The Director, Digital Media for the Tenet Strategic Marketing Group (TSMG) will play a central role in Tenetâ��s continued transformation into a consumer-focused organization. This position will lead paid digital media strategy and optimization grounded on consumer insights and performance analytics. They will continuously provide strategic recommendations on improving media channel mix across our ecosystem that deliver business results and service line growth. S/he understands how and where to connect with the patient through relevant media/content in their healthcare journey. S/he will also be an integral part of the teamâ��s effort to provide excellent service to healthcare field marketers on a daily basis, with a high level of customer service, accountability, and transparency.
Reporting to the VP, Marketing Operations, the Director will partner with internal stakeholders and promote integration and sharing of content best practices across hospital marketing, Tenet Physician Resources, Communications and Strategy teams. This role will be instrumental in ensuring that marketing activation plans (across media, content, experiences) drive leads, engagement and service line growth for the organization.
Essential Duties and Responsibilities
Lead agencies and home office teams on commercial planning process and all local media plans.
Leads media mix optimization in a matrixed environment
Partners with home office channel/content leads and insights to develop best in class media plan recommendations for every market.
Strategic media thought leader that proactively communicates hits/misses across the organization.
Recommend strategic roadmap to upgrade, test, and optimize media and content across our ecosystem.
Partner with business leaders to obtain thorough understanding of business goals, objectives, and priorities and support development of media plans for each local market
Provide leadership to all media agencies across paid search, paid social, digital video/audio, TV, radio, test channels
Optimize Paid & Boosted Social ; Paid Search and Display Strategy
Understand audience analytics, marketing channel KPIâ��s and how content can drive improvement of channel performance.
Develop media plans based on consumer segmentation, patient profile analysis and brand health studies as necessary.
Distill consumer insights into actionable agency briefs and work with IMC on holistic media and content strategy, including pilots/optimization plan.
Develop, communicate, and gain alignment on key digital journeys that drive new patient acquisition and strengthen relationships among existing patients.
Develop lead generation media plans to support event strategy
Measure and report on effectiveness of efforts and consistently provide recommendations.
Consistently audits performance of campaigns and tracking
Owns integration of scorecards/reporting insights and recommendations
Partner with markets to support execution of media plans.
Develop best practice channel strategy by service line priorities
Liaison between local hospital teams, home office resources and external agency partners to develop, execute and measure effectiveness and efficiency of local marketing programs.
Work to remove barriers and simplify experiences to ensure effective coordination between support functions, marketing partners and local markets. Develops and maintains project reports and communicates with internal stakeholders on progress, goals and measurements.
Bachelorâ��s Degree preferably analytics, marketing, or related field of study
Advanced degree in marketing preferred
Healthcare experience is a plus including understanding of health care rules/regulations pertaining to advertising/marketing.
At least 7+ years of demonstrated progressive experience in digital strategy and paid media (digital and traditional)
At least 4 yearsâ�� experience with Google Analytics and Google Platforms
Knowledge, Skills, Abilities
Possesses critical skills and experience in developing sophisticated communications strategies and approaches, operational efficiencies, and performance metrics that drive to desired marketing outcomes
Proven track record of leveraging insights and performance analytics to drive media mix modeling.
Experience in leading media agencies in a home office/field marketing environment.
Demonstrated understanding of paid, earned and owned media integration.
Exceptional command over creating and delivering structured and unstructured communications to executive teams. Ability to build productive cross functional relationships at all levels of the organization as well as with external partners
A high level of knowledge about the health care industry, overall hospital strategy and operations and a keen understanding of physician relationships
A proactive servicing approach and a strong sense of urgency to respond to matters on time with a collaborative style which engenders the respect of others and can be best described as a leader, mentor, and a coach. An active listener with exceptional oral and written communication skills
A facilitator and developer of others with a concerted focus on a team approach while holding her/himself accountable
Authentic- Has deep integrity and holds personal and professional values consistent with Tenetâ��s mission, vision and values
Self-motivated- Outcomes-focused individual who holds herself/himself to a high performance standard, but maintains a sense of proportion and humor
Professional â�� Must demonstrate high level of professionalism as this role will be interacting with several senior level leaders across the enterprise
Persuasive- Able to advance an idea, strategy or program through influence, communication and negotiation. Works through credibility and collaboration to achieve success in a highly complex and matrixed organization
Collaborative- Confident with a commitment to her/his ideas and ideals, but someone who also listens with true self-awareness and empathy. A leader who possesses a â��common touchâ�� to relate comfortably and effectively with people at all levels
Primary Location: Dallas, Texas
Facility: 979-Dallas, Texas
Job Type: Full-time
Shift Type: Days
Employment practices will not be influenced or affected by an applicantâ��s or employeeâ��s race, color, religion, sex (including pregnancy), national origin, age, disability, genetic information, sexual orientation, gender identity or expression, veteran status or any other legally protected status. Tenet will make reasonable accommodations for qualified individuals with disabilities unless doing so would result in an undue hardship.
Tenet Healthcare Corporation (NYSE: THC) is a diversified healthcare services company headquartered in Dallas with 112,000 employees. Through an expansive care network that includes United Surgical Partners International, we operate 65 hospitals and approximately 510 other healthcare facilities, including surgical hospitals, ambulatory surgery centers, urgent care and imaging centers and other care sites and clinics. We also operate Conifer Health Solutions, which provides revenue cycle management and value-based care services to hospitals, health systems, physician practices, employers and other clients. Across the Tenet enterprise, we are united by our mission to deliver quality, compassionate care in the communities we serve.