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Executive Director Marketing Insights

4 months ago

Baltimore, Maryland, United States Johns Hopkins Medicine Full time

POSITION SUMMARY

The Executive Director, Marketing Insights & Analytics reports to the Chief Marketing Officer of JHM with a focus on driving the insights agenda to support marketing as well as developing business and marketing campaign analytics. This position will provide a strategic and business mindset in the broader healthcare landscape to devise the insights and analytics agenda and derive solutions for how to grow a healthcare business in a healthcare environment. This role will lead and distill complex research and behavioral analytics data into clear, compelling narratives for growing the business. This position will play a critical role in developing a consumer-centric, data-driven culture on the team. This position will serve as a thought leader for the system in understanding the needs of consumers, defining the business opportunity for how and where to invest marketing dollars, and ultimately, to measure the success of all marketing initiatives across the system. By evaluating data and insights from extensive and integrated data sets, this role will enable data-driven decisions to improve the effectiveness and efficiency of marketing programs, product and service delivery, as well as consumer experience.

REPORTING RELATIONSHIP:

Executive Director, Marketing Insights & Analytics reports directly to Chief Marketing Officer of JHM

KEY DUTIES INCLUDE:

  1. Defining insights (research) agenda for consumers, physicians, geographies, and key functions
  2. Develop technology and analytics infrastructure to support data collection, data mining, and dissemination via new strategies for growth
  3. Facilitate business decision-making with key service line marketing and department stakeholders through the use of data analysis
  4. Develop an opportunity assessment model using market data and operational readiness data to prioritize marketing investments
  5. Manage relationships with key vendors delivering various components of research and analytics capabilities
  6. Collaborate with teams across the system to ensure effectiveness and efficiency of campaigns such as finance, IT and strategic planning
  7. Create reporting and dashboards for key departmental goals and objectives and report out to the team on a regular basis
  8. Design and execute qualitative and quantitative research studies that deliver actionable insights

EDUCATION & EXPERIENCE

  • Bachelor's Degree in Data Science, Engineering, Business or in related field. Post graduate degree strongly preferred.
  • 10+ years of progressively responsible related experience leading insights and data analytics for a brand;
  • 5-7 years of management experience with significant business impact.
  • Healthcare experience and deep knowledge of service line strategy, access data, market opportunity assessment data preferred.

Required Licensure, Certification:

  • Google Analytics Certification preferred
  • CRM tool certification preferred
  • Data visualization tool certification preferred

Knowledge:

  • Technical experience to include broad array of analytics and research tools including CRM, voice of customer, data analysis/visualization, web analytics, business analytics, and more.
  • Working knowledge of online marketing, SEO, SEM, SMS, display advertising, social media, user journeys, segmentation and personas, user experience, survey and feedback tools, CRM/PRM (Salesforce, Microsoft, or other), website reporting tools and experience/web analytics
  • In depth working knowledge of the various technologies, e.g. Google AdWords, Google Analytics, Google Search Console, retargeting, social marketing (Facebook, Twitter, LinkedIn, etc.), Google Tag Manager, Conductor, Foresee, Cision, Vision Critical, Experian Mosaics, Yext, Healthgrades, Salesforce Marketing Cloud, Microsoft Azure etc.
  • Knowledge of data warehousing, data structuring techniques such as modeling of multi-fact and dimensional modeling and how to access this data through business intelligence tools
  • Understanding of how to gather requirements and use cases from end users for visualization of data
  • Basic understanding of Health Insurance Portability and Accountability Act (HIPAA) requirements

JHM prioritizes the health and well-being of every employee. Come be healthy at Hopkins

Diversity and Inclusion are Johns Hopkins Medicine Core Values. We are committed to creating a welcoming and inclusive environment, where we embrace and celebrate our differences, where all employees feel valued, contribute to our mission of serving the community, and engage in equitable healthcare delivery and workforce practices.

Johns Hopkins Health System and its affiliates are drug-free workplace employers.