Marketing Associate Director - (Industry Segment Programs)

BASIC FUNCTION

The Marketing Associate Director, Industry Segment Programs is responsible for developing Clinical Effectiveness (CE) audience messaging and integrated marketing programs to attract buyers to the CE portfolio across the NA Provider Market Segment. Through a deep understanding of the CE buying journey in key healthcare industry segments, this role will lead the execution of the audience messaging framework and bring key messages to market through marketing programs, demand generation campaigns, sales enablement and reputation programs. This role requires a highly collaborative and integrated marketing approach to lead and work with cross-functional teams across the CE organization

ESSENTIAL DUTIES & RESPONSIBILITIES

As a key programs leader in CE marketing, this role will work closely with the NA Provider leadership team, content team, revenue marketing, digital experience, and partner with product marketing to ensure cohesion in market messaging.

• Develop and communicate customer-focused buying journeys for CE’s solutions, including buyer, influencer, and user interactions

• Identify key roles in the buying process and develop value messaging unique to role

• Create and communicate the audience messaging blueprint for use in customer-facing marketing programs

• Develop, manage, and measure a program framework and recommend programs and campaigns that will drive measurable impact in the NA Provider segment

• Drive channel activation by collaborating with revenue marketing leads to align activities across the buyer journey

• Leading content strategy across the segment to up-level market perception of CE’s solution impact and value

• Utilize communication programs, thought leadership and customer stories to support CE’s value message and reputation

• Lead elements of global program and campaign planning, working closely with the Revenue Marketing team and NA Provider segment leadership team

• Partner with third parties and agencies to research and adapt trends and content into Global Audience Programs

• Integrate core product messaging into messaging with value-based audience impact

• Serve as a key member of the GTM team for new product launches, ensuring 100% GTM readiness prior to product launches

• Work closely with Global Communications team members to develop PR and thought leadership approaches which advance CE’s brand and impact within the segment

• Anticipates business and industry issues and recommends key inputs to CE’s three-year plan (VSP)

• Communicates complex ideas (internally and externally) and drives adoption of different points of view grounded in data

• Manage and monitor program and campaign performance against scorecards and KPIs, and recommend optimization

OTHER DUTIES

• Ensure cross-functional teams are executing effectively through regular goal reviews and monitoring of KPIs

• Effective program and campaign management

• Performs other duties as assigned

JOB QUALIFICATIONS

Education:

• Bachelor’s degree or equivalent required

Experience:

• Minimum of 10 years of broad marketing experience, with a history of addressing the needs of a large multi-product portfolio that serves the needs of multiple customer personas

• Minimum of 5 years of experience in healthcare/healthcare IT

• Experience managing large scale programs for large US hospital systems

• Demonstrated ability managing content development – from ideation to delivery •Strong analytical skills, research orientation, and experience transforming a vision into an operational plan

• Experience developing global campaigns and executing through a multi-regional model

• Exposure to account-based marketing and digital marketing capabilities

• Experience managing communication, PR, and/or thought leadership programs