The primary purpose of the Program Director, Marketing is to lead the marketing analytics program for the global brand to demonstrate return on investment, contribution impact and general brand impact. This role will connect performance metrics to promote growth, while leading and providing direction for measuring the health of the brand on an ongoing basis and cultivate marketing ROI and reporting for the institution. This leader will manage strategy and provide direction on all analytics progr... more details
The mission of The University of Texas MD Anderson Cancer Center is to eliminate cancer in Texas, the nation, and the world through outstanding programs that integrate patient care, research and prevention, and through education for undergraduate and graduate students, trainees, professionals, employees and the public.
Summary
The primary purpose of the Program Director, Marketing is to lead the marketing analytics program for the global brand to demonstrate return on investment, contribution impact and general brand impact. This role will connect performance metrics to promote growth, while leading and providing direction for measuring the health of the brand on an ongoing basis and cultivate marketing ROI and reporting for the institution. This leader will manage strategy and provide direction on all analytics programs including (but not limited to): assessment frameworks, testing, tracking, and analyzing including business intelligence, campaign effectiveness and ROI. The role will continue to interface across all groups within Marketing but also expand its scope to meet the strategic demands and initiatives of the institution across the Institutional Affairs division and other identified stakeholder groups.
The ideal candidate will have a Bachelor's degree in Marketing/Communication, Data Science, IT or other related field, as well as at least eight years of marketing performance or analytics experience. At least three years of experience in a management or supervisory role is also preferred.
Key Functions
Marketing Performance, Analytics & Reporting
Provide leadership for divisional performance and measurement team, overseeing the management of all databases and systems related to automated measurement tools, modeling, return on investment and predictive analytics initiatives.
Protect MD Anderson data and provide guidance for first party data initiatives as it relates to third party cookie deprecation.
Understand marketing funnel and media buying for purposes of performance reporting and optimization recommendations.
Oversee tracking of the MD Anderson brand health scores, concept testing, website usability testing, patient experience measurement, segmentation, and ad hoc analytics initiatives as needed.
Outline and implement analytics tool reporting requirements (e.g., pixels, JavaScript, field parameters, source code capture), data capture, and data integration needs based on documented objectives and requirements in measurement plan.
Manage and guide growth of new, web-based analytical tools to synthesize data into digital personalization for the MD Anderson public website and Marketing initiatives.
Generate and develop recommendations for opportunities to integration across the institution and prove marketing effectiveness using business intelligence tools and ROI formulas.
Lead the strategic development and implementation of marketing effectiveness in the areas of demand generation, brand performance, paid/owned/earned initiatives, and patient experience derived through these efforts.
Regularly communicate outcomes to management and executive teams.
People, Budget, and Vendor Management
Manage external relationships, including selection, contract management, and evaluation of agency performance.
Oversees budget forecasts and management with particular emphasis on ROI of initiatives.
Tracks, manages, and reports expenses for programs
Proactively develop positive, long-term relationships with key agency contacts creating and socializing an integrated workflow process
Works with support staff as well as vendors and to provide ongoing communication of assignments, projects, and budgets.
Provides direction and oversight for the program and personnel/support staff.
Education
Required: Bachelor's degree in Business Administration, Healthcare Administration or related field.
Preferred: Master’s degree in Business Administration, Healthcare Administration or related field.
Experience
Required: Five years project/program management experience. May substitute required education degree with additional years of equivalent experience on a one to one basis. Preferred degree may substitute for two years of required experience.
It is the policy of The University of Texas MD Anderson Cancer Center to provide equal employment opportunity without regard to race, color, religion, age, national origin, sex, gender, sexual orientation, gender identity/expression, disability, protected veteran status, genetic information, or any other basis protected by institutional policy or by federal, state or local laws unless such distinction is required by law. http://www.mdanderson.org/about-us/legal-and-policy/legal-statements/eeo-affirmative-action.html
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