Lead Analyst - Audience Intelligence

NYU Langone Health is a fully integrated health system that consistently achieves the best patient outcomes through a rigorous focus on quality that has resulted in some of the lowest mortality rates in the nation. Vizient Inc. has ranked NYU Langone the No. 1 comprehensive academic medical center in the country for three years in a row, and U.S. News & World Report recently placed nine of its clinical specialties among the top five in the nation.

NYU Langone offers a comprehensive range of medical services with one high standard of care across 6 inpatient locations, its Perlmutter Cancer Center, and over 320 outpatient locations in the New York area and Florida. With $14.2 billion in revenue this year, the system also includes two tuition-free medical schools, in Manhattan and on Long Island, and a vast research enterprise with over $1 billion in active awards from the National Institutes of Health.

For more information, go to NYU Langone Health, and interact with us on Linked In, Glassdoor, Indeed, Facebook, Twitter, You Tube and Instagram.

We have an exciting opportunity to join our team as a Health System Lead Analyst, Audience Intelli.

In this role, the successful candidate NYULH is seeking an experienced and driven individual to fill the role of Lead Analyst, Audience Intelligence. This position will join the Program Measurement and Strategy team and the broader Communications, Marketing, Government and Community Affairs (CMGCA) department. This role will lead a new level of understanding and data driven intelligence for our priority audiences.

Reporting directly to the Director, Integrated Media Strategy and Performance Marketing, this position will help inform various campaign strategies and plans with critical audience data, insights and platform specific activation approaches. This position will play a critical role in NYULHs overall strategic communication and marketing efforts, providing a deep understanding of the profiles of key audiences to support the advancement of NYULHs enterprise objectives.

• Develop an understanding of existingaudiencedata, including available attributes, models, segmentation, and platform capabilities
• Analyze and synthesize data from various sources to build holistic views of audiences with clear insights and recommendations that tie to NYULHs overall enterprise objectives
• Segment audiences, identifying uniqueaudienceprofiles that inform the design of effective digital marketing campaigns via internal and third-party marketing platforms
• Utilizeaudiencedata to identify opportunities to drive growth
• Partner with the cross-functional teams on custom research opportunities, identifying the priority objectives and learning agenda for specificaudiencesegments and persona building
• Manage and maintain departmentaudiencedata profiles and personas across various communication and marketing campaigns

• Contribute to the development of strategic, research-based, and data-driven strategies to reach physicians and prospects identified in availableaudienceplatforms
• Provide strategic and tactical support for direct channel and paid media campaigns by identifying relevant audiences and ensuring platform delivery
• Leverage working knowledge of all marketing products and platforms for online acquisition to increase growth
• Tailor marketing cloud strategies and initiatives to effectively reach the intended audiences for each department and/or service lines specific need
• Develop journey maps for eachaudiencesegment across marketing channels and platforms
• Design and implements testing strategies to understandaudiencebehavior including deeper understanding of device usage, creative and messaging preferences, and engagement drivers
• Support the sequencing and activation of digital marketing campaigns across multiple departments and service lines; identify synergies and potential areas of conflict
• Leverageaudienceperformance metrics and outcomes from various platforms to track their success across campaigns and to inform existing and future strategies
• Support comprehensive SEO and SEM strategies to optimize online visibility, drive organic traffic, generate leads, and maximize ROI through paid search campaigns
• Drive overall strategic marketing campaigns that will fuel the growth of NYULH and support realization of institutional goals
• Stay up to date with digital marketingaudiencetrends, technology and healthcare best practices, adapting strategies to industry changes

• Participate in defining governance to ensure proper campaign management and sequencing
• Work with the analytics team to interpret test results and determine future strategy
• Work with data architecture team to understand 1PD and available attributes to utilize for media activation and advanced modeling
• Collaborate with channel activation teams to identify the optimal data sources across 1P, 2P and 3P that translateaudiencestrategy into a…