Director, Marketing Automation

About the role

The Director, Marketing Automation leads the strategy and execution of Dana-Farber’s Salesforce marketing automation platform to support referring physician/provider communications, with the goal of increasing patient referral volume.

Responsibilities

• Own the strategy, operating model, and day-to-day leadership of the Salesforce Marketing Cloud marketing automation platform.
• Ensure the platform supports institutional priorities through planned, compliant, and measurable communications to referring physicians and other healthcare professionals.
• Establish and maintain a rolling communications calendar that translates priority topics into a sequenced campaign roadmap with defined objectives, audiences, cadence, and success measures.
• Balance competing short-term requests while maintaining a coherent, consistent audience experience and alignment with broader marketing priorities.
• Define and continuously refine targeting approaches using relevant audience attributes such as specialty, geography, referral history, and treatment center affinity.
• Set business rules for segmentation, dynamic content, and personalization to support relevant, consistent outreach and appropriate use of data.
• Lead campaign enablement and execution workflows from pre-send testing through scheduling, deployment readiness, and post-send review.
• Oversee consistent execution practices, quality assurance, and operational processes that support accurate targeting and reliable outbound communications.
• Partner closely with Physician Marketing, the Integrated Strategy and Program Management Team, the Physician Liaison Team, the Continuing Professional Education Team and the Enterprise Web Solutions and Digital Platforms Team to align messaging, timing, and execution and optimize platform configuration and capabilities.
• Carefully coordinate with clinical, content, physician liaison, analytics, and technology partners to support campaign development, and integrated outreach.
• Define and report key performance metrics such as email volume, deliverability, engagement, segment performance and correlations with referral volume.
• Use analytics and testing to optimize campaigns, improve templates and journeys, and partner with technology teams on platform functionality, data imports, and future enhancements.
• Supervise staff. Hires, develops, and manages staff to achieve organizational goals. Sets clear expectations, delivers feedback, and monitors performance for quality, efficiency, and compliance with policies and procedures. Mentors staff, fosters career growth, and cultivates a positive and productive work environment.

Qualifications

• Advanced knowledge of marketing automation strategy and Salesforce-based platform capabilities, including segmentation, personalization, dynamic content, journey design, and lifecycle communications.
• Ability to translate organizational and clinical priorities into a structured campaign roadmap with clear objectives, audiences, sequencing, and success measures.
• Ability to define and operationalize data requirements for targeting and personalization, and to partner effectively with data governance and technology teams to ensure data quality and appropriate use.
• Strong understanding of email marketing operations, including deliverability, sender reputation, list suppression, list hygiene, testing, and quality assurance, with high attention to detail to support accurate targeting and reliable execution.
• Strong analytical skills, including the ability to interpret campaign metrics, evaluate effectiveness, identify opportunities, and drive ongoing optimization through reporting and continuous improvement.
• Strong project management and cross-functional collaboration skills, including the ability to manage timelines, dependencies, and stakeholders in a matrixed environment and build alignment across teams with different goals.
• Experience developing standard operating procedures, intake forms, build-checklists, and operational processes that support consistent execution, compliance, and scalable campaign delivery, along with working knowledge of privacy and compliance requirements relevant to digital communications.
• Demonstrated leadership, communication, and staff development skills, including coaching, delegation, performance management, and the ability to explain technical marketing automation concepts to non-technical audiences.
• Bachelor's degree required, Master's degree preferred. An area of study in Marketing, Communications, Digital Marketing, Business, Information Systems, Data Science or a related field preferred.
• 8 years of progressive experience in digital marketing, CRM, or marketing automation, including demonstrated ownership of email campaign strategy, execution, and performance required.
• 3 years of management experience required.
• Experience implementing and/or operating digital marketing platforms (e.g., Salesforce Marketing Cloud, HubSpot or similar platforms) in a complex, matrixed organization preferred.
• Healthcare, academic medicine, biopharma or similarly regulated environments preferred.
• License/Certification/Registration Required: None required.
• Salesforce Certification(s) related to Marketing Automation/CRM or other email marketing certification(s) preferred.