Director, Marketing

Job Location and Type

Cullman Regional Medical Center - Cullman, AL 35056, Position Type:
Full Time, Job Shift: Day, Job Category:
Marketing

The Director will develop and provide the AVP of Marketing with analytical input and support organizational growth by identifying, evaluating, and advancing business development opportunities. The Director will create metrics, recommend adjustments, and translate market, volume, referral, and performance data into actionable proposals. The position will collaborate with operational leaders, service-line leaders, physicians, and other key stakeholders to evaluate opportunities to grow existing services, develop new programs, strengthen referral relationships, and expand Cullman Regional’s market presence.

The Director will also build dashboards reflecting campaign results, brand metrics, service-line volumes, market share, and other business indicators used to evaluate performance and guide decision-making. Neither creative nor public relations assignments are functions of this role.

• Analyzes market share, service-line utilization, referral patterns, demographic trends, competitor activity, and organizational performance to identify potential growth opportunities.
• Works with the AVP of Marketing, executive leadership, service-line leaders, physicians, and other stakeholders to evaluate opportunities to expand existing services or develop new programs.
• Develops preliminary business cases and recommendations for growth initiatives, including market need, projected demand, competitive considerations, operational requirements, and expected organizational impact.
• Supports the development and implementation of strategies designed to increase patient volumes, strengthen referral relationships, improve market position, and expand access to Cullman Regional services.
• Monitors approved business development initiatives and reports progress, outcomes, barriers, and recommended adjustments to the AVP of Marketing.
• Partners with operational leaders to confirm organizational readiness and address operational barriers before promoting new or expanded services.
• Maintains awareness of healthcare industry trends, emerging services, competitor developments, and community needs that may affect Cullman Regional’s strategic growth opportunities.

• Measures, tracks and reports Marketing ROI by campaign projects to AVP.
• Maintains activity reports and marketing metrics for sales team.
• Measures established timelines to ensure projects progress in a timely manner.

• Stays current on hospital market share, service line market share, market dynamics and other data to help identify new growth strategies.
• Works closely with the AVP of Marketing and key stakeholders to develop, execute and business development plans aligned with organizational and service-line priorities.
• Translates market intelligence and organizational data into targeted strategies supporting service-line growth, referral development, patient acquisition, and community awareness.
• Establishes measurable goals for assigned initiatives and evaluates results against volume, market-share, referral, revenue, and return-on-investment expectations.

• Maintain media placements and coordinates media plan with AVP.
• Ensure account billing for marketing placements.
• Other duties as assigned.

MBA or MHA required. Bachelor's degree in Marketing or a related field, or an equivalent combination of education and experience, required.

5+ years of marketing and business development, strategic planning, service-line growth and market analysis experience in a Healthcare environment preferred.

• ROI focused; strong measurement skills demonstrating the ability to identify and act on insights driving business results.
• Excellent analytical skills and the ability to translate insights into actionable recommendation.
• Partnering skills and experience working in highly collaborative environments.