Marketing Manager

Marketing Manager

The Marketing Manager, under the direction of the Regional Marketing Director, develops and executes strategic marketing initiatives that drive patient acquisition, engagement and retention across Baylor Scott & White Health service lines, facilities and physician practices. This role uses market research, consumer insights and performance analytics to identify growth opportunities, optimize the patient journey from awareness through long-term loyalty, increase awareness and utilization of MyBSWHealth, and deliver measurable business results.

The Marketing Manager leverages market research, consumer behavior trends, digital performance metrics and business data to develop targeted campaigns that increase appointments, strengthen patient relationships and support organizational growth objectives. Working collaboratively with service line leaders, physicians, operations teams and marketing stakeholders, this position ensures marketing investments deliver measurable business outcomes and exceptional customer experiences.

Essential Functions of the Role:

• Working with the Regional Marketing Director, and as part of the Central Texas Marketing Team, will develop and implement short- and long-term marketing strategies that support patient acquisition, retention and growth objectives for assigned markets, service lines and facilities.
• Analyze market, consumer, competitive, digital and operational data to identify growth opportunities and inform marketing strategy, audience targeting and campaign optimization.
• Along with the Regional Marketing Director, works with local and system marketing teams to develop and execute integrated marketing campaigns across digital, email, paid media, website, social media and traditional channels that drive appointment volume and patient engagement while managing localized budgets.
• Drive awareness, adoption and ongoing utilization of MyBSWHealth to enhance patient engagement, digital self-service and loyalty.
• Monitor and evaluate campaign performance using analytics platforms, dashboards and key performance indicators (KPIs), providing actionable insights and recommendations to improve results.
• Support new patient acquisition initiatives, physician and provider promotion strategies, website optimization efforts, reputation management activities and consumer engagement programs, as well as supporting local facility communication needs.
• Partner with Marketing Operations and Digital Marketing teams to ensure effective campaign execution, measurement and optimization.
• Participate in leadership, physician and operational meetings to provide strategic marketing consultation and support organizational priorities.
• Ensure all marketing activities reflect Baylor Scott & White Health's mission, vision, values and brand standards.

Key Success Factors:

• Strong understanding of healthcare consumer behavior, acquisition and retention strategies.
• Experience using marketing analytics, dashboards and performance reporting tools.
• Ability to develop customer-centric strategies that support business growth and measurable outcomes.
• Strong project management, communication and stakeholder engagement skills.
• Ability to collaborate effectively across multidisciplinary teams and influence decision-making.
• Experience leveraging AI-powered tools and emerging technologies to improve marketing efficiency and effectiveness.

Qualifications:

• EDUCATION - Bachelor's Degree in Marketing, Communications, Business Administration, or a related field preferred
• EXPERIENCE - 3 years of progressive marketing experience required.

Preferred Qualifications:

• Healthcare marketing experience preferred.
• Experience in patient acquisition, retention marketing, CRM, digital marketing and/or analytics-driven marketing strongly preferred.
• Experience with healthcare consumer data, marketing performance reporting and ROI measurement.
• Experience developing growth strategies tied to appointments, service line growth, customer engagement or other measurable business outcomes.
• Certification or advanced training in digital marketing, analytics, CRM platforms or marketing technology preferred.