Marketing Planning Lead

The Lead Integrated Marketing Manager is a senior strategic marketing leader responsible for the development, integration, and performance of marketing programs across a complex portfolio of service lines. Reporting to the Director of Integrated Marketing, this role leads the planning and execution of integrated, omni-channel marketing strategies that support organizational growth, strengthen brand awareness, improve patient acquisition and retention, and enhance physician engagement. This role serves as the senior day-to-day marketing lead for an assigned portfolio of multiple service lines, including newly aligned and highly visible areas that require thoughtful prioritization, close stakeholder partnership, and strong cross-functional coordination.

The Lead Integrated Marketing Manager translates business priorities into comprehensive marketing strategies and campaigns, ensuring alignment across digital, social, web, content, communications, media, email, and related outreach channels. This role partners with the analytics team to define success metrics, measure performance, and use insights on engagement, conversion, and patient acquisition to optimize marketing strategy and results.

This role collaborates closely with supporting team members, including a Senior Marketing Specialist, to ensure alignment, coordinate workflow, and support effective execution of assigned marketing initiatives.

Inova is consistently ranked a national healthcare leader in safety, quality and patient experience. Committed to Team Member Health: offering medical, dental and vision coverage, and a robust team member wellness program.

Retirement: Mental Health Support: offering all Inova team members, their spouses/partners, and their children 25 mental health coaching or therapy sessions, per person, per year, at no cost.

Work/Life Balance: offeringpaid time off, paid parental leave, flexible work schedules, hybrid career opportunities .

Lead Integrated Marketing Manager Job Responsibilities:

Lead the development of integrated marketing strategies and annual marketing plans for an assigned portfolio of service lines, ensuring alignment with organizational priorities, growth goals, and brand strategy.

Serve as the primary marketing lead and subject matter expert for multiple service lines, including complex or newly combined areas that require cross-service-line coordination, prioritization, and strategic oversight.

Partner with service line leaders, physicians, operations leaders, and internal stakeholders to understand business objectives, market dynamics, patient needs, and competitive differentiators.

Build strong, trusted relationships with clinical and operational leaders and lead marketing strategy for assigned service lines, proactively aligning stakeholders and advancing work in complex or highly matrixed environments.

Develop omni-channel campaign strategies across digital, web, SEO/SEM, email, social media, paid media, content, video, events, and physician outreach channels.

Ensure key messaging, audience strategy, creative direction, and campaign tactics are aligned across all channels and stages of the consumer journey.

Identify opportunities to improve awareness, engagement, conversion, retention, and patient experience across service line marketing efforts.

Translate business priorities into clear creative briefs, campaign plans, messaging frameworks, and measurement plans for internal teams and external partners.

Work with teams including digital, creative, communications, social media, media relations, analytics, and agency partners to deliver integrated campaigns.

Review campaign performance regularly and use data, insights, and market knowledge to optimize strategy, channel mix, messaging, and audience targeting.

Prepare and present routine updates, campaign results, and strategic recommendations to leadership and service line stakeholders.

Oversee brand stewardship across assigned service lines, ensuring all marketing materials and communications reflect Inova brand standards, voice, and visual identity.

Ensure content and campaign materials are accurate, audience-centered, clinically appropriate, and aligned with approved messaging.

Bachelor’s Degree in Marketing, Digital Marketing, or a related field

Experience : 8 years of experience in Marketing, Digital Marketing, or a related field

10+ years of experience in marketing/digital marketing

• Healthcare marketing experience preferred
• Analytics experience including knowledge of marketing performance measurement and reporting; experience with Adobe Customer Journey Analytics (CJA) strongly preferred.

We are Inova, Northern Virginia’s leading nonprofit healthcare provider. Every day, our 26,000+ team members provide world-class healthcare to the communities we serve. Our people are the reason we're a national leader in healthcare safety, quality and patient experience. And from best-in-class facilities to professional development opportunities, we support them at every step. All qualified applicants will receive consideration for employment without regard to age, color, disability, gender identity or expression, marital status, national or ethnic origin, political affiliation, pregnancy (including childbirth, pregnancy-related conditions and lactation), race, religion, sex, sexual orientation, veteran status, genetic information, or any other characteristics protected by law.