Marketing Director

Job Description - Marketing Director (2400036D) The Director of Marketing is responsible for developing, implementing, measuring, and optimizing integrated marketing strategies that align with and advance Children's National Hospital's strategic business objectives. This role will lead the teams responsible for consumer marketing strategies, advertising (including brand, service line, national reputation, and foundation), brand management, market research, and market analysis. The Director will ensure that marketing programs deliver measurable ROI and contribute to the growth and success of the organization. This position is instrumental in driving the growth and success of Children's National Hospital by leveraging strategic marketing initiatives that enhance the hospital's reputation, stakeholder patient engagement, and support fundraising efforts, including: Develop and implement data-driven, integrated marketing strategies to support the hospital's clinical, research, community health, and philanthropic goals. Lead the execution of consumer marketing strategies across multiple platforms, including digital, print, broadcast, and emerging media. Oversee advertising initiatives, focusing on building brand equity, enhancing service line awareness, promoting national reputation, driving recruitment and supporting the Foundation's fundraising efforts. Drive brand management, ensuring consistent messaging and visual identity across all marketing initiatives. Lead market research and analysis efforts to identify trends, assess competitive landscapes, and support strategic decision-making. Collaborate with cross-functional teams, including clinical, research, human resources, philanthropy, and community outreach departments, to align marketing efforts with institutional goals. Manage external agencies and vendors to ensure high-quality execution of marketing initiatives. Develop and manage budgets for marketing programs, ensuring cost-effective strategies that deliver measurable ROI. Monitor and report on marketing performance metrics, providing insights and recommendations for optimization. Qualifications Minimum Education Bachelor's Degree Marketing, Business Administration, Health Care Administration, Public Administration or other related field. (Required) Master's Degree Marketing, Business Administration, Health Care Administration, Public Administration or other related field. (Preferred) Minimum Work Experience 12 years Progressive related experience (Required) 10 years Supervisory/management experience in related job function. (Required) Required Skills/Knowledge Bachelor’s degree in marketing, communications, business administration, or a related field. Master’s degree preferred. Minimum of 10-12 years of experience in integrated marketing, with a focus on healthcare, nonprofit, or consumer marketing preferred. Proven experience in leading and managing marketing teams and cross-functional collaboration. Strong understanding of integrated marketing communications, including digital, social media, traditional advertising, and content marketing. Demonstrated success in developing and executing marketing campaigns that deliver measurable results. Experience with market research, analysis, and data-driven decision-making. Strong budget management and vendor negotiation skills. Excellent communication, leadership, and project management abilities. Experience with CRM. Functional Accountabilities LEADERSHIP AND MANAGEMENT Work effectively as part of the integrated management team led by the Chief Marketing and Communications Officer. Participate in the ongoing improvement of departmental performance metrics and analytics dashboards. Develop and manage the annual marketing budget. Ensure strong project management across all supervised areas. Observe and ensure team adherence to all organizational and departmental policies and procedures. Provide sound strategic counsel and expert knowledge to leaders and managers across the organization. Facilitate and ensure system-wide adherence to organizational brand standards. Continuously strengthen systems of collaboration with other departments and entities. Lead the recruitment, hiring, training, and development of staff. Provide timely coaching, guidance, and performance feedback to direct reports. Identify the need for external agencies or consultants as necessary. BRAND DEVELOPMENT AND MANAGEMENT Serve as the primary steward of the Children’s National brand. Plan, develop, and execute programs and initiatives aimed at enhancing brand awareness. Oversee the development of compliance with brand standards. Ensure that branding guidelines are communicated effectively. Manage organizational brand architecture and nomenclature system. Create and execute programs to deploy brand updates. Develop and implement policies that guide the appropriate use of the brand. Partner with facilities, operations, project management, and other teams. ADVERTISING and AGENCY MANAGEMENT Plan, implement, direct, and manage all online and offline advertising efforts. Develop and execute an overarching brand campaign vision and advertising strategy. Supervise the creation of creative briefs and the development of key strategic messaging. Manage internal teams and external agencies throughout the campaign development process. Manage advertising budgets, ensuring cost-effective use of resources. INTEGRATED MARKETING PLANNING/SERVICE LINE MARKETING Lead the development of integrated marketing plans and programs. Guide marketing team members in creating targeted marketing plans. Partner with strategy and operations teams to identify opportunities for program growth. Represent the Marketing team in meetings with physician leadership. Develop and implement a comprehensive reporting process. Facilitate cross-platform marketing planning. Organize and lead cross-functional update meetings. Serve as a key subject matter expert (SME) within the department. RESEARCH AND ANALYTICS Define market intelligence needs and lead an ongoing program. Commission formal brand and market research studies. Manage research vendors, proposals, and study designs. Disseminate key research findings to internal stakeholders. Collaborate with the digital team to maintain robust tracking mechanisms. ADDITIONAL MANAGEMENT RESPONSIBILITY Develop and manage the marketing budget and oversee contracts. Assist the Chief Marketing and Communications Officer as the departmental coordinator. Primary Location

Maryland-Silver Spring Work Locations

Inventa Towers, 1 Inventa Place, Silver Spring 20910 Job

Management Organization

Strategic Operations Position Status: R (Regular) - FT - Full-Time Shift: Day Work Schedule: 9-5 Job Posting

Full-Time Salary Range

137550.4 - 229257.6 Childrens National Hospital is an equal opportunity employer that evaluates qualified applicants without regard to race, color, national origin, religion, sex, age, marital status, disability, veteran status, sexual orientation, gender, identity, or other characteristics protected by law. Please note that it is the policy of Children's National Hospital to ensure a “drug-free” work environment.

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