External Trends & Environment
- Participate in educational activities to keep technical skills up-to-date and to keep abreast of trends/changes, regulations, and legislation in the field of health care.
- Maintain knowledge of current market trends and market data affecting Brown University Health and its affiliates/services, using such information to add value to consultation and planning for clients and to guide the accurate targeting and content of marketing efforts.
Performs other duties as assigned.
EDUCATION:Bachelor's Degree in marketing, communications, or related field required. Advanced study desired.
Knowledge of marketing and communications principles, tools, and techniques with proven track record in developing effective marketing/promotional plans, implementation of related tactics, and basic market research.
Proficiency in Microsoft 365 products. Basic knowledge of marketing tools and platforms, such as website analytics (Google Analytics and Google Data Studio), SEO, social media and email marketing.
EXPERIENCE:Minimum two to four years related experience in brand and/or services marketing, preferably in a complex healthcare environment.
Demonstrated experience in marketing and marketing/communications planning, market research, multi-channel marketing campaign development and execution, and independent management of multiple assignments and timelines.
Demonstrated strong oral and written communication skills, as well as presentation skills.
SUPERVISORY RESPONSIBILITY:Functional supervision of support staff on a project basis - limited to directing work within the scope of the project, providing guidance and counsel relating to project, and providing input for performance evaluation.
Pay Range: $67,724.80-$111,716.80
Location:Corporate Headquarters - 15 LaSalle Square Providence, Rhode Island 02903
Work Type:M-F 8 am - 5 pm
Work Shift:Day
Daily Hours:8 hours
Driving Required:No
