Comms/Marketing Sr Specialist

About the Role

Key Responsibilities

• Contributes to the design of the communications strategy and carries out the development and management of high-quality content tailored to patients, faculty, researchers, students, peers/referring providers, and the broader healthcare community.
• Conducts benchmarking research and leverages internal priorities to make informed recommendations that shape content strategy.
• Collaborates with administrative and clinical leadership to define content approach that aligns with departmental goals and institutional objectives. Produces various materials, including web copy, patient stories, service line features, provider bios, newsletters, and internal communications.
• Collaborates with the central editorial team to produce content.
• Ensures all communications maintain a consistent brand voice and comply with HIPAA regulations, brand standards, and institutional messaging guidelines. Produces written content and basic graphics to support the department's social media accounts.
• Facilitates awareness and understanding of available resources and guidelines by creating effective channels for information sharing and knowledge exchange among users.
• Collaborates with the marketing team to plan and lead multi-channel campaigns that drive patient acquisition, enhance faculty promotion, increase clinical program visibility, and raise awareness of research initiatives across the health system.
• Oversees content management and optimization of department websites using CMS tools (e.g., Sitecore, Drupal, Adobe).
• Oversees email marketing initiatives, including audience segmentation, automation, and analytics, using tools like Salesforce Marketing Cloud or Mailchimp.
• Supports the development of strategic partnerships within Columbia by staying informed on client needs and market trends to identify potential growth opportunities.
• Monitors competitive landscape and healthcare industry trends, providing regular analysis and reports to inform marketing objectives.
• Establishes and manages social media strategies, content calendars, and engagement approaches to strengthen brand reputation.
• Assists in optimizing and scaling digital marketing plans by analyzing performance data and supporting adjustments to improve campaign reach and effectiveness across platforms.
• Monitors and responds to audience engagement across platforms, including provider ratings, reviews, and social media platforms.
• Maintains provider profiles (bios, specialties, expertise, headshots, locations).
• Applies search engine optimization (SEO) and search engine marketing (SEM) best practices to enhance content discoverability across digital channels.
• Measures and reports on the performance of campaigns and digital channels using tools like Piwik Pro Analytics, social media insights, and CRM dashboards.
• Provides actionable recommendations based on data to improve outreach, engagement, and ROI.
• Analyzes and presents data to various stakeholders, adapting communication style to effectively engage different audiences.
• Serves as the primary communications liaison between the clinical departments and CUIMC's central Office of Communication.
• Builds strong relationships with clinical leadership, faculty, and staff to identify opportunities for storytelling and promotional efforts.
• Coordinates projects across internal teams (editorial, digital, marketing, design, and media).
• Provides brand guidance, content recommendations, and messaging support to departmental stakeholders. Supports press release development and works with the CUIMC Office of Communications on media relations and public announcements.
• Engages in ongoing learning to stay current with best practices in healthcare marketing, digital communications, and institutional branding.
• Supports special projects or initiatives as assigned by senior communications leadership.

Requirements

• Bachelor's Degree or equivalent in education and experience, plus four years of experience.
• Minimum of a Bachelor's degree or equivalent experience in Marketing, Communications, Public Health, Journalism, Public Relations, or a related field.
• 4 years of marketing and communications experience, preferably in health care, academic medicine, or higher education.
• Exceptional writing, editing, and storytelling skills with an ability to translate complex medical or research information for lay audiences.
• Proven experience developing and executing digital marketing campaigns.
• Understanding CMS platforms, web analytics tools, SEO/SEM, social media management tools, and email marketing software.
• Basic understanding of graphic design and multimedia tools (e.g., Canva, Adobe Creative Suite).
• Strong project management, interpersonal, and cross-functional collaboration skills.
• Ability to thrive in a fast-paced environment.
• Experience in an academic medical center or teaching hospital environment.
• Knowledge of health marketing, service line promotion, or patient engagement strategies.
• Familiarity with CRM, marketing automation tools (e.g., Salesforce, Marketo, HubSpot).

Nice to Have

• Experience in health care, academic medicine, or higher education marketing and communications.
• Knowledge of healthcare industry trends and competitive landscape.
• Experience with multimedia tools and basic graphic design.
• Familiarity with institutional branding and digital communications best practices.

Qualifications

• Bachelor's Degree or equivalent in education and experience.

Benefits & Perks

• Not specified in the description.