OverviewThe Vice President, Marketing oversees all aspects of enterprise-wide marketing at UF Health, leading strategy, execution and performance measurement for marketing initiatives across the health system and operating in a matrixed, multi-region environment. This role is responsible for advancing brand awareness, patient acquisition and engagement by directing a team of marketing leads and ensuring alignment with UF Health's mission, vision and strategic priorities. The VP, Marketing partners with clinical, operational and communications leaders to deliver high-impact campaigns and oversee demand generation advertising and specialty/service line marketing initiatives, optimizing advertising performance and driving measurable results. This role partners with other division leaders to champion a high-performance culture grounded in accountability, innovation and continuous improvement.
Responsibilities- Oversees planning, execution and evaluation of marketing strategies and campaigns for the entire health system, including specialty and service line marketing
- Provides overall strategic direction and marketing input to MarComm division strategy discussions and enterprise initiatives
- Translates enterprise and regional priorities into targeted campaigns that increase awareness, engagement and patient acquisition
- Leads and manages a team of marketing leads across multiple regions, ensuring coordinated, high-performing marketing support tailored to stakeholders tiered by specialty / service line
- Serves as the escalation point for senior stakeholders as needed (e.g., department leaders) regarding marketing strategy, campaign priorities and brand alignment
- Provides leadership oversight for demand generation advertising and health promotion efforts, developing and optimizing campaigns that convert prospects into patients and support system growth objectives
- Partners with other MarComm leaders - including communications, digital and creative teams - to align messaging, brand and outreach efforts with UF Health priorities
- Analyzes market trends, consumer insights and campaign performance; adapts marketing strategies and plans to optimize campaign performance across digital, print, broadcast and experiential channels to maximize awareness, engagement and patient acquisition and enhance reputation; uses analytics to drive results
- Directs development and management of patient- and stakeholder-focused marketing content and assets, ensuring consistency, quality and compliance with brand standards
- Ensures marketing projects are delivered on time, within budget and aligned with enterprise mission, vision and strategic priorities, incorporating emerging tools and technologies when appropriate
- Oversees marketing budget allocation, vendor and agency management and measurement of advertising/campaign ROI
- Mentors, coaches and develops marketing team members to foster a collaborative, data-driven and high-performing culture, emphasizing professional growth, accountability and innovation; explores AI tools to enhance efficiency and boost results
- Works with the Deputy Marketing & Communications Officer to drive adoption of the new MarComm operating model, processes and ways of working
Illustrative Performance Metrics- Brand Awareness and Reach: System campaign engagement; impressions/share of voice; growth in enterprise-wide brand awareness and recognition
- Specialty Marketing Effectiveness: Clinical stakeholder satisfaction and engagement; campaign performance by specialty/service line; growth in targeted segments
- Demand Generation Performance: Advertising click-through rates; lead-to-patient conversion rates; appointment volume and service line growth attributable to marketing campaigns
- Demand Generation & Conversion: ROI and attribution across digital and traditional channels
- Patient Acquisition & Engagement: Increase in patient leads, appointments and engagement from marketing campaigns
- Enterprise Growth: Measurable contribution to enterprise growth objectives
- Team & Operational Effectiveness: Engagement, development and retention of regional marketing leads and teams; efficiency, quality and coordination of campaigns across four regions; effective management of budget, vendors and campaign deliverables
Necessary SkillsLeadership Skills- Effective Written and Verbal Communication
- Executive Presence and Senior Stakeholder Management
- Relationship Building and Management
- Strategic Thinking
- Enterprise Marketing Vision
- Problem Solving
- Data-Driven Decision-Making
- Cross-Functional Collaboration
- Talent Development and Mentorship
- Change Leadership and Operational Excellence
Professional Skills- Enterprise and Specialty Marketing Strategy
- Demand Generation and Patient Acquisition Campaigns
- Media Channel Planning, Advertising Leadership and Campaign Optimization
- Marketing Measurement, Data Analysis and ROI Optimization
- Patient Recruitment and Engagement Marketing
- Brand Management and Content Development
- Superior Written and Verbal Communication and Presentation Skills
- Budget, Vendor and Project Management
- Cross-Functional Campaign Coordination and Stakeholder Engagement
- Familiarity with Health Care, Academic Medicine or Other Complex Environments
- Excellent Judgment
- Ability to Work Independently and Collaboratively as Part of a Team in a Fast-Paced Environment
QualificationsEducation- Bachelor's degree in marketing, advertising, communications, journalism, business or related field required
- Master's degree in relevant area of specialization preferred
Experience- 10+ years of progressive leadership in marketing, preferably in health care, academic health systems or multi-hospital organizations
- Experience leading enterprise or multi-regional marketing teams and initiatives
- Proven success in specialty marketing, demand generation, patient acquisition and engagement campaigns
- Demonstrated ability to influence senior leadership and execute enterprise-wide marketing strategies
