Associate Director, Marketing

The Associate Director, Marketing is a strategic leader within the Office of Strategic Marketing and Communications responsible for stewarding and advancing the UVA Health brand, supporting UVA Community Health marketing initiatives, and elevating the visibility and reputation of the UVA Paul and Diane Manning Institute of Biotechnology and the School of Medicine/research enterprise. This role ensures alignment across organizational and Marketing priorities, delivering integrated marketing strategies that drive growth, strengthen brand equity, and enhance stakeholder engagement. The Associate Director partners closely with administrative, clinical and operational leaders, teams within Marketing & Communications such as Performance Marketing, Digital Solutions, Creative Studio and Content/Social, and other institutional stakeholders to translate organizational priorities into impactful marketing programs.

Please note that this is a hybrid position based in Northern Virginia. The selected candidate must be able to work within the market and be physically present on-site up to two days per week.

Key Responsibilities

Brand Strategy & Management

• Support the development and stewardship of UVA Health brand strategy across all audiences and channels.
• Ensure consistency in messaging, tone, and visual identity across Marketing & Communications.
• Partner closely with internal teams and external partners to evolve brand positioning and creative strategy to reinforce brand differentiation in a competitive healthcare landscape.
• Lead quantitative consumer and provider research initiatives; monitor brand performance metrics such as awareness, preference, perception and market trends to inform strategy and optimization.
• Oversee daily brand management, ensuring brand compliance and alignment throughout the organization.
• Lead brand education and adoption efforts across the organization.

Marketing Strategy

• Serve as the primary strategic marketing lead for UVA Community Health, inclusive of UVA Community Health Medical Group, three northern Viginia community hospitals and numerous outpatient clinics.
• Lead development and oversee execution of localized marketing strategies and campaigns to drive patient acquisition and specialty/service line growth, and to grow UVA Health brand awareness and reputation in northern Virginia.
• Collaborate closely with UVA Community Health stakeholders and health system strategy teams to identify growth and marketing opportunities.
• Ensure system-level marketing coordination while driving strategy and tailoring approaches for local marketing dynamics.
• Manage the budget associated with approved marketing activities.

UVA Paul and Diane Manning Institute of Biotechnology Marketing

• Lead and oversee marketing strategies to elevate the profile of the UVA Manning Institute brand, research, discovery and development programs, and key faculty.
• Translate complex scientific and clinical advancements into compelling, accessible narratives for diverse audiences.
• Collaborate with communications and digital teams to amplify research stories across channels.

Performance & Analytics

• Working with Performance Marketing and Analytics teams, establish KPIs and measurement frameworks to evaluate marketing effectiveness across all areas of responsibility.
• Leverage data and insights to optimize campaigns, inform decision-making, and demonstrate ROI, inclusive of measuring brand lift on acquisition campaigns.
• Provide regular reporting and strategic recommendations to senior leadership and stakeholders.

Leadership, Strategic Planning & Cross-Functional Collaboration

• Manage and mentor a team of direct reports.
• Contribute to enterprise marketing strategy, aligning initiatives with organizational goals for growth, reputation, and impact.
• Build strong relationships with clinical, academic, and administrative leaders to ensure marketing is a trusted strategic partner.
• Oversee cross-functional teams and projects, ensuring timely execution and measurable outcomes.
• Identify opportunities to improve team processes and efficiencies.
• Manage external agency partners and vendors as needed.

MINIMUM REQUIREMENTS:

Education: Bachelor's degree

Experience: 8 years relevant professional experience, including 3 years of formal managerial experience

Licensure: None.

PHYSICAL DEMANDS:

This is primarily a sedentary job involving extensive use of desktop computers. The job does occasionally require traveling some distance to attend meetings, and programs.

The pay range for this role is $135,000.00 - $218,293.00 annually. Individual compensation will be determined by the selected candidate's qualifications, previous work experience, and/or education.

Job Profile
J1256 - Communications Management 3

Career Stream and Level
Management-M3

The University of Virginia is an equal opportunity employer. All interested persons are encouraged to apply, including veterans and individuals with disabilities. Learn more about UVA's commitment to non-discrimination and equal opportunity employment .

Each agency within the Commonwealth of Virginia is dedicated to recruiting, supporting, and maintaining a competent and diverse work force. Equal Opportunity Employer