Dir Brand Strategy and Digital Marketing

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

JOB INFORMATION

Effective Date:

5/1/2024

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 is responsible for developing and implementing innovative brand strategies to support the advancement of UW Health business growth goals.  The Director has multiple overlapping areas of accountability including brand strategy, brand advertising, CRM and digital performance marketing, brand and digital campaign measurement, brand design, and consumer market research.

Brand Strategy & Brand Stewardship

The Director is charged with establishing the short- and long-term vision and strategy for the UW Health brand, overseeing the application of brand standards, creating internal understanding of the value of a strong brand and generating excitement among key internal and external stakeholders.  The Director must effectively collaborate with internal partners to generate buy-in on brand related efforts, while developing a structure to ensure consistency in external brand use, while maximizing the value of collective brand efforts.  This includes overseeing and applying the brand strategy via brand architecture, brand guidelines and brand standards as applied to the master brand, as well as regional and partnership brand advancement. The goal of these efforts is to create a brand that consumers, employees, and potential employees are attracted to and choose to engage with for their care, their and/or their careers.

The Director is also charged with system branding efforts, including the oversight of branding activities for mergers and acquisitions, partnerships and regional branding needs.  This includes development of brand strategy and implementation for these activities.

Brand Advertising & Brand Experience

The Director builds and connects brands with targeted audiences via traditional, digital, and partnership activities.  Managing brand advertising efforts across multiple mediums to deliver desired brand impact and leading external agency partners to maximize value of investment with outside vendors. 

Brand advertising, one of the most visible outward manifestations of the UW Health brand, is a key accountability of the role.  The Director is responsible for taking a rigorous, research-based approach to the development of brand advertising, with the goal of developing messaging that is consumer-centric, impactful and contributes to the creation of a durable, trusted brand.  The position is also responsible for continuous improvement of campaign efforts, using data to measure performance and respond to shifts in consumer attitudes.

Brand experience activities including sponsorships, brand partnerships and environmental branding are under the Director's purview.  With the goal of extending the brand voice into physical and virtual spaces both on- and off-campus, the Director develops innovative, impactful initiatives that bring the brand to life in contextually relevant ways.  This includes specific focus on our substantial sponsorship with UW Athletics as well as othDirer high-investment, high-profile partnerships.

Additionally, the Director must partner with HR leadership to develop clarity and excitement around what it means to be an employee of UW Health. Leveraging insights gained from custom studies and syndicated research, the Director works to create strategies and applications that flow from the research to motivate potential employees' interest in seeking a career at UW Health, and to activate and engage the current employee population around the UW Health brand.   

CRM & Digital Performance Marketing

As a companion to a strong brand, the Director must create effective digital performance marketing campaigns to drive volume in a cost-effective manner.  As a new capability, Consumer Relationship Management (CRM) via the Salesforce Marketing Cloud and Salesforce Marketing Intelligence platforms, is a key evolving focus for the Director.  Driving adoption, developing best-practices, accelerating campaign development and building intuitive measurement capabilities, are critical for the successful adoption of this new technology.  The Director will also partner with peers in IS to develop and maintain a best-in-class CRM system.  Additionally, the Director maintains responsibility for leveraging existing digital marketing capabilities including organic and paid social media, and paid search, display and digital video efforts.

Brand Design

The Director oversees the creative services function including design and copywriting, photography and video production services and project management for the development and distribution of digital and printed materials.  This function includes oversight of external production and distribution capabilities including The Company Store and the AM Solutions platform for the warehousing and distribution of branded materials.

The Director is also responsible for influencing the development of enterprise solutions including web platforms and portals, forms, digital interfaces and other channels to incorporate proprietary brand voice and design elements into those resources.

Consumer Research

The Director role develops internal monitoring systems and protocols to help drive consistency in brand expression across both strategic and tactical applications. The role is responsible for driving consumer and market insights by managing the aggregation, distillation and dissemination of consumer, competitor and marketplace research custom and syndicated research methodologies.  This position helps identify research gaps and ensures the organization is leveraging data in brand decision-making. Where appropriate, the Director partners with consumer research staff in clinical departments to help design and improve the patient experiences across physical and virtual spaces.

Tracking & Measurement

Foundational to a strong brand is real-time performance measurement.  Thus, a critical accountability of the Director is the on-going measurement and reporting of brand and campaign KPIs.  The role is responsible for the development, maintenance and reporting of a longitudinal Brand Dashboard that is accessible and useful for teams inside and outside of the Marketing department.  The Dashboard provides insights on the impact of ongoing brand marketing efforts and enables adjustments to brand activities as needed to respond to market dynamics.  In addition, the Director is responsible for best-in-class data visualization that helps intuitively communicate the value of brand-building efforts to the enterprise.  

The Director of Brand Strategy and Digital Marketing serves as a programmatic and operational leader for Marketing/Communications and is responsible to the Vice President, of Marketing and Communications and works closely with UW Health employees and leaders.

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

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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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: Ability to lift up to 10 pounds maximum and occasionally lifting and/or carrying such articles as dockets, 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 only occasionally and other sedentary criteria are met.

Up to 10#

Negligible

Negligible

☐

Light: Ability to lift up to 20 pounds maximum with frequent lifting and/or carrying of objects weighing up to 10 pounds. Even though the weight lifted may only be negligible amount, a job is in this category when it requires walking or standing to a significant degree.

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: Ability to lift up to 50 pounds maximum with frequent lifting and/or carrying objects weighing up to 25 pounds.

20-50#

10-25#

Negligible-10#

☐

Heavy: Ability to lift up to 100 pounds maximum with frequent lifting and/or carrying objects weighing up to 50 pounds.

50-100#

25-50#

10-20#

☐

Very Heavy: Ability to lift over 100 pounds with frequent lifting and/or carrying objects weighing over 50 pounds.

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.