Omnichannel Marketing Strategist- hybrid at Carilion Clinic | Roanoke, VA

Carilion Clinic

Omnichannel Marketing Strategist- hybrid

Roanoke, VA (Hybrid)

Salary Not AvailableSenior Level6+ years expFull time

Posted 3 months ago

Job Summary

Drive end-to-end CRM-driven patient communications across email and SMS to acquire, engage, and retain patients.

Own the design, build, and optimization of automated patient journeys in the CRM.
Must-have: 6+ years in CRM/omnichannel marketing with hands-on platform experience.
Standout: Healthcare/regulated-industry CRM governance and enterprise impact.

Job Description

Responsibilities

This position is responsible for designing, executing, and optimizing data-driven, patient-centered marketing communications across email, SMS, patient portal, and other digital channels to drive patient acquisition, engagement, and retention throughout the care journey.
The ideal candidate is both a strategic thinker and a skilled practitioner—someone who can translate complex healthcare objectives and patient journeys into actionable, personalized communication strategies and then personally build, launch, and optimize those campaigns within a CRM and marketing automation environment.
This role serves as a subject matter expert for CRM-driven, omnichannel patient communications and plays a key role in advancing Carilion’s enterprise marketing and communications strategy.
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.

Requirements

Bachelor’s degree in marketing, communications, business, or related field.
6+ years of progressive marketing experience, including significant experience in CRM, lifecycle, or omnichannel marketing.
Hands-on experience with CRM and marketing automation platforms (Epic Cheers strongly preferred; Salesforce Marketing Cloud, HubSpot, Marketo, or similar platforms acceptable).
Proven success planning, executing, and optimizing complex, multi-step omnichannel campaigns from strategy through measurement.
Exceptional copywriting and editing skills, with experience writing for diverse audiences and attention to clarity, tone, and accessibility.
Experience developing automated lifecycle communication flows (e.g., screenings, annual visits, etc.).
Strong understanding of customer/patient journey mapping, segmentation, and personalization.
Strong analytical skills with experience using data, dashboards, and testing to inform decisions and influence stakeholders.
Working knowledge of HTML/CSS for email formatting and troubleshooting.
Excellent project management skills with the ability to manage multiple campaigns, timelines, and stakeholders simultaneously.

Preferred

Experience in healthcare, payer/provider organizations, or other highly regulated industries.
Experience partnering with analytics teams and working with propensity or predictive models.
Experience contributing to enterprise-level CRM governance or center-of-excellence models.

Benefits

Comprehensive Medical, Dental, & Vision Benefits
Employer Funded Pension Plan, vested after five years (Voluntary 403B)
Paid Time Off (accrued from day one)
Onsite fitness studios and discounts to our Carilion Wellness centers
Access to our health and wellness app, Virgin Pulse
Discounts on childcare
Continued education and training

Carilion Clinic

Carilion Clinic is a non-profit health care organization serving nearly one million people in Virginia through hospitals, outpatient specialty centers and advanced primary care practices. Led by multi-specialty physician teams with a shared philosophy that puts the patient first, Carilion is committed to improving outcomes for every patient while advancing the quality of care through medical education and research. For more information, visit CarilionClinic.org.Any text, graphics or images are for informational purposes only and not intended to be relied upon solely for medical advice nor as promotional endorsements of any third parties.

Roanoke, Virginia, USA

8.8K employees

www.carilionclinic.org