Marketing and Communications Manager

Number of Job Openings Available:

1

Date Posted:

February 14, 2025

Department:

16000710 Brand Expression

Shift:

Day (United States of America)

Shift Length:

8 hour shift

Hours Per Week:

40

Union Contract:

Non-Union-NCT

Weekend Rotation:

Other

Job Summary:

Oversees and is responsible for the Marketing Strategy and Provider Marketing teams. Develops and executes marketing strategies to evolve Allina's marketing strategy, with a focus on clinical service lines and providers. Partners with organization leadership to identify and drive areas of strategic growth through patient acquisition, loyalty, and provider marketing strategies. Oversees marketing requests and key campaigns.

Key Position Details:

• Position will be primarily remote - will include quarterly meetings onsite at the Commons in Minneapolis as well as on an as needed basis for projects
• Full time position
• 8-hour, day shifts
• Occasional weekends / evening work - Will be part of an on-call communication structure rotation to handle issues as they arise - this work can be done remotely

Job Description:

Principle Responsibilities

• Lead Marketing Strategy and Service Line Planning
  • Fosters relationships with key leaders and executive stakeholders of the organization’s clinical service lines, to ensure close partnership on strategic marketing and annual planning.
  • Leads marketing strategies to impact and influence customer attitudes, behaviors, and choices.
  • Oversees strategy, annual planning, and execution of marketing for business units and leaders. Implements brand strategies into marketing strategies, brand plans, brand positioning and go-to-market strategies.
  • Analyzes market research, market data and consumer insights to understand consumer and market opportunities to inform marketing strategies.
  • Facilitates necessary competitive research, to draw key insights to inform marketing strategy, and keep team/stakeholders apprised of relevant market activity.
  • Identifies, presents, and implements opportunities to further enhance brands, analyzing brand positioning and leverage consumer insights to help inform strategies and executions.
  • Oversees development and execution of measurement plans and performance reporting, ensuring appropriate tracking and performance indicators to drive improvement of strategies.
• Lead Provider Marketing
  • Leads Allina Health’s approach to provider marketing, with focus on developing marketing channels and ensuring nuanced understanding of provider relationships, needs, pain points, referral patterns and payer considerations.
  • Enhance reputation of employed and newly employed providers through marketing initiatives, provider profiles, awards, and provider-to-provider programs.
  • Align provider marketing strategies with service line marketing to advance organizational business objectives – through provider persona development, journey mapping, messaging, positioning, and content development.
  • Oversee measurement, reporting and optimization for key provider marketing metrics.
• Marketing collaboration
  • Develops integrated marketing, brand, experience, and communication plans to drive the business with measurable and attributable impact from marketing efforts.
  • Provides strategic support and organization around major brand initiatives.
  • Monitors and understands stakeholder goals, consumer research, market trends, and competition to evaluate potential impact to marketing strategies.
  • Collaborates with channel owners across marketing and throughout the organization on areas including reputation management, web development, creative design, social media, public relations, and internal communications.
• Team management
  • Direct the efforts and priorities of the Marketing Strategy team, including contractors/vendors, by coordinating assignments and managing performance.
  • Prioritizes marketing tactics and strategies of team based on alignment with larger organizational strategy and or impact to local or system wide.
  • Develops and oversees budgets and financials for marketing strategy team and assigned projects.
  • May participate in the preparation of a department or business unit budget.
  • Provide direction and feedback to team on an ongoing basis, in support of professional development of direct reports and the overall team.
  • Other duties as assigned.

Job Requirements

• Bachelor's degree in Marketing, Business, or a health care related field required
• 5 to 7 years of experience in marketing strategy required
• 5 to 7 years experience managing people pre