Salary is commensurate with qualifications and experience.
As a UW employee, you will enjoy generous benefits and work/life programs. For detailed information on Benefits for this position, click here.
As a UW employee, you have a unique opportunity to change lives on our campuses, in our state and around the world. UW employees offer their boundless energy, creative problem solving skills and dedication to build stronger minds and a healthier world.
UW faculty and staff also enjoy outstanding benefits, professional growth opportunities and unique resources in an environment noted for diversity, intellectual excitement, artistic pursuits and natural beauty. All of which has allowed the UW to be nationally recognized as a Great College to Work For for four consecutive years.
UW Medicine's Strategic Marketing & Communications team is committed to providing integrated, strategic marketing and communications in support of UW Medicine's organizational priorities. UW Medicine is an internationally recognized health care leader and includes: Harborview Medical Center, Northwest Hospital & Medical Center, Valley Medical Center, UW Medical Center, UW Neighborhood Clinics, School of Medicine, UW Physicians and Airlift Northwest.
UW Medicine's Strategic Marketing & Communications has an outstanding opportunity for a Manager of Market Research and Media Analytics.
This position is a hybrid role tasked with understanding and communicating the full spectrum of consumer and brand insights from the research (market identification, existing competitors, and health system market share) through to analysis and reporting on campaign performance and lessons learned. The Manager of Market Research and Media Analytics for UW Medicine Strategic Marketing & Communications is responsible for conducting qualitative and quantitative market research and brand studies, interpreting data, and producing substantiated recommendations that meet defined business objectives. Based on this constant interpretation and analysis, s/he will develop and systematically deliver timely, actionable insights and recommendations to improve upcoming and ongoing marketing campaign performance and grow the UW Medicine brand in its appeal to both new and existing patients as well as community stakeholders.
Outside of programs that provide key consumer insights and measure our impact within the local healthcare market, this individual will assess opportunities to advance the UW Medicine brand to retain current patients and their families to seek more of their care within our health system. Current health system data collection systems and sources are of immense value; leveraging them will be critical to success.
Additionally s/he will act as a data steward in close partnership with UW Medicine ITS and various contracted vendors to ensure sustainability of data transmission and confidentiality of potentially sensitive information.
The candidate must be well-versed in the measurement of offline and digital marketing mediums, social media, and earned media.
This position will report to the Senior Director of Marketing & Digital Strategy for UW Medicine and will be responsible for presenting a 360 degree picture of our target market and campaign performance and consolidating information into actionable items, reports and presentations.
With direction from Marketing & Communications leadership and in partnership with the Associate Director of Marketing, this role is responsible for gathering consumer campaign data and insights as well as measuring and reporting on perceptions that are integral to the success of marketing and brand initiatives.
Consultation of internal datasets will be leveraged to best understand current consumers, their needs, and UW Medicine's ongoing desire to create and sustain brand loyalty given the high-quality care provided by this health system.
Management of vendor relationships and contract engagement and renewal processes, partnering with UW Medicine Purchasing/Supply Chain.
Ensure that the resources available can be maximized to meet the analytic needs of the department as well as the health system on the whole in relation to consumer insights and brand engagement.
Validate, present and explain findings from multiple and varied data sources to audiences of all levels of leadership both in writing and in discussion. Translate complex data terminology into understandable and brief takeaways, enabling insights to drive action and engagement among health system leaders.
Act as an advocate for current and potential UW Medicine patients to advance digital engagement by the health system, enabling a 21st century patient experience.
Understanding and complimenting marketing insights with healthcare market data to ensure the continuum between recruiting patients and health care fulfillment is level-loaded.
30% -- Analytics: This position will design and implement process and policy improvements through strategic analysis of business operations in relation to the UW Medicine Brand and marketing goals. The incumbent will provide leadership and expertise to the Market Research and Media Analytics team through the establishment of close relationships with cross-functional teams (service line leadership, finance, advertising, marketing, creative, media relations, editorial, outreach, IT, and data analytics) to optimize performance and conversions. Leading the development of key performance indicators and metrics of importance, while guiding appropriate reporting format and frequency, the position will lead marketing team in analyzing campaign performance (including A/B testing) and delivering actionable insights to the internal team, senior leadership, as well as our clients. Continuous improvement measures and the monitoring of complex analytical objectives of campaigns and website usage will allow us to continually improve and optimize our marketing and communications efforts, and maximize our return on investment.
30% -- Market Research: Develop deep understanding of our internal clients' business goals and competitive landscapes by utilizing market research software (e.g., Crimson Market Advantage, NRC, and The Advisory Board's Market innovation Center and Audience Rx) or through primary research. Evaluate and recommend to senior leadership operational enhancements and emerging technologies in market research that will improve department research and analysis to further the UW Medicine Brand and marketing goals. Collect quantitative and qualitative data on consumers, competitors, the local and regional healthcare climate, and UW Medicine brand perceptions. Leverage available organizational data sets. Design data collection methods to discover community, patients' and potential patients' preferences and perceptions. Compile and analyze statistical data. Perform valid and reliable market research SWOT analysis. Provide competitive analysis on market offerings, trends, business models, and methods of operation. Assess past performance and future trends to recommend shifts in marketing practices to stay innovative within the industry. The market research conducted will provide deep insights into our consumer audience enabling us to craft marketing and communications plans that drive the desired business results.
30% -- Change and Project Management: Provide leadership and expertise on defining the operational requirements for best practice workflow in research and analytics. Lead operations enhancement and process improvement opportunities for recommended plan implementations. Involve and influence others in the accomplishment of worthwhile organizational goals. Challenge the status quo, champion change and influence others to change. Use business knowledge, innovative thinking, and sound judgement in the solution of problems or pursuit of opportunities. Maintain flexible viewpoints and positions that can change as additional information becomes available. Collaborate, promote and advocate for data driven decision making. Work smart by setting effective work goals, establishing priorities, and planning well in order to produce quality work. Execute effectively by using resources efficiently, meeting deadlines, and keeping others informed of work plans and progress toward goals. Set scopes, objectives, resources, budgets, and timelines. Consolidate information from various sources including feedback from others.
5% - Storytelling: Interpret, validate, and synthesize data, formulate compelling reports and presentations, and make actionable recommendations. Present to all levels of the organization (including senior leadership) in both written and oral formats. Answer questions and instill confidence. Develop simple, key takeaways and unburden the audience of complexities inherent within multivariate and matrixed data.
5% - The Manager of Market Research and Media Analytics will supervise, train, and delegate work to 2.0 FTE. This includes, but is not limited to: hiring, performance management, performance reviews, proactively managing the day-to-day work of the team.
Master's Degree in Marketing, Business or related field.
3+ years' experience in market research and data analytics, preferably within the healthcare industry.
Professional and Technical Skills:
Proven market research analysis experience - ability to communicate complicated concepts simply and clearly, ability to translate research into actionable insights for leaders.
Strong analytical and critical thinking skills. Ability to manage time wisely given competing demands and multiple projects with a wide range of stakeholders.
Strong knowledge of healthcare consumer psychology and behavioral science.
Excellent client and customer service skills; collaborative spirit, team player.
Experience working with - and passions for - web, digital advertising, and social media analytics software such as Google Analytics, Cyfe, TrendKite, Radian 6, Site Improve, MOZ Pro, and Foresee; data collection (polls, focus groups, surveys, etc.) Familiarity with search engines and business research tools. Familiarity and understanding of CRM software.
Guru-level Excel skills; Tableau data visualization.
Experience negotiating with outside vendors, including negotiating contracts, prices, resolving service issues while maintaining a professional and collegial relationship in representation of UW Medicine health system.
Master's degree specifically in Healthcare Administration or Business Administration, deep knowledge and understanding of the Pacific Northwest's unique healthcare market dynamic, and 7 years prior experience in digital marketing within the healthcare industry. Experience managing a team.
Founded in 1861, the University of Washington is one of the oldest public institutions in the west coast and one of the preeminent research universities in the world. The University of Washington is a multi-campus university comprised of three different campuses: Seattle, Tacoma, and Bothell. The Seattle campus is made up of sixteen schools and colleges that serve students ranging from an undergra...duate level to a doctoral level. The university is home to world-class libraries, arts, music, drama, and sports, as well as the highest quality medical care in Washington State and a world-class academic medical center. The teaching and research of the University’s many professional schools provide undergraduate and graduate students the education necessary toward achieving an excellence that will serve the state, the region, and the nation. As part of a large and diverse community, the University of Washington serves more students than any other institution in the Northwest.