The Marketing Manager is responsible for the development and execution of marketing plans for the Association’s products and services. In addition, the position is responsible for measuring and monitoring the effectiveness of marketing initiatives and continuously improving the application of marketing strategies on an ongoing basis.
Duties and Responsibilities:
Marketing Planning and Implementation
Understand the organization’s operating environment and how market trends, competitors and other influences impact marketing strategy, messaging, and target segments.
Develop and execute go-to-market and tactical plans for all product and service lines assigned.
Contribute to the creation and management of a master tactical plan that optimizes activity into integrated (and mostly digital) marketing campaigns for the year.
Become a collaborative partner and trusted advisor to business stakeholders.
Understand how automation plays into campaign treatment strategies – implement branching and building of marketing tactics based off of activities in motion and response.
Identify areas of product opportunity or gaps based on voice of customer feedback.
Understand customer needs, pains, and wants as part of message development. Lead in copywriting and work to reinforce value propositions, supporting statements and proof point development in message maps (specific metrics that can be pulled into messaging to help substantiate points being made to resonate/convince).
Oversee marketing budgets as assigned and make recommendations for necessary plan corrections, contingency marketing, or other changes needed to ensure program success. This includes full budget – expense and revenue - accountability for assigned area(s) of focus.
Set marketing program expectations and performance benchmarks to measure against while driving improvement. Track the impact of marketing programs on revenue and other targets established by the organization.
Develop and deploy analytical tools to measure, track and improve customer segmentation, optimize customer journey, drive insights, and improve elements of the digital marketing mix. This includes use of things like industry benchmarks, HFMA benchmarks, competitive intelligence, and both internal research and third-party survey work.
Implement Google Analytics tracking with Research to improve conversion tracking for all campaigns. Own the process from set-up, reporting and analysis.
Leverage Salesforce in contact list management, campaign process flow, and in tracking of ROI/success of efforts as the organization evolves to better integrate these activities in the CRM. Continuously identify opportunities for improvement in integrated marketing more systematically.
Determine primary and secondary marketing research resources needed to meet business needs.
Create debrief documents and mechanisms for monitoring learnings – both qualitative and quantitative.
Offer digital marketing expertise in creating clear, effective social media, display advertising, PPC, Facebook, LinkedIn, snapchat, etc. marketing. Own web page updates for assigned area.
Manage vendor/consultant relationships as needed.
Manage, coach and guide staff of at least 1 direct report.
Align to HFMA brand to maintain a consistent and purposeful image throughout all product lines, promotional materials, and events.
Create a stock photo library for imagery use and consistency for assigned area with Marketing Director and stakeholders.
Establish design concepts and ideas with design lead.
Reinforce brand strategy, architecture and identity elements – wrap to tone/voice, color palette, key words, style guide and identity standards.
Bachelor Degree; 5-10 years experience in planning, marketing and communications; and excellent business acumen. Must have broad experience and understanding of all facets of marketing. Excellent organization and project management skills, outstanding written and oral communication skills, proven digital marketing campaign management experience, ability to both problem solve and manage multiple priorities, and adhere to deadlines. Must have extensive and varied copywriting experience. Must be able to manage graphic design projects. (Experience in Adobe Suite (InDesign, Photoshop, and/or Illustrator) a plus.) Strong PC word processing, spreadsheet, presentation, and database/digital management are essential, as is working knowledge of Salesforce. Must have excellent interpersonal skills and be able to develop strong relationships with internal and external parties. Must be results-oriented, team-oriented, and have a passion for creativity.
With more than 38,000 members, the Healthcare Financial Management Association (HFMA) is the nation's premier membership organization for healthcare finance leaders. HFMA builds and supports coalitions with other healthcare associations and industry groups to achieve consensus on solutions for the challenges the U.S. healthcare system faces today. Working with a broad cross-section of stakeholders..., HFMA identifies gaps throughout the healthcare delivery system and bridges them through the establishment and sharing of knowledge and best practices. We help healthcare stakeholders achieve optimal results by creating and providing education, analysis, and practical tools and solutions. Our mission is to lead the financial management of health care.