Dir Brand Strategy and Digital Marketing

J  o  b    D  e  s  c  r  i  p  t  i  o  n

JOB INFORMATION

Effective Date:

8/25/2026

Entity:

Wisconsin

Job Code:

113210

Job Title:

Dir Brand Strategy and Digital Marketing

FLSA Exemption Status:

Exempt

Management Level:

Director/Senior Director

JOB SUMMARY

The Director, Brand Strategy and Digital Marketing provides enterprise leadership for strategies that strengthen UW Health's brand and reputation, deepen consumer engagement and support business growth. The role establishes the vision and operating model for a trusted, differentiated and consistently applied brand across key audiences, including patients, consumers, employees, prospective employees, referring providers, community partners and strategic affiliates.

The Director leads brand stewardship, advertising, creative services, consumer and market research, digital performance marketing and responsible adoption of artificial intelligence. Through traditional, digital and experiential marketing, the role translates audience insight into distinctive, measurable experiences that build awareness and trust, support targeted patient growth, strengthen recruitment and retention and advance UW Health's mission, vision and values.

A central accountability is maximizing the value of high-profile sports partnerships, including the Green Bay Packers and UW Badgers. The Director sets partnership strategy and oversees activation, partner relationships, budgets, contractual commitments and measurement, connecting partnership assets to integrated campaigns, events, content, workforce initiatives, community programs and service-line priorities. This work moves partnerships beyond visibility to create meaningful experiences and measurable brand, community, workforce and business outcomes.

The Director also advances digital performance marketing and consumer engagement through organic and paid social media, paid search, display, digital video, CRM-related capabilities, audience segmentation and campaign optimization. The role guides responsible use of AI-enabled marketing tools to improve planning, personalization, analytics, content workflows and operational efficiency while maintaining human oversight, privacy, accessibility, brand governance and compliance with organizational standards.

Working across Marketing, Communications, Human Resources, Information Services, clinical, operational and executive teams, the Director aligns brand and digital initiatives with organizational priorities. The role manages agency and consultant relationships and establishes research, measurement, dashboard and data visualization practices that demonstrate the value of brand-building, partnership activation, digital engagement and marketing transformation. Reporting to the System Vice President of Marketing, the Director serves as a programmatic and operational leader who advances UW Health's brand, business, workforce and community objectives.

In addition to the Essential Duties listed below, the Director, Brand Strategy and Digital Marketing will be responsible for:

*Developing and managing sports partnership strategies, activation plans, budgets, deliverables and measurement frameworks that support UW Health brand, community, workforce and business objectives.

*Leading responsible adoption of AI-enabled marketing capabilities to improve speed, quality, personalization, insight generation and operational efficiency while maintaining human oversight and compliance with organizational standards.

ESSENTIAL DUTIES

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Provides an experience and environment of patient- and family-centered care.

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Interprets impact of broad scope organizational change for staff and develops change strategies for successful implementation.

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Incorporates UW Health’s vision, missions and values in goals and programs within the department.

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Develops and manages operational initiatives with measurable outcomes.

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Formulates objectives, goals and strategies collaboratively with other stakeholders.

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Prepares and delivers reports to operational leadership outlining progress toward meeting annual goals and objectives, to include performance related to finance, clinical activity, quality, safety, marketing, and human resources.

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Actively seeks opportunities to improve financial outcomes, engaging staff in the process.

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Establishes annual financial goals and actively uses benchmarking to high performing systems in similar area of expertise to set annual targets.

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Monitors and analyzes financial data and utilizes for decisions regarding FTE’s, staffing and operational budget. 

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Establishes an annual operating and capital budget, demonstrating fiscal responsibility through meeting budget targets.

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Creates business plan(s), justifying variances and analyzing cost benefit of programs.

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Directs and provides guidance to managers to effectively allocate resources based on patient volume, space availability, budget constraints, and program priorities, goals and objectives.

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Articulates to staff the budget and the context within the organizational financials.

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Contribute to the success of the UW Health by providing leadership, direction and coordination of operations, finances and human resources for area of responsibility.

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Manage and direct all activities within area of responsibility.

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Continually assesses all services, identifies problems, utilizes data to analyze and propose innovative approaches for solutions.

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Maintain records related to operations and services that are complete, accurate, available, and in compliance with all legal, regulatory, and policy requirements.

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Engages staff and other stakeholders in continuous improvement of systems and processes; manages resources for staff participation in improvement work activities.

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Ensures effective facilitation of improvement teams and development of leadership skills to ensure overall effectiveness of the meetings.

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Organizes and prioritizes time and resources to manage efficiency.  Appropriately delegates.

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Remains current of new trends and best practices and incorporates into the department's practices and programs.

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Articulates and enforces standards for quality/safe patient care

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Develops and implements innovative systems and processes that improve staff and patient quality and safety

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Demonstrates achievable and measurable results and develop action plans for improvement

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Initiates, monitors and enforces regulatory requirements

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Holds self and others accountable to policy, standards and commitments and provides timely follow through on questions and concerns.

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Ensures development of department initiatives to improve patient satisfaction and family centered care.

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Develops and implements clinical outcome measures for quality improvement, cost and complication reduction, and the implementation of evidence-based medicine.

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Incorporates the use of evidence based practice and appreciative enquiry into program development and improvement activities

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Actively listens to staff ideas and concerns, assesses others communication styles and adapts to them.

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Effectively facilitates meetings at the department and organizational level.

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Creates bi-directional systems that effectively communicate information and data, utilizing multiple methods.

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Articulates and presents data, information and ideas in a clear and concise manner.

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Communicates opinions and ideas in a nonthreatening and nonjudgmental manner to staff, peers and others.

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Communicates with physicians, academic department leaders, and senior administrators to maintain coordination with other UW Health programs.

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Demonstrates empathy and concern while ensuring department goals are met. 

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Manages the complex interdepartmental and interdisciplinary relationships to assure collaboration and effective/efficient operations within the department.

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Creates an environment that encourages diverse opinion, recognizes differences and incorporates into process and services.

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Exhibits awareness of personal attitudes and beliefs, recognizing its effect on response to others.

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Creates a culture and systems for recognizing and rewarding staff.

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Creates and maintains a satisfying workplace that fosters professional growth and job satisfaction for all members of the healthcare team.

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Interviews to select top talent, matching department needs with appropriate skill sets.

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Develops and implements recruitment and retention strategies that support a culture of leadership.

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Identifies and addresses own professional growth needs.

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Assesses manager and staff development needs, identifies goals and provides resources.

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Identifies lack of competency in performance and establishes a plan which includes goals, interventions and measures.

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Maintains membership in professional organization(s) to develop knowledge and resources through networking, continuing education, and participation in national, regional, and/or local activities.

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Ensures integration of ethical standards and core values into everyday work activities.

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Provides opportunities to aspiring clinicians and leaders to develop skills to meet career goals.

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Contributes to a learning environment by providing educational and research experiences to students, residents, fellows, and faculty.

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Leads and/or serves on a variety of appropriate internal and external committees to represent the department.

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Serves as a representative of the department to UW Health in order to facilitate the shared interests and relationship between the parties.

As needed, additional responsibilities reasonably within the scope of duties and physical requirements may be assigned.  ALL DUTIES AND REQUIREMENTS MUST BE PERFORMED CONSISTENT WITH THE UW HEALTH PERFORMANCE STANDARDS AND RESPECT FOR PEOPLE COMMITTMENTS.

X

Non-Clinical

JOB REQUIREMENTS

Bachelor's Degree

in a relevant subject area such as Marketing, Communications, Market Research, or a related field

Required

Master's Degree

in a relevant subject area such as Marketing, Communications, Market Research, or a related field

Preferred

7 years

relevant experience in developing and accelerating brand strategy and positioning at a product/department/functional level

Required

Experience leading an advertising function with an emphasis on digital advertising

Preferred

Experience developing brand ambassador programs

Preferred

Experience leading brand integration of acquired organizations

Preferred

Experience in a large academic or complex health program that included Marketing/Communications services

Preferred

Prior management experience

Preferred

Experience managing sponsorships, sports partnerships, brand activations, partner relationships, contractual deliverables, budgets and performance measurement

Preferred

Experience evaluating or implementing AI-enabled marketing tools, automation, analytics, personalization or content workflows

Preferred

LICENSE, CERTIFICATIONS, AND REGISTRATIONS MUST BE MAINTAINED PER UW HEALTH POLICY. 

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Excellent communication and interpersonal skills to include the ability to negotiate and resolve conflicts and build teams.

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Demonstrated creativity and flexibility.

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Ability to operate in high-pressure situations.

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Excellent organizational skills.

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Demonstrated innovative approach to problem resolution.

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Ability to work collaboratively across UW Health entities and disciplines. Demonstrated commitment to patient- and family centered care.

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Broad knowledge of modern health care administration practices and principles within a managed care environment and/or an academic medical center.

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Effective analytical ability in order to develop and analyze options, recommend solutions to and solve complex problems and issues.

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Demonstrated effective managerial and administrative leadership of clinical operations

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Knowledge of principles and techniques used in negotiation as applied to service contracts and equipment purchasing.

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Effective organizational, planning and project management abilities.

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Ability to manage high-profile sports partnerships, sponsorship activations, partner relationships, cross-functional coordination, contractual deliverables, budgets and ROI measurement.

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Knowledge of AI-enabled marketing capabilities and responsible use practices, including human review, privacy, accessibility, bias awareness, brand governance, workflow design, and performance measurement.

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Experience in financial and programmatic presentations.

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Ability to function independently and deal with multiple, simultaneous projects.

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Ability to recognize personal strengths and weaknesses and develop goals for professional growth and achievement.

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Ability to demonstrate a commitment to quality and excellence.

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Effective leadership abilities:
Ability to implement change in a positive, sensitive and forward- thinking manner
Planning and problem solving
Developing goals and objectives, and establishing priorities
Inspires confidence, appropriate risk taking and achievement of high standards
Self-starter with a willingness to try new ideas
Positive, can-do attitude coupled with a sense of urgency
Good judgment and ability to act decisively at the right time
Ability to persuade others and develop consensus
Effective communication skills both in written and verbal presentation with a communication style that is open and foster trust, credibility and understanding.
Ability to effect collaborative and promote teamwork
Ability to ensure a high level of customer satisfaction including employees, patients, visitors, faculty, referring physicians and external stakeholders
Ability to create win/win solutions and relationship

PHYSICAL REQUIREMENTS/WORKING CONDITIONS

☒

Sedentary: Sedentary work involves lifting no more than 10 pounds at a time and occasionally lifting or carrying articles like docket files, ledgers, and small tools. Although a sedentary job is defined as one which involves sitting, a certain amount of walking and standing is often necessary in carrying out job duties. Jobs are sedentary if walking and standing are required occasionally and other sedentary criteria are met.

Up to 10#

Negligible

Negligible

☐

Light: Light work involves lifting no more than 20 pounds at a time with frequent lifting or carrying of objects weighing up to 10 pounds. Even though the weight lifted may be very little, a job is in this category when it requires a good deal of walking or standing, or when it involves sitting most of the time with some pushing and pulling of arm or leg controls. To be considered capable of performing a full or wide range of light work, you must have the ability to do substantially all of these activities. If someone can do light work, we determine that they can also do sedentary work, unless there are additional limiting factors such as loss of fine dexterity or inability to sit for long periods of time.

up to 20#

Up to 10# or requires significant walking or standing or requires pushing/pulling of arm/leg controls.

Negligible or constant push/pull of items of negligible weight

☐

Medium: Medium work involves lifting no more than 50 pounds at a time with frequent lifting or carrying of objects weighing up to 25 pounds. If someone can do medium work, we determine that they can also do sedentary and light work.

20-50#

10-25#

Negligible-10#

☐

Heavy: Heavy work involves lifting no more than 100 pounds at a time with frequent lifting or carrying of objects weighing up to 50 pounds. If someone can do heavy work, we determine that they can also do medium, light, and sedentary work.

50-100#

25-50#

10-20#

☐

Very Heavy: Very heavy work involves lifting objects weighing more than 100 pounds at a time with frequent lifting or carrying of objects weighing 50 pounds or more. If someone can do very heavy work, we determine that they can also do heavy, medium, light, and sedentary work.

Over 100#

Over 50#

Over 20#

Other - list any other physical requirements or bona fide occupational qualifications not indicated above:

Over 50 lbs.

UW Health does not require, nor does it expect that its employees lift more than 50 lbs unassisted. Objects in excess of 50 lbs should be lifted or moved with mechanical means or through a team lift. Employees in patient care areas are expected to utilize mechanical lifts and adhere to the "Use of Mechanical Lifts (Liko)" policy in the Patient Services Policy and Procedure Manual.

Note: The purpose of this document is to describe the general nature and level of work performed by personnel so classified; it is not intended to serve as an inclusive list of all responsibilities associated with this position.

THE EMPLOYEE MUST BE ABLE TO COMPLETE ALL PHYSICAL REQUIREMENTS OF THE JOB WITH OR WITHOUT AN APPROVED ACCOMODATION. Note: The purpose of this document is to describe the general nature and level of work performed by personnel so classified; it is not intended to serve as an inclusive list of all responsibilities associated with this position.