At NorthBay Healthcare the Director of Marketing (Director) leads all strategic marketing and brand management for NorthBay Healthcare. The Director also works closely with members of the Public Affairs/ Public Relations Department to ensure alignment of system-wide messaging – internally and externally – to make certain the “voice of NorthBay” reflects the organization’s brand.

The Director leads a team of professionals to deliver results that enhance the reputation of NorthBay and support its strategic plan and growth goals. The Director leads the implementation of marketing initiatives, embracing and strengthening NorthBay’s image and brand, to attract and retain patients. The Director reports to the Chief Strategy Officer.

Primary Job Responsibilities

• Provides vision and leadership for NorthBay’s strategic marketing team, and directs marketing strategy and tactics with all NorthBay clinical service lines.
• Develops and executes comprehensive marketing campaigns and branding strategies consistent with NorthBay’s strategic business priorities and operational goals, and within approved budgets.
• Serves as NorthBay’s “brand guardian” to ensure message consistency across all internal and external communication platforms.
• Employs advanced marketing practices to develop marketing plans, implement tactics in support of well-defined goals, and measures/reports on performance, including ROI. 
• Leads the Marketing Team to exceed performance targets.
• Supports and mentors team members to optimize individual performance, and provides opportunities and guidance for growth and professional development.
• Utilizes primary and secondary market research to understand market dynamics and guide marketing decisions, and leverages findings to generate innovative marketing initiatives that distinguish NorthBay Healthcare from its competitors.
• Uses marketing technology including database marketing, customer relationship management (CRM), and marketing automation to drive growth.
• Creates and implements plans and programs to reach key markets via advertising, direct marketing, electronic media/web site, social media, collateral materials, product/service promotions.
• Writes and edits key messages to support plans and initiatives.
• Consults with Chief Strategy Officer and other NorthBay leaders, to align marketing tactics to identified priorities.
• Collaborates with colleagues in Planning & Business Development for market analytics, physician outreach and employer focus.