Director, Marketing Strategy

As a community, the University of Rochester is defined by a deep commitment to Meliora - Ever Better. Embedded in that ideal are the values we share: equity, leadership, integrity, openness, respect, and accountability. Together, we will set the highest standards for how we treat each other to ensure our community is welcoming to all and is a place where all can thrive.

Job Location (Full Address):

120 Corporate Woods, Ste 230, Brighton, New York, United States of America, 14623

Opening:

Worker Subtype:

Regular

Time Type:

Full time

Scheduled Weekly Hours:

40

Department:

900007 Marketing Med Ctr

Work Shift:

UR - Day (United States of America)

Range:

UR URG 117

Compensation Range:

$122,044.00 - $183,065.00

Responsibilities:

GENERAL PURPOSE
Reporting to the Associate Vice President of Marketing (AVP), the Director of Marketing and Brand Strategy is a senior leader responsible for guiding brand positioning and enterprise marketing across the health system’s hospitals, outpatient centers, urgent care sites, and post-acute services.

As the health system’s lead brand strategist, the Director oversees brand research, defines messaging and identity in alignment with the University’s master brand, and leads development of marketing strategies grounded in market data and consumer trends. The Director works closely with senior clinical and operational leaders to translate institutional goals into integrated, measurable marketing plans. They manage a team of strategists, overseeing campaigns that build brand awareness, drive patient volume, and strengthen consumer loyalty.

A collaborative leader, data-driven strategist, and brand champion, the Director plays a central role in ensuring that the health system’s marketing efforts are aligned, effective, and positioned for impact.

ESSENTIAL FUNCTIONS

Strategic Marketing Leadership

• Leads the development and implementation of integrated, data-informed marketing plans that support business priorities—including patient volume growth, service line expansion, and new site or program launches.
• Translates enterprise goals into actionable marketing strategies that support access, reputation, and revenue objectives across assigned hospitals, service lines, and institutional initiatives.
• Serves as a trusted advisor to clinical and operational leaders, aligning marketing efforts with strategic planning, capacity targets, and patient engagement goals.
• Oversees agency partnerships related to research, media, and creative services, ensuring efforts are aligned with institutional standards and delivering strong performance and ROI.
• Contributes to annual budget planning and provides ongoing oversight of marketing spend to ensure efficient, effective use of resources.

Brand Stewardship and Campaign Development

• Ensures consistent application of the health system’s brand identity across all campaigns and assets, maintaining alignment with university-wide brand guidelines.
• Serves as a subject matter expert in positioning, messaging, and tone, ensuring communications reflect the health system’s value, voice, and unique differentiators.
• Oversees execution of brand research studies and applies consumer insights to refine messaging, prioritize investments, and inform long-term brand growth strategies.
• Collaborates with digital and creative teams to enhance social engagement, storytelling, and branded experiences across owned digital channels.
• Partners with content, creative, digital, and media teams to design and deliver multi-channel campaigns that drive both awareness and patient action.
• Oversees strategy, planning, and execution of paid media campaigns across digital, print, broadcast, and out-of-home channels; ensures alignment with marketing goals and optimizes media spend for maximum impact.

Performance Measurement and Insights

• Leverages market research, brand tracking, competitive intelligence, and business data to guide planning and continuously optimize campaigns.
• Establishes and monitors key performance indicators (KPIs) to assess campaign effectiveness, engagement, and contribution to institutional priorities.
• Develops executive-level reporting and insights for senior leadership, translating complex data into actionable recommendations and outcomes.
• Supports a culture of learning and improvement through testing, analytics, and outcome measurement.

Team Leadership

• Provides direction, mentorship, and strategic leadership to a team of marketing strategists and project managers, fostering a collaborative, high-performance culture.
• Manages all HR needs of the team, including hiring, onboarding, goal setting, performance reviews, professional development, and performance management. Supports career development through formal and informal coaching.
• Manages team resources and workload planning to ensure appropriate staffing for institutional priorities.

Project Oversight & Execution

• Oversees the end-to-end execution of integrated marketing campaigns, from planning and creative brief development through implementation, tracking, and optimization.
• Maintains strong project management discipline to ensure that campaigns are delivered on time, within scope, and aligned with brand standards.
• Serves as a “dot-connector” across enterprise-level marketing efforts, ensuring consistency in look, feel, and messaging—while identifying opportunities to repurpose and scale assets.
• Contributes to capital and operational budget planning; monitors campaign spending and resource allocation to maximize marketing ROI and efficiency.

Other duties as assigned

MINIMUM EDUCATION & EXPERIENCE

• Bachelor’s degree in communications, Marketing, Business Administration or related field Required.
• Master’s degree Preferred.
• 15 years of relevant and progressive experience Preferred.
• 8 years of relevant and progressive experience Required.
• 5 years of supervisory experience Required.
• Or equivalent combination of education and experience Required.
• Experience working in a matrixed, highly collaborative environment—academic medical center or health system experience preferred.
• Experience implementing major omni-channel marketing campaigns for academic medical centers or health care organizations which met or exceeded stated measurable goals, with a focus on patient acquisition campaigns. Preferred.

KNOWLEDGE, SKILLS AND ABILITIES

• A big-picture thinker with the ability to connect dots across multiple campaigns to drive an enterprise-level approach to brand strategy and execution Required.
• Deep understanding and experience of brand expression and knows how to bring a brand to life through strategic marketing campaigns Preferred.
• Excellent interpersonal, oral and written communications skills Required.
• Proven ability to lead teams, with a track record of developing high-performing teams. Ability to influence others and decisions Required.
• Ability to interface effectively with leaders and staff at all levels, including internal and external customers Required.
• Experience with paid marketing and digital advertising campaigns Required.
• Ability to gather, analyze and provide data and market intelligence Required.
• Ability to manage stressful situations in a solution-oriented way Required.
• Excellent management and organizational skills with strong attention to detail and follow up Required.
• Ability to oversee and execute multiple projects simultaneously while working effectively under pressure.
• Demonstrated ability to think both creatively and analytically and to synthesize ideas quickly under deadlines Required.
• Demonstrated proficiency in writing and editing content Preferred.
• Knowledge of HIPAA privacy rules, HIPAA consent authorization process and other regulations related to marketing (CANSPAM, etc.) Required.

The University of Rochester is committed to fostering, cultivating, and preserving an inclusive and welcoming culture to advance the University’s Mission to Learn, Discover, Heal, Create – and Make the World Ever Better. In support of our values and those of our society, the University is committed to not discriminating on the basis of age, color, disability, ethnicity, gender identity or expression, genetic information, marital status, military/veteran status, national origin, race, religion, creed, sex, sexual orientation, citizenship status, or any other characteristic protected by federal, state, or local law (Protected Characteristics). This commitment extends to non-discrimination in the administration of our policies, admissions, employment, access, and recruitment of candidates, for all persons consistent with our values and based on applicable law.