Omnichannel Marketing Strategist- hybrid

SIGNIFICANT RESPONSIBILITIES:

Strategy & Planning

• Partner with marketing and communications team members, service lines, and key stakeholders to develop and own Carilion Clinic's CRM-driven omnichannel marketing strategy, aligning with organizational goals and the broader marketing and communications plan.
• Define audience segmentation, messaging frameworks, and communication roadmaps that support patient acquisition, retention, and engagement across the care continuum.
• Establish best practices and governance standards for CRM-based communications, including segmentation logic, testing methodology, frequency management, accessibility, and compliance.

Campaign Development & Execution

• Design and execute personalized, automated communication journeys (e.g., appointment reminders, surgical education pathways, preventive care outreach, re-engagement campaigns).
• Build, test, and deploy campaigns within the CRM and marketing automation platform.
• Write and edit clear, compelling, and accessible email and text messaging content aligned with Carilion's brand voice and health literacy best practices.
• Ensure all campaigns are optimized for mobile devices and meet accessibility standards.

Segmentation, Personalization & Optimization

• Develop and refine advanced segmentation strategies using data to personalize messaging at scale.
• Conduct A/B and multivariate testing across personalization variables.
• Partner with Health Analytics, Finance, Planning, and other teams to leverage data models (e.g., propensity modeling) to identify growth and outreach opportunities within Carilion's patient population.
• Continuously optimize campaigns using performance insights to improve engagement, conversion, and ROI.

Measurement & Analytics

• With CMP leadership, define success metrics and track performance across key KPIs (e.g., open rates, click-through rates, conversions, unsubscribe rates, ROI).
• Translate data and performance insights into actionable recommendations for stakeholders.

Collaboration & Governance

• Coordinate enterprise-level mass outreach to ensure alignment across campaigns and reduce consumer communication fatigue.
• Collaborate closely with marketing, communications, planning, clinical departments, and the Carilion Clinic Foundation to deliver integrated, audience-centered campaigns.
• Ensure full compliance with HIPAA, CAN-SPAM, TCPA, and other applicable privacy and marketing regulations; partner with Legal and Compliance as needed.
• Stay current on healthcare marketing, CRM, and digital engagement trends and recommend new tools, approaches, or initiatives as appropriate.

Additional Support

• Support broader marketing and content initiatives (e.g., web, social, print, paid media alignment) as needed to ensure cohesive, omnichannel experiences.

MINIMUM QUALIFICATIONS REQUIRED:

Required

Education:

Bachelor's degree in marketing, communications, business, or related field.

Experience:

Required

6+ years of progressive marketing experience, including significant experience in CRM, lifecycle, or omnichannel marketing. Hands-on experience with CRM and marketing automation platforms (Epic Cheers strongly preferred; Salesforce Marketing Cloud, HubSpot, Marketo, or similar platforms acceptable). Proven success planning, executing, and optimizing complex, multi-step omnichannel campaigns from strategy through measurement. Exceptional copywriting and editing skills, with experience writing for diverse audiences and attention to clarity, tone, and accessibility. Experience developing automated lifecycle communication flows (e.g., screenings, annual visits, etc.).

• Licensure,

certification, and/or

registration:

N/A

Other Minimum

Qualifications:

Strong understanding of customer/patient journey mapping, segmentation, and personalization. Strong analytical skills with experience using data, dashboards, and testing to inform decisions and influence stakeholders. Working knowledge of HTML/CSS for email formatting and troubleshooting. Excellent project management skills with the ability to manage multiple campaigns, timelines, and stakeholders simultaneously. Strong communicator and collaborator, comfortable working with both technical and non-technical partners in a matrixed healthcare environment. Familiarity with accessibility standards, mobile-first design, and regulated-industry marketing requirements.

To perform this job successfully, an individual must be able to perform each essential duty satisfactorily. The requirements listed are representative of the knowledge, skill and/or ability required. Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions. To perform this job successfully, an individual should have knowledge of applied management technology.

Preferred

• Experience in healthcare, payer/provider organizations, or other highly regulated industries.
• Experience partnering with analytics teams and working with propensity or predictive models.
• Experience contributing to enterprise-level CRM governance or center-of-excellence models.

Education: Bachelor's degree is required. 4 years of relevant experience may be considered in lieu of a degree.

Experience: A minimum of 5 years of related experience is required, including at least 3 years of experience in a specialized marketing or communications function.

Licensure/Certification: None required.

Life Support: Not applicable.

Other Minimum Qualifications: Must possess excellent written and verbal communication skills, including presentation abilities. Requires strong analytical thinking, interpersonal skills, and the ability to work effectively in a team environment. Must be proficient with Microsoft Office applications. Requires strong organizational skills, the ability to manage multiple tasks and projects, and the flexibility to adapt to changing priorities in a fast-paced environment. Must be able to maintain confidentiality and handle sensitive information appropriately. Must maintain broad knowledge across all marketing and communications areas while developing advanced expertise in one or two specific disciplines.

This job description is only meant to be a representative summary of the major responsibilities and accountabilities performed by the incumbents of this job. The incumbents may be requested to perform job-related tasks other than those stated in this description.

Recruiter:

Recruiter Email:

For more information, contact the HR Service Center at 1-800-599-2537.

Carilion Clinic is an Equal Opportunity Employer: We provide equal employment opportunities to all employees and applicants without regard to race, color, religion, sex, national origin, age (40 or older), disability, genetic information, or veterans status. Carilion is a Drug-Free Workplace. For more information or for individuals with disabilities needing special assistance with our online application process contact Carilion HR Service Center at 800-599-2537, 8:00 a.m. to 4:30 p.m., Monday through Friday.

For more information on E-Verify: https://www.carilionclinic.org/eoe-e-verify-and-right-work-policies

Carilion understands the importance of prioritizing your well-being to help you develop and thrive. That's why we offer a well-rounded benefits package, and many perks and well-being resources to help you live a happy, healthy life - at work and when you're away.

When you make your tomorrow with us, we'll enhance your potential to realize the best in yourself.Below are benefits available to you when you join Carilion:

• Comprehensive Medical, Dental, & Vision Benefits
• Employer Funded Pension Plan, vested after five years (Voluntary 403B)
• Paid Time Off (accrued from day one)
• Onsite fitness studios and discounts to our Carilion Wellness centers
• Access to our health and wellness app, Virgin Pulse
• Discounts on childcare
• Continued education and training

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