The person in this position provides strategic management for MD Anderson's local, regional and national advertising and marketing programs. This person will manage the creation of advertising campaigns and other programs to build brand awareness and affinity for MD Anderson, directly and measurably drive patient demand, acquisition and donations, and support other institutional and marketing initiatives. This person will recommend and manage domestic business and marketing strategies in respons... 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 person in this position provides strategic management for MD Anderson’s local, regional and national advertising and marketing programs. This person will manage the creation of advertising campaigns and other programs to build brand awareness and affinity for MD Anderson, directly and measurably drive patient demand, acquisition and donations, and support other institutional and marketing initiatives. This person will recommend and manage domestic business and marketingstrategies in response to internal and external trends. This person will provide strategic insight and guidance for customer research projects and create actionable plans to optimize campaign and other marketing-related programs. This person will provide counsel to organizational leaders about advertising and marketing programs and efforts, align advertising and marketing strategies and activities with other initiatives across Institutional Advancement and lead high-profile projects to ensure cohesiveness and integration. This person will cultivate and maintain strong relationships with stakeholders across the institution, division and department, as well as with agency/vendors and other partners, physicians, caregivers and patients.
The ideal candidate will have experience managing agency relationships, implementing multiple advertising campaigns, and managing a budget. Additionally, 5 years or more of experience in marketing, advertising or communications is also preferred.
The person in this position will:
develop the strategy and provide day-to-day management for the institution’s visible, multi-million dollar advertising program and other institutional initiatives
serve in a management and leadership role in the marketing department and Institutional Advancement division
lead and participate in cross-functional teams supporting organizational initiatives, e.g. Demand Generation, Houston Locations
manage direct reports, multiple vendors and agency relationships
track and report key program metrics, specifically leads, marketing-influenced new patient registrations, dollars raised through advertising fundraising efforts, engagement and other critical effectiveness measurements
JOB SPECIFIC COMPETENCIES
Advertising and Marketing Strategy, Planning and Execution
Develops and optimizes strategy for MD Anderson’s local, regional and national advertising programs, as well as other marketing and organizational initiatives
Directly manages creative strategy, production and execution of creative campaigns and content, including concepting, talent identification, videography, photography and editing for creative and content across all platforms
Develops and manages strategy, media plans and creative campaigns to support institutional sponsorships and events, such as sports sponsorships and the Boot Walk to End Cancer
Develops and manages strategy, media plans and creative campaigns to support Development’s fundraising efforts
Creates strategies and provides support and direction for expansion efforts in Houston and beyond
Provides strategic insight and guidance for customer research projects and creates actionable plans
Tracks and reports key program metrics, specifically leads, marketing-influenced new patient registrations, dollars raised through advertising fundraising efforts, engagement and other critical effectiveness measurements
Continuously optimizes programs and campaigns to ensure successful campaign performance and support of institutional and divisional goals and objectives
Provides consultation to the Cancer Network® and manages any MD Anderson-funded or led advertising programs on behalf of network participants
Program and People Management
Evaluates new media and marketing proposals based on institutional priorities, marketing objectives, emerging trends and market data
Develops and negotiates multi-year advertising contracts, including participating in RFP selection process for Marketing-owned contracts, as well as for other areas within Institutional Advancement as required
Conducts annual strategy and budget planning sessions with internal departments and agencies, as well with the Houston Locations administrative leadership
Develops executive presentations and reports key campaign effectiveness measures to department and divisional leadership, as well Houston locations administrative and center leadership and key stakeholders within the institution
Stays current on advertising industry trends and business activities
Manages agency and vendor relationships
Tracks, manages, and reports budget activities for advertising, marketing and demand programs
Works with vendors to track and manage contract caps
Serves as day-to-day manager of advertising agency staff
Manages advertising team, provides support of professional growth of team members, resolves conflicts and provides constructive feedback to staff
Serves as subject matter expert and provide best practices in areas of advertising and marketing
Institution Integration and Communication
Develops and maintains relationships with leaders and key stakeholders at all levels of the organization
Develops and executes institutional communications and content plan around advertising and marketing activities
Organizes cross-functional meetings, schedules, and assignments, ensuring integration between Marketing, other departments within the Institutional Advancement division, Physician Relations, Houston locations administration and center physicians and staff, as well as other key stakeholders
Collaborates with MD Anderson sponsorship team, research and analytics team, Public Relations, Strategic Communications, Development and Corporate Alliances and others on strategies, creative and media planning and execution, as well as effectiveness measurement to support programs and initiatives as needed
Reports out key details about advertising activities, media plans and partnerships and other information to relevant parties
Other duties as assigned
Education
Required: Bachelor'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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