Director, Marketing

The National Association of Community Health Centers (NACHC) is the national membership organization for the nation’s federally qualified health centers (also known as FQHCs or Community Health Centers). Health centers are nonprofit, community-directed health clinics that provide access to high-quality, culturally competent, and comprehensive care to people living in medically underserved areas. NACHC strengthens the health center movement through advocacy, training, and technical assistance, clinical and operations support. NACHC is committed to an equitable, diverse, and inclusive workplace.

Reporting to the AVP, Communications and Public Relations, the Director of Marketing will be responsible for leading the marketing team in developing and executing marketing strategies that support NACHC’s mission, vision, and values. The Director, Marketing works closely with the SVP, Communications and Events, AVP, Communications and Public Relations, other senior leaders, and the marketing team to develop and implement marketing plans that reach NACHC’s target audiences and achieve NACHC’s marketing goals.

 

 

Description of Primary Responsibilities and Duties

1) Develop, design, and execute multi-channel marketing campaigns for organization programs, products, and initiatives. a) Define the goals of the marketing campaign.

b) Identify target audience.

c) Research the competition.

d) Develop a creative brief.

e) Create marketing materials.

f) Execute the campaign.

g) Analyze the results of the campaign.

 

 

2) Assist SVP and AVP in serving as a guardian of the NACHC brand to ensure branding and communications guidelines are developed and followed. a) Develop and maintain a brand style guide.

b) Review all marketing materials and communications for compliance with the brand style guide.

c) Provide feedback to staff on how to improve their use of the brand.

d) Work with the SVP and AVP to develop new branding and communications initiatives.

e) Stay up-to-date on branding and communications trends.

f) Build relationships with key stakeholders to get feedback on the NACHC brand and to ensure that it is aligned with the needs of NACHC’s target audiences.

 

 

3) Manage day to day search marketing activities such as campaign set up, keyword selection, analysis, recommendations, executions, budget monitoring.

 

a) Campaign setup:

      i) Create new campaigns or update existing campaigns.

一    ii) Set campaign goals and objectives.

一    iii) Select keywords and ad copy.

一    iv) Set budgets and bids.

一    v) Schedule campaigns to run.

一    b) Keyword selection:

一     i) Research and identify relevant keywords.

一    ii) Analyze keyword search volume and competition.

一    iii) Select keywords that are likely to generate traffic and conversions.

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一    c) Keyword analysis:

一    i) Track the performance of keywords over time.

一    ii) Identify keywords that are performing well and keywords that need to be improved.

一    iii) Make recommendations for changes to keyword selection and bidding strategies.

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一    d) Recommendations:

一     i) Make recommendations for changes to campaign settings, keyword selection, and bidding strategies.

一    ii) Track the results of changes to campaigns and make further recommendations as needed.

一    e) Executions: i) Execute changes to campaigns as recommended.

一    ii) Monitor the performance of campaigns after changes are made.

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一    f) Budget monitoring: i) Monitor the spending of campaign budgets.

一    ii) Make adjustments to budgets as needed.

 

 

 

4) Manage website content development, implementation, enhancements, improvements and maintenance. a) Develop a content calendar that outlines the types of content that will be created, when it will be created, and who will be responsible for creating it.

b) Create or approve all website content, including articles, blog posts, images, videos, and other multimedia.

c) Ensure that all website content is accurate, up-to-date, and compliant with NACHC’s branding and messaging guidelines.

d) Work with the development team to implement new website content on the NACHC website.

e) Monitor the performance of website content and make adjustments as needed.

f) Maintain the NACHC website by updating content, fixing errors, and resolving technical issues.

 

 

5) Manage, to include design, development, testing, and coordinated delivery, of bulk email messaging to targeted subscriber base. a) Design email templates: Create email templates that are visually appealing, informative, and easy to read.

b) Develop email content: Write email content that is engaging, persuasive, and relevant to the target audience.

c) Test email campaigns: Send test emails to a small group of people to get feedback on the design, content, and delivery of the campaign.

d) Coordinate delivery of email campaigns: Schedule the delivery of email campaigns to ensure that they reach the target audience at the right time.

e) Track the results of email campaigns.

 

 

6) Execute various search engine optimization activities including improving page content, keyword relevancy, structure, tagging.

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一    a) Improve page content: i) Research and identify relevant keywords and phrases that potential website visitors are likely to search for.

一    ii) Use these keywords and phrases throughout the website content, including in the page titles, headers, and body text.

一    iii) Write clear and concise content that is informative and engaging.

一    iv) Use images and videos to break up the text and make the website more visually appealing.

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一    b) Optimize keyword relevancy: i) Use the right keywords and phrases throughout the website content.

一    ii) Use a variety of keyword lengths, including short-tail keywords, long-tail keywords, and exact match keywords.

一    iii) Use synonyms and related keywords to broaden your reach.

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一    c) Optimize page structure: i) Use a logical structure for website pages, with clear and concise navigation.

一    ii) Make sure website pages are easy to scan and read.

一    iii) Use headings and subheadings to break up the text and make it easier for search engines to index your content.

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一    d) Optimize page tagging: i) Use appropriate meta tags on website pages, including the title tag, meta description, and image alt text.

一    ii) These tags provide important information to search engines about your website pages, which can help them rank higher in search results.

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一    e) Track and monitor results: i) Use a web analytics tool to track the performance of your SEO efforts.

一    ii) Identify what is working and what needs to be improved.

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7) Partner with cross-functional division team members to ensure accurate content on website. a) Meet with cross-functional team members on a regular basis to discuss website content.

b) Review all website content for accuracy and completeness.

c) Make recommendations for changes to website content.

d) Work with cross-functional team members to implement changes to website content.

e) Monitor website traffic and analytics to track the effectiveness of website content.

f) Make recommendations for improvement to website content based on traffic and analytics data.

 

 

8) Implement drip marketing strategies to support and drive lead generation. a) Define goals to achieve with drip marketing campaigns.

b) Segment audience based on interests, demographics, and purchase intent.

c) Create a content calendar. Plan out drip marketing campaigns in advance.

d) Create engaging content.

e) Personalize emails.

f) Use analytics to track the results of drip marketing campaigns.

 

9) Administer lead generation templates for email marketing and landing pages. a) Create lead generation templates for email marketing and landing pages.

            b) Customize lead generation templates to meet the specific needs of NACHC’s target audiences.

            c) Deploy lead generation templates across NACHC’s marketing channels, such as email marketing, landing pages, and social media.

            d) Track the performance of lead generation templates to determine which templates are most effective.

            e) Make improvements to lead generation templates.

           

 

10) Develop marketing copy and creative content for wide range of digital media. a) Research the target audience.

            b) Develop a creative brief and outline the goals of marketing campaign, the target audience, and the key messages to communicate.

            c) Write the copy using clear and concise language.

            d) Craft creative content.

            e) Test and optimize for target audience.

            f) Track the results.

           

 

Professional/Technical Knowledge, Skills & Abilities

1) Bachelor’s Degree and 5+ years of experience in multi-media marketing and website management, preferably in a healthcare setting

2) Strong leadership and interpersonal skills

3) Excellent written and verbal communication skills

4) Strong background in CRM databases and reporting data.

5) Ability to work independently and as part of a team

6) Commitment to diversity, equity, and inclusion

7) Strong understanding of marketing principles and practices

8) Strong analytical and problem-solving skills

9) Excellent project management skills

10) Ability to work under pressure and meet deadlines

 

Licenses & Certifications

1) Experience with membership databases or customer relationship management systems.

2) Proficiency with Microsoft Office suite products

3) Proficiency with website design platforms and email marketing software