Senior Director Marketing & Consumer Engagement

The Senior Director of Marketing & Consumer Engagement is a strategic leader responsible for developing and executing enterprise marketing strategies that drive patient acquisition, service line growth, market share, and consumer engagement across the health system. The role translates executive and board-level growth priorities into actionable marketing plans that support organizational objectives and strengthen market position. Reporting to the Senior Vice President & Chief Marketing and Communications Officer, this role serves as a key member of the Marketing & Communications leadership team and leads service line marketing, referral growth initiatives, and marketing analytics. The role partners across disciplines to deliver integrated, data-driven strategies, leverage best-in-class marketing practices and emerging technologies, and ensure marketing investments drive measurable business results. The Senior Director fosters innovation through the effective application of AI-enabled capabilities and modern marketing solutions to enhance performance, operational effectiveness, and consumer engagement.

Responsibilities

Duties and Responsibilities:

• Translate executive and board-level growth priorities into actionable multi-year marketing roadmaps, ensuring alignment with corporate strategy, market opportunities, and organizational goals.
• Partner with operational, clinical, and growth leaders to develop and execute targeted marketing strategies that increase patient volume, market share, and revenue across key service lines and strategic initiatives.
• Identify opportunities to enhance market positioning, strengthen competitive differentiation, and accelerate growth across priority markets and populations.
• Partner with physician liaisons, practice leaders, and specialists to strengthen referral pathways and expand provider-to-provider engagement.
• Lead integrated consumer acquisition strategies across digital, paid, owned, earned, and community-based channels to drive awareness, engagement, and patient conversion.
• Oversee audience segmentation, consumer journey planning, and brand activation efforts that enhance patient preference and reinforce an exceptional patient experience.
• Formulate the design and execution of end-to-end, omnichannel consumer journey frameworks, integrating digital health touchpoints, marketing automation, and workflows to continuously improve the patient journey across WellSpan’s care delivery system, from consideration to episodic encounters or continuous health navigation.
• Establish and monitor performance metrics, ROI measures, consumer insights, and competitive intelligence to evaluate marketing effectiveness and inform strategic decision-making.
• Partner with operations, digital health, finance, legal, compliance, and executive leadership to align marketing initiatives with organizational priorities and ensure successful execution in a complex, matrixed environment.
• Lead, develop, and mentor a high-performing growth marketing team, fostering a culture of accountability, innovation, continuous learning, and measurable results.
• Advance modern marketing capabilities through the effective use of marketing technology, data-driven decision-making, and AI-enabled tools and processes.
• Actively contribute as a member of the Marketing & Communications leadership team, partnering across disciplines to align priorities, leverage functional expertise, and deliver integrated marketing strategies that drive organizational growth.

Qualifications

Qualifications include:

• A bachelor's degree in business, marketing, or healthcare administration is required, master's degree preferred.
• At least fifteen (15) years of marketing experience required.
• Progressive marketing leadership experience in a large and complex health system preferred. 
• Excellent interpersonal/communication skills.
• Strong conceptual, as well as quantitative and qualitative analytical skills.
• Excellent facilitation and presentation skills.
• Strong proficiency in business technologies and digital tools, with a commitment to leveraging emerging technologies, AI, and innovative solutions to enhance performance, efficiency, and user experience.
• Strong problem solving, time management and organizational skills, including the ability to prioritize tasks and delegate when appropriate.
• Ability to work independently and collaboratively in a team environment with both internal employees and external consultants and organizations.
   

About UsWellSpan Health’s vision is to reimagine healthcare through the delivery of comprehensive, equitable health and wellness solutions throughout our continuum of care. As an integrated delivery system focused on leading in value-based care, we encompass more than 2,300 employed providers, 250 locations, nine award-winning hospitals, home care and a behavioral health organization serving central Pennsylvania and northern Maryland. Our high-performing Medicare Accountable Care Organization (ACO) is the region’s largest and one of the best in the nation. With a team 23,000 strong, WellSpan experts provide a range of services, from wellness and employer services solutions to advanced care for complex medical and behavioral conditions. Our clinically integrated network of 3,000 aligned physicians and advanced practice providers is dedicated to providing the highest quality and safety, inspiring our patients and communities to be their healthiest.