Job Summary:
The Director will develop and provide the AVP of Marketing with analytical input and support organizational growth by identifying, evaluating, and advancing business development opportunities. The Director will create metrics, recommend adjustments, and translate market, volume, referral, and performance data into actionable proposals. The position will collaborate with operational leaders, service-line leaders, physicians, and other key stakeholders to evaluate opportunities to grow existing services, develop new programs, strengthen referral relationships, and expand Cullman Regional’s market presence. The Director will also build dashboards reflecting campaign results, brand metrics, service-line volumes, market share, and other business indicators used to evaluate performance and guide decision-making. Neither creative nor public relations assignments are functions of this role.
Responsibilities are as follows:
25% – Business Development and Growth
- Analyzes market share, service-line utilization, referral patterns, demographic trends, competitor activity, and organizational performance to identify potential growth opportunities.
- Works with the AVP of Marketing, executive leadership, service-line leaders, physicians, and other stakeholders to evaluate opportunities to expand existing services or develop new programs.
- Develops preliminary business cases and recommendations for growth initiatives, including market need, projected demand, competitive considerations, operational requirements, and expected organizational impact.
- Supports the development and implementation of strategies designed to increase patient volumes, strengthen referral relationships, improve market position, and expand access to Cullman Regional services.
- Monitors approved business development initiatives and reports progress, outcomes, barriers, and recommended adjustments to the AVP of Marketing.
- Partners with operational leaders to confirm organizational readiness and address operational barriers before promoting new or expanded services.
- Maintains awareness of healthcare industry trends, emerging services, competitor developments, and community needs that may affect Cullman Regional’s strategic growth opportunities.
25% - Development of marketing analytic tools
- Measures, tracks and reports Marketing ROI by campaign projects to AVP
- Maintains activity reports and marketing metrics for sales team
- Measures established timelines to ensure projects progress in a timely manner
30% - Implementation of marketing plans and strategies
- Stays current on hospital market share, service line market share, market dynamics and other data to help identify new growth strategies
- Works closely with the AVP of Marketing and key stakeholders to develop, execute and business development plans aligned with organizational and service-line priorities.
- Translates market intelligence and organizational data into targeted strategies supporting service-line growth, referral development, patient acquisition, and community awareness.
- Establishes measurable goals for assigned initiatives and evaluates results against volume, market-share, referral, revenue, and return-on-investment expectations.
20% - Oversee Digital Marketing
- Maintain media placements and coordinates media plan with AVP
- Ensure account billing for marketing placements
- Other duties as assigned
Education:
MBA or MHA required. Bachelor’s degree in Marketing or a related field, or an equivalent combination of education and experience, required.
Experience:
5+ years of marketing and business development, strategic planning, service-line growth and market analysis experience in a Healthcare environment preferred.
Additional Skills/Abilities:
• ROI focused; strong measurement skills demonstrating the ability to identify and act on insights driving business results
• Excellent analytical skills and the ability to translate insights into actionable recommendation
• Partnering skills and experience working in highly collaborative environments
Skills Required
- MBA or MHA degree
- Bachelor's degree in Marketing or a related field, or equivalent combination of education and experience
- 5+ years of marketing and business development experience in a healthcare environment
- Strategic planning, service-line growth, and market analysis experience
- Strong ROI measurement and analytical skills
- Ability to translate insights into actionable recommendations
- Experience working collaboratively with organizational stakeholders
What We Do
Cullman Regional Medical Center is a community-oriented, mission-driven, not-for-profit organization that operates a general acute care hospital and provides a broad range of specialty care services through its network of providers.
