Manager, Brand and Performance Marketing

We are more than a health system. We are a belief system. We believe wellness and sickness are both part of a lifelong partnership, and that everyone could use an expert guide. We work hard, care deeply and reach further to help people uncover their own power to be healthy. We inspire hope. We learn, grow, and achieve more – in our careers and in our communities.

Job Description Summary:

The Manager of Brand and Performance Marketing supports OhioHealth's strategic goals by managing and nurturing the brand, driving acquisition through performance marketing, and maintaining relationships with advertising agencies. This role collaborates with various teams across OhioHealth to plan, integrate, and track campaigns, ensuring maximum community exposure and return on marketing investment (MROI).
Additionally, the Manager ensures a consistent advertising presence across all media, manages brand assets, and activates brand strategies through earned, owned, and paid channels. The role also involves developing and overseeing performance marketing strategies to drive acquisition and growth, working with enterprise analytics to create campaign measurement plans, and leading a cross-functional team dedicated to brand and performance marketing including traditional and digital marketing, search engine marketing, and search engine optimization.
The ideal candidate will possess strong leadership abilities, a deep understanding of brand strategy and performance marketing, and a proven track record in driving brand awareness, acquisition, and conversions through effective marketing channels and campaigns.

Responsibilities And Duties:

80% Brand and Performance Marketing Planning, Execution, and Measurement
Collaborates with senior leaders, marketing and communication team members, and agencies to plan and place advertising and digital media, ensuring each campaign has clear goals to measure success.
Coordinates advertising, digital media, digital optimization, and listing management initiatives across OhioHealth marketing and communication in an integrated way.
Maintains relationships with advertising agency contacts and acts as the central point of contact for media buying efforts.
Coordinates with agencies to report advertising performance and oversee the management of the master advertising/messaging calendar.
Educates the department on media cost savings and leverages opportunities aligned with marketing strategies.
Seeks to understand marketing strategies and helps assess how advertising and digital media can meet marketing objectives.
Provides insights on new digital developments and trends.
Develops performance marketing strategies that align with overall marketing goals and drive customer acquisition and growth.
Acs as subject matter expert and point of contact for campaign analytics and collaborates with enterprise analytics to develop and implement measurement plans, reporting, and dashboards for brand and performance marketing campaigns, ensuring accurate tracking and reporting of key performance indicators (KPIs).
Coordinates and supports system-wide clinical and non-clinical program-specific marketing initiatives, including photo and video shoots, radio records, and sponsorship activation.
Develops and maintains processes for the online photo library and brand assets, ensuring accurate, current, and relevant resources are available.
Acts as OhioHealth's representative at radio, television, and video editing sessions.
Tracks budgets and performance through post reports and auditing.
Consults with agencies and other creative partners to ensure that brand identity standards are followed.
Ensures digital media follows industry best practices and is appropriately tracked for performance monitoring.
Oversees the creation of campaign website landing pages, including CTA development and goal alignment.
Implements performance marketing campaigns across various channels, including paid search, display advertising, social media, and email marketing.
Utilizes digital optimization methods, such as A/B testing and multi-variate testing, to enhance campaign performance and achieve marketing objectives.
Assists in overseeing the campaign planning, strategy, and execution process.
Plans and leads internal and agency meetings, including brand and creative planning and channel strategy meetings.
Evangelizes to internal creative, brand, and cross-functional teams on the role of advertising, digital media, and optimization opportunities.
Leverages data-driven insights to refine and improve performance marketing strategies, ensuring continuous optimization and effectiveness.
20% Leadership
Leads a multi-disciplined team to support the long-term sustainable growth of the OhioHealth brand and business.
Acts as a thought leader on evolving advertising and digital trends and technology that support the brand vision, performance marketing, and business goals.
Manages demand, prioritization, and workflow to ensure the team is focused on the highest priority work.
Oversees the advertising and digital media budget, working with team leads to optimize programs and ensure their effectiveness.
Represents the creative director and digital marketing director when needed, acting as a contact to review and supervise creative reviews regardless of media, ensuring that voice, tone, and visual style are current, up to standards, and represent the OhioHealth brand.
Mentors and develops team members, providing guidance and support to help them achieve their professional goals.
Fosters a collaborative and innovative team environment, encouraging open communication and the sharing of ideas.
Sets clear performance expectations and conducts regular performance reviews to ensure team members are meeting their objectives.
Identifies and addresses skill gaps within the team, providing training and development opportunities to enhance their capabilities.
Promotes a culture of continuous improvement, encouraging the team to seek out new ways to optimize marketing efforts and drive better results.

Minimum Qualifications:

Bachelor's Degree (Required)

Additional Job Description:

SPECIALIZED KNOWLEDGE

• Exceptional verbal and presentation skills, with the ability to clearly and concisely present marketing strategies to all levels of leadership.
• Extensive knowledge of both traditional and digital media channels, including but not limited to: TV, radio, out-of-home (OOH), digital media, paid search, display advertising, social media, connected TV (CTV), streaming services, podcasts, email marketing, and influencer marketing.
• Expertise in digital optimization methods, such as A/B testing and multi-variate testing, to enhance campaign performance.
• Strong understanding of search engine marketing (SEM) and search engine optimization (SEO), as well as local listings management.
• Proven success in delivering measurable results through both brand and performance marketing initiatives.
• Working knowledge of marketing attribution models to accurately assess the impact of various marketing efforts.
• Proficiency in tracking and analyzing digital media KPIs, enabling the monitoring and optimization of campaign performance.
• Experience in leveraging data-driven insights to refine and improve marketing strategies.
• Ability to manage and optimize large-scale paid media budgets effectively.
• Specialized knowledge in customer segmentation and targeting, ensuring that marketing efforts are precisely directed to the most relevant audiences.
• Familiarity with marketing automation tools and CRM systems, facilitating efficient campaign management and customer relationship building.
• Strong project management skills, with the ability to lead cross-functional teams and manage multiple initiatives simultaneously.

Work Shift:

Day

Scheduled Weekly Hours :

40

Department

Digital Marketing and Analytics

Join us!
... if your passion is to work in a caring environment
... if you believe that learning is a life-long process
... if you strive for excellence and want to be among the best in the healthcare industry

Equal Employment Opportunity

OhioHealth is an equal opportunity employer and fully supports and maintains compliance with all state, federal, and local regulations. OhioHealth does not discriminate against associates or applicants because of race, color, genetic information, religion, sex, sexual orientation, gender identity or expression, age, ancestry, national origin, veteran status, military status, pregnancy, disability, marital status, familial status, or other characteristics protected by law. Equal employment is extended to all person in all aspects of the associate-employer relationship including recruitment, hiring, training, promotion, transfer, compensation, discipline, reduction in staff, termination, assignment of benefits, and any other term or condition of employment