Assoc. VP, Enterprise Marketing Strategy

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CORE JOB SUMMARY

The Assoc. VP, Marketing Strategy oversees all marketing portfolios enterprise-wide driving growth and reputation for the University of Miami and UHealth. This role directs strategies for patient and student acquisition, retention, and loyalty across clinical lines and academic schools. As the primary marketing consultant for the health portfolio, the AVP leads a team of portfolio managers responsible for UHealth service lines, research pillars, University school and colleges and enterprise programs. The AVP applies deep knowledge of the academic medicine landscape to align customer insights with business goals, championing data-driven decision-making and serving as a strategic partner to senior leadership to ensure aligned execution across the enterprise.

CORE JOB FUNCTIONS

1. Drives integrated marketing strategies across digital and traditional channels, and collaborates with functional AVPs to plan, execute, and measure multi-channel efforts.
2. Partners with senior UHealth service line, hospital, and administrative leadership to shape growth strategies, and serves as the chief marketing consultant to align clinical goals.
3. Collaborates with University Deans and leadership to develop and execute enrollment and acquisition marketing strategies for undergraduate and graduate programs.
4. Oversees portfolio managers responsible for scoping marketing requests, and builds team capabilities by setting clear expectations and coaching on performance.
5. Establishes repeatable methods for scoping incoming requests, allocating resources, and recommending tactics to achieve measurable goals.
6. Ensures the development of comprehensive, insight-led marketing plans across all portfolios, including channel strategy, messaging, and budget alignment.
7. Maintains strong awareness of consumer and market trends, and ensures strategies reflect the voice of the customer across patients, students, alumni, and community stakeholders.
8. Presents strategic goals, investment rationales, and timelines to senior leadership and peers, clearly articulating the approach and intended outcomes.
9. Leads the presentation of marketing impact to key constituents, and translates performance data into clear insights, implications, and recommended actions.
10. Achieves quarterly and annual growth goals across portfolios, including demand generation, enrollment, conversion, and reputation outcomes.
11. Drives the optimization of investments and tactics to improve pipeline performance and sustain demand across clinical and academic portfolios.
12. Establishes measurement standards and reporting cadences, and uses qualitative and quantitative insights to evaluate effectiveness and course correct.
13. Partners with analytics, enrollment, and business intelligence teams to ensure measurement approaches align to portfolio objectives and business outcomes.
14. Minimizes silos by aligning planning, activation, and reporting across partner functions, and leads cross-functional teams toward shared outcomes.
15. Ensures internal control oversight and compliance with laws and regulations, safeguarding of assets, compliance with University policies and procedures, reliability of internal and external reporting, and efficiency and effectiveness of operations. Creates an effective control environment, conducts risk assessment, implements and monitors controls.

This list of duties and responsibilities is not intended to be all-inclusive and may be expanded to include other duties or responsibilities as necessary.

CORE QUALIFICATIONS
Education:
Bachelor’s degree in relevant field required

Experience:
Minimum 10 years of relevant experience required

Certification and Licensing:
Refer to department description for applicable certification requirements

Knowledge, Skills and Abilities:

• Strategic Leadership: Commitment to the University's core values, mission and vision. Understands the strategic vision and major initiatives to lead and influence across departments to achieve goals and drive strategic initiatives.

• Operational Transformation: Ability to drive operational efficiency.

• Change Leadership: Ability to lead organizational change initiatives, fostering a culture of inno