Director, Marketing Intelligence

Inova Health System; Falls Church (VA); Hybrid; USD 80,000 - 120,000; Full time

Job summary

An established industry player is seeking a Director of Marketing Intelligence to lead digital marketing analytics and drive performance through data-driven decision-making. This pivotal role involves overseeing the implementation of the Adobe Experience Platform, managing cross-functional teams, and developing strategies that enhance patient experiences and drive revenue. The ideal candidate will possess extensive experience in digital analytics, strong leadership skills, and a knack for interpreting data to inform marketing strategies. Join a forward-thinking organization that values innovation and collaboration, and make a significant impact in the healthcare sector.

Qualifications

• 5+ years in marketing or communications, with 2 years in leadership.
• Bachelor's in communications, journalism, or marketing.

Responsibilities

• Oversee Adobe Experience Platform for actionable insights.
• Manage integration of AEP with marketing and CRM platforms.
• Deliver reports on digital marketing metrics to stakeholders.

Skills

Digital Analytics

Adobe Experience Platform

Web Analytics

Data Interpretation

Leadership

Campaign Performance Analysis

Education

Bachelor's Degree in Communications

Bachelor's Degree in Marketing

Tools

Google Analytics

Adobe Experience Platform

Job description

The Director, Marketing Intelligence will lead digital marketing analytics, and utilize campaign insights to drive performance, optimizations and downstream revenue. Director of Marketing Intelligence will harness data to drive decisioning in our marketing investments and customer journey experiences. You will also lead the governance of our data, measurement plans, reporting and drive support for marketing investments, ensuring it aligns with organizational objectives and is uniformly applied across all platforms.

Director, Marketing Intelligence Job Responsibilities:

• Oversee the strategy, implementation, and optimization of Adobe Experience Platform (CJA, CDP) to deliver actionable insights and inform data-driven decision-making and marketing performance


• Manage the integration of AEP with other marketing and CRM platforms, ensuring a seamless flow of data and maintaining data accuracy and integrity.


• Direct and mentor analyst, partner with system analytics team and foster growth and collaboration to maximize marketing team performance in analyzing user behavior, traffic, and campaign performance.


• Partner with cross-functional teams, including analytics, and IT, to align business objectives with analytics strategies, translating insights into measurable actions.


• Develop, measure, and help to create the digital marketing strategy to deliver a superior patient experience, drive revenue, and increase conversion.


• Report out Digital Marketing metrics which focus on content performance and campaigns which support system initiatives to key stakeholders. This includes regular reports on website performance, engagement insights, and advising on data-driven, actionable recommendations for optimizations.


• Advance organizational priorities through applying a strong knowledge of digital best practices, recommending new technologies, advocating for enhanced digital capabilities, and encouraging alignment between teams.


• Drive creation and enablement of reporting platforms and dashboards. Deliver reports to key stakeholder and executive team on a consistent cadence.


• Scale our targeting capabilities and lead digital campaign tagging/tracking processes, ensuring that website components, campaigns, content and links have appropriate tracking for reporting purposes.


• Deliver cross-channel content activations at scale in partnership with integrated marketing managers and other partners.

Director, Marketing Intelligence Minimum Qualifications:

• 5 years of experience in marketing, communications or related field


• 2 years of leadership experience.


• Bachelor's Degree in communications, journalism, marketing or related field

Director, Marketing Intelligence Preferred Qualifications:

• 10+ years of experience in Digital Analytics; Adobe Experience Platform experience highly preferred


• Advanced Proficiency in web tracking and analytics; ability to implement reporting dashboards and create new segments


• Strong understanding of web analytics tools, including Google Analytics, and the ability to interpret and use data to inform campaign strategies


• Healthcare experience preferred

This role has work from home capabitlies, but will need to be based in the Northern VA area.