The Senior Marketing Manager at HFMA supports the Director, Marketing and Creative Services in driving the evolution and continuous improvement of the association’s marketing strategies. This individual is focused on achieving organizational targets across HFMA’s portfolio of products and services. The Senior Marketing Manager will manage a team of marketing professionals who develop, execute, and analyze the success of marketing campaigns. The person in role will collaborate with the Director to set the marketing budget, establish the strategic direction of marketing campaigns, and oversee the implementation of efforts, ensuring alignment with the organization’s brand and business priorities.
The ideal candidate will provide expertise in marketing and communications, with direct experience working for a membership association. This individual must be a leader who possesses a deep understanding of marketing best practices and how to apply them in an ever-changing environment. Familiarity with healthcare is preferred.
Marketing execution oversight and collaboration
Work with the marketing team to develop multi-channel tactical plans
Leverage HFMA member data to inform marketing approach
Develop, with the marketing team, content-driven campaigns that use content marketing to generate revenue or leads
Execute competitive set research to deeply understand market threats and how to position HFMA’s products and services as unique offerings in the healthcare finance ecosystem
Recommend and assist with the implementation of processes that allow for greater marketing automation
Become a collaborative partner and trusted advisor to business stakeholders by working closely with leaders across the organization
Stay informed on critical changes within the organization and its offerings, as well as industry trends to continuously expand and improve marketing campaigns
Liaison with the HFMA IT team and help prioritize work that contributes to the team's success including inbound strategies, data hygiene and other improvements that contribute to positive member experiences
Digital and analysis
Oversee all paid digital campaigns executed by the marketing team, advise on campaign strategy and testing and manage the relationship with external partner
Work with the Marketing Analyst to develop a monthly cadence of data sharing leveraging data-storytelling best practices
Establish key performance metrics to track success of campaigns. Draw insights from data to influence future campaigns and report findings to Director, Marketing and Creative Services
Oversee the tactical execution of marketing campaigns
Support the Marketing team in planning and executing campaigns
Oversee the marketing budget alongside the Director, Marketing and Creative Services
Ensure all campaign materials and tactics are aligned to the broader HFMA membership experience, its brand and business priorities
Encourage and expect data-driven thinking and decision making from the Marketing team
Be a leader and enable the professional development of your team
Instill collaboration and lead by example by contributing actively to a variety of cross-functional working groups
Create an inspiring team environment with an open communication culture
Ensure the team feels empowered to develop their skills
Monitor team performance, identify training needs, and provide coaching
Be an active leader that listens to team members’ feedback and implements solutions
Aim to quickly resolve conflicts or issues, should they arise
Perform other duties as needed
Qualifications & Experience
Minimum 7 years of experience in developing and executing marketing plans and campaigns
Minimum 3 years of people management experience
Experience working for a membership association is preferred
Experience with digital marketing best practices including display, social, SEM, SEO.
Experience with customer relationship management systems required; Salesforce preferred.
Experience with marketing automation systems
Experience with Google Analytics and Google Tag Manager
Demonstrated project management skills, including ability multi-task, sound decision-making skills, ability to prioritize and delegate tasks
Bachelor’s degree in Marketing, Advertising, Communications, or equivalent
Advanced proficiency with Microsoft Office applications
Excellent written communication and presentation skills
Demonstrated ability to work as part of a team
Knowledge of healthcare preferred
Critical Competencies
Self-driven, results-oriented professional with a positive outlook
Creative problem solver
Committed to a high-quality experience for all members and target audiences
Excellent at relationship building with subject matter experts and others across the organization
Driven to provide excellent service to stakeholders, our internal clients
Strong interest in working collaboratively with others
Superior organizational skills and ability to autonomously manage multiple projects, prioritize, and meet deadlines
Resource management skills, including budget management and external resource management
Key Relationships
Participate in assigned cross-functional collaborative teams
Work closely with individuals across the organization and stakeholder teams to understand marketing needs
Work with staff heading up research efforts to understand member/customer needs, competitive data, and other survey data results
Closely collaborate with the creative team
Coordinate with SMEs to review campaign collateral, as needed
This position reports to the Director, Marketing and Creative Services
About Healthcare Financial Management Association
The Healthcare Financial Management Association (HFMA) exists to help its members –-both individual and organizational – achieve optimal performance by providing the practical tools and solutions, education, industry analyses, and strategic guidance needed to address the many challenges the US healthcare system faces. The association brings together a community of more than 40,000 members, including healthcare finance leaders from provider organizations, physician practices, industry business partners and payer markets to support collaboration around what matters most: patients.
