Assistant Vice President, Marketing - University of Rochester

GENERAL PURPOSE: The AVP, URMC Marketing is a leader responsible for directing the development and implementation of comprehensive marketing strategies that promote our mission, vision and services. This role holds a critical responsibility in building the UR Medicine health system brand by expanding volume and loyalty, while elevating our School of Medicine and Dentistry and School of Nursing’s reputation as a leader in education, research and patient care. Oversees a marketing team serving the URMC enterprise, with a primary emphasis in building the UR Medicine and URMC brands by expanding patient volume and loyalty and elevating our organization’s reputation as a leader in education, research and patient care. In addition to directly supervising teams and individuals, the AVP URMC Marketing is a member of the Communications leadership team, working closely with peers in communications and web strategy to ensure the execution of an integrated and “digital first” marketing communications approach. **JOB DUTIES AND RESPONSIBILITIES:** 1. Establishes overall brand strategy, including defining the brand's positioning, values and messaging. Ensures all marketing materials and communications accurately represent the brand's values, tone, voice and look/feel. Adapts brand hierarchy and nomenclature to organizational growth, and ensures alignment with the brand strategy of the University of Rochester. Conducts ongoing market research and analysis to identify emerging trends, competitive landscape, patient needs and industry best practices. Ensures strategic marketing plans are developed and aligned to the business goals and objectives of the organization. Monitors execution of plans and reviews measurement and analysis dashboards. 2. Leads the development and execution of comprehensive digital marketing initiatives for UR Medicine health system, service lines and to a lesser degree, academic schools. Ensures strategies are defined and communications tactics are aligned and coordinated. Establishes a digital first mindset for Communications groups, focusing best practice use of all online platforms, including website, social media, blogs, email marketing and other digital tools. Sets media buying strategy to guide placement and expenditures for all paid media campaigns, ensuring campaign budgets align with the strategic initiatives. Develops and establishes processes to monitor and analyze all campaigns, ensuring methods used meet privacy standards and regulations. Utilizes data-driven insights to refine marketing strategies, measure campaign effectiveness and optimize resource allocation. Reports on campaign effectiveness. 3. Creates and manages individual projects and initiatives tied to strategy and the key focus area(s) of Marketing and Communications. Stays up to date with emerging digital trends, technologies and industry best practices, applying relevant knowledge to enhance digital initiatives and maintain a competitive edge. Serves as the CMO consultant and creative contributor for high priority and/or high-impact projects. 4. Oversees the Creative Studio/team, including development of creative strategy and creative brief process. Ensures robust project intake processes are in place to review and prioritize requests and deliver assets on time and on budget. Monitors activity within Creative Studio/team to ensure efficient use of design and video resources and that assets created meet brand, creative and production standards. 5. Builds, manages, recruits and retains talent to deliver on Marketing and digital first strategies. Provides leadership and oversight to ensure the Marketing function operates efficiently and effectively. Develops agendas and leads regular staff meetings. Works to improve engagement and ¿connection¿ of remote/hybrid work staff. Works with leadership to ensure capital and/or operational budgets are consistent with the strategic objectives. Ensures budgets assigned for marketing activities are met. Reviews and approves hours allocations for marketing personnel. Develops roadmaps focusing on cross-collaboration and anticipates and forecasts future marketing needs. Manages HR needs of the department and staff including, but not limited to, making and approving hiring decisions, training, ongoing supervision, personnel issues and actions and conducting performance reviews. 6. Engages in a regular review of key vendors. Initiates and manages all RFP processes as warranted. Engages with external agencies, vendors and fellow marketing leaders to ensure validation of best practices and potential emerging trends and vendor partners. Other duties as assigned **QUALIFICATIONS:** + Bachelor’s degree + Master’s degree + 8 years of relevant experience required + 5 years of supervisory or management experience required + or equivalent combination of education and experience required + Experience in creating and implementing strategic marketing plans with proven results required + Experience with digital design, media placement, video and photo production and editing required + Health care, design studio and/or digital/CRM experience preferred + Demonstrated proficiency in creating marketing content based on target audience, with ability to analyze, condense and synthesize information required + Ability to provide accurate analysis and summaries, as needed, in a fast-paced, high-demand environment required + Creativity in matching ideas with effective, engaging and achievable storytelling approaches required + Understanding of compliance with HIPAA requirements and policies for protecting patient privacy and other confidential information, including deployment of tracking pixels required + Strong organization and project management skills required + Extraordinary ability to deal with multiple, competing priorities with diplomacy and minimal supervision required + Strong written, verbal and interpersonal communications skills required + Must be able to problem-solve and lead compromises when appropriate required + Ability to work independently and within a collaborative team required + Ability to manage administrative projects, make sound decisions and support design and implementation of new programs required + Occasional evening, night or weekend work and occasional travel required + Knowledge of and/or experience in CRM/Salesforce Marketing Cloud preferred The University of Rochester is committed to fostering, cultivating, and preserving a culture of equity, diversity, and inclusion to advance the University’s mission to Learn, Discover, Heal, Create – and Make the World Ever Better. In support of our values and those of our society, the University is committed to not discriminating on the basis of age, color, disability, ethnicity, gender identity or expression, genetic information, marital status, military/veteran status, national origin, race, religion/creed, sex, sexual orientation, citizenship status, or any other status protected by law. This commitment extends to the administration of our policies, admissions, employment, access, and recruitment of candidates from underrepresented populations, veterans, and persons with disabilities consistent with these values and government contractor Affirmative Action obligations. **How To Apply** All applicants must apply online. _EOE Minorities/Females/Protected Veterans/Disabled_ **Pay Range** Pay Range: $159,500 - $239,300 Annually _The referenced pay range represents the minimum and maximum compensation for this job. Individual annual salaries/hourly rates will be set within the job’s compensation range, and will be determined by considering factors including, but not limited to, market data, education, experience, qualifications, expertise of the individual, and internal equity considerations._ **Location:** Health Sciences **Full/Part Time:** Full-Time **Opening:** Full Time 40 hours Grade 057 Strategic Communications **Schedule:** 8:30 AM-5 PM