Director, Marketing Automation & Lifecycle Engagement

The Department of Marketing Technology & Analytics is currently seeking a Director of Marketing Automation & Lifecycle Engagement to work in Miami. This role owns the message and automation architecture for UHealth marketing: what a given person receives from us, when, through which channel, and how often. That applies across patients, prospective patients, and referring physicians. The work is designing how a relationship develops over time and building that logic into our platforms.

It requires deep knowledge of how marketing automation and CRM tools work in practice, and the judgment to match the right tool to the right job. This is a product user role. The Director will work hands-on inside our marketing platforms, including the configuration that marketing owns, but will not build integrations, engineer data pipelines, or administer platform environments. They will know these platforms well enough to use them fully, specify requirements clearly for the teams who do build, and evaluate tools against real marketing needs.

Current conditions are difficult. The health-side marketing footprint is thin relative to the academic side, list health is poor, sending reputation is shared and unmanaged, and campaign activation is currently gated on completion of an enterprise platform security review. The first year is a rebuild of the activation foundation, not a launch of new channels. Platform administration, provisioning, and security posture sit with IT.

This Director is the business owner of the marketing use of those platforms and is accountable for using them in a way IT and Compliance can support and defend.

• Own the message architecture for UHealth marketing: the rules that decide what any given patient, prospective patient, or referring physician receives, on what trigger, in what sequence, and through which channel.
• Design lifecycle journeys across acquisition, care navigation, appointment conversion, no-show and cancellation recovery, service line campaigns, and reactivation, built on how people actually move through care rather than on campaign calendars.
• Build the segmentation logic that makes targeting meaningful, translating clinical relevance, geography, engagement history, and stated preference into audiences that hold up under compliance review.
• Establish over-messaging governance across service lines: frequency caps, campaign priority rules, and one view of everything a person is being sent, coordinated with Patient Experience so marketing and clinical outreach do not collide.
• Set the standard for what good looks like in a journey, including message sequencing, timing intervals, channel selection, exit criteria, and how the journey ends when someone converts or disengages.

• Own multichannel marketing execution across email and SMS end to end: production, QA, deployment, optimization, and post-campaign reporting.
• Rebuild list health and sending reputation. The current health-side database holds roughly 2.2 million contacts, of which about 1.73 million are reachable and only about 136 thousand engaged in the last 90 days, all served through a shared sending domain. Recovering that number is the defining first-year outcome.
• Run a disciplined testing practice across subject lines, timing, sequencing, and offer, and retire what does not perform.
• Report on engagement, deliverability, and campaign contribution in terms marketing leadership and service line partners can act on.

• Keep marketing communications inside HIPAA boundaries: PHI handling rules, business associate agreement coverage for every vendor touching patient data, and documented,…