Executive Director Marketing Auto and CRM DIG

Description

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

• 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 preferably in regulated industries
• 5 years of experience with managing a technical CRM team
• 2 years of experience using media mix and multi touch attribution models to guide segmentation and frequency decisions
• 1 year of experience with utilizing AI tools in automation (preferred)
• Demonstrated problem solving skills
• Demonstrated analytical data-driven approach
• Effective leadership through influence
• Demonstrates a high commitment to quality
• Demonstrates project management skills
• Effective written and oral communication skills as appropriate for audience
• Systems thinking - the ability to see how parts interact with the whole ('big picture' thinking)
• Excellent collaboration and team building skills
• Effectively manages to project deadlines and escalates issues as appropriate
• Knowledge of consumer data privacy compliance
• Strong analytical, prioritization, and troubleshooting skills.

About Providence

At Providence, our strength lies in Our Promise of Know me, care for me, ease my way. Working at our family of organizations means that regardless of your role, we'll walk alongside you in your career, supporting you so you can support others. We provide best-in-class benefits and we foster an inclusive workplace where diversity is valued, and everyone is essential, heard and respected. Together, our 120,000 caregivers (all employees) serve in over 50 hospitals, over 1,000 clinics and a full range of health and social services across Alaska, California, Montana, New Mexico, Oregon, Texas and Washington. As a comprehensive health care organization, we are serving more people, advancing best practices and continuing our more than 100-year tradition of serving the poor and vulnerable.

Requisition ID:
341501
Company:
Providence Jobs
Job Category:
Communications & Marketing
Job Function:
Marketing/Public Relations/Community Affairs
Job Schedule:
Full time
Job Shift:
Day
Career Track:
Leadership
Department:
4007 SS INN DIG DEX ECOMMER
Address:
CA Irvine 3345 Michelson Dr
Work Location:
Providence Health System Office-Irvine
Workplace Type:
Remote
Pay Range:
$96.83 - $164.86