Executive Director, Consumer Digital Engagement

POSITION SUMMARY
Visionary leader responsible for shaping and driving Banner’s digital customer engagement platforms with a specific focus on the marketing technology stack in support of digital marketing strategies and infrastructure. These include but are not limited to: Banner.com and associated mobile apps, digital marketing (email, SMS, SEO/SEM, social media, programmatic), and the use of CRM (customer relationships management) and CDP (consumer data platforms) to drive growth and customer engagement across digital and non-digital channels. Ensures alignment with organizational goals that enhance patient and member acquisition/engagement, brand reputation, and business growth. This role will lead a team of professionals to optimize digital platforms, harness data-driven insights, and foster innovation in the healthcare marketing landscape.

CORE FUNCTIONS
Strategic Leadership

1. Evaluates and develops a comprehensive digital marketing strategy, budget and team structure that aligns with Banner's brand, mission, and strategic priorities. Oversees the development and implementation of short and long-range goals and the creation of a road map for digital marketing, resulting in an integrated strategy to improve efficiency, effectiveness, and marketing ROI. Defines key measures of success and provides transparency into performance of those initiatives.

2. Leads marketing technology platform strategy. Manages digital DXP, CDP and CRM platforms for ongoing performance improvement. Partners with IT on platform upgrades and evolution and serves as marketing’s lead in IT collaboration. Monitors trends in digital marketing, emerging technologies, and patient behavior to ensure the organization remains competitive. Serves as advisor to and collaborate with executive leadership to integrate digital initiatives into broader marketing and organizational strategies.

Digital Platforms and Campaigns

3. Leads partnership with IT in the development and maintenance of the organization's digital assets, including BannerHealth.com, consumer mobile applications, and social media platforms. Leads omnichannel marketing campaigns to drive patient and member acquisition, retention, and engagement.

4. Ensure digital assets provide an optimal user experience that drives growth in customer digital engagement while aligning with the brand identity and goals of Banner. Partners with senior Marketing and Brand leader to ensure all digital platforms deliver an on-brand Banner experience.

Content and Social Media Leadership

5. Directs the strategy and execution of social media and partners with the AVP, marketing and brand, and the content marketing team to ensure content marketing initiatives build brand awareness, engage target audiences, and drive measurable outcomes. Oversees social media platforms to drive consumer engagement and marketing objectives.  Leads the team that monitors and responds to social media trends and feedback to foster patient engagement and trust.

6. Establishes and enforces brand voice, tone, and messaging consistency across all digital content and channels.

Analytics and Performance

7. Establishes and monitors KPIs to measure the effectiveness of digital marketing efforts. Leverages analytics to inform decision-making and optimizes campaigns and platforms. Drives the integration of advanced analytics, including predictive modeling and personalization.

8. Leads marketing analytics for the broader marketing, brand, external communications and digital engagement portfolio. Partners with peers and the marketing operations team to create and maintain performance dashboards that support ongoing marketing performance improvement, track and measure marketing and communications effectiveness and socialize the marketing team’s impact on achieving Banner’s business objectives. This includes executive-level dashboards and reporting.

Compliance and Security

9. Works with IT and compliance teams to safeguard patient data and maintain cybersecurity standards that ensure compliance with healthcare regulations, including HIPAA.

EEO/Disabled/Veterans

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