DIGITAL LIFECYCLE MARKETING SPECIALIST

Position Highlights

The Digital Lifecycle Marketing Specialist is responsible for supporting the development, integration, execution, monitoring, measurement and optimization of the acquisition and nurturing marketing campaigns for Moffitt Cancer Center. The specialist will work with marketing leadership, IT partners and business units to develop, deploy and optimize technology-based innovations to strengthen our foundation and improve the efficiency of the marketing funnel to drive growth and enhance patient satisfaction. The specialist will have a deep interest in connecting data points to help create a clear view of the customer lifecycle for each business unit and will work to incorporate automation and AI features where appropriate to personalize and improve the journey for each customer segment.

Credential and Qualifications

• Bachelor’s Degree in Marketing, technology, writing, design, technology management, business management, or related discipline required.
• 3+ years of CRM marketing experience required.
• Experience working with a large database for portfolio of brand(s) or product/service lines.
• Demonstrated experience in creating and implementing email campaigns and other automation features.
• Proven ability to gather and analyze data - and translate it into consumer journeys / stories.
• Preferred Experience: Knowledge of healthcare CRM marketing stack preferred. Salesforce, Pardot, Hubspot, Epic Hello World, Epic Cheers. 3+ years of enterprise-wide CRM-related strategy.

Responsibilities

• Support strategy, tactics and execution of Marketing CRM initiatives to support and optimize acquisition, conversion and retention goals.
• Set-up, manage and optimize acquisition campaigns within Marketing CRM, such as email, sms, social media, re-targeting, and call tracking.
• Work with cross-functional Strategic Marketing, Information Technology, and individual business units to ensure technical set-up and deployment strategies align with business goals.
• Work with internal and external marketing teams to enable audience activation via CRM records across a variety of digital channels.
• Analyze current campaigns and make recommendations to Brand Strategy & Marketing teams and stakeholder business units to improve acquisition and conversion.
• This role will serve as a liaison to marketing and business unit leaders to help translate how CRM efforts will help meet/exceed goals.
• Support Marketing CRM workflows and automation.
• Deploy and optimize workflows for B2C marketing campaigns and acquisition.
• Deploy and optimize workflows B2B marketing campaigns and relationship management.
• Deploy and optimize event marketing strategies for B2C and B2B audiences.
• Develop, deploy and optimize nurturing strategies and initiatives.
• Plan and execute campaigns designed to re-engage lapsed customers.
• Develop automation to improve efficiency and capacity.
• Leverage AI where appropriate and bring ideas for AI integration across the marketing lifecycle.
• Support the management and execution of high-quality and consumer-centric digital experiences, with ongoing optimization.
• Consistently perform end-to-end quality checks of Marketing CRM channels with automation workflows.
• Ensure campaigns and communications are checked for: content accuracy, brand consistency, technological function and data integrity.
• Sets appropriate expectations with business units and meets deadlines for timely customer communication.
• Support the development of analysis and reporting.
• Aid in the development and maintenance of lifecycle marketing performance reports, including email, SMS, push, and in-app messaging metrics such as open rate, click-through rate, conversion rate, and retention.
• Compile and analyze campaign and customer journey data to identify trends, opportunities for optimization, and areas of underperformance across lifecycle stages.
• Support the creation of dashboards and recurring reports that track key performance indicators (KPIs) related to customer engagement, acquisition, retention, and lifetime value.