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Job Summary
The Strategic Marketing Manager is responsible for developing and executing integrated marketing strategies that drive patient growth, strengthen referral relationships, and elevate the healthcare system’s brand across markets and service lines. This role reports to marketing senior leadership and partners closely with clinical, operational, business development, and physician leadership and possibly external agencies to translate organizational priorities into strategic marketing campaigns that enhance reputation and increase brand awareness, demand, and loyalty.

Essential Functions & Responsibilities

Strategic Marketing & Planning

• Develop and execute integrated, enterprise marketing strategies aligned with system-wide growth objectives, service line priorities, and community needs

• Lead go-to-market planning including market segmentation, audience targeting, messaging, channel strategy, and campaign execution

• Conduct market research, including brand health studies, to identify growth opportunities, competitive positioning, and patient acquisition strategies

• Ensure consistent brand positioning and value proposition across all marketing channels and touchpoints

Team Leadership

• Build and lead a superior team by selecting, developing, and evaluating personnel to ensure the efficient operation of the Strategic Marketing function/process.

• Builds strong relationships across departments and with external partners.

• Model, promote, and reinforce a culture of excellence, inclusivity, and accountability by demonstrating professional and ethical behavior, advancing equitable practices, encouraging diverse perspectives, setting clear performance expectations, and addressing concerns promptly and constructively.

• Align, communicate, and champion MWHC’s mission, vision, and values by integrating them into decision-making and daily operations, ensuring transparency and authenticity in all communications, and serving as a visible ambassador in internal and external interactions.

Patient Acquisition & Engagement

• Design and execute acquisition and retention strategies to attract new patients and deepen engagement and strengthen loyalty with existing patients

• Partner with service line leaders to promote clinical programs and access points across markets, as aligned with the organization’s strategic growth goals

• Develop patient journey–based marketing programs that improve awareness, conversion, and loyalty

Physician & Referral Marketing

• Collaborate with physician relations, business development, and clinical leaders to strengthen referral pipelines

• Develop targeted marketing programs for employed and affiliated providers to drive awareness, referrals, and alignment

• Support B2B-style outreach strategies for key referral audiences, including physicians, community partners, and internal stakeholders

Digital, Content & Campaign Execution

• Lead multi-channel marketing campaigns across digital, email, social media, search, paid media, content marketing, and events

• Oversee content strategy and development including website content, blogs, campaigns, video production, email newsletters, and service line materials

• Partner with internal teams and agencies to extend enterprise campaigns into local and regional markets

• Ensure compliance with healthcare regulations, patient privacy laws, brand standards, and accessibility guidelines

Events & Field Marketing

• Support planning and execution of community events, provider outreach initiatives, health education programs, and market-facing activations

• Collaborate with internal teams to ensure events support strategic growth goals and brand visibility

Analytics, Reporting & Optimization

• Define success metrics and KPIs for marketing initiatives, including patient acquisition, referral growth, engagement, and ROI

• Direct campaign performance using CRM, marketing automation, and analytics platforms

• Coordinate data analysis to identify insights, optimize campaigns, and continuously improve marketing effectiveness

• Prepare performance dashboards and executive-level reporting with actionable recommendations

Other duties as assigned

Qualifications:

• Bachelor’s degree in Marketing, Business, Communications, or a related field. Master’s degree preferred

• Minimum of five years of progressive marketing experience, with demonstrated success in acquisition, demand generation, or growth marketing, required

• Minimum of two years of supervisory experience, required

• Experience in healthcare, hospital systems, health services, or a regulated service industry strongly preferred

• Proven track record developing and executing integrated, multi-channel marketing strategies

• Proven experience advising senior leadership and managing multiple complex project strong digital marketing expertise, including SEO, paid media, email marketing, social media, and content strategy

• Experience using data, analytics, and CRM platforms to drive marketing decisions and performance improvements

• Strong project management skills with the ability to manage multiple initiatives simultaneously

• Experience supporting physician marketing, referral development, or service line growth

• Experience collaborating with agencies and managing vendor relationships

• Proficiency with reporting and analytics tools (e.g., Excel, Tableau, Google Analytics)

• Strong written and verbal communication skills, with the ability to translate complex healthcare offerings into clear value propositions

As an EOE/AA employer, the organization will not discriminate in its employment practices due to an applicant's race, color, religion, sex, sexual orientation, gender identity, national origin, and veteran or disability status.

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Required

Physical Requirements: Constant (67-100% of workday) sitting and use of arms and hands; occasional (0-33% of workday) standing, walking, bending, squatting; ability to lift, push, and pull up to 10 lbs.; auditory and visual skills.

Mental Requirements: Possesses critical thinking and analytical skills.  Ability to multi-task.  Ability to communicate effectively and collaborate with a multi-disciplinary team. 

Environmental Requirements and Exposure Hazards: Potential risk of exposure to chemicals. 

“It is the policy of Mary Washington Healthcare to provide reasonable accommodations to qualified individuals with a disability who are applicants for employment or Associates.”

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