Marketing Integration Manager

General Description

Chiro One is a high-growth healthcare organization looking for a Manager of Marketing Integration to help drive patient acquisition growth in newly acquired chiropractic clinics. He/She will work closely with the Chief Marketing Officer, corporate marketing channel leads and newly acquired clinic teams to create a seamless marketing transition and implement media/marketing plans to drive ongoing growth.

The Manager of Marketing Integration reports directly to the Chief Marketing Officer. We are looking for a candidate who thrives in a fast-paced environment, has experience in paid search, social media and print advertising and can effectively determine the optimal marketing mix for a mix of urban, suburban and rural markets.

In the initial stages of newly-acquired clinic integrations (0-30 days), the manager will transition current clinic marketing and advertising programs from the acquired clinics to her/him, understand the current KPIs and measure/optimize the campaigns. Subsequently (30-90 days post-acquisition), the manager will assess and implement the optimal ongoing marketing mix, measure performance and amend to ensure the campaigns drive the targeted patient acquisition numbers.

Essential Functions and Responsibilities:

The Marketing Integration Manager role is critical as it ensures patient acquisition endures throughout the acquisition process and grows soon after via the continuation and implementation of cross-channel marketing campaigns.

• Work closely with newly-acquired clinics to gain and understanding of the current marketing channel mix and assume ownership of the current marketing campaigns and results.
• Identify optimal channel mix including screening events, patient referral programs, digital media and print. Implement go-forward campaigns and measure results to continuously optimize patient acquisition results and meet or exceed the budget.
• Create a framework for measuring clinic campaign performance including setting success metrics/KPls, creating reports, performing ongoing analytics and communicating results and actionable insights to the marketing team.
• Manage to budgeted new patient volume and Cost Per Acquisition (CPA) targets while managing to marketing expense budgets.
• Handle contractual agreements with media and event vendors including contract negotiation, contract KPls, legal review and contract approval.
• Build collaborative relationships with newly acquired clinic teams to understand their current patient acquisition model, the success and failure of current marketing initiatives, doctor/local personas, patient geographies, etc.
• Act as liaison between the integration and marketing teams to keep the marketing team abreast of newly acquired clinics and existing marketing initiatives. Work with sales, patient and digital marketing to create marketing transition plans for each clinic.
• Work cross-functionally with outside sales, inside sales, patient referrals, digital marketing and the content team to gain ongoing knowledge of successful/unsuccessful marketing initiatives, create and implement new campaigns, identify new channels and share learnings.
• Create marketing playbooks for key types of clinic acquisitions.
• Act as a Subject Matter Expert (SME) and super-user for Salesforce. This includes reviewing new channel-specific requests from the channel-specific marketing team members to help ensure changes requested by a single channel do not have negative downstream implications to other marketing channels.
• Participate in daily agile marketing meetings with the digital team to provide updates on digital campaign performance for newly-acquired clinics.

Minimum Qualifications

• Bachelor's degree in marketing, business, programming or equivalent; MBA a plus.
• 5+ years of cross-channel media experience (digital, print, etc.) with proven results in running performance-driven campaigns.
• Results-focused approach to running projects, meeting timelines and working collaboratively to successfully complete initiatives.
• Ability to create up-front, ongoing and post-project analytics to assess and optimize campaigns.
• Up-to-date on the latest trends and best practices in digital marketing, social media and measurement.
• Google AdWords experience.
• Working knowledge of Microsoft Office Suite (PowerPoint, Excel, Word, Outlook, etc.)

Preferred Qualifications

• Agile marketing experience
• CRM experience {Salesforce, Microsoft Dynamics, etc.)

Job Competencies

• Strong business acumen
• Prior experience in a startup or high-growth environment
• Ability to use data to identify marketing trends and opportunities
• Creative analytical thinking that results in actionable insights
• Ability to develop best practices
• Experience managing projects that span multiple functions
• Energetic, self-motivated and a team-player
• Decisive, structured and organized
• Self-starter