Senior Director Marketing & Consumer Engagement

Responsibilities

• Translate executive and board-level growth priorities into actionable multi-year marketing roadmaps, ensuring alignment with corporate strategy, market opportunities, and organizational goals.
• Partner with operational, clinical, and growth leaders to develop and execute targeted marketing strategies that increase patient volume, market share, and revenue across key service lines and strategic initiatives.
• Identify opportunities to enhance market positioning, strengthen competitive differentiation, and accelerate growth across priority markets and populations.
• Partner with physician liaisons, practice leaders, and specialists to strengthen referral pathways and expand provider-to-provider engagement.
• Lead integrated consumer acquisition strategies across digital, paid, owned, earned, and community-based channels to drive awareness, engagement, and patient conversion.
• Oversee audience segmentation, consumer journey planning, and brand activation efforts that enhance patient preference and reinforce an exceptional patient experience.
• Formulate the design and execution of end-to-end, omnichannel consumer journey frameworks, integrating digital health touchpoints, marketing automation, and workflows to continuously improve the patient journey across WellSpan’s care delivery system, from consideration to episodic encounters or continuous health navigation.
• Establish and monitor performance metrics, ROI measures, consumer insights, and competitive intelligence to evaluate marketing effectiveness and inform strategic decision-making.
• Partner with operations, digital health, finance, legal, compliance, and executive leadership to align marketing initiatives with organizational priorities and ensure successful execution in a complex, matrixed environment.
• Lead, develop, and mentor a high-performing growth marketing team, fostering a culture of accountability, innovation, continuous learning, and measurable results.

Requirements

• A bachelor's degree in business, marketing, or healthcare administration is required, master's degree preferred.
• At least fifteen (15) years of marketing experience required.
• Progressive marketing leadership experience in a large and complex health system preferred.
• Excellent interpersonal/communication skills.
• Strong conceptual, as well as quantitative and qualitative analytical skills.
• Excellent facilitation and presentation skills.
• Strong proficiency in business technologies and digital tools, with a commitment to leveraging emerging technologies, AI, and innovative solutions to enhance performance, efficiency, and user experience.
• Strong problem solving, time management and organizational skills, including the ability to prioritize tasks and delegate when appropriate.
• Ability to work independently and collaboratively in a team environment with both internal employees and external consultants and organizations.