PRIMARY FUNCTION:

A CRM Marketing Manager at ChristianaCare will lead multi-channel digital marketing efforts for a variety of objectives. They will help to optimize and steward our consumer relationship management processes, refine our digital marketing strategy, establish digital best practices for the organization, and utilize data and analytics to advance the mission of ChristianaCare.

PRINCIPAL DUTIES AND RESPONSIBILITIES:

• Digital Marketing strategy: Advise the department on evidence-based best practices for areas that include, but are not limited to, audience segmentation, persona development, consumer journeys, analytics, and ROI.
• Consumer contact strategy: Manage digital consumer contact and delivery KPIs and lead the strategy to maximize consumer engagement.
• Audience segmentation: Curate and optimize consumer contact lists effectively to increase personalization capabilities.
• Delivery: Use demonstrated best practices to ensure optimal delivery results in multiple digital channels, especially email.
• User Experience: Ensure HTML and other design/content elements are optimized for best results in multiple digital channels, especially email.
• Tracking and reporting: Compile and distribute timely reports on recurring and completed campaigns, incorporating relevant KPIs. Develop insights based on trends for further consumer journey development.
• Deploy digital campaigns, including acquisition, retention, reactivation and promotional activities. Partner with external agencies accordingly.
• Conduct regular QA assessment of all CRM activities to ensure optimal results.
• Monitor deliverability and make recommendations to ensure best practices for patient journeys, smart automation, data hygiene, privacy and opt-in standards.
• Serve as primary point person from External Affairs team for enterprise CRM integration program with Salesforce and Cerner.
• Liaise with key stakeholders within the External Affairs team, as well as with IT, Strategy & Planning, Finance, and other departments to establish a cohesive strategy and provide executional expertise to meet business goals and objectives.
• Collaborate with Marketing team and external agency on paid advertising strategy, with focus on personalization and ROI.
• Independently complete projects, drawing on resources as needed.
• Prioritize conflicting needs, handle matters expeditiously, proactively, and follows through on projects to successful completion.
• Research and complete special projects/assignments as required.
• Maintain confidentiality at all times.
• Exercise sound judgment in a variety of situations.
• Assist with other duties as required.

EDUCATION AND EXPERIENCE REQUIREMENTS:

• Bachelor's degree in IT, marketing or equivalent field, required.

• 5-7 years demonstrated experience with digital strategies and CRM tools, required.
• Experience with database management software such as Salesforce Sales Cloud or Health Cloud, required.
• Experience with marketing automation software such as Marketo or Marketing Cloud, required.
• Experience in consumer relationship management strategy and process development.