Director of Audience Engagement

Description Position at WebMD

Job Summary:

As a Director, Audience Engagement for our Live Business Unit, you will be an integral member of the audience engagement team and will be responsible for registrations, engagement metrics, and growth for live in-person attendees. Specifically, you will be responsible for orchestrating, optimizing, and overseeing marketing strategies to achieve goals for live programs with a concentration within multiple therapeutic areas.

The ideal candidate will bring strong event experience, project management, data management, analytical, communication, leadership, and problem-solving skills. You must have a proven ability to meet deadlines, while being proactive and detail oriented. You will also need to possess a strong attention to detail, the ability to form effective working relationships with a variety of teams, the skill to think outside the box to interpret and solve complex tasks, and the ability to manage time to work effectively during busy sales cycles.

Responsibilities:

Create and execute omni-channel marketing strategies to drive traffic and engage audiences to live events for healthcare professionals

Implement and monitor marketing campaigns to meet organization’s attendee, registration, and revenue goals and minimums

Implement growth strategies in the oncology space, identify partner opportunities and provide support for brand elevation in a competitive marketplace

Liaison between external and internal stakeholders (e.g.:
Sales Planning, Business Intelligence, Client Services, Program Marketing, Finance, Contracting, Sales Ops) to create and communicate audience and member plans, forecasting and client solutions

Adopt and utilize Salesforce/Exact Target marketing automation tool to manage and optimize campaign performance

Collaborate with the product management team to project and track program performance as it relates to registration and driver traffic

Partner with Data Analytics to analyze user site behavior for persona development, to inform marketing communications and to drive actionable insights and segmentation

Work closely with teams to coordinate and execute tactics within marketing plans for sold activities. More specifically:

Coordinate with the Program Management team to develop timelines for marketing plans

Optimize email and e-newsletter tactics

Work with social media specialist(s) to publish social media posts

Work with Data Analytics to track program performance – to optimize list targeting/segmentation to improve response rates and overall yield

Provide ongoing reporting and analysis to inform and support business decisions by:

Analyzing response rate trends to inform deployment of outbound e-mail, onsite tactics, partnerships, and social

Conducting platform (Exact Target/Aventri/Virtual Platform) tracking analysis of web pages and specific activities to provide insight of user engagement behavior

Creating and disseminating summary reports (e.g., email and onsite channel performance reviews) to update stakeholders

Share channel performance data with internal teams

Requirements: 10+ years events marketing experience in multi-channel marketing (required)

Education:

BA/BS in marketing is preferred

Knowledge of CME landscape as it relates to the Healthcare industry and direct-to-physician marketing Exceptional in-person marketing strategy and campaign management skills

Experience with web analytics including engagement & marketing channel  (such as Adobe Omniture)
Must be proactive and detail-oriented

Strong ability to multi-task in a fast-paced environment autonomously

Excellent teamwork, written and verbal communications skills

Strong organizational, operational, analytical, and project management skills

Strong ability to represent and communicate…