Director, Program Marketing

The Director, Program Marketing is responsible for managing the production of Bravida Medical's clinical marketing and training initiatives to promote customer awareness, education and engagement across product segments within each applicable market.

The position supports digital production of clinical programs and collateral, tasked with ensuring consistent, high-quality communications and marketing efforts that reflect the reputation and Bravida brand. This role is highly detail-oriented, organized, and able to lead multiple projects and manage completion on deadline. Excellent communication skills in all forms (email, text, social media, and verbal) and the ability to work independently and collaboratively within cross-functional teams (internal departments, field sales, customers, and vendors) is imperative. Primary responsibilities include branding and design for Bravida Academy and creation of all assets within the platform. This includes video production and product imagery, animations, podcasts, management of CE accreditation programming, webinar management and execution, self-study and eLearning LMS module production, other supporting collateral creation, and analytics reporting of activities for lead management and ROI review. Other responsibilities include general website development and maintenance, management of clinical study communication, KOL communication, advisory board support, budget management and support of support for tradeshows, event logistics and product marketing upon request. To be successful in this role requires hands-on experience with multiple digital tools, asset production in multiple forms, and the ability to turn creative ideas into effective clinical marketing and training projects working independently and within multiple groups.

This leadership role helps us build and maintain a strong and consistent brand through a wide range of online and offline marketing channels, tools, and content to drive customer awareness and engagement, creating customer loyalty and positioning Bravida as a thought leader in our business markets. The execution of value-add programs supports ongoing revenue generation and sustainable growth.

Program Marketing

• Build a deep understanding of customer experience and competitive marketing trends, execute programming to fill gaps, and generate deliverables that improve customer engagement and retention to drive growth.
• Create buy-in for utilization of value-add programs and clinical marketing vision both internally and with key external partner, vendors, and KOL customer groups.
• Translate clinical strategy into detailed technical requirements and digital deliverables to drive impact, credibility and thought leadership with customers.
• Scope and prioritize activities based on business and customer impact.
• Lead the production and execution of Bravida Academy and all related collateral and resources under this umbrella. Including videos, animations, photo imagery, podcasts, and other associated digital content.
• Lead On24 webinar event production, CE accreditation and all related programming. Manage Engagement Hub for webinar and eBook OnDemand libraries. Review and analyze data for lead generation and ROI. Work with product marketing to develop and launch nurturing campaigns pre and post events.
• Lead video and photo shoots to ensure optimal ROI and efficiency for high quality deliverables. Perform editing as needed and manage vendor workflow and product completion.
• Produce clinical marketing campaigns, program and service launches and provide support for product launches working with executives, and other marketing and sales team members for optimal execution and ROI.
• Evaluate promotional plans and content resources to ensure that they are consistent with product line clinical strategy and that the message is accurately and effectively conveyed.
• Understand and support clinical study logistics and associated clinical education tools to drive awareness.
• Represent the company by interacting with KOLs, Advisory Groups, working at tradeshows and in field visits to solicit feedback and identify opportunities for products, programs, and services.

Marketing Communications and Brand

• Develop strategies and tactics to improve awareness of Bravida by building ongoing engagement and brand loyalty through high quality, meaningful deliverables that exceed customer expectations and provide a high quality customer experience.
• Deploy successful marketing campaigns and programs with ownership of implementation from ideation to execution and analytical review.
• Utilize a variety of organic and paid acquisition channels through content creation, content curation, pay per click campaigns, event management, publicity, social media, lead generation campaigns, copywriting, conduct performance analysis to make ongoing recommendations for optimal strategy.
• Responsible for strategic social media campaign content production and execution of deliverables.
• Work with clinical and sales experts to understand customer needs and produce valuable and engaging content that helps convert and maintain utilization among our target audiences.
• Build strategic relationships and partner with key industry players, agencies and vendors that are crucial to our success.
• Lead vendor and consultant management for project timelines, execution, and deliverables. Keep costs in line and timelines on target.
• Monitor budget and support conscientious use and ongoing review to maintain spending within target.
• Oversee production and participate in approval of marketing, clinical, sales and other related materials in all formats to ensure brand and content consistency. Work within the QT9 regulatory document approval system and with the Regulatory, Quality and Compliance teams to ensure requirements are met.
• Measure and report on the performance of all clinical marketing programs and content, gain insight, assess against goals, and make recommendations to adjust plan accordingly.

Sales Enablement

• Management of website updates and general maintenance, overall production and maintenance for Bravida Academy educational content, management of webinar platform production and CE accredited activity reporting and maintenance to ensure all remain current, within regulation and useful for end-users.
• Work within collaborative databases such as: HubSpot, Marketo, Salesforce, Constant Contact, etc. Support lead generation and follow-up activities pre- and post-event with high level of sales engagement to track ROI.
• Incorporate customer evaluation measurements into all programs and events to ensure high satisfaction. Administer additional surveys and customer feedback activities to support knowledge, measure customer utilization and engagement, generate claims, and to further assess unmet needs.
• Work in collaboration with the sales team to understand customer field-based needs. Align program and product related platforms to facilitate customer awareness, successful adoption, and utilization of products. Attend team calls to promote new events, follow-up on analytics, and participate in field activities upon request.
• Assist with coordination of marketing trade shows to support optimal customer engagement, lead planning and logistics for associated educational events and initiatives (posters, abstracts, CE activities, etc.). Support plan for KOL engagement, in-booth education, CE options, customer surveys, focus groups, gaming events and creative ideas to increase traffic.
• Manage event communication, activity calendar, promotion, email templates, social media activities for sales team use to drive customer engagement.
• Assist with KOL contracting and study agreement administration activities, managing KOL events or advisory board activities, adding contracts to IntelAgree, and assisting with renewals and/or terminations.
• Support internal training resource production and deliverables such as PPT, LMS, other eLearning platforms, etc. Plan and manage calendars and determine and develop optimal online platform for new hire orientation and resource access.
• Responsible for content production to support internal newsletters and quarterly customer communications for sales and 1099 contract teams.

Experience

• Demonstrated success in marketing leadership with production of high-impact deliverables in multiple formats. Ability to manage, produce and maintain website platform.
• Proven experience in market assessment and segmentation by brand, identifying target audiences, in leading marketing campaigns across channels that enhance customer engagement and build brand credibility and loyalty.
• Demonstrated knowledge of website analytics tools (e.g., Google Analytics, NetInsight, Omniture, WebTrends).
• Experience in setting up and optimizing Google Adwords campaigns.
• Strong skillset with social media campaigns and managing content posting and analytics, experience with AI and application to the marketing function, development of videos, podcasts, and interactive content to engage audience.
• Experience with launching and operating webinar platforms and maintaining website activity and engagement (e.g., On24, Engagement Hub, ZOOM, MS Teams.). Managing registration, lead generation and post-event follow-up and nurturing campaigns.
• Experience with CE Accreditation processes, execution, reporting and requirements. Proven track record of KOL and thought leader consultant project management.
• Demonstrated ability to manage video and photo shoots, edit, and produce deliverables. Working with vendors and/or independently.
• Able to manage budget, spreadsheets and make recommendations based on optimal ROL.
• Proven ability to work independently and with teams to create original, creative, and engaging content as part of the Bravida Medical brand.
• Up to date with the latest trends and best practices in online marketing, content creation, webinar and digital collateral execution, branding and analytics for ongoing measurement and recommendations for best ROI.

Education

• Minimum of five years' experience in healthcare marketing creative project management role. Ten years is ideal.
• Minimum of a bachelor's degree in marketing, business, or another related field. Master's degree is a plus.
• Project management, On24, AI, and other technology or digital platform certifications are a plus.

General Skills/Competencies/Specialized Knowledge

• Strong strategic thinking and leadership skills, with the ability to develop and communicate a clear vision and roadmap for program marketing and manage projects cross-functionally.
• Results-oriented mindset with a focus on driving business growth and achieving measurable marketing goals.
• Strong organizational and project management skills, with the ability to manage multiple priorities and meet deadlines in a fast-paced environment.
• Knowledge of healthcare market dynamics, trends, and competitive landscape.
• Detail-oriented mindset, with a commitment to accuracy and compliance in contract administration.
• Ability to adapt to a dynamic and fast-paced environment, demonstrating flexibility and resilience.
• Ability to work both independently and as part of a team. Ability to lead teams and to manage personnel upon request.

Travel

• Travel is approximately 25% of the time and may include the following activities:
• Production events for videos, photo shoots, etc.
• Tradeshows for booth set-up/tear-down, staffing exhibit hours for customer interaction, managing KOL events or advisory board activities.
• Company meetings to include leadership, national sales meetings, and/or department events.
• Hospital or similar patient care settings to support product demonstration and training.
• Flexibility to work evenings and weekends as needed to meet customer requirements.

Work Environment and Physical Demands

• Similar to office environment.