Senior Director of Marketing-Home Care

About the role

The Senior Director of Marketing (Homecare Division) is a strategic leader responsible for defining and executing the marketing strategy for PCM's Homecare division, which provides high-quality home care services to nuclear weapons and uranium workers through the U.S. Energy Employees Occupational Illness Compensation Program Act (EEOICPA).

Responsibilities

• Drive measurable growth in market share, referral volume, brand strength, patient acquisition, and revenue performance.
• Develop and execute marketing strategies designed to increase awareness, engagement, and utilization of PCM Homecare services among workers, former workers, family caregivers, and referral sources.
• Lead the development of audience-specific value propositions, messaging, and campaigns tailored to workers, former workers, caregivers, physicians, case managers, advocates, and other healthcare stakeholders.
• Partner with Sales and business development teams to strengthen referral relationships and create programs that drive referral growth and patient acquisition.
• Develop integrated marketing programs that engage healthcare providers, advocacy organizations, community partners, and other referral channels that influence homecare decisions.
• Monitor market share, referral channel performance, stakeholder engagement, and patient acquisition trends, using insights to optimize strategy and investment.
• Collaborate with Clinical Operations, Recruiting, and Sales leadership to ensure marketing strategies support growth objectives and the needs of patients, caregivers, and referral partners.
• Lead development and optimization of campaigns, content, and communication strategies across advertising, collateral, events, and digital platforms.
• Champion the adoption and application of AI-powered tools to enhance marketing strategy, campaign execution, personalization, and performance optimization, driving increased efficiency, speed to market, and measurable business impact.
• Analyze market trends, customer insights, and competitive dynamics to inform strategy and refine positioning.
• Monitor and optimize marketing effectiveness by leveraging performance insights in partnership with the VP of Marketing Strategy & Business Analytics.
• Manage and develop the marketing communications team, ensuring high-quality output and alignment with strategic priorities.
• Collaborate with cross-functional partners (Marketing Operations, Product, Sales, HR, and Executive leadership) to ensure consistent and aligned messaging.
• Ensure all communications align with brand standards, regulatory requirements, and organizational priorities.
• Drive continuous improvement in messaging effectiveness, campaign impact, and speed to market.

Qualifications

• Bachelor’s degree in business, communications, or related field required; MBA or advanced degree preferred.
• 15+ years of progressive experience in marketing communications, brand strategy, or integrated marketing.
• Strong understanding of market dynamics, segmentation, and competitive positioning, preferably in healthcare, home care, or clinical research environments.
• Experience developing marketing strategies that engage patients, caregivers, healthcare professionals, referral sources, and community stakeholders.
• Demonstrated success driving growth through referral marketing, stakeholder engagement, patient acquisition, or healthcare consumer marketing.
• Experience developing audience-specific messaging and campaigns for multiple stakeholder groups, including caregivers and healthcare professionals.
• Proven ability to drive sustained business growth through strategic marketing communications and positioning.
• Experience developing and executing integrated, multi-channel marketing strategies in partnership with operations and analytics teams, stakeholders and external agencies.
• Experience leveraging AI-driven tools and technologies to enhance marketing strategy, campaign execution, and performance optimization.
• Demonstrated experience working in a regulated industry.
• Experience partnering with Sales leadership to develop effective go-to-market strategies and tools.
• Strong analytical mindset with ability to interpret performance data and optimize messaging and programs accordingly.
• CRM and marketing automation experience (Salesforce and HubSpot preferred) and familiarity with marketing performance measurement.
• Proven leadership experience managing and developing high-performing teams.
• Excellent written and verbal communication skills. Strong collaboration skills and ability to operate effectively in a matrixed, cross-functional organization.
• Desire to work in a mission-driven organization serving chronically ill patients. Previous experience in healthcare, home care and/or clinical research preferred.

Pay

Individual base pay depends on various factors, in addition to primary work location, complexity and responsibility of role, job duties/requirements, and relevant experience, skills and other market-based factors.

Schedule

N/A

Benefits

• Medical
• Dental
• Vision
• 401(k)
• Company Paid Short Term Disability
• Flexible Spending Account (FSA)
• Health Savings Account (HSA)
• Paid Time Off
• Voluntary Benefits

Contact Information

Please contact Tracie Fairman at or at Tracie.Fairman@procasemanagement.com today to learn more about our opportunities where you can make a difference in your own career!

Equal Opportunity Employer

Professional Case Management is an Equal Opportunity Employer.