HCA, Hospital Corporation of America AVP of Integrated Marketing (Capital Division) in Richmond, Virginia
GENERAL SUMMARY OF DUTIES: This person will oversee division-wide Digital Asset and Customer Relationship Management (CRM), up to and including all HCA-owned websites, all vendor and partner relationships (Healthgrades, Sharecare, Contact Center, TrueMedia, Google, Facebook, eHC, etc.), email marketing campaign support, social and content marketing strategic processes, development and maintenance of comprehensive CRM tools for ongoing patient acquisition and development, and all reporting and analytical aspects therein, up to and including monthly and quarterly executive dashboards, customized by market/facility.
This person will oversee division-wide Creative Services execution, including application of division- and market-specific brand strategies, development of creative assets (both traditional and digital media) as requested by facility marketing staff, management of vendor and partner relationships (Media Works, stock photography licensure, content marketing software, etc.), and collaboration with facility marketing leaders on creative strategies and industry best practices for design and evolving communication methods, while maintaining ROI-centric policies and procedures for all department activities.
DUTIES INCLUDE BUT NOT LIMITED TO:* 1. Create data-driven, measureable marketing solutions that can be used at scale across all relevant business platforms. 2. Facilitate strong relationships across corporate and division marketing teams on all efforts associated with their perspective employed practices in order to provide cohesive marketing that complements both facility and market-wide strategy. 3. Identify opportunities to activate online influencers, including online advertising, social media channels, videos, blogs, community partners, and other opportunities for organic, and in some cases, viral, exposure. 4. Understand and direct all activities and personnel related to digital assets and partnerships (websites, physician profiles, social media, vendor partnerships, etc.) in concert with facility and division marketing leadership, noting budget constraints and evolving market dynamics. 5. Understand and direct all creative execution activities and personnel with regard to ROI-driven facility needs. Help prioritize activities and set expectations with facility leadership as to capabilities, timelines, and projects. 6. Regular communication to leadership on project development, timelines and results. 7. Perform other duties as required.
QUALIFICATIONS: • Bachelor’s Degree in Communications, Business, Health Administration or related field. Masters preferred. • 10 years in large-scale marketing environments, with healthcare industry experience preferred • Knowledge and experience in all disciplines of marketing, including advertising, digital, events, media, creative production, direct mail, social media, content marketing, and emerging media as appropriate. • Exceptional communication (both listening and writing) skills at both entry and executive levels, with the ability to resonate at all organizational levels. • Experience in the digital interaction space (social media, blogging, etc.), for personal or professional use. • Excellent analytical and creative writing skills. • Ability to coordinate and prioritize duties for multiple campaigns and clients. • Proficient with Microsoft Excel and ability to analyze and understand business financial reporting. • Understanding of basic coding languages (HTML, etc.) and proficiency with Adobe Photoshop or Acrobat Pro.
Title: AVP of Integrated Marketing (Capital Division)
Location: Virginia-Richmond-Richmond FSC
Requisition ID: 25505-34656