OverviewThe Senior Director leads CCRM's digital growth function, including paid media, web, and CRM, along with the marketing technology and data that support it. The role is accountable for digitally driven patient growth, acquisition efficiency, and clear measurement of marketing performance across the network. The Senior Director develops the annual digital marketing and patient acquisition plans, including channel mix, market budgets, and performance targets, and directs agency partners to deliver results across paid media, web, and CRM and lifecycle marketing. The role leads the marketing technology roadmap, CRM and marketing automation enhancements, and the adoption of AI in marketing, and improves the patient journey from first inquiry to first visit in partnership with Patient Services. The Senior Director also establishes consistent attribution and reporting across markets, delivers performance insights to leadership, operations, and physicians, ensures compliance with HIPAA, TCPA, and healthcare advertising standards, and leads the team in collaboration with Content & Brand, Provider Relations, Finance, IT, and regional operations.
ResponsibilitiesDigital Channels: Paid Media, Web, and CRM- Set the annual digital marketing strategy and plan, including channel mix, market budgets, and performance targets, and own results against them.
- Own paid media performance across search, social, and other digital channels, directing agency partners and internal teams to deliver patient acquisition outcomes.
- Own website and landing page performance, including user experience, SEO, online scheduling, and conversion rates, setting direction for the team and agency partners who execute.
- Lead CRM and lifecycle marketing, including lead capture, segmentation, and email and SMS communications.
- Run an ongoing testing program to improve campaign and site performance.
Patient Acquisition- Partner with marketing and operations leaders to set the annual patient acquisition plan and market targets, and translate them into channel plans and budgets.
- Lead regular performance reviews by market with marketing and operations leaders.
- Improve the patient journey from first inquiry to first visit in partnership with Patient Services.
Marketing Technology and AI Adoption- Own the marketing technology strategy, roadmap, architecture, and budget, and govern the tool and vendor portfolio.
- Oversee CRM and marketing automation implementation and enhancements, delivering on schedule and budget.
- Lead marketing's AI adoption, including use-case prioritization, governance, and measurement of impact.
Data, Reporting, and Compliance- Establish consistent performance definitions, attribution, and reporting across markets and channels.
- Deliver regular performance reporting and insights to leadership, operations, and physicians, aligned with Finance.
- Ensure digital marketing, data practices, and patient communications comply with HIPAA, TCPA, applicable privacy laws, and healthcare advertising standards.
Leadership and Collaboration- Lead and develop the team and agency partners.
- Work with Content & Brand, Provider Relations, Patient Services, Finance, IT, and regional operations to align digital growth with network priorities.
- Other duties as assigned.
Qualifications- Bachelor's degree in Marketing, Business, or related field required
- MBA preferred
- 12+ years of experience in performance marketing required
- 5+ years of experience leading teams required, including experience leading managers or senior specialists and directing agency partners.
- Experience owning a multi-million-dollar, multi-market paid media budget with accountability for acquisition volume and efficiency goals required.
- Experience leading an enterprise CRM or marketing automation implementation and owning a marketing technology roadmap, budget, and vendor portfolio required.
- Strong command of digital analytics, tracking, attribution, and testing required.
- Experience in multi-site consumer healthcare or another regulated category, including HIPAA-compliant marketing, required.
- Experience leading the adoption of AI or automation in marketing, including use-case prioritization, governance, and measurement of business impact, required.
- Ability to translate data into investment decisions and communicate performance, trade-offs, and recommendations clearly to executive, clinical, and business audiences required.
- Ability to hold agencies and vendors accountable to business outcomes required.
- Experience leading cross-functional technology programs across Marketing, IT, Finance, and regional operations, delivering to schedule and budget, required.
- Ability to report results transparently, whether favorable or not, required.
