Director Strategic Marketing

Overview

The Strategic Marketing Director is an advanced, senior-level corporate B2B marketer with the ability to quickly grasp and identify in-depth business and marketplace knowledge and translate it into effective, annual strategic marketing plans and go-to-market tactics that drive the business forward to achieve annual financial/growth objectives.

The Director will create impactful promotions and collateral that promotes to existing membership as well as prospective members. S/he will support the development and execution of marketing strategies that uniquely reach critical stakeholders. You will help shape brand identity, lead development of resources and help deliver on Health Trust Performance Group’s commitment to its membership. This role will require close collaboration across internal marketing teams and GPO business leaders.

The ideal candidate is a critical thinker who brings a smart creative approach to marketing that’s grounded by validated insights.

Must demonstrate excellent writing skills and marketing acumen, leveraging the full range of marketing mix/omni channel approaches. The ideal candidate will have a proven track record in one or more of these:
Healthcare/B2B/GPO marketing. Will successfully move market share, deepen penetration and grow the GPO membership. Analyze all aspects of the business to proactively identify new opportunities and new customer segments, strategies for growing adherence in current members, cross-selling and programs to support sales to generate and nurture leads through the funnel.

Primary Objectives:

• Lead all branding initiatives for assigned division: craft key messaging and positioning
• Lead annual strategic planning and 3-year planning
• Create and execute annual marketing plans in alignment with business growth objectives and strategy
• Grow GPO membership
• Develop and execute go-to-market strategy, inclusive of branding and value prop
• Promote and cross-sell the entire portfolio of offerings (contracts, products and services) to support the goal of peak performance optimization and procurement savings
• Work with Sales Team to Generate Leads and nurture through the funnel
• Develop strategies, tactics and messaging to support alliances, ensuring brand continuity

Candidate must be an experienced and effective business copywriter as this position requires heavy focus on writing for all related deliverables. Excellent PowerPoint and presentation skills are a must.

• Lead the development and execution of an annual strategic marketing plan inclusive of market research, marketing campaigns and successful advertising and public relations efforts
• Orchestrate commercialization for segment or product launches to include all programs and activities surrounding new product/service introduction into the market, market-conditioning, market research/analytics, forecast market potential and sales goals
• Develop and execute comprehensive go-to-market plans to support our primary business line growth, service line strategies and company goals
• Collaborate with senior leadership, service line owners and contracting experts to write content for sales collateral, How-to-Sell documents, presentations, case studies, web content and sales training
• Develop promotional material, email marketing campaigns and collateral resource library to support assigned business/product/services. Responsible for all digital assets, including websites.
• Lead tradeshow and conference strategy
• Working in a cross-functional team, partner with account management to support deeper vertical penetration with strategic accounts.
• Participate as member of the Leadership team in all business planning and monthly operating meetings of assigned division
• Demonstrated decision-making and problem-solving capability and able to apply to both organization and business planning
• Analyze all aspects of assigned lines of business to proactively identify new opportunities, programs, strategies for growing the business in current and new customer segments/distribution channels
• Ability to assess new market and/or customer segments and development of appropriate strategies and tactics to drive penetration.…