As one of the nation’s leading pediatric health care systems, Nemours is committed to providing all children with their best chance to grow up healthy. We offer integrated, family-centered care to more than 300,000 children each year in our pediatric hospitals, specialty clinics and primary care practices in Delaware, Florida, Maryland, New Jersey and Pennsylvania. Nemours strives to ensure a healthier tomorrow for all children – even those who may never enter our doors – through our world-changing research, education and advocacy efforts. At Nemours, our Associates help us deliver on the promise we make to every family we have the privilege of serving: to treat their child as if they were our own.
The Director of Customer Engagement and Digital Marketing is responsible for planning, developing, implementing, optimizing, and maintaining a comprehensive and integrated consumer digital marketing program for Nemours’ to generate new consumers, increase awareness and market share, improve customer engagement and loyalty. Reporting to the SVP/ Chief Marketing Officer, this role will identify and lead digital strategy including: CRM, Content Strategy, Marketing Automation, SEO and SEM, paid and earned social, websites & apps and digital brand experience. This individual will participate as a member of the marketing and communications leadership team, working collaboratively with regional marketing directors as well as enterprise-focused leaders in brand, public relations and enterprise associate communications and the Center for Healthcare Delivery Innovation (CHDI). The successful candidate will develop a roadmap for a marketing technology stack aimed at creating personalized patient and family engagement opportunities. By driving the adoption of digital experiences through these initiatives, the Director will evolve, promote and grow our digital footprint and increase impact.
Digital Marketing Strategy. Lead the organization in developing a team with digital fluency that leverages new technology to create contemporary communication strategy. Lead strategy development for SEO, digital campaigns, email marketing, landing page conversions, paid and earned social, websites & apps.
Marketing Technology and Integration. Guide decisions about marketing technology stack and data integrations including CRM, CMS, Engagement Center, marketing automation, survey tools, web, mobile and social media platforms.
Platform & Database Management. In collaboration with the CHDI, oversee the administration and technical aspects of key marketing systems (marketing automation, CRM, CMS) and lead management processes across these systems.
Lead Nurturing. Lead team to analyze and interpret customer behaviors and patterns, create strategy for nurturing leads through a mix of optimized calls-to-action and content channels with a focus on conversion rates.
Regulatory Compliance. In collaboration with the privacy officer, maintain expertise on subject matter regarding on the latest regulations on marketing guidelines outlined under PHI and PII as used in privacy law and information security and ensure all precision campaign activities adhere to these guidelines.
Journey Mapping. Understand the customer’s journey and help create a competitive advantage by leading efforts to optimize external and internal digital touchpoints. Collaborate cross- functionally with CHDI team to conceptualize and form website improvements and features as well as evaluate the usability of online properties.
Marketing Analytics. Lead team responsible for gathering and analyzing data to make recommendations for optimizing campaign performance and reporting on the impact of precision marketing efforts. Hardwire a process for developing a connection between consumer insights and content strategy. Drive testing, reporting, optimization and analysis on channel performance to identify key levers and opportunities for improvements. Requires close collaboration with CHDI for web analytics.
Campaign Management. Lead team in the design and development of interactive digital assets and partner with developers to create compelling interactive experiences.
Awareness and Reputation. Develop and execute a digital marketing strategy that compliments Nemours off-line marketing strategy to grow Nemours’ audience reach and elevate brand awareness.
Staff Management and Performance Transformation. Hire, supervise and motivate staff to ensure optimal productivity against specific quality standards. Establishes goals and objectives, best practices to measure against while providing feedback and evaluating performance. Foster marketing staff to develop new areas of expertise related to precision and digital marketing. Identifies opportunities to enhance the sophistication of the marketing team by recruiting new skill sets and team members.
Multifunctional Team Leadership. Work closely with the CHDI and collaborate with other departments to ensure alignment with Nemours initiatives. Lead matrixed teams consisting of direct reports as well as members of other corporate functions.
Additional miscellaneous duties and responsibilities, as may be assigned from time to time by employee’s supervisor.
Leadership and Innovation. Establish best practice for the marketing organization by experimenting with new marketing technologies and strategies focused on engagement and acquisition.
Professional Development. Stay abreast of health care, marketing, and technology-related issues to serve as a knowledgeable leader and system resource. Maintains skill levels in technology tools required to perform job requirements. Develops self and staff through formal and information training programs and experiences.
Problem Solving. Demonstrates ability to identify issues and develop effective solutions including seeking underlying problems, exploring all appropriate sources for answers and using factual and intuitive analysis to seek solutions beyond the obvious.
Team Culture. Works effectively in a team oriented environment and educates others in the organization about the Digital Strategy and CRM.
BA/BS degree in Business, Marketing, Communication or related field; MBA preferred or equivalent degree
7+ years of corporate and/or agency experience in digital marketing required
Proven ability to innovate and deliver digital marketing campaigns that are impactful, drive sales and ROI
Experience in developing digital marketing strategies
Exceptional knowledge of digital trends and social media technologies that will drive digital audience growth
Experience in planning and managing budgets across channels while achieving high volume growth targets
Experience with attribution modelling is a plus
Data driven, with experience in relevant web analytics platforms (e.g. Google Analytics, 1010 Data, Adobe Analytics); you possess strong quantitative and qualitative analytical skills.
Advanced computer skills, proven experience in Excel
Our dedication to professionals who are dedicated to children frequently earns Nemours a spot on the list of top workplaces in the communities we serve. Our Associates enjoy comprehensive benefits, including our unique “Bridge to a Healthy Future” pediatric health plan, an integrated wellness program, opportunities for professional growth, and much more. As an equal opportunity employer, Nemours focuses on the best-qualified applicants for our openings.
Nemours is a pediatric health system of hospitals and specialty clinics serving children and families throughout the Delaware Valley and Florida. Our dedicated professionals integrate medical care, research, health education, and prevention to help improve the lives of children every day.