Sutter Health Director, Social Media and Content Marketing in San Francisco, California
The Director, Social Media and Content Marketing is responsible for leading Sutter Health's enterprise-wide social media and online reputation channel strategy. Promoting health across digital properties and creating new online access points for customers to engage with and join the Sutter Health network. In alignment with corporate goals, integrate analytics, technology and human touch points to create relevant content that engages, educates and drives our digital platforms toward a best-in-class user experience. Advocate and drive innovation in the social media space as Sutter Health's digital communication expert.
Develop, implement and maintain comprehensive consumer-focused social media and content marketing strategies that prioritize customer engagement, foster brand loyalty, drive sales, acquire new customers, retain core users, and showcase innovation. Design digital marketing collateral (text, graphics, blogs, videos, ads, etc.) that sparks conversations and builds 1:1 virtual relationships with customers, patients, and providers. Champion the development of social media and online reputation management standards, policies, and rules of engagement for digital channels that also incorporate measurement tools, analytics, and reporting methods to gauge success. Partner with the Directors of Digital Marketing/Acquisition, Brand, Market Research, Analytics and Communications to craft integrated marketing plans that increase brand awareness, familiarity, equity, preference, engagement and conversions while managing a positive online reputation. Foster a collaborative environment that fuels innovation, achieves a competitive advantage, increases market share, and enables Sutter Health consumers, patients and doctors to benefit from new digital technologies.
Bachelor's degree in Business Administration, Creative/Graphic Design, Economics, Journalism, Marketing, PR, Visual Communications or related field or Education + relevant experience required Or equivalent education/experience.
Master's degree in Business Administration (MBA) preferred.
Seasoned business professional with leadership, project management, creative design and marketing skills that are typically acquired during 6 to 8 years of experience in progressively responsible senior level positions of managing a company’s online reputation required.
Strong interactive/virtual marketing skills normally obtained during at least 4 years of experience focused on social media preferably within the health and wellness industry required.
Previous experience in overseeing social and content marketing activities, including digital marketing tools, to promote an organization and to build brand awareness, while achieving the organization’s strategic business objectives required.
Recognized as a visionary leader with a competitive mindset and a proven track record of creating value (internally and externally) and building social communities across multiple geographic locations required.
Proven track record of leveraging metric-drive research/analysis to drive informed strategic direction and optimize social media programs resulting in increased traffic and conversions required.
Professional copywriting and editing skills as typically acquired during 3 years of experience crafting content for intranet and social media communications (i.e. blogs, pod casting, articles, discussion forum, automated responses, videos, etc.) required.
Solid content development and management experience, including the ability to optimize all forms of digital collateral (text, graphics, blogs, discussion forums, videos, ads, etc.) to achieve strategic objectives and establish a competitive edge required.
Demonstrated experience in all forms of Internet marketing, multi-channel marketing and leading the development of social media and content plans that grow brand awareness, extend product reach, highlight services, and build reader engagement through social, SEO, and other paid media required.
Skills and Knowledge
Deep understanding of the quickly-evolving digital and social media environments; including managing a well-established social media presence that demonstrates the ability to synthesize emerging trends and make them impactful for current and future customer/reader demands
Expert knowledge of social media trends and industry topics as it relates to driving ROI for online business with the ability to quickly grasp the implications of those trends and translate into strategic recommendations
Advance understanding of the social media ecosystem, including a functional knowledge of social listening and monitoring tools (e.g. Sysmos, Netbase, Mintel, and MRI), SEO principals, blogging environments, social media and networking platforms, monitoring suppliers, video formats, paid search techniques, and creative/graphic design vendors
Excellent knowledge of Google analytics and web traffic resources with the ability to identify, develop and track key performance indicators (KPIs) to drive informed decision making and refining social media and content strategies
Demonstrated knowledge of marketing, resource management, sales and leadership, including an expert knowledge of the online media space with regard to healthcare products, unique issues in healthcare marketing, and effective digital solutions
Strong business acumen and exceptional analytic skills with the proven ability to provide innovative solutions to complex problems and to meet customer-driven business objectives
Advanced knowledge of digital and traditional marketing, business-to-consumer (B2C) and business-to-business (B2B), communications planning, graphic standards, corporate identity management and internet/mobile publishing
Working knowledge of selecting/hiring third-party talent for creative services, graphic design and production, publication development and management, market research and advertising
Understanding of and experience with Lean or other process improvement philosophies and methodologies desired
Strong analytic skills to determine organizational needs and the ability to develop effective strategic digital marketing and communication plans that achieve the functional objectives for the enterprise
C-suite skills, including professional writing and editing skills; excellent spokesperson skills with the ability to articulate a vision, translate complex ideas into lay terms, and to engage with diverse audiences, including peers, senior management, large external clients and relevant industry conferences
Ability to energize, mobilize, and influence by fostering productive and collaborative working relationships with internal and external constituencies, including the effective management of resources
Demonstrated ability to synthesize information and ideas across a variety of subject matter areas and to create plans that generate an engaging and positive reader experience across product lines
Recognized ability to work collaboratively with marketing, operations, product development and other cross functional groups, including established project management skills
Expert skill in optimizing all forms of digital communications - email, search marketing, online ads, SEO, retargeting, sponsored posts, website, landing pages, and more
Solid budget and finance skills, with the ability to negotiate effectively with external agencies and organizations
Proven ability to evaluate innovative graphic design and advertising proposals, craft persuasive messaging and analyze market research, preferably in a health care setting
Advanced computer skills: Microsoft Suite, especially Word, Excel and PowerPoint; Adobe Photoshop; social media listening/ tracking software and statistical analysis tools
Primary Location: California, San Francisco, San Francisco
Organization: Sutter Health System Office
Employee Status: Regular
Position Status: Exempt
Job Shift: Day/Evening
Shift Hours: 8 Hour Shift
Days of the Week Scheduled: Monday-Friday
Weekend Requirements: Other
Schedule: Full Time
Hrs Per 2wk Pay Period: 80
All qualified applicants will receive consideration for employment without regard to race, color, creed, religion, marital status, sexual orientation, registered domestic partner status, sex, gender, gender identity or expression, ancestry, national origin (including possession of a driver's license issued to individuals who did not present proof of authorized presence in the U.S.), age, medical condition, physical or mental disability, military or protected veteran status, political affiliation, pregnancy or perceived pregnancy, childbirth, breastfeeding or related medical condition, genetic information or any other characteristic made unlawful by local, state, or federal law, ordinance or regulation. External hires must pass a background check/drug screening. Qualified applicants with arrest and/or conviction records will be considered for employment in a manner consistent with Federal, state, and local laws, including but not limited to the San Francisco Fair Chance Ordinance.