Drive the strategy, planning, management and execution of results-oriented, multichannel marketing campaigns to effectively grow the sales and engagement of CHEST’s product lines. Partner with business stakeholders to understand details necessary to develop effective campaign strategies. Provide mentoring and leadership to direct reports to drive successful execution of campaigns and foster a culture of experimentation. Monitor and analyze campaign outcomes in real time to assess and revise campaign tactics for iteration. Report findings and campaign results to stakeholders.
Demonstrate a passion for crushing lung disease and embody CHEST values: honor the team, lead with integrity, leverage passion, cultivate innovation, and have serious fun.
Develop and grow the capabilities of direct reports, providing ongoing feedback and formal and informal learning opportunities, valuing growth, curiosity, and experimentation.
Serve as a conduit to other departments within the division and partner with business and product owners throughout the organization proactively to understand product/event goals, requirements, and key audience segments.
Develop and monitor marketing budgets to meet defined goals, ensuring required marketing spend is included in product budgets and proposals.
Guide the team in developing campaign strategies and tactics that support and advance individual product and business objectives, while advancing overall organizational goals.
Ensure the utilization of available channels (email, newsletter, web, social media, advertising), using best practices for each in development and execution.
Track and report on high-level aggregate campaign metrics, such as spend per customer, funnel conversion rates, return on marketing investment, and customer lifetime value.
Research audience segments and interact with customers to gain insights and validate value proposition designs.
Oversee the planning, execution, monitoring, and conversion with ongoing campaigns, guiding the team as needed to drive results. Analyze and evaluate end-to-end customer experience across multiple channels and customer touch points to maximize results.
Analyze performance of tactics to assess against goals throughout campaigns and inform adjustments to subsequent iterations. Identify trends and insights to optimize advertising spend and ad performance.
Oversee the development and execution of inbound and lead generation campaigns to grow the CHEST audience. Drive strategies to nurture contacts from inbound marketing efforts and other lead generation campaigns to convert to customers.
Stay current with emerging opportunities in digital marketing; represent CHEST as a thought leader in the marketing community.
Help implement and uphold CHEST visual identity and brand tone and voice in all marketing and communications materials.
Qualifications and Competencies
Bachelor’s or master’s degree in marketing or a related field with proven working experience in digital marketing.
7+ years of experience managing campaigns; 5+ experience managing people.
Results and action-orientation. Ability to navigate ambiguity, competing priorities, and competing stakeholders.
Exceptional copywriting and editing skills and an ability to communicate feedback easily and openly.
Demonstrable experience leading and managing SEO/SEM, email, social media, and/or display advertising campaigns. Experience with A/B and multivariate experiments.
Solid knowledge of website and marketing analytics tools.
Working knowledge of ad serving tools. Experience in setting up and optimizing PPC campaigns on all major search engines.
Commitment to a collaborative working environment and demonstrated ability to lead teams of cross-divisional staff to meet defined goals.
Demonstrated project management skills with ability to manage multiple projects simultaneously. Experience with project management software tools.
Exceptional written communication skills and highly effective verbal communications.
Ability to accommodate occasional travel.
Experience in an association setting.
Experience in or knowledge of healthcare markets and continuing education.
CHEST is the global leader in advancing best patient outcomes through education, clinical research, and team-based care. If you share our passion for improving lung health worldwide, we invite you to learn more about CHEST and review our open positions. We offer an exciting and challenging place to work that encourages both collaboration and independent thinking.