Director, Marketing Intelligence & Insights

Reporting to the Vice President, Brand Advancement & Integrated Marketing, this position integrates research, market intelligence, brand measurement, marketing analytics, competitive intelligence and performance reporting to provide meaningful insights that inform strategic decision-making across the organization. The Director serves as a trusted partner to leaders across Marketing & Communications, clinical service lines and administrative departments by helping translate consumer needs, market dynamics and marketing performance into actionable recommendations.

Responsibilities

• Marketing Intelligence & Strategy
  • Develop and lead a comprehensive marketing intelligence strategy aligned with organizational priorities and growth objectives.
  • Integrate consumer insights, market intelligence, brand performance and marketing analytics into a unified framework that supports strategic planning.
  • Provide actionable insights and recommendations that inform brand strategy, integrated marketing, digital engagement and service line growth.
  • Monitor industry trends, competitive activity and changing consumer behaviors to identify emerging opportunities and risks.
  • Develop executive dashboards and performance reporting that connect marketing initiatives to organizational goals.
  • Serve as a key leader in the MarComm Strategic planning process and lead the division in the development of long-range and annual metrics.
• Consumer & Market Insights
  • Lead the organization's qualitative and quantitative market research initiatives.
  • Oversee audience segmentation, audience profiling and journey insights that inform marketing and experience strategies.
  • Design and manage Voice of Consumer and stakeholder feedback programs.
  • Translate research findings into recommendations that strengthen positioning, messaging and consumer engagement.
  • Partner with organizational leaders to identify research priorities and evaluate strategic opportunities.
• Brand Intelligence & Performance Measurement
  • Lead enterprise brand health measurement, reputation research and competitive benchmarking.
  • Develop meaningful performance metrics and KPIs that demonstrate the effectiveness of marketing investments.
  • Oversee campaign measurement, marketing analytics and return-on-investment reporting across integrated marketing initiatives.
  • Partner with Marketing and Communications teams to optimize marketing performance through data-driven recommendations.
  • Ensure marketing performance reporting is timely, actionable and aligned with organizational priorities.
• U.S. News & National Reputation Strategy
  • Lead the organization's strategy and coordination for participation in the U.S. News & World Report Best Children's Hospitals rankings.
  • Partner with physician leadership, specialty chiefs, Quality Improvement Services, the Data Resource Center, service line leaders and Marketing & Communications to coordinate survey planning, submission and performance evaluation.
  • Analyze specialty performance, reputation metrics and competitive benchmarks to identify opportunities that strengthen Nationwide Children's national standing.
  • Develop executive reports and strategic recommendations that support continuous improvement and national recognition.
  • Monitor changes in ranking methodologies and national benchmarking opportunities to proactively position the organization for success.
• Innovation & Data Strategy
  • Continuously evolve marketing intelligence capabilities through modern research methodologies, advanced analytics and emerging technologies.
  • Identify opportunities to improve the collection, integration and application of consumer, market and marketing performance data.
  • Partner with Digital, Information Services and Enterprise Analytics teams to strengthen reporting capabilities and data governance.
  • Evaluate AI-enabled tools and analytics technologies that improve insight generation, operational efficiency and decision-making.
• Email Governance & Strategy
  • Lead CRM and email marketing programs, ensuring alignment with business objectives, audience strategies, budgets and reporting requirements.
  • Drive continuous improvement of email and digital relationship marketing performance through data-driven insights, industry best practices and emerging technologies.
  • Oversee the development, execution, and optimization of email campaigns and newsletters, providing strategic direction to team members and cross-functional partners.
  • Ensure compliance with applicable email marketing regulations, privacy standards, and healthcare-specific communication policies.
• Leadership & Collaboration
  • Lead, coach and develop a high-performing team responsible for consumer insights, market research and marketing analytics.
  • Foster a collaborative, innovative and consumer-centered culture focused on continuous learning and improvement.
  • Manage departmental budgets, vendor relationships and external research partners.
  • Build strong partnerships across Marketing & Communications, Strategy, Digital, Clinical Operations and executive leadership to support organizational priorities.
  • Present strategic insights and recommendations to senior leadership and key stakeholders.
  • Serve as a thought leader within the division, promoting the use of consumer insights and analytics to improve organizational performance.

Requirements

• Bachelor's degree in Marketing, Business, Communications, Analytics, Public Health or a related field.
• Master's degree preferred.
• Minimum of 8–10 years of progressively responsible experience in marketing, consumer insights, analytics, research or strategic planning, including experience leading teams.

Preferred Experience

• Experience in healthcare, academic medicine or another complex, consumer-focused organization.
• Experience with brand tracking, segmentation, Voice of Consumer programs and customer journey research.
• Experience with digital analytics platforms, business intelligence tools, CRM systems and marketing technologies.
• Experience using predictive analytics, AI-enabled tools or advanced measurement approaches to generate business insights.

Skills

• Demonstrated expertise in qualitative and quantitative research methodologies, marketing analytics and performance measurement.
• Experience translating complex data into strategic recommendations for senior leaders.
• Proven ability to manage multiple priorities and build collaborative relationships across a complex organization.
• Strategic Thinking
• Consumer-Centered Mindset
• Business Acumen
• Analytical Thinking
• Data Storytelling
• Innovation & Continuous Improvement
• Collaboration & Influence
• Executive Communication
• Change Leadership
• Talent Development
• Financial Stewardship
• Results Orientation

Physical Requirements

• Occasionally: Bend/twist, climb stairs/ladder, flexing/extending of neck, hand use (grasping, gripping, turning), lifting/carrying 0-10 lbs, lifting/carrying 11-20 lbs, pushing/pulling 0-25 lbs, reaching above shoulder, repetitive hand/arm use, squat/kneel, standing.
• Frequently: Walking.
• Continuously: Audible speech, color vision, computer skills, decision making, depth perception, hearing acuity, interpreting data, peripheral vision, problem solving, seeing (far/near), sitting.