Director of Marketing

Overview

Responsible for overseeing LifeLinc’s marketing initiatives and brand awareness in the healthcare industry, primarily in the anesthesia space.  The Director of Marketing will support content creation to help employees and providers stay informed and connected to the organization. Supports internal communications efforts to both corporate and clinical employees of LifeLinc. Supports the organization’s culture through consistent and concise communications strategies that sustain LifeLinc’s mission.

This role will be pivotal to our mission of expanding anesthesia services in assigned markets by executing strategic marketing initiatives to boost brand awareness, increase community engagement, strengthen our reputation, and drive referral growth.

Responsibilities

May include any and/or all of the following:

• Lead the development and execution of LifeLinc’s marketing efforts
• Develop, monitor and report on established KPIs

Brand Awareness - Target: Increase social media followers by 20% across all platforms within 6 months. (establish current baselines)

 - Measurement: Track the number of followers, likes, and shares on Facebook, Twitter, LinkedIn,

     and Instagram.2. Engagement Rate - Target: Achieve an engagement rate of 10% on all posts (against count of followers) - Measurement: Monitor likes, comments, shares, and interactions per post.3. Content Production - Target: Publish 3-4 high-quality healthcare/anesthesia related posts per week. - Measurement: Maintain an annual content calendar (providing updates/samples a minimum of month in advance) and track post frequency and quality.4. Lead Generation - Target: Generate at least 2 facility leads per month through internet and social media campaigns. - Measurement: Use tracking URLs and conversion pixels to measure the number of leads.

5. Educational Content

 - Target: Produce one educational video or blog post per month on topics related to anesthesia and patient care. - Measurement: Track views, shares, and feedback on educational content. 6. Community Engagement - Target: Partner with Recruitment for local healthcare events or webinars 4 times a year. - Measurement: Track participation and engagement from community events.7. Website Traffic (provider and facility) - Target: Increase ORGANIC website traffic from blogs/social media to the company website to a minimum of 1000 visits per month or 1000 keywords within 6 months. - Measurement: Semrush.com or Ahrefs.com 8.  Content Authority - Target: Increase Domain Authority to 25 within the first 12 months. - Measurement: Semrush.com or Ahrefs.com  

• Oversee reputation and public relations management efforts through platforms and implement proactive review solicitation strategies.
• Develop communication strategy to maintain LifeLinc’ reputation as a knowledge expert, highlighting success for both providers and facility partnerships
• Perform competitive market analysis to clearly identify and articulate LifeLinc’s competitive advantage.
• Nurture leads via email marketing campaigns using our digital marketing automation platform.
• Maintain content on website pages to highlight LifeLinc’s reach and benefits to facilities
• Create Provider-driven web presence focused on promoting brand awareness and LifeLinc’s unique provider led position
• Measure LifeLinc’s website effectiveness through monthly analysis of SSL, Digital Content Cohesion, Domain Connections
• Work closely with internal teams to ensure brand consistency and recognition across all marketing efforts, including marketing, employee communication, or any other written materials, co-branded collateral, and digital templates.
• Uphold the standards outlined in the Graphic Standards outline for all materials.
• Lead the organization-wide marketing and communication strategies.
• Partner with Director of Recruiting on provider engagement campaigns, email marketing of positions, trade show selection, etc.
• When requested, edit departmental materials including collateral materials, advertisements, and other printed materials utilizing the standards set by LifeLinc.
• Ensure the LifeLinc name, branding, mission, and vision are properly communicated in all materials, maintaining corporate integrity.
• Review and Maintain LifeLinc Graphics Standards
• Responsible for the formatting of LifeLinc responses to RFPs, including updating materials/content as necessary.
• Complies with HIPAA privacy and security requirements to always maintain confidentiality.
• Performs other duties as assigned.

Qualifications

• Bachelor’s degree in communications, writing, marketing or business required.
• Master’s degree preferred.
• Minimum of 6 years of relevant experience or the equivalent combination of education and experience required in advertising, marketing, event planning and public relations. Health care experience preferred.
• Background in anesthesia service delivery a plus
• Minimum of 3 years in a leadership role, previous experience as a Director preferred

• Excellent customer service skills to understand and articulate diverse clients’ needs and objectives; set and manage expectations and deliver as promised on time.
• Proficient with Adobe Creative Suite – InDesign, Photoshop, Illustrator, Acrobat
• Graphic design experience required, with a strong portfolio showcasing creativity and proficiency in design software (e.g., Adobe Creative Suite)
• Proven experience in a marketing management role, with a strong track record of successful marketing campaigns and team leadership.
• Experience with marketing automation, CRM, e-blast systems and social media management systems.