Director, Market Insights

Overview:
Versiti is a fusion of donors, scientific curiosity, and precision medicine that recognize the gifts of blood and life are precious. We are home to the world-renowned Blood Research Institute, we enable life saving gifts from our donors, and provide the science behind the medicine through our diagnostic laboratories. Versiti brings together outstanding minds with unparalleled experience in transfusion medicine, transplantation, stem cells and cellular therapies, oncology and genomics, diagnostic lab services, and medical and scientific expertise. This combination of skill and knowledge results in improved patient outcomes, higher quality services and reduced cost of care for hospitals, blood centers, hospital systems, research and educational institutions, and other health care providers. At Versiti, we are passionate about improving the lives of patients and helping our healthcare partners thrive.

Position Summary:
Under the guidance of the Executive Vice President and Chief Marketing Officer, the Director of Market Insights & Strategic Operations (MISO) at Versiti plays a crucial role in steering the organization towards its strategic objectives. This pivotal position involves harnessing a blend of marketing strategy, business analytics, and sales operations expertise to uncover and exploit market opportunities and bridge current gaps. The Director of MISO will harness analytical and strategic expertise to drive organizational growth through actionable insights. This leadership role will serve to enhance decision-making with advanced analytics and deliver measurable and significant impact on our market share and margins. As a key strategic partner, this position will uncover B2B and B2C opportunities through deep collaboration across various teams, shaping our direction with targeted insights aligned to our objectives. Vision and analytical skills are crucial to advancing Versiti's life saving mission, ensuring every strategy delivers meaningful outcomes aligned with the Versiti vision.

Responsibilities:
Strategic Leadership and Partnership • Establish a close working partnership with the CMO to dynamically manage organizational priorities. • Perform under direction of the CMO as the Long Range Plan (LRP) lead and annual marketing division Business Plan implementor. • Spearhead the identification and prioritization of strategic marketing initiatives, often serving as the project lead across marketing groups (corporate, field, portfolio and business development). • Lead the division to advance and execute best in class digital marketing initiatives that achieve donor collection KPI improvement year-over-year. • Actively refine and perform as a trusted advisor to business leads on comprehensive marketing strategies across portfolio, field and corporate marketing and philanthropy. • Nurture coaching relationships and provide strategic guidance to the marketing team. • Promote a forward-thinking atmosphere that champions continuous enhancement of marketing operations and processes. • Forge partnerships with technology, product, data science, and operations teams to augment marketing capabilities. • Develop a close relationship with Finance and partner with the CMO to manage the marketing budget.

Data and Analytics Strategy • Lead development of scorecards and metrics around strategic initiatives and assist in calculating ROI for marketing tactics. • Partner with cross-functional partners to drive data strategy across organization to establish data governance, aligned systems, and automation to enable higher level insights on donor retention, collections, operational capacity and efficiency, and growth opportunities • Oversee insights and improvement areas based on an integrated NPS program. • Develop analytical tools that provide a predictive outlook. • Provide strategic guidance and analytical support to Donor Services staff that helps them enhance scheduling optimization and achieve process improvement.

Operational and Process Efficiency • Responsible for developing field team sizing, territory mapping, and field team compensation calculations (Sales Commission Plan and Execution) • Support blood resource sharing strategy and partner management. • Lead team to connect and interrelate disparate ideas/data points for operational efficiency. • Enable team to work independently, recognizing when to involve key stakeholders. • Provide strategic guidance to the Blood Operations Planning team, ensuring optimal resource distribution.

Technology and Innovation Management • Develop and manage the organization's CRM systems including HemaConnect and Salesforce. • Collaborate with the IT department to optimize our marketing technology stack. • Implement a robust marketing operating model that harnesses technology and data. • Oversee the implementation and operationalization of Salesforce CRM. • Spearhead the division's strategic adoption of AI technologies to optimize marketing strategies.

Team Development and Culture Building • Set explicit performance expectations, conduct regular evaluations, and offer professional development opportunities. • Manage the creation of targeted customer segments and personas, tailoring our messaging and content strategy. • Assess, advise, and support the integration of innovative solutions, agency partnerships, and marketing technologies. • Your comprehensive role not only positions you as a strategic leader and catalyst for innovation but also emphasizes your critical contribution to adopting and integrating advanced technologies and data-driven strategies within the organization. Your efforts will significantly impact driving growth, enhancing efficiency, and fostering a culture of continuous improvement and technological advancement.

Performs other duties as required or assigned which are reasonably within the scope of the duties in this job classification

Understands and performs in accordance with all applicable regulatory and compliance requirements

Complies with all standard operating policies and procedures

Qualifications:
Education

Bachelor's Degree required

Master's Degree MBA preferred

Experience

7-9 years experience in market research, analytics, and/or customer operations required

4-6 years experience in team management, including building, developing and coaching talent required

Healthcare industry experience preferred

Knowledge, Skills and Abilities

Strong background in analytics and data science, with a proven track record of using data to drive decision-making and business improvements. Ability to understand and interpret complex data from disparate sources,and aligning them to extract insights. required

Experience with CRM systems like Salesforce, and an understanding of how to leverage technology and AI in marketing strategies. required

Experience in operational management, including process optimization and efficiency improvements. required

Demonstrated leadership skills to include effective verbal and written communication, problem solving, decision making, conflict resolution, and the ability to influence others across all levels of the organization. Proven track record in developing and coaching leaders. required

Highly developed analytical, critical thinking, deductive reasoning and problem-solving skills, with the ability to effectively communicate and interpret technical financial information. required

Sales operations processes and systems to lead team through managing incentive processes. required

Possess high ethical standards and values, personal integrity, and honesty. required

B2B and B2C business performance assessment, understand drivers and barriers, help business implement changes. required

Ability to travel to include out-of-region and overnight (approximately 10% of time) required

Tools and Technology

Personal Computer (desktop, laptop, tablet) required

General office equipment (computer, printer, fax, copy machine) required

Microsoft Suite (Word, Excel, PowerPoint) required

 

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