Executive Director Marketing Auto and CRM DIG

THE ROLE

The Executive Director, CRM & Automation is responsible for developing and executing Providence’s digital engagement and marketing automation strategy. The Executive director will own, start to finish, accountability for the financial performance of the CRM program. This role will utilize marketing automation tactics to create relevant, personalized, triggered campaigns that will drive incremental marketing return, patient acquisition and retention, and maximize lifetime value for existing Providence patients at scale.

The role is perfect for a smart, process-oriented, data-driven marketer who’s passionate about how consumers interact with online experiences. The Executive Director position requires the ability to operate on both a strategic and tactical level. You will create complex experiments, analyze results, and structure scalable programs across multiple channels.  Ideally, you have worked in a large organization with multiple brands and you understand the opportunities and complexities of working in such a large organization. 

The Executive Director is accountable for Providence’s marketing automation journeys and will oversee a team of SMEs who develop and execute all direct marketing campaigns including audience identification, list selection (email, SMS, direct mail), journey orchestration and deployment, writing/designing/coding all emails, test set up and analysis, and performance analysis. Your team will be responsible for mining our CDP to find the most profitable segments for targeting and determining when, how frequently, and in which channel communications should go out.

You will work with a larger team of data enthusiasts, who are reaching across the Healthcare-IT-aisle to marry medical history with modern marketing technology, while ensuring that we are compliant with health care and consumer data privacy regulations. From day one you'll need to effectively balance day-to-day business needs with larger strategic initiatives that the team is working on and provide your expertise to ensure that we are planning and building for the future.

ESSENTIAL FUNCTIONS

The job duties are essential functions of the position. However, other duties may be assigned, and may also be considered essential functions of the position.  The caregiver must be sufficiently fluent in the English language to satisfactorily perform the essential functions of the position.  The degree of fluency required will vary depending upon the nature of the position.  Caregivers are expected to honor the Mission, Values, Vision, and Promise and adhere to the Code of Conduct, policies, and standards of the organization.  For direct patient roles:  Performs and maintains currency of essential competencies as required by specific area of hire and populations served. 

• Start to finish accountability for developing CRM strategies and automation journeys that drive patient acquisition, retention, and lifetime value while meeting the goals and objectives of the business overall, including incremental revenue and margin. 
• Partner with regional marketing AVPs to ensure that campaigns respect regional differentiations and goals.  
• Set up both short and long-term measurable testing plans that can be executed to optimize campaign performance. 
• Partner with analytics to understand the effectiveness of campaigns and report back to stakeholders accordingly.
• Be an in-house expert for CRM and marketing automation processes, vendors, and compliance. 
• Lead the team in setting up an advanced automation program that utilizes machine learning and AI to drive next best actions and 1:1 personalization for consumers and patients in real time. 
• Hire, train, retain, and mentor CRM & Automation experts to bring your vision to life. 
• Be the storyteller for your team – evangelizing the work and educating others on the program. 

QUALIFICATIONS

• Bachelor’s Degree in Marketing, Business, Math; or equivalent experience
• Master’s Degree in Marketing, Business, Math; or equivalent experience (preferred)
• 12 years  of experience leading direct mail, email, and SMS strategy and execution
• 12 years of experience in advanced direct marketing targeting using a variety of different segmentation approaches including propensity and consumer segmentation models.  
• 10 years of experience in working in a large, complex organization in progressively responsible leadership roles
• 10 years of hands-on experience with CRM & Automation tools such as Salesforce or Oracle
• 8 years of experience with modular email templates and 1:1 personalization including the use of digital asset managers, content management platforms, and personalization engines
• 8 years of experience working within consumer data privacy compliance – preferab