Director, Digital Marketing Analytics and Strategy
Duke University Health System
Location: Durham, North Carolina
Internal Number: 155874
At Duke Health, our mission is to advance health together. As a world-class academic and health care system, we strive to transform medicine and health locally and globally through innovative scientific research, rapid translation of breakthrough discoveries, educating future clinical and scientific leaders, advocating and practicing evidence-based medicine to improve community health, and leading efforts to eliminate health inequalities.
Duke Health includes three hospitals, plus an extensive network of outpatient facilities that include primary care offices, urgent care centers, multi-specialty clinics and outpatient surgery centers. Duke University Hospital is ranked #1 in North Carolina in 2021-22 by U.S News & World Report, with 11 adult specialties and 9 pediatric specialties ranked among the top 50 programs nationally.
To help us achieve our mission, we are looking for talented team members with a passion for keeping the patient at the center of everything we do. In this role, we are looking for someone who can lead our digital marketing strategy by analyzing campaigns and finding new insights that improve the efficiency and effectiveness of our marketing spend.
Job Title: Director, Digital Marketing Analytics and Strategy (Remote)
**This is a Remote Opportunity employee must reside in the following states: NC, CA, FL, GA, MD, NY, SC, TN, TX, VA, and DC.**
The Director of Digital Marketing Analytics and Strategy will lead a team that formulates digital campaign strategies and tactics that meet the goals and objectives of our internal clients. Building on the digital marketing expertise of the team, this role performs in-depth analytics of campaign results to derive impactful strategic insights and provide learnings to optimize media mix and campaign plans. The successful candidate will also have a demonstrated track record in using data visualization to present in-depth findings, build reporting dashboards that incorporate multiple data sources and develop quarterly reports.
Leads a team to develop and implement digital marketing strategies and campaigns to help grow clinical volume for Duke Health, raise awareness about Duke Health clinical services and enhance the reputation of Duke Health locally and nationally.
Develops strategic recommendations that reflect both the knowledge of each service line's business and objectives, as well as creative thinking to continuously drive the business; proactively share ideas and recommendations with marketing leadership and service line team members
Presents insights and recommendations to clients. Recommends strategies and tactics that will result in continuous website, SEO and campaign improvement and growth.
Provides feedback to in-house content and creative teams as well as external vendors to optimize creative content and assets for digital channels.
Implements research and statistical techniques to develop marketing insights and improve direct marketing plans and campaigns across all channels.
Collaborates with analytics team in measuring the success of media campaigns and developing an omnichannel attribution model
Participates in client-specific analyses across all media channels. This could include building statistical models of how media affects key business outcomes, analysis of programs, creatives, offer types and other testing
Develops, benchmarks and tracks success metrics to show return on investment as well as to provide a feedback loop for agency and client teams
Manages ad hoc requests and prioritize projects according to business needs, including developing business requirements for reports based on client needs and specifications
Performs research and analysis of news, issues and trends. Research and disseminate industry information and trends on media, markets, and related metrics.
Preferred Skills & Experience
Strong written and verbal communication skills
Strong visual capabilities for data analysis and presentation
Strong management and leadership skills, including problem-solving skills and ability to exercise sound judgment in decision-making
Effective organizational and project management skills including demonstrated ability to multitask, prioritize effectively and meet deadlines consistently
Experience with lead generation, digital marketing, conversion metrics, and customer acquisition strategies
Experience with CRM software (Salesforce preferred), marketing automation and customer journeys
Demonstrated analytical capability with a focus on converting analysis into strategy
Strong Expertise in Google Analytics (Google 360 preferred)
Ability to build out reporting dashboards and provide insights and recommendations (Google Data Studio preferred)
A Bachelors degree in marketing, business, or other related field
7+ years of relevant experience
Required Minimum Qualifications at this Level
Education: Bachelor's degree in business administration, healthcare administration, marketing, communications or a related field is required.
Experience: Five years of directly related experience is required.
Experienced in the development, execution and measurement of multi- dimensional strategic marketing initiatives. Key experience includes working with all levels of organizational leadership in the adoption of plans and tactics, and making plan course corrections as needed based on emerging information or market evolution. Experience with emerging marketing tools (ie. social media and customer relationship marketing) strongly preferred.
Duke is an Affirmative Action/Equal Opportunity Employer committed to providing employment opportunity without regard to an individual's age, color, disability, gender, gender expression, gender identity, genetic information, national origin, race, religion, sex, sexual orientation, or veteran status.
Duke aspires to create a community built on collaboration, innovation, creativity, and belonging. Our collective success depends on the robust exchange of ideas—an exchange that is best when the rich diversity of our perspectives, backgrounds, and experiences flourishes. To achieve this exchange, it is essential that all members of the community feel secure and welcome, that the contributions of all individuals are respected, and that all voices are heard. All members of our community have a responsibility to uphold these values.
Essential Physical Job Functions: Certain jobs at Duke University and Duke University Health System may include essential job functions that require specific physical and/or mental abilities. Additional information and provision for requests for reasonable accommodation will be provided by each hiring department.
As a world-class academic and health care system, Duke Health strives to transform medicine and health locally and globally through innovative scientific research, rapid translation of breakthrough discoveries, educating future clinical and scientific leaders, advocating and practicing evidence-based medicine to improve community health, and leading efforts to eliminate health inequalities.