Director, Marketing

Director, Audience Engagement

Position at WebMD Job Summary: As a Director, Audience Engagement for our Live Business Unit, you will be an integral member of the audience engagement team and will be responsible for registrations, engagement metrics, and growth for live in-person attendees. Specifically, you will be responsible for orchestrating, optimizing, and overseeing marketing strategies to achieve goals for live programs with a concentration within multiple therapeutic areas.

The ideal candidate will bring strong event experience, project management, data management, analytical, communication, leadership, and problem-solving skills. You must have a proven ability to meet deadlines, while being proactive and detail oriented. You will also need to possess a strong attention to detail, the ability to form effective working relationships with a variety of teams, the skill to think outside the box to interpret and solve complex tasks, and the ability to manage time to work effectively during busy sales cycles.

Responsibilities:

• Create and execute omni-channel marketing strategies to drive traffic and engage audiences to live events for healthcare professionals
• Implement and monitor marketing campaigns to meet organization's attendee, registration, and revenue goals and minimums
• Implement growth strategies in the oncology space, identify partner opportunities and provide support for brand elevation in a competitive marketplace
• Liaison between external and internal stakeholders (e.g.: Sales Planning, Business Intelligence, Client Services, Program Marketing, Finance, Contracting, Sales Ops) to create and communicate audience and member plans, forecasting and client solutions
• Adopt and utilize Salesforce/Exact Target marketing automation tool to manage and optimize campaign performance
• Collaborate with the product management team to project and track program performance as it relates to registration and driver traffic
• Partner with Data Analytics to analyze user site behavior for persona development, to inform marketing communications and to drive actionable insights and segmentation
• Work closely with teams to coordinate and execute tactics within marketing plans for sold activities. More specifically:
• Coordinate with the Program Management team to develop timelines for marketing plans
• Optimize email and e-newsletter tactics
• Work with social media specialist(s) to publish social media posts
• Work with Data Analytics to track program performance – to optimize list targeting/segmentation to improve response rates and overall yield
• Provide ongoing reporting and analysis to inform and support business decisions by:
• Analyzing response rate trends to inform deployment of outbound e-mail, onsite tactics, partnerships, and social
• Conducting platform (Exact Target/Aventri/Virtual Platform) tracking analysis of web pages and specific activities to provide insight of user engagement behavior
• Creating and disseminating summary reports (e.g., email and onsite channel performance reviews) to update stakeholders
• Share channel performance data with internal teams

Requirements:

• 10+ years events marketing experience in multi-channel marketing (required)
• Education: BA/BS in marketing is preferred
• Knowledge of CME landscape as it relates to the Healthcare industry and direct-to-physician marketing
• Exceptional in-person marketing strategy and campaign management skills
• Experience with web analytics including engagement & marketing channel (such as Adobe Omniture)
• Must be proactive and detail-oriented
• Strong ability to multi-task in a fast-paced environment autonomously
• Excellent teamwork, written and verbal communications skills
• Strong organizational, operational, analytical, and project management skills
• Strong ability to represent and communicate data-driven analysis to various departments
• Advanced MS Excel, Word, Tableau, Marketing Automation tools, PowerPoint skills and presentation skills
• Working knowledge of HTML

Comp range: 120,000-130,000. This position is also eligible for a discretionary company bonus, based upon business results. Benefits: Employees in this position are eligible to participate in the company sponsored benefit programs, including the following within the first 12 months of employment:

• Health Insurance (medical, dental, and vision coverage)
• Paid Time Off (including vacation, sick leave, and flexible holiday days)
• 401(k) Retirement Plan with employer matching
• Life and Disability Insurance
• Employee Assistance Program (EAP)
• Commuter and/or Transit Benefits (if applicable)

Eligibility for specific benefits may vary based on job classification, schedule (e.g., full-time vs. part-time), work location and length of employment.