Location: Frear House - Marketing

Status: Full Time 80 Hours

Shift: Days

SALARY RANGE: 103,334.40 - 160,180.80 YEARLY

General Summary:

The Senior Manager of Marketing, Brand & Digital Strategy reports to the Vice President of Marketing, Communications & Community Outreach and serves as a strategic marketing and growth leader responsible for advancing Bayhealth's brand, consumer engagement, digital strategy, and business growth initiatives.

This role leads development and execution of integrated marketing, brand, and digital strategies that support Bayhealth strategic priorities, improve patient engagement and access, strengthen market position, and drive measurable organizational growth. The Senior Manager partners closely with executive leadership, operational leaders, physicians, service line/dyad leaders, finance, access, and analytics teams to identify strategic growth opportunities and translate business priorities into actionable marketing and engagement strategies.

The Senior Manager oversees enterprise marketing strategy, CRM and digital engagement initiatives, brand management, web and digital operations, Retail Services, and creative strategy while leading a high-performing team focused on innovation, accountability, operational excellence, and measurable outcomes. This role is expected to leverage data, analytics, consumer insights, operational readiness, and emerging technologies to strengthen targeting, improve engagement, support growth, and help position marketing as a strategic driver of organizational performance rather than solely a support function.

The Senior Manager is a collaborative and forward-thinking leader who understands healthcare business strategy, market dynamics, digital engagement, access strategy, and consumer behavior and can effectively use marketing and communications strategies to solve complex organizational challenges and drive measurable results.

Responsibilities:

1. Leads development and execution of integrated, data-driven marketing strategies aligned with Bayhealth's strategy, organizational priorities, service line and ambulatory growth initiatives, patient access strategies, and enterprise business objectives.
2. Partners closely with executive leadership, operational leaders, physicians, finance, analytics, and service line teams to identify strategic growth opportunities and develop marketing strategies that support patient acquisition, retention, referral growth, market differentiation, and improved consumer access to care.
3. Develops annual enterprise marketing plans, campaign strategies, and associated budgets that align organizational resources to the highest strategic priorities and measurable growth objectives.
4. Utilizes market research, financial data, consumer insights, operational performance indicators, competitive analysis, and CRM intelligence to guide strategic marketing recommendations, prioritize investments, improve targeting, and support measurable organizational outcomes.
5. Partners with operational, access, digital, and clinical leadership teams to reduce barriers to care, strengthen digital conversion opportunities, improve consumer access pathways, and ensure marketing initiatives are operationally aligned prior to launch.
6. Leads development of B2B marketing, physician engagement, referral development, and strategic outreach initiatives that strengthen relationships with employers, community organizations, physicians, referral partners, and other key stakeholders.
7. Serves as a strategic business partner across the organization, helping leaders identify innovative opportunities where marketing, digital engagement, brand strategy, and communications can solve operational challenges, improve consumer experience, and drive organizational performance.
8. Leads strategic oversight and optimization of CRM, marketing automation, digital engagement, and consumer targeting initiatives to improve segmentation, personalization, engagement, conversion, and measurable marketing outcomes.
9. Oversees enterprise digital marketing strategies including website governance, digital campaigns, SEO/SEM, paid search, social advertising, email marketing, reputation management, digital content strategy, and conversion optimization efforts aligned with organizational growth and access priorities.
10. Provides strategic oversight for Bayhealth's web and digital functions, ensuring alignment between digital engagement, consumer experience, patient access, brand strategy, and organizational priorities.
11. Continuously evaluates emerging technologies, AI tools, digital trends, and innovation opportunities to improve operational efficiency, consumer engagement, communication effectiveness, and market differentiation.
12. Leads enterprise brand strategy efforts to ensure Bayhealth's identity, messaging, visual standards, and market positioning remain consistent, differentiated, and aligned across all consumer, digital, operational, and physical touchpoints.
13. Oversees development, governance, and execution of brand standards, messaging frameworks, creative strategy, environmental branding, visual storytelling, signage, promotional materials, and integrated marketing assets across the organization.
14. Provides strategic leadership and direction for graphic design, creative development, branded merchandise, and Retail Services operations to support organizational engagement, brand consistency, and consumer experience objectives.
15. Leads and develops the marketing, digital, web, brand, and creative teams through strategic direction, coaching, mentorship, operational leadership, accountability, and professional development.
16. Establishes clear operational standards, performance expectations, governance processes, and accountability measures while fostering a collaborative, customer-focused, innovative, and results-oriented team culture. Supports operational workflow management, project prioritization, and enterprise marketing governance processes to improve efficiency, responsiveness, resource alignment, collaboration, and execution across the department.
17. Partners closely with the Supervisor of Enterprise Communications and departmental leadership to ensure alignment between marketing, communications, digital engagement, brand strategy, and organizational priorities.
18. Develops meaningful enterprise marketing metrics, dashboards, and reporting frameworks that provide actionable insights, support strategic decision-making, and demonstrate measurable organizational impact. Communicates strategic direction, campaign priorities, operational expectations, and performance outcomes clearly across the department and organization to support alignment, accountability, and successful execution.
19. Leads marketing budget planning, financial stewardship, vendor oversight, and resource allocation activities to ensure responsible investment management, operational efficiency, and measurable return on investment.
20. Oversees agency relationships, marketing technology vendors, digital partners, consultants, and external service providers to ensure accountability, performance, quality, compliance, and alignment with organizational goals.
21. Ensures contracts, agreements, BAAs, and vendor documentation are maintained in accordance with organizational standards, compliance requirements, and operational expectations.
22. All other duties as assigned within the scope and range of job responsibilities.

Required Education, Credential(s) and Experience:

• Education: Bachelor Degree Marketing Or Bachelor Degree in Communications, Business Administration, Healthcare Administration, Public Relations, or related field.
• Credential(s): None Required
• Experience:
  Required: Seven (7) years of progressive leadership experience in marketing, digital strategy, brand management, communications, or consumer engagement. Demonstrated experience leading teams, managing complex initiatives, and developing integrated marketing strategies
  Preferred: Ten (10) years of progressive leadership experience in healthcare marketing, digital engagement, brand strategy, CRM strategy, or integrated marketing and communications environments.

Preferred Education, Credential(s) and Experience:

• Education: Master Degree Marketing Or Master Degree's in Business Administration, Healthcare Administration, Communication, or related field.
• Credential(s):
• Experience:

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