Director of Integrated Media Strategy

2 weeks ago

New York, United States NYU Langone Health Full time

**NYU Langone Health** is a world-class, patient-centered, integrated academic medical center, known for its excellence in clinical care, research, and education. It comprises more than 200 locations throughout the New York area, including five inpatient locations, a children's hospital, three emergency rooms and a level 1 trauma center. Also part of NYU Langone Health is the Laura and Isaac Perlmutter Cancer Center, a National Cancer Institute designated comprehensive cancer center, and NYU Grossman School of Medicine, which since 1841 has trained thousands of physicians and scientists who have helped to shape the course of medical history. At NYU Langone Health, equity, diversity, and inclusion are fundamental values. We strive to be a place where our exceptionally talented faculty, staff, and students of all identities can thrive. We embrace diversity, inclusion, and individual skills, ideas, and knowledge. _For more information, go to _nyulangone.org_, a_nd interact with us on _LinkedIn_, _Glassdoor_, _Indeed_,_ _Facebook_, _Twitter_, _YouTube_ and _Instagram_._

**Position Summary**:
We have an exciting opportunity to join our team as a Director of Integrated Media Strategy.

The Director of Integrated Media Strategy at NYU Langone Health (NYULH) is a leadership role responsible for driving the strategy and development of innovative, audience-centric media plans tailored to diverse patient segments and healthcare professionals. This role will shape a new level of integrated, data driven paid media strategies for the Communications & Marketing (C&M) department.
Reporting directly to the Sr. Director, Program Measurement and Strategy, this role owns the media investment and 360 media integrations across paid, owned, and earned channels. This high-visibility role involves close collaboration with a dynamic marketing strategy team and cross-functional NYULH stakeholders in order to ensure alignment with the health system's mission to drive brand reputation and appointment volume.

**Responsibilities**:

- Strategy & Planning_
- Partner with the Sr. Director of Program Measurement and Strategy to develop the media strategy for integrated marketing campaigns that drive C&M goals. Specifically own the end-to-end strategy, planning, implementation, integration and execution process of paid media across full funnel investments
- Lead media agencies to drive integrated media strategies and oversee the creation of tactical media plans that drive significant impact and move both brand and institutional metrics
- Ensure paid strategies are integrated into a broader 360 strategy encompassing traditional, digital, social, search, and brand partnerships among other channels
- Develop a learning agenda of testable hypotheses to improve the efficiency of ad spend and continuously identify/ideate on high-potential creative and/or content assets. Ensure each campaign is approached with a rigorous test and learn mindset (audience + creative + media test and learns)
- Work closely with agency and media partners to identify opportunities for alpha and beta tests
- Champion impactful paid media storytelling across audience journeys in partnership with cross-functional teams (Brand Experience, Content Development and Strategy, Enterprise Communications, and Media Relations), ideating new creative and/or content media strategies that resonate with priority audiences and drive conversion
- Leverage insights, learnings, and audience measurement modeling to help determine the right channel mix
- Stay abreast of industry trends and emerging media opportunities, integrating these insights into media planning strategies
- Develop and grow partnerships with current or emerging leaders in media and technology
- As needed, develop new processes with C&M team members to ensure ads follow best practices and iterate based on past learnings
- Manage direct report(s) as applicable
- Proactive project management leadership, including but not limited to managing reporting on project status, deliverables and refining processes between teams
- Collaboration_
- Collaborate closely with other C&M teams (Brand Experience, Content Development and Strategy, Enterprise Communications, and Media Relations) to develop paid strategies while ensuring cross-channels campaigns are integrated and cohesive
- Collaborate with team leads on development of learning agenda, and KPIs to measure and optimize integrated marketing campaigns
- Build strong, positive relationships across cross functional departments within the organization
- Work effectively within a highly matrixed organization
- Performance and Reporting _
- Oversee media agency teams in weekly/monthly/quarterly campaign reporting efforts and align on optimization recommendations
- Lead media agency team in recapping performance and providing insights to campaign leads and integrated agency teams that aid in making optimization decisions for future campaigns
- Continuously monitor and analyze campaig

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