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Vice President, Marketing Technology, Research & Analytics

Job Summary: The Vice President, Marketing, Technology, Research & Analytics provides executive leadership for the strategy, planning, and management of an integrated marketing technology platform and data management function for the enterprise (health system, health plan and medical school) as well as market research and analytics to support the marketing and communications functions.  Sets a vision for how the organization can best leverage digital tools to support market share growth, customer retention and engagement, talent recruitment, medical school enrollment and philanthropy.  Provides leadership and oversight for the management and reporting of marketing data and insights. Leads the management and strategic direction for consumer-facing web and digital platforms, including Geisinger.org (CMS and associated technology tools such as physician directory), mobile applications, MyGeisinger patient portal, social mediachannels, paid and organic search engine optimization, digital display advertising, email marketing/marketing automation systems, and CRM (customer relationship management) platform.  Works closely with the CIO and Geisinger IT leadership on an aligned strategy for consumer-facing digital marketing assets.  Provides executive leadership and oversight to manage and evolve all employee-facing digital communications tools, including the intranet (OurGeisinger), Yammer and other tools to support a sophisticated internal communications program.  Major duties and responsibilities include: Strategy          Supports a forward-leaning, digital-first, data-driving marketing program. Sets a vision and develops a rolling three-year road map for marketing technology evolution for the enterprise. Identifies opportunities for consumer and employee engagement through AI and other technologies. Operations          Leads web governance for the enterprise and leads digital marketing function (SEO, SEM, retargeting, display, paid social and email/marketing automation).          Successfully manages large-scale vendor relationships, working collaboratively with IT, to support marketing technology implementations.          Leads strategic implementation and management of Customer Relationship Management (CRM) and marketing automation platforms.  Partner with marketing strategists to support market share growth for customer acquisition campaigns through patient journey mapping, digital content development and digital marketing tactics.          Provides executive leadership for social media strategies and channel management, including tracking and reporting, for the enterprise.  Provides leadership on social media governance. Reporting & Analytics          Effectively uses data to inform strategy and is comfortable applying data insights to develop and evolve strategy. Leverage market research, business plans and operational and other market data to develop strategies and plans designed to support business goals.          Establishes measurement and metrics for function that aligns with business goals and strategic objectives and sets a cadence to share program performance data with the Chief Marketing Officer, senior leadership and key stakeholders. Collaboration & Thought Leadership          Works collaboratively with marketing and communications peers and colleagues as well as IT leadership and others to ensure all consumer and employee facing digital tools are aligned with strategy, and adherence to IT and branding policies.   Competencies & Skills:          Accountability          Adaptability          Ability and openness to learn          Change Advocate          Collaboration and teamwork          Business acumen, conceptual thinking & creativity          Customer centricity & results orientation          Decisiveness          Data Literacy & innovation   Education & Experience: Master's degreepreferred; Bachelor's degree with a focus on Public Relations, Communications, or Journalismrequired. A minimum of ten (10) years of demonstrated experience managing large, marketing-led initiatives, preferably with a customer experience component.  Prior executive level experience leading innovative and highly successful marketing, sales and customer services business units required.  Previous boardroom/shareholder experience with the ability to demonstrate tangible value to all stakeholders desired.   Working Conditions & Physical Demands: Work is typically performed in an office environment. Independent travel to other sites throughout the health system and surrounding communities required.   The specific statements shown in each section of this description are not intended to be all-inclusive. They represent typical elements considered necessary to successfully perform the job.  50247
Salary Range: NA
Minimum Qualification
11 - 15 years

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