Overview

The Marketing Coordinator reports to the Director of Marketing and works closely with members of the Marketing and Admissions team, as well as Service Line operations and clinical leaders. By developing a deep understanding of the services and programs offered and the consumer, referral and payor operations, the Marketing Coordinator will plan and execute the marketing and business development strategies in support of existing service lines, new business, and other organizational needs. 

These positions have the support of digital marketing and communications as well as the department’s email marketing and digital marketing agencies, freelance graphic designer and web developer. They will also partner closely with members of the Admissions team on referral and lead generation strategies. 

Responsibilities

Brand Awareness and Lead Generation (B2B and B2C)

• Increase awareness of Bancroft and its services and programs.
• Generates qualified inquiries and referrals for assigned services and programs, diversifying payor mix, developing and stewarding relationships with referral sources and developing new ones. 
• Identifies appropriate outreach tactics and represents Bancroft at industry conferences, events, networking, lunch and learns and meetings.
• Develops and maintains a professional network of relationships and partnerships with referral sources, including case managers, education professionals, trade and provider associations, funding sources, attorneys, trust officers, and related referral sources.
• Develops account-based marketing (ABM) campaigns to nurture key referral targets via lead forms and email content with the support of marketing automation.
• Regularly reports on referral activity through the CRM system, SalesForce, in partnership with Admissions team members.
• Manages webinar programs in partnership with service line leaders using GoToWebinar and with the support of the marketing automation agency.
• Works with Director of Marketing and Digital Marketing team members and media partners to implement and measure traditional and digital marketing campaigns
• Participates in creative campaign development and messaging strategy sessions including input from service line leaders and clinicians
• Attends regular performance review meetings with digital agency of record, and obtains performance reports from advertising vendors and media outlets
• Works with the Admissions Team to identify pain points and opportunities in the customer journey 
• Develops and reviews website content, ensuring a timely and accurate representation of services and locations while supporting the overall content strategy.
• Manage market research and competitive analysis projects for growth of existing service lines as well as development of new programs and services. 
• Develops regular market assessments to include the strengths and weaknesses of the competition and the potential impact of external changes in health care. 
• Continually monitor and analyze service line trends in the competitive environment.

Analysis & Reporting

• Integrates tracking and measurement of service line marketing activities, including budget and performance outcomes. 
• Cultivates and manages a list of tiered referral sources based on referral frequency and financial impact.
• Provides reports to leadership on a regular basis, and makes recommendations based on data.
• Develops, maintains and provides tracking of marketing efforts, call reports, conference attendance and follow-up, scheduling, and their impact on referral growth
• Utilizes and follows the approved business development and marketing strategy and methodology including timely and proper CRM administration in SalesForce.

Qualifications

• Bachelor’s degree in business, marketing, communications or similar area of study. 
• 3-5 years experience in marketing, sales or business development. 
• Ability to travel within the local region to Bancroft locations, conferences, events and key referral offices (with travel reimbursement). 
• Health care experience preferred with a strong track record of developing new businesses and managing relationships.
• Excellent written, verbal, interpersonal and presentation skills. 
• Ability to effectively influence and negotiate with all levels of stakeholders both internally and externally.
• Stellar organizational skills and ability to work with multiple team members, departments and external agencies.
• The desire to develop professionally, obtain industry certifications, and present on topics as the Subject Matter Expert (SME).
• Collaboration, good communication, initiative

Preferred Qualifications:

• Sales Force or other CRM software knowledge preferred
• Familiarity with Marketing tools including Google Analytics, Email Marketing and WordPress
• Proficient in MS Office and Google Suite 

EEO Statement

Bancroft is an Equal Opportunity Employer, and supports diversity, equity and inclusion in its hiring and employment practices, so that every team member can feel a true sense of belonging, and maximize their unique potential. To this end, all applicants will receive consideration for employment without regard to age, race, color, religion, sex, national origin, ancestry, marital status, affectional or sexual orientation, gender identity or expression, disability, veteran status or any other characteristic protected by law.

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