Responsibilities

• This position will allow for 3 days, on-site and 2 days remote per week.
• HOURS: Primarily Monday - Friday; 8:00 a.m. - 5:00 p.m. with other hours as needed.
• Partner with marketing and communications team members, service lines, and key stakeholders to develop and own Carilion Clinic's CRM-driven omnichannel marketing strategy, aligning with organizational goals and the broader marketing and communications plan.
• Define audience segmentation, messaging frameworks, and communication roadmaps that support patient acquisition, retention and engagement across the care continuum.
• Establish best practices and governance standards for CRM-based communications, including segmentation logic, testing methodology, frequency management, accessibility, and compliance.
• Design and execute personalized, automated communication journeys (e.g., appointment reminders, surgical education pathways, preventive care outreach, re-engagement campaigns).
• Build, test and deploy campaigns within the CRM and marketing automation platform.
• Write and edit clear, compelling and accessible email and text messaging content aligned with Carilion's brand voice and health literacy best practices.
• Ensure all campaigns are optimized for mobile devices and meet accessibility standards.
• Develop and refine advanced segmentation strategies using data to personalize messaging at scale.
• Conduct A/B and multivariate testing across personalization variables.
• Partner with Health Analytics, Finance, Planning, and other teams to leverage data models (e.g., propensity modeling) to identify growth and outreach opportunities within Carilion's patient population.
• Continuously optimize campaigns using performance insights to improve engagement, conversion, and ROI.
• With Communications, Marketing & Planning leadership, define success metrics and track performance across key KPIs (e.g., open rates, click-through rates, conversions, unsubscribe rates, ROI).
• Translate data and performance insights into actionable recommendations for stakeholders.
• Coordinate enterprise-level mass outreach to ensure alignment across campaigns and reduce consumer communication fatigue.
• Collaborate closely with marketing, communications, planning, clinical departments, and the Carilion Clinic Foundation to deliver integrated, audience-centered campaigns.
• Ensure full compliance with HIPAA, CAN-SPAM, TCPA, and other applicable privacy and marketing regulations; partner with Legal and Compliance as needed.
• Stay current on healthcare marketing, CRM and digital engagement trends and recommend new tools, approaches, or initiatives as appropriate.
• Support broader marketing and content initiatives (e.g., web, social, print, paid media alignment) as needed to ensure cohesive, omnichannel experiences.