Director, Digital Marketing

2 months ago

Boston, United States Foundation Medicine Full time

About the Job

The Director, Digital Marketing & Events is responsible for the development, execution and measurement of the FMI Clinical organization’s digital marketing and events.

As an experienced digital marketer, this individual will have ownership over all of FMI’s clinical digital marketing, leading development and execution of a holistic digital marketing plan that drives engagement with key target audiences, including providers, payers, and patients, in alignment with FMI’s clinical marketing strategy. This individual will partner closely with the VP of Marketing, Sr. Director of Marketing Strategy & Insights, and Sr. Director Downstream Marketing to define strategy, vision, and roadmap for digital channels to ensure FMI is maximizing these channels to drive and amplify key marketing messaging/content and marketing campaigns.

In addition, with cross-functional input, this individual will lead development and maintenance of FMI’s clinical events calendar, including all national and regional conferences and potentially deliver operational support on key FMI internal events (e.g., Annual Sales Meeting). This position has ownership over planning and operationalizing all aspects of conferences, pre through post event.

The Director, Digital Marketing & Events will continuously analyze and cross-functionally share metrics on the impact of digital marketing and events and implement data-driven improvements, based upon these analyses, to increase FMI’s overall share of voice and business impact in the clinical market.

Lastly, the Director, Digital Marketing & Events will deliver additional marketing operations support on an as-needed basis, such as managing the relationship with FMI’s order fulfillment vendor partner and day-to-day management over FMI’s digital platform that houses all FMI marketing material for FMI field team use.

Key Responsibilities

  • Partner with the VP of Marketing, Sr. Director of Marketing Strategy & Insights, and Sr. Director Downstream Marketing to develop and execute a holistic digital marketing plan that drives engagement with key target audiences, including providers, payers, and patients, in alignment with FMI’s clinical marketing strategy.
  • Recommend and implement ways to increase traffic, open rates, engagement, signups, and new leads.
  • Maintain ownership and lead daily management of all FMI digital marketing channels, including FMI’s websites, search engine optimization, paid search, paid social, email, and digital advertising.
  • Lead and maintain relationship with FMI’s digital marketing agencies; integrate with additional marketing agencies to optimize the marketing budget and achieve business objectives.
  • Maintain ownership and day-to-day management of all digital marketing platforms and manage web properties
  • Measure and report on the performance (vs. pre-set goals) and business impact of digital marketing and conferences; formulate and routinely communicate insights that help inform data-driven adjustments to marketing strategies and tactics.
  • Continue to develop necessary infrastructure for digital marketing and conferences, and associated analytics capabilities.
  • Collaborate closely with the Technology and the Sales Operation teams to optimize use of FMI’s Customer Relationship Management (CRM) system for digital marketing and conference execution and measurement.
  • Work closely with Marketing Leadership on website re-design, liaising with relevant stakeholders to ensure optimal user experience.
  • Coordinate with marketing team members to ensure active promotions and campaigns are represented across digital marketing channels and conferences.
  • Deliver additional marketing operations support on an as-needed basis, including management of FMI’s order fulfillment vendor partner and ownership and day-to-day management of FMI’s digital platform that houses all FMI marketing material for field team use.
  • Support other team members as needed, troubleshooting issues, advising on digital capabilities, and researching new technologies.
  • Other duties as assigned.

Qualifications:

Basic Qualifications:

  • 10+ years of experience in Advertising, Marketing, Public Relations or Communications or equivalent professional experience
  • 7+ years of experience executing marketing strategies and tactics
  • 5+ years of digital marketing experience, including marketing automation, in a professional setting
  • 5+ years of People Management experience
  • Experience working in a regulated setting and handling data in accordance with HIPAA

Preferred Qualifications:

  • Bachelor’s degree
  • Extensive management experience in the digital marketing space
  • Extensive knowledge of current and emerging digital marketing channels and platforms
  • Ability to oversee complex projects and drive flawless execution
  • Extensive experience managing communications in sensitive and urgent situations
  • Experience managing third-party vendors and agency partners
  • Track record of leadership in driving a patient-centered mission
  • Ability to succeed in a fast-paced environment with multiple, competing priorities
  • Strong leadership and interpersonal skills with proven ability to be a collaborative partner
  • Excellent organizational skills with a detail-oriented approach
  • Understanding of HIPAA and importance of privacy of patient data
  • Commitment to reflect FMI's values: Patients, Passion, Innovation, and Collaboration

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