Director, Marketing and Brand Development

Schedule: Days: M-F

Job Location Type: [In-person, Hybrid, Remote]

Your experience matters

At Lifepoint Health, we are committed to empowering and supporting a diverse and determined workforce who can drive quality, scalability, and significant impact across our hospitals and communities. As a member of the Health Support Center (HSC) team, you'll support those that are in our facilities who are interfacing and providing care to our patients and community members to positively impact our mission of making communities healthier ^®.

More about our team

The Director of Marketing for the Lifepoint Behavioral Health Division is responsible for working with division and facility leadership to increase market presence and increase hospital admissions through overseeing digital paid media campaigns, the coordination and oversight of opening hospital events and event-related marketing needs, identifying new opportunities, developing strategic marketing initiatives and expanding relationships with the facility development and JV partner marketing teams.

How you'll contribute

A The Director of Marketing who excels in this role:

• Develop and implement conversion-focused marketing strategies to achieve growth for the behavioral health line of business, including wholly owned free-standing, joint ventures, and BHUs, aligned with Behavioral Health business goals

• Employ market research and segmentation strategies to optimize digital advertising investment

• Oversee paid digital campaigns across all tactics (PPC, Display, Social, OTT, etc.) in support of strategic goals

• Manage relationship with agency of record to convey and consult on strategy, oversee ad placement, review performance, supply ad content and creative

• Track KPIs and develop reporting to senior leadership on Marketing campaign performance

• Manage BH advertising technology compliance and risk management, including annual Legit Script recertification and certification of new facilities

• Participate in budgeting and ongoing budget management

• Monitor business results in collaboration with Business Development leadership, CEOs and DBDs on strategy and growth opportunities

• Create and refresh marketing materials as needed and in response to Direct of Business Develop (DBD) requests in collaboration with Creative Services

• Oversee website management including website creation and content development for new facilities and ongoing maintenance, updates and optimizations

• Support the division and facility operators in establishing a presence in the market for all new hospitals from deal signing through opening by:

  • Participating in all implementation meetings

  • Serving as liaison with JV partners (when applicable)

  • Coordinating and executing the planning and development of opening events and supporting materials

  • Developing patient and referral source and consumer facing collateral to meet key market initiatives

• Support acquisitions through:

  • Representing the department during the due diligence process

  • Helping to lead and coordinate initial and final market analysis of selected facility name

  • Developing facility-specific branded print and promo materials

  • Providing training to DBD and clinical liaisons as it relates to market strategy assets

• Maintain the relationship and communications with JV partners

• Work with division leaders to identify opportunities for gained efficiency/coordination

• Build cross-functional relationships with internal stakeholders, including Online Reputation Management Team (ORM), Recruitment, Social Media and Communications

• Complete other projects, requests for consultation and work products as assigned

Why join us

We believe that investing in our employees is the first step to providing excellent patient care. In addition to your base compensation, this position also offers:

• Comprehensive Benefits: Multiple levels of medical, dental and vision coverage for full-time and part-time employees.

• Financial Protection & PTO: Life, accident, critical illness, hospital indemnity insurance, short- and long-term disability, paid family leave and paid time off.

• Financial & Career Growth: Higher education and certification tuition assistance, loan assistance and 401(k) retirement package and company match.

• Employee Well-being: Mental, physical, and financial wellness programs (free gym memberships, virtual care appointments, mental health services and discount programs).

• Professional Development: Ongoing learning and career advancement opportunities.

What we're looking for

Applicants should have a Bachelor's degree required with 8+ years of marketing experience. Additional requirements include:

• Previous multi-site healthcare marketing experience (behavioral health experience strongly preferred)
• Deep paid media and ad agency management experience
• Experience in proven growth strategies, digital marketing and analytics
• Experience managing and coordinating events
• Experience working with joint-venture partners/mergers and acquisitions a plus
• Demonstrated experience driving positive, measurable business impact through marketing
• Experience managing vendors/partners
• Ability to promote creative solutions and new ideas
• Strong strategic planning and project management expertise
• Working knowledge of the latest media and advertising technologies
• Strong understanding of customer experience methodology, marketing and advertising

EEOC Statement

"Lifepoint Health is an Equal Opportunity Employer. Lifepoint Health is committed to Equal Employment Opportunity for all applicants and employees and complies with all applicable laws prohibiting discrimination and harassment in employment."

You must be authorized to work in the United States without employer sponsorship.

Lifepoint Health is a leader in community-based care and driven by a mission of Making Communities Healthier. Our diversified healthcare delivery network spans 29 states and includes 63 community hospital campuses, 32 rehabilitation and behavioral health hospitals, and more than 170 additional sites of care across the healthcare continuum, such as acute rehabilitation units, outpatient centers and post-acute care facilities. We believe that success is achieved through talented people. We want to create places where employees want to work, with opportunities to pursue meaningful and satisfying careers that truly make a difference in communities across the country.